SEO stands for Search Engine Optimization.  It is a strategy of using all content and copy on your website (including within coding) to make search engines love your page and therefore help your website rank higher in the search engine's results page (SERP).

In this section, you will learn:

  • What search engines are looking for
  • How to insert white-hate methods throughout your website
  • What black-hat methods you need to avoid so you don't get penalized

Key Terminology for SEO


On-Page versus Off-Page Optimization


Off-Page Optimization

  1. Any and all strategic work done off a website that generates traffic to a website
    • eg, earning inbound links via social media presence
  2. This will be covered in the marketing sections of this course.


On-Page Optimization

  1. On-page optimization is any and all strategic work on a website
  2. End-goal is both to inform your audience about your product or service as well as to clarify to SEs what your pages are about.
  3. All pages should have a clear CTA
  4. Avoid Duplicate content
  5. On-page optimization includes your home page, categories, and your product pages (not just blog posts!).
  6. For Blog Posts (see case studies):
    • Main title
    • Early in next paragraph
    • In sub heading 1 (not identical)
    • Early in next paragraph
    • Once in italic or bold
    • In sub heading 2
    • Early in next paragraph
    • One more on the page

Case Studies

wikipedia case study.jpg
Melyssa Griffin.jpg