Climbing the Google ladder with SEO

This was an ideal workshop to send our very own Chloe on as she is currently working as a digital marketing apprentice at Discovery and is interested in all things social media and SEO. This post is all about her take on the seminar and what she has taken away from the experience.

Agency Life

These past 2 years haven’t been able to offer up too many in-person workshops. So it was great to get right back into it with Digital Enterprise’s masterclass, ‘How to climb the Google ladder with SEO’, as part of their Digital Knowledge Exchange programme, presented by Jonny Ross.

This was an ideal workshop to send our very own Chloe on as she is currently working as a digital marketing apprentice at Discovery and is interested in all things social media and SEO. This post is all about her take on the seminar and what she has taken away from the experience:

I’ve been able to go on this fantastic opportunity spending the day at Cedar Court Hotel in Bradford learning about all things SEO. I had initial knowledge in the field previous to this class, so I was able to piece together and solidify my understanding as well as pick up on a few new things. It was a very full-on learning experience and I’m very excited to use what I know now to benefit the business.

As part of the agenda for the day, topics we went over included:

  • Keywords
  • SEO tools
  • Link building
  • Content
  • Calendars
  • SEO audits

We kicked off the session by discussing everyone’s initial knowledge and what we believe SEO is and what it involves. In a nutshell, SEO stands for search engine optimisation, also known as search engine marketing, meaning that you are optimising your website for search engines to gain higher rankings.


When you optimise your digital content for SEO, you use keywords and other methods in an effort to appear organically when people perform searches on search engines such as Google or Bing. When setting up an SEO strategy, we know that it takes time, results are not instant. Whereas a PPC strategy, known as pay-per-click advertising, is instantaneous and works competitively with fast results. Both SEO and PPC can get your brand in front of people and increase your visibility, keywords play a huge part in this as they can be found in the URL, headings, meta titles and descriptions.

There are two sides to keywords and what SEO specialists think you should be doing for your website, some look at 5-10 keywords to rank for whereas others look at hundreds. I’d heard of long-tail keywords before, but never understood what they were until I realised I use them all the time when online shopping! As an example, if you were to search ‘dress’ in your search engine, it would give you hundreds of results and most likely you wouldn’t be ready to buy there and then. Whereas using long-tail keywords, you are an SEO’s dream, by describing the dress in more detail, you are narrowing down the search results to find what you want.

SEO tools

A really good tool we learned about for helping with keyword and key phrase research is Google Keyword Planner, which you need a Google Ads account to use. At the moment, I am using Ahrefs which is also a well-known SEO site audit tool to find keywords competitors are using.

We also looked at how you can use Google Tag Manager to track how people come through to your website, we looked at Facebook as an example, it easily helps users add Google Analytics tracking code (tag) to a website, you can do this yourself without the help of a programmer.

Link building

At the start of the session when discussing what we thought SEO involved, PR cropped up as one of the talking points. Public relations plays a huge part in link building. You can get your brand name out there in so many ways, whether that’s through an article, blog or YouTube video, there are endless creative possibilities to build your links and connections which can lead to so many opportunities.


We looked at a wide range of content you can produce to help with your marketing strategy. Blogs are a great way to start, as you can aim for the keywords you are wanting to rank for in search results, it also builds trust and establishes clout in your industry. You can also share your blogs as content across your social media, alongside other engaging posts. When producing good content, you also need to make it accessible for search engines, as well as thinking about the person in mind reading your content, think uniquely and what relevance your post has.


When planning content, calendars are a great way to structure what you want to go out and when either on your website or social media. By having one in place, other people can contribute ideas and jot down dates to remember and events happening. Most people using calendars for social media content, but it can also be a great reminder for planning blog content there as well. A well-known platform to use to plan workload and act on behalf of a calendar is, as it sends you reminders and is collaborative for other colleagues to jump on. Or you can use Excel sheets, we were provided with one in the session which works well and is a starting point for you to personalise.

SEO audits

Towards the end of the session, after understanding what we can do to our websites, we needed to know where to start. By using Screaming Frog, a third-party crawler that helps improve your onsite SEO, it can produce an Excel document with your onsite pages, including information such as meta descriptions for each page.

Moz and SEMrush are also popular site audit tools for SEO, where you can look at your domain authority and other elements of your website. Google Search Console is also helpful for understanding what Google thinks of your website, whereas Google Analytics will give you data on users for what they do on your website.


Altogether the workshop was a success and everyone went away with a great level of understanding in SEO and next steps for their businesses, myself included. And as I’m only young and at the start of my career, I know there’s still a lot more for me to learn about SEO.

If you’re looking to get in touch about your SEO then contact us to see how we can help your business.


Follow Chloe on LinkedIn @chloe-kerfoot.