If you already run a WordPress site and you want it to actually rank, read well, and pull its weight — this is the day where the content side stops being guesswork.
Who delivers this: Christopher Ross · WordPress trainer for content and marketing teams · WordPress training delivery since 2007 (broader training practice since 2004) · MA Candidate, Learning and Technology, Royal Roads University
WordPress 201 is the practical day for people who already publish on WordPress and want their content to do real work. By the end of it you will know how to structure a page so a human and a search engine both find what they came for, you will have audited one of your own pages live in the session, and you will leave with a short, opinionated checklist that you can apply to every post you write from Monday onward.
Who this is for
- Fit. Marketing managers, content leads, and communications staff who publish on WordPress weekly and want better outcomes from the same effort.
- Fit. Site owners who have a working WordPress site, an SEO plugin installed, and a quiet suspicion that they are not getting what they should out of either.
- Not fit. People who have never logged into the WordPress dashboard before. Start at 101 and come back to this once you are comfortable publishing a page.
- Not fit. Agency SEO specialists looking for advanced technical SEO. This is a day for the people writing the content, not the people auditing the crawl.
Prerequisites: you can publish a post on your own site without help, you have an SEO plugin (Yoast or Rank Math) installed, and you can show me one page you wrote in the last six months. That is the bar.
What you’ll be able to do after
- Plan a page or post around a single search intent, so it has a chance of ranking for something specific instead of nothing in particular.
- Use headings as a structural outline that a reader can scan and a search engine can parse, not as a font-size picker.
- Write internal links that pass useful signal between your own pages, and notice when you have orphaned a page from your own navigation.
- Upload images with sensible filenames, sensible dimensions, and alt text that earns its place — without slowing the page down.
- Read what your SEO plugin is telling you, take the advice that matters, and ignore the green-light theatre that does not.
- Run a quick redirects-and-404 check so old URLs stop bleeding traffic the moment you change a slug.
Curriculum, in four themed blocks
- Writing for search and humans at the same time. One page, one job. Picking a primary intent before you draft. The headline that earns the click and matches what the page actually delivers. Why a great post can lose to a mediocre one with a clearer promise.
- Structure and internal linking. Headings as an outline. Paragraphs that respect the scanner before the reader. Internal links that point somewhere useful, anchor text that is honest about where it goes, and the cluster shape that quietly outperforms a random pile of posts.
- Images, schema, and the plugin layer. Filenames, alt text, and dimensions before you upload. What schema your theme and plugins already emit on your behalf, what they do not, and where Rank Math or Yoast helps versus where it gets in the way. Core Web Vitals as a content lever, not a developer-only problem.
- Hygiene that compounds. Permalinks you do not change casually. Redirects when you have to. The 404 report most owners never look at. A monthly content review that takes thirty minutes and saves a small site from quietly rotting.
Real examples we’ll work through
- A live audit of one page from your own site, with a rewrite plan you can execute that week.
- A blog post planned from the keyword in, headlined honestly, structured as an outline, and internally linked to two siblings on your site.
- A media-library cleanup pass that gets your image sizes, filenames, and alt text under control without breaking any existing pages.
Where this fits in the WordPress training pathway
Shaped for: Marketing leads, content managers, and editorial contributors who publish on WordPress weekly.
Most learners come here from: WordPress Training 101.
From here, the most common next steps:
- WordPress Training 301 — if you also operate the site — updates, backups, roles, incident response.
The four WordPress courses are role-routed, not strictly sequential — each segments by the work you actually do on a WordPress site rather than by how long you have been around the dashboard. The full training catalogue shows how they sit alongside the Microsoft Office track.
Delivered as part of these service engagements
This course is included in the training scope of the following build and ongoing engagements — either at full public-cohort scope, or as a compressed version tuned to your specific build. The audit-and-build credit policy on the service pages covers the training surface too: training hours already delivered as part of a build credit forward against any larger engagement that follows.
- Owner-Run Build Your Future ($6,000) — compressed remote session focused on the content surface of your build.
- Owner-Run Unlimited Growth ($17,000+) — full session for the operator-owner and the small team around you.
- Team-Run Team Site ($7,500) — delivered to the content contributors on the team.
- Scaled Team Site / WordPress Website Development ($24,000+) — delivered to editors and content leads.
- Newspaper Local Leader ($8,000) — tuned for community-newspaper editorial — structured data, local SEO, internal-link architecture for news.
- Newspaper Regional News ($20,000+) — editorial-tuned, with breaking-news patterns and ad-stack-aware content structure.
- Newspaper National Influencer ($75,000+) — editorial-tuned for daily-news pace, breaking-news, and Google News eligibility.
- E-commerce Expanding ($15,000+) — tuned for product, category, and content pages on a WooCommerce shop.
- E-commerce National ($60,000+) — tuned for catalogue-scale content, merchandising patterns, and the conversion surface.
- Learning Senior Solution ($15,000+) — tuned for course-page content, learner-facing copy, and assessment-context writing.
- Learning Post-Secondary ($30,000+) — tuned for learner-facing content, accessibility-first authoring, and assessment context.
- SEO Standard ($3,000/mo) — delivered at the start of the relationship to the content team so the implementation work each month lands cleanly.
- SEO Enterprise ($5,000/mo) — delivered to the content team across the property portfolio.
Looking to book the public cohort or a private team session directly, separate from a build engagement? The pricing and booking surface below covers that path.
Format, duration, and pricing
201 runs online only, over Zoom or Google Meet, with the recording sent to your team if you need it. The full-day session is the format most teams book; the half-day is a compressed option when your team can only spare a morning. Pricing is by format, not by group size.
| Format | Online (anywhere) |
|---|---|
| Full-day virtual (6 hr) | $1,495 |
| Two half-days across a week | $2,495 |
| Half-day compressed (3 hr) | $895 |
Prices cover delivery, reference materials, and a post-training summary for managers. Recording provided on request. Final scope and quote confirmed on the discovery call.
Currently booking through Q3 2026. Two virtual cohorts per month.
