Tutorial: SEO 101

This Tutorial has six sections

  1. Introduction
  2. Keyword Research
  3. Meta Title and Meta Description Optimisation (meta elements)
  4. Content Optimisation (content marketing)
  5. Site Hierarchy and Site Map
  6. Where to from here


This Tutorial quickly teaches you the basics of SEO (Search Engine Optimisation). While paid advertising, social media, and other online platforms can generate traffic to websites, the majority of online traffic is driven by search engines. SEO is a cheap effective way to drive traffic to your website.

Keyword Research

Keyword Research allows you to identify which keywords should be placed in your content that will capture the most traffic. These keywords are words/phrases that are typically entered by Users of Search Engines (like Google).

There are online Keyword Research Tools on the market that will help you do this. In these tools you type in a basic word or phrase that has something to do with your website and then phrases (that other web users have typed) are displayed with their weight.

These keywords can be placed in your Title, Description and Main Body Content. The aim of the game is to attract as much traffic as possible by using keywords/phrases that are “already popular in the search engines”.

Meta Title and Meta Description Optimisation

The Meta Title and Meta Description fields are located in the code of a website page. A CMS like WordPress/Shopify can help you edit these fields. The Meta TItle and Meta Description appears as a Google Search Result when some one types in a query and one of your website pages comes up.

The title text of a web page has the strongest weighting in search engine results. Google typically displays the first 50–60 characters of a title tag. The meta description is around 60 words. This description should be repeated in the content body text of your web page.

Your landing pages will each have their own Title text and Description Text. So you when you optimise Title/Descriptions you should do so for all the pages of your website. Your Keyword Research knowledge should be used when constructing these Title/Descriptions.

Furthermore, when your Titles and Descriptions are exciting and jump of the Google Result page they are more likely to be clicked.

Site Hierarchy and Site Map

Your site hierarchy is important because when Google Spiders (web crawler) your website it should find all of your website pages. A good Site hierarchy with internal links and effective nav bars can retain users on your website for longer (increase your session duration).

You also need to make sure you have submitted a Site Map into your Google Search Console (if you use Google Analytics). CMS’s like WordPress/Shopify can create such a Site Map automatically.

Content Optimisation

Content Opimisation is also known as content marketing. You should have compelling/interesting content in each of your website pages. But aside from that you can optimise your content and include Keywords/Phrases identified in your Keyword Research through out your text. The Content of a website page typically answers a particular searcher’s question/query. What is your content page about? You have to be clear with the title of your posts and content body. Having a high quantity of web pages is great for your SEO but remember that quality also comes into it.

It is also important to have internal links inside your content that point to other pages in your site hierarchy. This inter connectivity is well respected by Google. You can even have links pointing out of your website to other websites and earn points if the external website is a popular one.

Where to from here – Contact Us

At Hhp/design we can help you improve your SEO Strategy. This begins with an Audit of your website. Then we can give you some tips on how to drive more traffic to your website. For example we can:

  • Create a blog on your website to increase your page your page count.
  • Create a better Site Hierarchy for your website
  • Improve your Title/Descriptions.
  • Improve the Session Duration (Time spent on your Site by Users)
  • Place your Contact Us Form in better positions on your site.
  • Create attractive widgets that will increase site inter connectivity and session duration.
  • and more…

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