SEO From Zero Course Workbook (10 Modules, 1 Task Each)

Module 2: Find keywords that bring buyers

1. List 10 things customers say before they buy

   Write the words they use on calls and in emails, not your industry terms. Example: 'emergency plumber open now', not 'plumbing solutions'.

2. Expand with free Google tools

   Type each phrase into Google and note autocomplete suggestions, the 'People also ask' questions and the related searches at the bottom. With a free Google Ads account, Keyword Planner shows search volume ranges (you don't need to run ads).

3. Check what already works

   In Search Console > Performance > Queries, find searches where you already get impressions. These are the easiest wins.

4. Tag each keyword by intent

   Buy (hire, price, near me), compare (vs, best, alternative) or learn (how, what, why). Start with buy and compare.

5. Pick 5 money keywords

   One page per keyword. Write them in the template below.

Module 2 template: keyword sheet

Keyword | Intent (buy/compare/learn) | Who ranks now (top 3) | My page URL (or 'new') | Priority 1-5
emergency plumber austin | buy | ... | /emergency-plumbing/ | 1
... | ... | ... | ... | ...

Module 3: Write pages that rank and convert

• One page per money keyword. No page tries to rank for two different services.

  Clear pages are easier for Google and for buyers.

• Unique title tag that names the service and place or audience.

  Google's Starter Guide: titles should be unique, clear and describe the page.

• The first two sentences answer the search directly: what you do, for whom, where, and how to start.

  Visitors and AI answers both pull from the top of the page.

• Add something only you can add: real prices or ranges, photos of your work, your process, FAQs from real customers.

  Google's original content systems reward the source.

• One clear call to action above the fold and again at the end.

  Ranking without enquiries is a hobby.

• Don't chase a word count.

  Google says there is no ideal content length.

Module 4: Technical basics in an afternoon

• Site loads on HTTPS with no browser warning.

  Basic trust for people and Google.

• Check Core Web Vitals and mobile issues in Search Console's Experience reports.

  Free, and uses real visitor data when you have enough traffic.

• Fix pages in Search Console's Page indexing report marked 'Not indexed' that should be indexed.

  A page that isn't indexed can't rank.

• Every important page is linked from at least one other page on your site.

  Google finds pages mostly by following links.

• Descriptive URLs like /services/roof-repair/, not /page?id=123.

  Recommended in Google's Starter Guide.

• Images have short, descriptive alt text.

  Helps image search and accessibility.

Module 5: Earn links and mentions without spam

1. List 20 people who already know you

   Suppliers, partners, clients, local associations, event organisers, your college or alumni group.

2. Find where a link makes sense

   Partner pages, supplier 'where to buy' pages, case studies, local directories, event sponsor lists.

3. Ask with a reason

   Use the email template below. One real link from a relevant site beats fifty from strangers.

4. Never buy links

   Buying or trading links to manipulate rankings breaks Google's link spam policy.

Module 5 template: mention request

Hi {name},

We've worked together on {project} for {time}. I noticed your {page name} page lists partners you work with. Would you be open to adding {business name} with a link to {URL}?

Happy to do the same for you on our site, or write a short testimonial for your team.

Thanks,
{your name}

Module 6: Win local searches and the map pack

Google says local results depend mainly on relevance, distance and prominence. You can't change distance. You can work on the other two.

• Claim and verify your Google Business Profile.

  It's what shows in the map pack.

• Pick the most accurate primary category, then add secondary ones.

  Relevance starts with categories.

• Business name, address and phone match exactly on your site and profile.

  Consistency avoids confusion for Google and people.

• Add hours, services, photos and a real description.

  Complete profiles help relevance.

• Ask every happy customer for a review, and reply to every review.

  Google lists review count and rating under prominence.

• Create one page per service area you truly serve.

  Only for real areas. Copy-paste city pages risk the doorway abuse policy.

Module 7: Show up in AI Overviews and ChatGPT

• Make sure your key pages are indexed and can show a snippet (no nosnippet tags).

  Google says that's what a page needs to appear in AI Overviews and AI Mode, with no extra technical requirements, special files or schema.

• Check Search Console > Settings > Search generative AI is left on.

  Sites are included in Google's AI features by default; this setting lets owners opt out, so make sure nobody did by accident.

• Allow OAI-SearchBot, PerplexityBot and Claude-SearchBot in robots.txt.

  OpenAI says sites that block OAI-SearchBot won't appear in ChatGPT search answers. Perplexity and Anthropic document their search crawlers the same way.

• Put a one- or two-sentence direct answer under each question heading.

  Clear answers are easy for people and AI to use. Google also says you don't need to chop pages into tiny chunks, so keep the page natural.

• Get mentioned on the lists, review sites and forums that AI tools cite for your category.

  Likely helpful, not confirmed: no AI company publishes its ranking signals, but you can see the cited pages in Perplexity and ChatGPT.

• Ask ChatGPT, Gemini and Perplexity 'What is [your business]?' and write down what's wrong.

  Your baseline for fixing AI visibility. Fix wrong facts on your own site first.

Module 8: Measure what matters in Search Console

1. Every Monday, open Performance > Search results

   Set the date to the last 28 days and compare with the previous period.

2. Sort Pages by impressions

   Pages with many impressions but a low click-through rate need a better title and first line.

3. Check queries in positions 8–20

   These are close to page one. Improve the matching page and add internal links to it.

4. Track enquiries, not just clicks

   Log calls, form fills and sales each week. Google itself tells site owners not to measure success by clicks alone.

5. Once a month, open the Generative AI performance report

   Search Console > Performance > Generative AI performance report (Search) shows how often links to your pages appeared in AI Overviews and AI Mode. It shows impressions only, no clicks or queries.

Module 8 worked example: which page to fix first (illustrative numbers)

A made-up plumbing site's Search Console, last 28 days. CTR = clicks ÷ impressions.

Module 9: Your 90-day SEO plan (overview)

The 90-day plan, week by week

• Week 1: Search Console + Bing verified, sitemap submitted, indexing fixed, every page title rewritten

  Modules 1 and 4. Nothing ranks until Google can find and store your pages.

• Week 2: keyword sheet done, 5 money keywords picked

  Module 2. One page per keyword.

• Weeks 3–4: first 2 money pages written or rewritten

  Module 3. Direct answer first, real prices, one call to action.

• Weeks 5–6: remaining 3 money pages live

  Finish the set before chasing links.

• Week 7: Google Business Profile complete (if eligible), review request sent to last 20 customers

  Module 6. Reviews count toward local prominence.

• Week 8: internal links: every money page linked from the homepage or menu and from 2 related pages

  Module 4. Google finds pages mostly through links.

• Weeks 9–10: mention requests sent to 20 people who know you

  Module 5. Real relationships, no paid links.

• Week 11: AI check: run 'What is [business]?' and 'best [service] in [city]' in 3 AI tools

  Module 7. Fix any wrong facts at the source.

• Week 12: Search Console review using the worked example method

  Module 8. Fix the page with the most impressions and lowest CTR.

• Day 90: fill in the baseline card again and compare

  Keep what moved, fix what didn't, then plan the next 90 days.

Common beginner mistakes

• Writing blog posts before money pages

  Pages for buyer searches bring enquiries. Blog posts can come after.

• Picking keywords only by search volume

  A small search that means 'I want to buy' beats a big one that means 'I'm curious'.

• One 'Services' page for everything

  It can't be the best answer to any single search.

• Buying cheap link packages

  Buying links to manipulate rankings breaks Google's spam policies and can get your site demoted.

• Making copy-paste city pages for areas you don't serve

  Google treats these as doorway pages.

• Checking rankings every day

  Rankings jump around. Review Search Console weekly and judge changes over months.

• Stopping at week 6

  Google says it can take several months for its systems to recognise improvements. Finish the 90 days.