Online Writing Workshop

Writing for the web or any online format is very different to the writing you learnt at school.  People don’t grab themselves a cup of coffee and open your blog to casually read through your analytical and adjective rich article about your new product or review.  Reading online is searching for quick answers or views in the most basic of formats.  Providing answers to questions or links to resources.  Not only that but you are writing for an audience of search engines….. do you know how to write so a computer understands your topics and categorizes them correctly.


Join our Six hour online writing course with practical exercises and templates,

printed branded bound 18 page booklet, questions and answer session,

post session followup. Equipping you to write effectively for various

online platforms.

What we cover

  • Module One. 9 to 10am
    Online strategy – a personal viewpoint.
  • Module Two. 10am to 12 noon
    Novice. Implement immediately. Writing style.
  • Module Three. 1pm to 2pm
    Intermediate. Role of keywords.
  • Module Four. 2pm to 3pm
    Advanced. Indexing your own work for the Web.

Section One:

Websites, blogs, online articles, online press releases

Write for yourself – Overview

  • Your linkedIn profile
  • Your Google + profile
  • Google authorship – assert your authorship

Process – Overview

Research the need for the article.

  • Write. Module One
  • Write based on keywords. Module Two.
  • Catalogue and index your own work. Module Three.

Link authorship back to yourself.

Why write for online – Module One

  • Advantages
  • Company brand
  • Personal brand
  • Online reputation management

Who is your audience? – Module One

  • Members of the public
    How do time bankrupt online website visitors read?
  • Computer programs ie search engines
    How do search engines index your content?

Keywords – Module Two

What are keywords?

  • What is your message?
  • One word keywords, Two word keywords, Three word keywords
  • Search engine assumptions
  • Keyword density and Keyword cloud
  • Keyword research
  • Professional usage versus common day usage
  • Keywords that pollute and cloud your message

Flags used to index articles – Module Three

Meta tags

  • Title, Description, Keywords
  • H1, H2, H3 to H6
  • Font formatting – bold, italics, underlined

Using WordPress as an example

  • Categories – like the broadly named chapters of a book
  • Tags – like the specific index at the back of the book
  • Focus keywords

Writing style – Module One

  • Words and Sentences
  • Adjectives and Adverbs
  • Pronouns
  • Length
  • Tone and Passive voice
  • Useless words
  • Professional Jargon
  • The introductory paragraph and the first 200 words
  • Brand names

Tools to evaluate your online content – Module One

  • Flesch Kincaid Grade level
  • Flesch Kincaid Reading Ease
  • Gunning Fog
  • Words per sentence
  • Percentage of 3+ syllable words

Article layout and structure – Module Three

  • For search engines
  • For people
    • White space
    • Above the fold, below the fold and scrolling
    • Extracts – the short version and the long version
    • Block quotes, shout outs, pull quotes

No Lone Rangers on the Net – Module Three

  • The Internet is called the web because everything links to everything else.
  • The Internet is built on the traditional of sharing and giving credit.
  • These links go to pages of similar content.
  • These links go the websites of good reputation and authority.

For your webmaster – Module Three

  • Meta – Title (for search engines)
  • Meta – Description (for people)
  • H1, H2 etc (for taxonomy and structure)
  • Extract (to attract readership)
  • Category – WordPress taxonomy. Book chapters
  • Tags – WordPress taxonomy. Back of book index
  • Keywords – preferably not one word keywords
  • Images – use of the alt tag
  • Links to other similar authoritative sites.

Section Two: Writing for social media

  • Role of social media

Section Three: Practical exercises

  • Provided through out where relevant
  • Templates – hard copy and downloadable

Your Trainer

Steve Eilertsen is a Google certified, Search Engine Optimisation specialist, Gorilla Marketing certified and online business coach to entrepreneurs around the world.

He recently tested his own techniques and took a brand new website with no ranking to the 2000th most valuable website in South Africa in just 25 days (October 2014).


Having trained for a client recently who had already completed a one year Digital Online Marketing course, she rated his six hour workshop as better than the one at UJ.

Who’s it for

Anyone who writes to edits online material for their company or themselves.  It could be a personal blog or a corporate brand, if you communicate with your market through an electronic newsletter, blog or website… this course is for you.
Managers and business owners also need to understand what their staff need in order to communicate effectively online.
Graphic designers will also find the workshop useful as the material they are asked to “upload” is not presented to them in a search engine friendly format. After the course however they will find that with a few Command-C’s, Command-V’s SEO is sorted.


Refreshments are offered but lunch is not included.  There are various take away restaurants close to the venue.

Date and Venue

Our next course is waiting for more attendees to register.  Contact us to book your space for yourself or your company.


  • At your premises with staff grouping of 7 or less: R1250
  • At your premises with staff grouping of 9 or more: R950
  • At our venue with a mixed group of individual delegates. Price on request.



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