Lesson 1: Understanding Keywords and Search Intent
Overview
Keywords are simply the words your customers use when they look for something online. They are the bridge between what you offer and what people are searching for.
There are three main types of searches:
- Informational: someone looking to learn (“how to make sourdough bread”)
- Navigational: someone looking for a specific site (“BBC weather”)
- Transactional: someone ready to buy (“buy handmade ceramic mug”)
Most creative business websites will attract all three types, but understanding what people want at each stage helps you write clearer, more focused pages.
Example
If you sell natural skincare, your audience might search:
- “What is natural skincare?” (informational)
- “Natural skincare brands UK” (navigational)
- “Buy organic face cream online” (transactional)
Each search tells you something about the intent of the search, i.e. where that person is in their decision-making process.
Key idea
Keyword optimisation isn’t about stuffing your page with words. Identifying the right keyword or key phrase is about understanding the questions people ask, then answering them clearly.
Practical task
- Open Google and type a phrase related to your business (for example, “handmade jewellery”).
- Look at the “People Also Ask” section.
- Write down two or three questions that you could answer on your website.
You’ll use these later when refining your copy or writing blog posts.
Lesson 2: Writing for search and humans
Overview
Search engines are fairly smart, and it’s important to factor them in when you’re writing content. But actual humans are still your real audience.
Good SEO writing is about finding the balance between clear and interesting content for humans, and well-structured logic for the search bots.
Here are a few simple rules:
- Use short sentences and small paragraphs.
- Add keywords naturally in headings and first paragraphs.
- Include related words and phrases to give context.
- Keep the tone conversational but professional.
Example
Instead of:
“Our innovative, ground-breaking solutions leverage state-of-the-art methodologies.”
Say:
“We create simple, effective websites that help small businesses grow.”
Both describe the same idea, but one builds trust and readability which makes it very clear to your customers, and which Google also values.
Key idea
If a human enjoys reading it, search engines probably will too.
Practical task
Choose one paragraph from your website.
- Read it aloud.
- Remove any words that sound unnatural or overly formal.
- Replace one long sentence with two short ones.
- Add one relevant keyword or phrase that fits naturally.
Lesson 3: On-page SEO basics
Overview
On-page SEO is everything you can control on your website to help search engines understand what each page is about.
It’s mostly about structure and clarity.
The essentials:
- Headings: Use one H1 (main heading) per page, then subheadings (H2, H3) for sections.
- Meta Titles and Descriptions: These appear in search results and help people decide whether to click.
- Image Alt Text: Describes what’s in an image for accessibility and SEO.
- Internal Links: Help visitors and search engines navigate between related pages.
Example
A simple product page might look like this:
H1: Handmade Ceramic Mugs
H2: Why Our Mugs Are Different
H3: Care Instructions
Meta Description:
“Handmade ceramic mugs crafted in Leicester. Dishwasher safe, unique glazes, and made for everyday use.”
This layout helps search engines (and humans) scan and understand your content instantly.
Practical task
Pick one page on your site.
- Check that it has only one H1 heading.
- Write or update the meta description so it includes your main keyword and a clear benefit.
- Add or review alt text for one image.
Lesson 4: Technical health check
Overview
You don’t need to be technical to keep your website healthy.
A few simple checks can make your site faster, safer, and easier to use. And all of them SEO.
The basics to focus on:
- Mobile-Friendly Design: Your site should work smoothly on phones and tablets.
- Page Speed: Pages that load faster keep visitors (and Google) happy.
- Security: Websites with HTTPS are seen as more trustworthy.
- Working Links: Check for broken or outdated links.
Example
If your site loads slowly because of large image files, Google may rank it lower. Compressing images before uploading can make a big difference.
Key idea
A technically healthy site is just a user-friendly site.
If visitors enjoy using it, search engines will too.
Practical task
- Visit Google PageSpeed Insights.
- Type in your homepage URL.
- Note one thing the report suggests improving.
- Even small changes, such as resizing images, can help performance.
Module summary
Great work! You’ve completed module 2: Traditional SEO – The Fundamentals. You should now be comfortable:
- Understanding what keywords are and how to use them naturally.
- Knowing how to structure pages for readability and search visibility.
- Being able to create clear headings, meta descriptions, and alt text.
- Having the confidence to maintain a technically sound website without advanced skills.
You’ve just tackled the heart of SEO: helping both people and search engines understand your business.
Even small improvements here make a lasting difference.
If you want help reviewing your page structure or keyword use, share your screen or examples in the next Support+ live session. We’ll walk through them together.