Search Engine Optimisation

7 min. read

Search Engine Optimization (SEO) is the process of improving traffic to your website.

Introduction to SEO

On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines.

On page SEO refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals.

Getting started with SEO

Types of SEO

Local SEO

Physically close to the searcher.

Target Keywords

  1. Keyword Research, find keywords that are:
    1.1 Relevant
    1.2 Has search volume
    1.3. Not too much competition

Content Optimization

Use structured schema to optimize non-text elements (images and videos)

How to SEO…

How to prevent Google from indexing your site:

To control how a site is crawled, place a robots.txt file in the root of the website, more info here:

To block pages from displaying in search results, add the following tag to each page:

<meta name=”robots” content=”noindex”>

How to create a Sitemap for your website:

SEO Tips

A page per service
Keywords in the URL (
Short URLS (50 Max)
Create a good SEO strategy to provide intent-driven traffic to your website.

SEO HTML Content Specific

Meta Tags

Title Meta Tag

The title tag is typically used for the page’s Search Engine Results (SER). This is used by search engines to determine the theme of the page. The title tag is also what users will see in the SER.

Tip: Use a call to action in the Title Tag

Unique Titles for each page

Embed Long Tail keywords in the Title tags
Title tag under 65 characters
Use this tool:

Keywords early in your title tag, search engines put greater weight on keywords at the beginning of a page
Use Title Tag Modifiers
Include Keyword Synonyms in H1 and H2 Tags

Description Meta Tag

Does not have an impact on your search engine ranking
It does hover help with your SER clickthrough rate
This is typically the text below the page title in a SER
Should be around 156 Characters

Keywords Meta Tags

Most browsers ignore this tag.

Noindex Meta Tag

<meta name="robots" content="noindex">

For google:

<meta name="googlebot" content="noindex">



Write Content That Covers a Topic In-Depth
“If you purport to be the best, the industry leader or an expert in your field then it stands to reason that you would have a wealth of knowledge that most likely would be of advantage to your audience.”
comprehensive information
in-depth content
supporting data
researched facts
Focus on Keyword Frequency
Add LSI Keywords to Your Content
LSI is the acronym for Latent Semantic Indexing which is just another way of saying ‘synonyms and closely related terms’.
Use Your Keyword In Your First 100 Words
Focus On Insanely Actionable Content
Content that is informative, thought provoking, in-depth, researched and helpful will be more likely to be worthy of sharing, referencing and linking too.
And by Actionable it does not mean ‘Sales’ oriented content… buy, book, order now..
I mean content that a person can take it away and use it in their lives – business or personal.
Publish Long Content
1800 - 1900 words
Relaunch Old Content
Update Old Content
Optimize E-Commerce Product Pages Like Blog Posts


Give image file names descriptive names
Write Image Alt Text with Keyword Variations
Use Lots of Images
With Google focusing more and more on user experience signals
Add Text Content next or below the image, to explain the image.


Take Advantage of Internal Linking
Use Outbound Links
Make Social Sharing Buttons Super-Easy to Find

SEO Terminologies

SERPs - Search Engine Results Pages
Intent - The users motivation behind the given search
Long Tail Keywords
Keyword Categorization
Internal Linking
On-page Optimization
Time to interactive (TTI):
Preload Render Pre-cache Lazy load (PRPL):

SEO Tools

Google Search Console

Google Lighthouse

Yoast SEO



Moz Keyword Explorer

Keywords Everywhere


Advanced Web Ranking Keyword Suggestions

Ahrefs Keywords Explorer

Google Rich Results Test

Use this tool with

Schema Markup Validator

Google PageSpeed Insights

Majestic SEO



SEO Courses

  • SEO Foundations
    • Date: 5 May 2022
    • Duration: 92 min
    • Provider: LinkedIn Learning
    • Author: David Booth
    • Link: SEO Foundations
  • Become an SEO Expert
  • Learning Local SEO
    • Date: 24 May 2021
    • Duration: 89 min
    • Provider: LinkedIn Learning
    • Author: Sherry Bonelli
    • Link: Learning Local SEO
  • Advanced SEO: Developing an SEO-Friendly Website