Week 3 · 4–5 hours
On-page SEO & Useful Content
Connect your writing ability with search optimisation and make useful, trustworthy information easy to identify, understand and cite.
The useful question is not how often to repeat a phrase. It is whether the page satisfies the need and offers something worth using, referencing or recommending.
Learn
Complete only the named pages or lessons below. Links inside them are optional unless the task says otherwise.
How to use headings on your site
Why this: Turn writing experience into a clear, scannable page structure for readers, search engines and assistive technology.
Pay attention to: One descriptive H1, logical H2 and H3 sections, and headings that explain rather than merely contain keywords.
Helpful, reliable, people-first content
Why this: Use Google’s own self-assessment questions to test whether a page has real value.
Pay attention to: Original information, clear sourcing, E-E-A-T self-assessment and satisfying the audience.
Influencing title links
Why this: Understand what can influence the title shown in search.
Pay attention to: Clear, concise titles aligned with the visible main heading.
Introduction to structured data
Why this: Build awareness of how supported markup can describe visible page content and make it eligible for rich results.
Pay attention to: Eligibility is not a guarantee of a rich result; use a supported type that matches content users can see.
Check your understanding
You should be able to explain these without relying on course terminology.
Practise
Apply this week’s learning through a guided practical exercise.
Scenario
Select an existing public article that could serve its audience better.
Your task
Create an optimisation brief covering intent, title, meta description, H1, improved H2s, missing information, internal links, weak copy and opportunities for original value. If relevant, note one supported structured-data opportunity to investigate. Add a short trust and credibility review: identify who created the content, what relevant experience or expertise is demonstrated, which claims need evidence, whether sourcing and commercial or editorial involvement are transparent, and one practical improvement.
Good work should contain
- Evidence-led changes
- A coherent page purpose
- Specific additions—not only rewrites
- Internal links with a reason
- Structured data tied to visible content, where relevant
- Trust improvements tied to evidence and topic risk
Common mistakes
- Keyword stuffing
- Changing headings without improving content
- Inventing expertise or evidence
- Adding schema that does not match the page
- Treating E-E-A-T as a score or direct ranking factor
On-page Optimisation Brief
Review and refine the exercise to a client-facing standard, then save the finished version as portfolio evidence.
Suggested filename 03-on-page-optimisation-brief.docx
Skill demonstrated Content optimisation and briefing
An interviewer may ask “What makes an article useful rather than merely optimised?”
Career task
Alongside the SEO exercise, complete one small job-readiness task each week. These tasks build towards confident junior applications.
Rewrite one CV bullet about your publishing experience using evidence and plain language.
Notes
Personal notes stay separate from the questions intended for Chris.
Personal notes
Capture useful observations, definitions and reminders.
Question for Chris
Use this for uncertainties or points you want to discuss.
Finished this week?
Mark the week complete once you have finished the learning, exercise, portfolio output and career task.