Module 3: SEO & Discoverability
Master search engine optimization to increase organic visibility and drive sustainable, long-term traffic growth.
Module Progress0 of 4 tasks completed
Week 1: SEO Foundation & Keyword Research
Master the fundamentals of SEO and conduct comprehensive keyword research to drive organic traffic.
Conduct comprehensive SEO audit
Analyze current website SEO performance, identify technical issues, and benchmark against competitors.
⏱️ 4 hoursGoogle Search ConsoleScreaming FrogAhrefsSEMrush📋 SEO audit report with action items
Perform in-depth keyword research
Identify high-opportunity keywords using multiple research methods and tools to build a comprehensive keyword strategy.
⏱️ 5 hoursAhrefsSEMrushGoogle Keyword PlannerUbersuggest📋 Keyword research database with priorities
Analyze competitor SEO strategies
Study top-ranking competitors to understand their SEO tactics, content gaps, and opportunities.
⏱️ 3 hoursAhrefsSEMrushSpyFu📋 Competitor SEO analysis report
Develop comprehensive SEO strategy
Create a 6-month SEO roadmap with specific targets, timelines, and success metrics.
⏱️ 2 hours📋 SEO strategy document with roadmap
Four Pillars of SEO
Technical SEO
Ensure search engines can crawl, index, and understand your website
Key Elements:
- • Site speed optimization (Core Web Vitals)
- • Mobile-first indexing and responsiveness
- • URL structure and site architecture
- • XML sitemaps and robots.txt
- • Schema markup and structured data
Tools:
Google PageSpeed Insights, Google Search Console, Screaming Frog
Impact: Foundation for all other SEO efforts
On-Page SEO
Optimize individual pages for target keywords and user experience
Key Elements:
- • Title tags and meta descriptions
- • Header structure (H1, H2, H3)
- • Keyword optimization and density
- • Internal linking strategy
- • Image optimization and alt text
Tools:
Yoast SEO, RankMath, SEO browser extensions
Impact: Direct ranking factor for target keywords
Content SEO
Create valuable, search-optimized content that serves user intent
Key Elements:
- • Search intent analysis and matching
- • Topic clusters and content hubs
- • Long-form, comprehensive content
- • Content freshness and updates
- • Featured snippet optimization
Tools:
Content optimization tools, Topic research platforms
Impact: Drives organic traffic and engagement
Off-Page SEO
Build authority and trust through external signals
Key Elements:
- • High-quality backlink acquisition
- • Brand mentions and citations
- • Social signals and engagement
- • Local SEO (if applicable)
- • Domain authority building
Tools:
Link building tools, Brand monitoring, Outreach platforms
Impact: Establishes domain authority and trustworthiness
Comprehensive Keyword Research Process
Step 1: Seed Keyword Generation
Start with broad terms related to your business and industry
Methods:
- • Brainstorm core business topics
- • Analyze current website content
- • Review customer language and questions
- • Study competitor websites
- • Use Google Suggest and related searches
Tools:
Google Search, Answer The Public, Competitor analysis
Expected Output:
List of 50-100 seed keywords
Step 2: Keyword Expansion
Use tools to expand seed keywords into comprehensive lists
Methods:
- • Use keyword research tools for variations
- • Analyze competitor keyword rankings
- • Explore related and long-tail keywords
- • Include question-based keywords
- • Research seasonal and trending terms
Tools:
Ahrefs, SEMrush, Google Keyword Planner
Expected Output:
Expanded keyword database (500+ keywords)
Step 3: Keyword Analysis
Evaluate keywords based on opportunity and difficulty
Methods:
- • Assess search volume and trends
- • Analyze keyword difficulty scores
- • Evaluate commercial intent
- • Check current ranking positions
- • Estimate traffic potential
Tools:
Keyword research platforms, SERP analysis tools
Expected Output:
Analyzed keyword data with metrics
Step 4: Keyword Prioritization
Rank keywords based on business value and achievability
Methods:
- • Score keywords on relevance and business value
- • Consider content creation difficulty
- • Evaluate competitive landscape
- • Assess resource requirements
- • Create implementation timeline
Tools:
Spreadsheet analysis, Prioritization frameworks
Expected Output:
Prioritized keyword roadmap
Essential SEO Tools Comparison
Ahrefs
Comprehensive SEO PlatformFeatures:
- • Keyword research
- • Backlink analysis
- • Competitor research
- • Rank tracking
- • Content gap analysis
Strengths:
- • Largest backlink database
- • Accurate keyword data
- • Comprehensive competitor analysis
Pricing:
$99-$999/month
Best For:
Professional SEO campaigns, competitor analysis
Free Alternative:
Ahrefs Webmaster Tools (limited features)
SEMrush
All-in-One Marketing PlatformFeatures:
- • SEO toolkit
- • PPC research
- • Content marketing
- • Social media
- • Competitive intelligence
Strengths:
- • Broad marketing insights
- • PPC integration
- • Content optimization
Pricing:
$119-$449/month
Best For:
Integrated marketing campaigns, PPC + SEO
Free Alternative:
Limited free account available
Google Search Console
Free Google ToolFeatures:
- • Search performance
- • Index coverage
- • Mobile usability
- • Core Web Vitals
- • Security issues
Strengths:
- • Direct from Google
- • Free
- • Essential insights
Pricing:
Free
Best For:
Technical SEO monitoring, Google insights
Free Alternative:
This is the free option
Screaming Frog
Technical SEO CrawlerFeatures:
- • Site crawling
- • Technical audit
- • Redirect chains
- • Broken links
- • Page analysis
Strengths:
- • Comprehensive technical analysis
- • Desktop software
- • Custom extraction
Pricing:
Free (500 URLs) - £149/year
Best For:
Technical SEO audits, large site analysis
Free Alternative:
Free version for smaller sites
Ubersuggest
Budget-Friendly SEO ToolFeatures:
- • Keyword research
- • Site audit
- • Backlink data
- • Content ideas
- • Rank tracking
Strengths:
- • Affordable pricing
- • Neil Patel's insights
- • User-friendly interface
Pricing:
$29-$99/month
Best For:
Small businesses, budget-conscious users
Free Alternative:
Limited free daily searches
On-Page Content Optimization
Title Tags
High - Direct ranking factor and CTR influencerThe clickable headline in search results
Best Practices:
- • Include primary keyword near the beginning
- • Keep under 60 characters to avoid truncation
- • Make it compelling and click-worthy
- • Avoid keyword stuffing
- • Include brand name when appropriate
Example:
"Complete Guide to SEO for Startups (2024) | YourBrand"
Meta Descriptions
Medium - Affects click-through rates from search resultsThe snippet that appears under the title in search results
Best Practices:
- • Write compelling copy that encourages clicks
- • Include primary and secondary keywords naturally
- • Keep between 150-160 characters
- • Include a clear call-to-action
- • Match search intent accurately
Example:
"Learn proven SEO strategies that helped 500+ startups increase organic traffic by 300%. Get actionable tips, templates, and tools. Start today!"
Header Structure
Medium - Helps search engines understand content structureHierarchical organization of content (H1, H2, H3, etc.)
Best Practices:
- • Use only one H1 per page with primary keyword
- • Create logical hierarchy with H2s and H3s
- • Include related keywords in subheadings
- • Make headers descriptive and scannable
- • Use headers to break up long content
Example:
"H1: SEO for Startups → H2: Keyword Research → H3: Tools and Techniques"
Internal Linking
High - Distributes page authority and improves crawlabilityLinks between pages on your own website
Best Practices:
- • Link to relevant, related content
- • Use descriptive anchor text with keywords
- • Create topic clusters and pillar pages
- • Distribute link equity strategically
- • Fix broken internal links regularly
Example:
"Learn more about [keyword research tools] in our comprehensive guide"
Content Optimization
High - Core ranking factor for content quality and relevanceMaking content relevant, comprehensive, and user-focused
Best Practices:
- • Match search intent (informational, navigational, transactional)
- • Create comprehensive, in-depth content
- • Use keywords naturally throughout content
- • Include related terms and synonyms
- • Update content regularly for freshness
Example:
"2,000+ word comprehensive guide covering all aspects of the topic"
Critical Technical SEO Areas
Site Speed & Core Web Vitals
Critical ranking factor and user experience element
Key Metrics:
- • Largest Contentful Paint (LCP) - < 2.5 seconds
- • First Input Delay (FID) - < 100 milliseconds
- • Cumulative Layout Shift (CLS) - < 0.1
- • First Contentful Paint (FCP) - < 1.8 seconds
Optimizations:
- • Optimize images and use WebP format
- • Minimize and compress CSS/JavaScript
- • Use content delivery network (CDN)
- • Enable browser caching
- • Reduce server response time
Tools:
Google PageSpeed Insights, GTmetrix, WebPageTest
Mobile Optimization
Google uses mobile-first indexing
Key Metrics:
- • Mobile-friendly test pass
- • Responsive design implementation
- • Touch-friendly interface
- • Fast mobile loading speed
Optimizations:
- • Implement responsive web design
- • Optimize for touch interactions
- • Ensure text is readable without zooming
- • Avoid intrusive interstitials
- • Test on multiple devices
Tools:
Google Mobile-Friendly Test, Chrome DevTools, Real device testing
Crawlability & Indexing
Search engines must be able to find and index your content
Key Metrics:
- • Pages successfully crawled
- • Index coverage status
- • Crawl errors resolved
- • XML sitemap submitted
Optimizations:
- • Create and submit XML sitemap
- • Optimize robots.txt file
- • Fix crawl errors and broken links
- • Improve site architecture
- • Use proper URL structure
Tools:
Google Search Console, Screaming Frog, XML sitemap generators