19 step on-page SEO checklist
Want to get more results from your content? Optimising what’s ‘on the page’ is the place to start - and…
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This month, HeyYou Digital’s own Hannah Edwards was invited to guest-lead an intensive Introduction to SEO training module for The Marketing and Leadership Academy (TMLA) – a forward-thinking organisation renowned for empowering marketing professionals with hands-on, industry-relevant skills.
Hosted as part of TMLA’s popular Skills Bootcamp series, the session guided delegates through the foundations of Search Engine Optimisation, blending clear explanations with practical activities and real-world tools.
From search engine fundamentals and keyword research to technical SEO and measurement, attendees were taken on a full journey through modern organic search – and how it’s shaped by today’s user-first landscape.
A Deep Dive into Modern SEO
From the moment the session began, it was clear this wasn’t going to be a dry, textbook-style introduction to SEO. Hannah’s lively delivery and carefully crafted programme set the tone for a day that blended storytelling, practical demos and hands-on exploration.
She opened by demystifying how search engines actually work – not just in theory, but in the real world where Google’s bots crawl, index and interpret millions of pages every second. Delegates found themselves transported through the history of search, from the chaos of the early ‘Panda and Penguin’ era to today’s sophisticated, intent-focused algorithms. It quickly became clear why modern SEO is less about ‘beating the algorithm’ and more about genuinely helping users find what they need.
Exploring Keywords in a human way
Next came one of the day’s most energising segments: keyword research and content planning. Instead of treating keywords as a numbers game, Hannah encouraged delegates to think like their audiences – curious, searching, comparing, making decisions. Using tools like Google Trends, People Also Ask and Semrush, the group uncovered how real users phrase their questions and how those insights can be turned into topic clusters that build trust and authority.
The conversations that unfolded sparked some lightbulb moments across the room as attendees realised how often content fails simply because it doesn’t match the true intent behind a search.
Building pages that truly work
The on-page SEO section was an eye-opener, pulling back the curtain on what makes a page genuinely compelling both for humans and for search engines. Together, the group unravelled the art of strong titles and meta descriptions, how to weave E-E-A-T signals naturally into content, and the role of schema in unlocking rich results on Google.
Delegates found themselves instinctively rethinking the way they structure and write content – with several commenting on how surprisingly creative SEO can be once the fundamentals click.
The hidden engine room of SEO
Technical SEO – often considered the ‘scary bit’ – turned out to be one of the most approachable segments of the day thanks to Hannah’s clear explanations and real examples. She broke down crawlability, indexing, Core Web Vitals, accessibility, image optimisation and more, translating jargon into practical action steps.
Tools like Screaming Frog and Google Search Console suddenly felt far less intimidating as delegates got hands-on practice identifying issues, interpreting data and spotting opportunities for improvement. Many admitted they’d avoided these tools before, only to realise how empowering they actually are once you know where to look.
Local SEO that meets people where they are
The session then shifted to the local landscape – an increasingly crucial part of SEO, with 46% of Google searches now driven by local intent. Hannah walked the group through the importance of Google Business Profiles, reviews, citations and the simple but powerful ways organisations can root themselves into their local communities both online and offline.
This section resonated strongly with attendees from service-based and community-focused organisations, who noted how immediately applicable the guidance felt.
Turning data into strategy
To wrap up the day, Hannah guided delegates through the world of measurement – a part of SEO that often gets overlooked, despite being the key to long-term success. From search impressions and click-through rates to conversions and meaningful KPIs, she showed how to interpret data in a way that informs real business decisions.
By the end, even those who had never opened Search Console or GA4 felt more confident about understanding what’s working, what isn’t, and where to focus next.
A Powerful Partnership
TMLA’s mission is to build confident, capable marketers who are ready to succeed in real-world roles – and Hannah’s session aligned perfectly with that purpose. With a blend of solid SEO theory, modern examples, interactive exercises and tool demonstrations, the module left delegates feeling informed, empowered and ready to put SEO into action.
What did the delegates have to say?
“Some of the free tools for crawling and analysis were really helpful — I’ll definitely be using these.”
“Learning about different SEO tools, especially how to apply them, was so valuable.”
“Lots of useful tools — and 20 pages of notes!”
“Understanding why relevant keywords need to appear on the pages and the impact that has really helped.”
Want a guest speaker or bespoke training?
Hannah and the HeyYou Digital team regularly deliver guest lectures, workshops and tailor-made training sessions for organisations looking to deepen their digital marketing capabilities.
If your team, academy, or organisation would benefit from expert-led sessions in:
• SEO
• Digital marketing strategy
• Content and UX
• Analytics & measurement
• Local SEO
…then we’d love to support you!
Get in touch with HeyYou Digital to discuss bespoke training or guest speaking engagements.
Looking for SEO training tailored just for you?
Get in touch to find out how we can help!
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