Master SEO from
Scratch to Advanced
A complete, structured learning path designed by Hirush Global to help you become a confident SEO professional.
Each module has plain-English explanations, real-world examples, and jargon definitions on hover. Start with Module 1 and go in order — all modules are available for you to explore freely.
Module 1: Introduction to SEO
Understand what SEO is, how search engines work, and why it matters for every online business.
🤔 What is SEO? 🌱 Start here
SEO (Search Engine Optimization) is the practice of improving your website so it appears higher in Google's search results — without paying for ads.
⚙️ How Search Engines Work
⚖️ White Hat vs Black Hat SEO
- Write genuinely helpful content
- Earn links naturally
- Make your site fast and easy to use
- Use keywords naturally
- Stuff keywords unnaturally
- Buy backlinks from spammy sites
- Hide text to trick Google
- Copy content from other sites
🔑 Search Intent — Why People Search
🧠 Module Quiz — Test Your Knowledge
Answer all 5 questions, then click "See My Score". Score 40%+ (2/5 correct) to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 2: Keyword Research
Master the art of finding the right keywords — the foundation of every successful SEO strategy.
🔑 What are Keywords? 🌱 Start here
📊 Types of Keywords
| Type | Example | Difficulty | Best For |
|---|---|---|---|
| Short-tail (1-2 words) | "shoes" | 🔴 Extremely Hard | Big brands only |
| Mid-tail (2-3 words) | "running shoes for men" | 🟡 Moderate | Growing sites |
| Long-tail ⭐ (4+ words) | "best running shoes for flat feet under 3000" | 🟢 Easy | New sites — start here! |
| Local keywords | "shoe shop near me" | 🟢 Easy | Local businesses |
💡 Key Keyword Metrics
🧠 Module Quiz — Test Your Knowledge
Answer all 5 questions, then click "See My Score". Score 40%+ to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 3: On-Page SEO
Optimize every element on your web pages to maximize rankings and click-through rates.
📄 Title Tag & Meta Description
- Title: 50–60 characters, include primary keyword near start
- Meta description: 150–160 characters with keyword + CTA
- Unique title and meta for every page
🔤 Heading Structure (H1 to H6)
🖼️ Image Optimization & Internal Linking
- Descriptive file names: keyword-research-tools.webp
- Alt text on every image describing the image + keyword
- Convert to WebP format for 30% smaller files
- Use keyword-rich anchor text for internal links — not "click here"
- At least 3–5 internal links per page to relevant content
🧠 Module Quiz
Answer all 5 questions, then click "See My Score". Score 40%+ to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 4: Technical SEO
Ensure Google can find, crawl, and index your website efficiently.
⚡ Core Web Vitals
| Metric | Measures | Good Score |
|---|---|---|
| LCP | How fast main content loads | Under 2.5s |
| INP | How fast page responds to clicks | Under 200ms |
| CLS | How much content jumps while loading | Under 0.1 |
🗺️ Sitemaps, robots.txt & Redirects
- XML sitemap submitted to Google Search Console
- robots.txt correctly blocks admin/cart pages only
- 301 redirects for all permanently moved pages
- HTTPS enabled with no mixed-content warnings
- No redirect chains (A → B → C → use A → C directly)
🧠 Module Quiz
Answer all 5 questions, then click "See My Score". Score 40%+ to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 5: Google Search Console & Analytics
Master the essential Google tools that show how your site performs in search.
🔍 Google Search Console Key Reports
📊 Key GSC Metrics
| Metric | What it Means | Action if Low |
|---|---|---|
| Impressions | How many times your page appeared in results | Expand keyword targeting |
| Clicks | How many times users actually clicked | Improve title tags and meta descriptions |
| CTR | Clicks ÷ Impressions × 100 | Rewrite titles/meta for better appeal |
| Avg. Position | Average ranking position for queries | Improve on-page SEO and build links |
🧠 Module Quiz
Answer all 5 questions, then click "See My Score". Score 40%+ to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 6: Off-Page SEO & Link Building
Build authority through backlinks, digital PR, and brand mentions.
🔗 What is a Backlink?
| Type | Passes Authority? | When to Use |
|---|---|---|
| Dofollow | Yes ✅ | Default — all natural links |
| Nofollow | No | Paid links, user-generated content |
| Sponsored | No | Paid ads/sponsored content |
🏗️ White Hat Link Building Strategies
🧠 Module Quiz
Answer all 5 questions, then click "See My Score". Score 40%+ to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 7: Local SEO
Dominate local search results and attract customers in your geographic area.
🗺️ The Local Pack & Google Business Profile
📋 NAP Consistency & Reviews
🧠 Module Quiz
Answer all 5 questions, then click "See My Score". Score 40%+ to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 8: Content Strategy & Blogging
Create content that ranks, engages readers, and drives business results.
🏅 E-E-A-T: Google's Quality Standard
| Signal | Meaning | How to Show It |
|---|---|---|
| Experience (E) | First-hand knowledge | Personal stories, case studies, real examples |
| Expertise (E) | Deep knowledge | Author bio with credentials, authoritative sources |
| Authoritativeness (A) | Recognised authority | Backlinks from reputable sites, press coverage |
| Trustworthiness (T) | Accuracy & transparency | Fact-checking, citations, HTTPS, contact info |
📝 Blog Post SEO Framework
- Research keyword + analyze top 5 SERP results for expected format
- Write a detailed outline with H2/H3 headings covering all sub-topics
- Include primary keyword in first 100 words
- Add FAQ section targeting People Also Ask questions
- Add Article schema, internal links, compressed images with alt text
🧠 Module Quiz
Answer all 5 questions, then click "See My Score". Score 40%+ to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 9: SEO Tools & Site Audits
Master the professional tools used by SEO experts worldwide.
🛠 SEO Tools Quick Reference
| Tool | Best For | Price |
|---|---|---|
| Google Search Console | Performance, indexing, errors | Free |
| Google Analytics 4 | User behaviour, traffic sources | Free |
| PageSpeed Insights | Core Web Vitals | Free |
| Screaming Frog | Technical crawl, broken links | Free/£259/yr |
| Ahrefs | Backlinks, keyword research | $99/mo |
| SEMrush | All-in-one SEO suite | $119/mo |
| Ubersuggest | Beginner keyword research | Free/$29/mo |
🔬 SEO Audit Checklist
Technical
- HTTPS enabled
- robots.txt correctly configured
- XML sitemap submitted to GSC
- No redirect chains
- Core Web Vitals pass all thresholds
- Mobile-friendly test passes
On-Page & Content
- Unique title tag per page (50–60 chars)
- Unique meta description (150–160 chars)
- One H1 per page with primary keyword
- All images have alt text
- No duplicate content issues
- Schema markup implemented
🧠 Module Quiz
Answer all 5 questions, then click "See My Score". Score 40%+ to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 10: Advanced SEO Techniques
Level up with advanced strategies used by top SEO professionals.
📋 Advanced Schema & International SEO
📜 Google Algorithm Updates
| Update | What It Did | SEO Lesson |
|---|---|---|
| 🐼 Panda (2011) | Penalised thin/duplicate content | Quality over quantity |
| 🐧 Penguin (2012) | Penalised spammy backlinks | Earn links naturally |
| 🧠 RankBrain (2015) | AI to interpret complex queries | User experience matters |
| 📝 Helpful Content (2022) | Rewarded people-first content | Write for people, not bots |
🧠 Module Quiz
Answer all 5 questions, then click "See My Score". Score 40%+ to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 11: E-Commerce SEO
Optimise online stores to rank product pages and increase revenue.
🛒 Product & Category Page Optimisation
- Unique product descriptions — never copy from manufacturer
- Product Schema with price, availability, and rating markup
- Category pages: 150–300 word unique intro with target keyword
- Breadcrumb navigation with BreadcrumbList schema
- Faceted navigation: noindex filter URLs or use canonical tags
🧠 Module Quiz
Answer all 5 questions, then click "See My Score". Score 40%+ to unlock the next module.
💡 Score 40%+ on the quiz above to unlock the next module
Module 12: AI & The Future of SEO
Understand how AI is transforming search and adapt your strategy.
🤖 AI Overviews & The Future
🔮 Future SEO Trends
🧠 Module Quiz
Answer all 5 questions, then click "See My Score". Score 40%+ to complete the course!
💡 Score 40%+ on the quiz above to unlock Assignments
Assignments & Projects
Apply what you've learned with these hands-on projects.
🔧 Project 1: Optimise a Basic HTML Website
Create a 3-page HTML website for an imaginary business. Apply complete on-page SEO: title tags, meta descriptions, headings, alt text, internal links, canonical tags, and sitemap.xml.
🔍 Project 2: Full SEO Audit
Choose a real website. Use Screaming Frog, PageSpeed Insights, and Ahrefs/SEMrush trial to produce a complete audit report with recommendations.
✍️ Project 3: Write 3 SEO Blog Posts
Plan and write 3 blog posts targeting specific keywords. Each must include keyword research evidence, proper heading structure, meta tags, internal links, images with alt text.
📍 Project 4: Local SEO Strategy
Create a complete local SEO strategy for a real or imaginary local business — GBP setup guide, NAP audit, review generation plan, local keywords, and LocalBusiness schema.