Free takeaway: Keyword research and on-page SEO checklist

Worked example to compare with: Choosing keywords for a bakery

• Brainstorm: custom cakes, birthday cake, wedding cake, gluten-free cake.
• Check: "birthday cake near me" has many searches and a clear local buyer.
• Choose: one main keyword per page, such as "custom birthday cakes Ottawa".
• Competition: look at the top results. If only big chains appear, you may need a more specific phrase.
• Check: write the keyword and the page it belongs to in the worksheet.

Worked example to compare with: Cleaning up three addresses

• Before: example.com/page1 After: example.com/services/custom-cakes
• Before: example.com/blog/2024/03/post-52 After: example.com/blog/how-to-store-bread
• Before: example.com/?p=12 After: example.com/about
• If you change an existing address, set up a redirect so old links still work.
• Check: could someone guess what the page is about from the address alone?

Worked example to compare with: Rewriting five titles

• Home: "Ottawa Wedding Photographer | Natural Light Portraits".
• Pricing: "Wedding Photography Packages and Pricing | Ottawa".
• About: "About Maria, Ottawa Wedding Photographer".
• Check each: main keyword near the start, a benefit and no repetition across pages.
• Result to look for: clearer results listings and better click rates over time.

Worked example to compare with: Improving a thin page

• Before: a 150-word page listing running shoes.
• After: a guide with how to choose by foot type, a size tip, a short comparison table and answers to common questions.
• Links: to product pages and a related buying guide.
• Result to look for: more visits from search over the next months, because the page now answers the question fully.
• Check: ask a friend whether the page answered everything they wanted.

Worked example to compare with: Planning internal links

• New post: "How to prepare for your first 5K".
• Links to add: "beginner running shoes" to the shoe guide, "training plan" to the plan page, "warm-up routine" to an older warm-up post.
• Also: link the older posts to the new one.
• Result to look for: readers move deeper into the site and related pages support each other.

Worked example to compare with: A speed fix list

• Test: run a speed tool on the home page and note the main warnings.
• Fix 1: compress and resize images. Fix 2: remove two unused plugins. Fix 3: enable caching.
• Retest: record the new time.
• Result to look for: faster pages and fewer visitors leaving before the page appears.
• Check: test on a phone as well as a computer.

Worked example to compare with: A local gym finds links

• Sponsor a charity run: the event page links to the gym.
• Offer a quote to a local newspaper article about fitness.
• List the business in the chamber of commerce directory.
• Create a free guide that local clubs share.
• Result to look for: a handful of relevant links, not hundreds of weak ones.

Worked example to compare with: An answer that earns trust

• Question: "Why is my website so slow?"
• Answer: a clear explanation of image size, plugins and hosting, with a checklist of fixes.
• Link: only at the end, to a free speed guide, if the rules allow.
• Result to look for: replies, thanks and eventually private messages from people who want help.

Worked example to compare with: Planning a link-worthy template

• Idea: a free content calendar template.
• Why people link: it saves time and is easy to cite.
• Promotion: email 20 bloggers who write about content planning and share it on social media.
• Measure: links gained and downloads.
• Check: ask whether you would link to it if someone else made it.

Worked example to compare with: A short outreach message

• "Hi Dana, I enjoyed your post on winter skincare. We published a guide to ingredients that suit dry skin, with a free checklist. If it helps your readers, I would be glad if you shared it. No obligation, and thanks for the great work."
• Why it works: it is specific, it respects her and it offers value.
• Follow up once after a week.
• Result to look for: a mention or link, and a relationship for next time.