I fish jelly worms hard through the kelp by burying the hook so that the point is just beneath the surface of the jelly worm itself.
Being a soft bait if you get a good hit from a decent fish that's usually more than enough to force the point through the worm and hook up into the fish, but it keeps the hook weed free as you work it through the weeds.
I tend to nip a swan shot just below the eye of the hook or if greater distance or depth is required up to an ounce or so of lead can really get the bait down.
You can also use 'boat' shadding methods from cliffs into deep water.
I got quite a few decent hits at Dunstanburgh cliffs last week by flipping the shad just a few yards out from the cliff and a few along from where I was standing.
Just like shadding on a boat, you bump the bottom and reel up slowly. I start at 5 turns retrieved, lower back down and then move up to 10 or even 20 turns. If you get a hit keep reeling at the same pace to (hopefully) hook up.
I tried this out of curiosity because I used to fish frozen sandeel with great success at the same spot 'sink and draw', very much in a similar method to shadding.
Smaller eel imitations can also have the point of the hook 'guarded' by tying a short tag of 20lb line so that it forms a small 'spur' from the eye of the lure back across the point, forcing the lure to bump sideways and shy away from weed. Works reasonably well a lot of the time but it isn't foolproof, as this fool found out
Easiest way is to get a handful of lures and cast them into a gully on a clear day with good visibility and get the hang of how each one works. Varying your retrieve by working the rod up, down and/or side to side can add a lot of movement, and a plain steady retrieve can work very well on small eel imitations - just watch sandeels when they swim and it's a slow, steady wobble as they swim along.
I was at St Mary's island yesterday for a couple of hours doing just that with a couple of new small shads and eels - casting them and working them sink and draw and with varying speed retrieve. It gives a good sense of how they will work when you use them in anger.
I caught nothing, but that wasn't the purpose of the visit. Enjoyed sitting on the rocks in the sun a few metres away from a seal though
