Lesson 4: SEO and Discoverability

LESSON 04 · HELP PEOPLE FIND THE RIGHT PAGE

Search engine optimization (SEO) helps search engines interpret your pages and helps people decide whether a result is relevant. There are no guaranteed rankings.

Start with real questions

• List the questions customers ask before they choose a service.
• Use their natural language in the page where you answer that question.
• Give each page one clear topic and useful purpose.

Make the page understandable

• Write a specific page title and a concise meta description.
• Use one descriptive main heading and a logical heading order.
• Use descriptive URLs and meaningful link labels.
• Add alternative text to informative images; leave decorative images without redundant descriptions.

Publish helpful content

• Answer the question directly before adding background.
• Include original details, examples, and clear next steps.
• Keep facts current and update pages when the offer changes.

Support discovery technically

• Make sure important pages are public and indexable.
• Use a secure site and a mobile-friendly layout.
• Provide a sitemap if your platform supports one.
• Fix broken internal links and redirect retired URLs thoughtfully.

A monthly search check

• Review which queries and pages bring relevant visitors, if analytics are enabled.
• Check important pages for outdated facts and broken links.
• Improve the page that best answers an unmet question.