BACKGROUND
This project was an internal reference document for a content team without an SEO background. The goal was to give writers enough understanding of how search engines work to apply brief instructions correctly, without turning the guide into a technical manual.
I organized the guide around five practical topics: what keywords are and where to use them, heading structure and why it matters, how to write meta copy, how internal linking works, and the common mistakes that are easy to fix once named. Every section included a worked example showing what the wrong version looks like and why it fails, alongside the correct version and the reasoning behind it.
The result was a guide built on a single central principle: search engines rank pages based on how well they serve the person searching, which means good SEO and good writing for readers are the same thing, not competing requirements.
