8 Chapter 8: SEO
Search Engine Optimization (SEO) is the practice of improving a website so that it ranks higher in search engine results. In the context of communication, SEO is about visibility and accessibility. A well-designed, visually appealing website may fail if no one can find it. SEO connects your content with the audience searching for it, making your work more discoverable and impactful.
What is SEO?
SEO refers to a set of strategies that help search engines understand your site and determine when it should appear in search results. It is both a technical and creative process. For communicators, SEO ensures that the messages we craft reach the right people at the right time.
On-Page SEO Elements
Keywords: Identify search terms your audience will likely use. Place these naturally in page titles, headings, and text without overstuffing.
Title Tags: The clickable headline in search results. Titles should be clear, descriptive, and ideally under 60 characters.
Meta Descriptions: Short summaries of your page (about 155–160 characters) that appear under the title in search results. They should be written like ad copy—clear and engaging.
Headings (H1, H2, H3): Use a logical heading structure. The H1 should summarize the page’s main idea, while subheadings break down supporting ideas.
Alt Text: Alternative text for images that describes what they show. Alt text helps with accessibility and allows search engines to understand visual content.
Internal Linking: Link related pages within your own site to guide users and improve site authority.
Content Quality: Write clear, original, and useful content. Search engines reward clarity and penalize duplicate or irrelevant content.
Off-Page SEO
Off-page SEO refers to activities outside of your own website that influence your ranking. This includes backlinks (links from other websites to yours), social media engagement, and online reviews. For students, off-page SEO may be less critical at this stage, but understanding its role will help you when building a professional portfolio.
Technical SEO
Technical SEO involves the behind-the-scenes setup of your website that allows search engines to crawl and index your pages. This includes site speed, mobile friendliness, use of HTTPS, clean URLs, and a well-structured sitemap. For beginners, focusing on mobile responsiveness and fast load times is most important.
Why SEO Matters
SEO is not just about algorithms. It is about communication, clarity, and accessibility. When you use clear keywords, write strong titles, and provide alt text for images, you are helping both search engines and people understand your content. In this way, SEO overlaps with the goals of effective communication: reaching the right audience with the right message.
Practical SEO Improvements You Can Make Now
Write a unique and descriptive title tag for each page.
Add a meta description that summarizes the content and encourages clicks.
Check that each image has meaningful alt text.
Use headings consistently and avoid skipping levels (e.g., don’t jump from H1 to H3).
Ensure URLs are short and descriptive (e.g., /about instead of /page1).
Link to other pages on your site where relevant.
Test your site speed and reduce image sizes if needed.
Peer Review Connection
This week you will apply SEO strategies to your own website and then review the work of three classmates. Peer review allows you to see different approaches to optimization and sharpen your ability to identify both strengths and weaknesses in communication. Feedback should focus on keyword clarity, accessibility, and overall visibility. By practicing evaluation, you will gain insights into how to strengthen your own site.
Real-World SEO Examples
Example 1: Meta Descriptions
Bad Example:
Home – Welcome to my site. This is the homepage. Click around to learn more.
Why this is bad: Too vague, repetitive, and doesn’t use keywords.
Good Example:
Boise Web Design for Small Businesses – Affordable, accessible websites that help local Idaho entrepreneurs grow online. Learn more about our services.
Why this is good: It is specific, uses keywords (Boise, web design, small businesses), and encourages users to click.
Example 2: Alt Text for Images
Bad Example:
Image123.jpg or ‘picture’
Why this is bad: It gives no context about the image.
Good Example:
Screenshot of a student-designed homepage featuring a clean layout, navigation menu, and banner image of Boise skyline.
Why this is good: It describes the image clearly for accessibility and helps search engines understand the content.
Example 3: Heading Structure
Bad Example:
Using multiple H1 tags on a page or skipping from H1 to H4 with no logical order.
Why this is bad: It confuses both users and search engines about page hierarchy.
Good Example:
H1: About Our Company
H2: Our History
H2: Our Team
H3: Leadership
H3: Staff
Why this is good: It follows a logical outline and makes content easier to scan.
