We've been helping people write better for search since 2014
See the Program
Started as a small workshop, still feels that way
Back in 2014, a handful of writers and digital marketers ran a single weekend session on keyword-driven content. The room had 12 people. Word got around.
We're now a full learning platform, but the format hasn't changed much — small focused courses, direct feedback, no padding. SEO content writing is a practical skill and we treat it like one.
The courses cover everything from structuring an article around a search intent to writing meta descriptions that people actually click. Nothing abstract, no slides full of theory.
The people behind the courses
Two instructors who've done the work themselves — not textbook teachers.
Ruairi spent seven years writing content for e-commerce brands before shifting to teaching. He built the core curriculum around the mistakes he kept seeing — thin content, ignored intent, keyword stuffing that tanks rankings.
Sven handles the strategy and analytics side — how to research topics, map content to funnels, and measure whether the writing is actually performing. He brings the data side to balance Ruairi's editorial focus.
How we think about teaching this
One skill at a time
Each module focuses on one specific thing — writing a title tag, structuring an intro, matching tone to intent. Not a broad overview of everything.
Writing, not just reading
Every lesson includes a writing task. You submit it, get notes back. Reading about SEO doesn't make you better at it — writing does.
South Africa context
Examples use local brands, local search behavior, and South African English. Not American case studies rebranded for a different market.
What's happened along the way
A few things worth mentioning from ten-plus years of running these courses.
First workshop
12 participants, one afternoon, a borrowed meeting room in Bloemfontein.
Moved online
Built the first self-paced version of the course. Took three months to get it right.
Quizzes and feedback tools
Added graded exercises and structured peer review to every module.
Still enrolling
Courses are live and taking new participants. Same format, updated content.
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