SEO Audit, keyword research and content planning

SEO Audit and Keyword Exercise

SEO Audit Workshop for Online Retail Websites

An SEO audit is essential for identifying strengths and weaknesses in a website’s search engine optimization strategy.

This workshop is designed to guide participants through the process of conducting a basic SEO audit for an existing online retail website, pinpointing areas that require improvement.


To equip participants with the skills and knowledge to evaluate an e-commerce website’s SEO performance and identify actionable steps for optimization.

Workshop Structure

  1. Introduction to SEO Audits (30 minutes)

    • Overview of what an SEO audit entails and its importance in improving website visibility and traffic.
    • Discussion of key components of an SEO audit: on-page SEO, technical SEO, and off-page SEO.
  2. Preparation and Tools (15 minutes)

    • Introduction to SEO audit tools (e.g., Google Search Console, SEMrush, Ahrefs, Screaming Frog).
    • Setting up a checklist for the audit process to ensure all aspects are covered.
  3. Conducting the Audit (1 hour)

    • On-Page SEO Analysis: Review title tags, meta descriptions, header tags, and content quality. Identify keyword optimization opportunities.
    • Technical SEO Analysis: Check website speed, mobile responsiveness, site structure, and URL optimization. Utilize tools to identify crawl errors or broken links.
    • Off-Page SEO Analysis: Evaluate the website’s backlink profile for quality and relevance. Assess social media presence and influencer partnerships.
  4. Breakout Session: Hands-On Audit (1 hour)

    • Participants are divided into small groups and assigned different sections of an online retail website to audit.
    • Each group uses the provided tools and checklist to conduct their audit segment.
  5. Group Presentations and Discussion (45 minutes)

    • Groups present their findings, highlighting key areas of improvement and potential action items.
    • Open discussion on common challenges encountered during the audit and strategies for addressing them.
  6. Developing an Optimization Plan (30 minutes)

    • Guidance on prioritizing SEO issues based on their impact and complexity.
    • Tips for creating a roadmap for implementing SEO improvements, including timelines and responsibilities.

Key Takeaways

  • Participants will learn how to effectively use SEO audit tools to uncover optimization opportunities.
  • Understanding of how to analyze on-page, technical, and off-page SEO elements.
  • Ability to identify common SEO issues faced by online retail websites and propose actionable solutions.
  • Insights into prioritizing SEO efforts to maximize impact on website performance and search rankings.

Post-Workshop Activities

  • Participants are encouraged to apply the skills learned by conducting a comprehensive SEO audit on their own or their company’s website.
  • Develop and begin implementing an optimization plan based on the audit findings.

This workshop provides a practical foundation for conducting SEO audits, crucial for any online retail business looking to improve its search engine visibility and user experience. By identifying and addressing SEO issues, participants can help drive more organic traffic to their websites and enhance overall e-commerce performance.

Keyword Research Exercise for Eco-Friendly Online Retail

This exercise is designed to guide participants through the process of identifying target keywords for an online retailer specializing in eco-friendly products.

The goal is to equip participants with practical skills in using keyword research tools and techniques to uncover keywords that can drive targeted traffic and improve SEO performance.


To identify a comprehensive list of relevant and valuable keywords that the eco-friendly online retailer can target to attract more visitors interested in sustainable products.

Tools Needed

  • Google Keyword Planner
  • SEMrush
  • Ahrefs
  • Ubersuggest

Exercise Steps

  1. Introduction to Keyword Research (20 minutes)

    • Brief overview of the importance of keyword research in SEO and content marketing.
    • Introduction to various keyword research tools and their features.
  2. Understanding Search Intent (15 minutes)

    • Explanation of different types of search intent (informational, navigational, transactional, and commercial investigation).
    • Discussion on the importance of aligning keywords with user intent, especially for e-commerce sites.
  3. Getting Started with Keyword Tools (1 hour)

    • Google Keyword Planner: Participants start by using Google Keyword Planner to find basic keyword ideas and search volume data.
    • SEMrush/Ahrefs: Introduction to more advanced features like keyword difficulty, competitive analysis, and keyword gap analysis.
    • Ubersuggest: Use Ubersuggest for additional keyword ideas, particularly long-tail keywords, and to assess SEO difficulty.
  4. Keyword Identification and Analysis (1 hour)

    • Participants use the tools to compile a list of potential keywords. Criteria include relevance to eco-friendly products, search volume, keyword difficulty, and alignment with search intent.
    • Analyze the list to identify high-potential keywords for targeting. Consider factors like relevance, competition, and potential traffic.
  5. Group Discussion and Sharing (30 minutes)

    • Break into small groups to discuss findings and strategies for selecting the best keywords.
    • Each group presents a subset of keywords they believe has the highest potential for the online retailer, explaining their choices based on search intent, volume, and competition.
  6. Creating a Keyword Strategy Plan (30 minutes)

    • Based on the exercise and discussions, participants outline a basic keyword strategy plan, including primary and secondary keywords to target for product pages, blog content, and other website sections.
    • Discuss how to incorporate these keywords into the website’s SEO and content marketing strategy to attract the target audience.

Post-Exercise Activity

Participants are encouraged to conduct a similar keyword research process for their own projects or businesses, applying the techniques and tools explored during the exercise.

This keyword research exercise offers hands-on experience in identifying target keywords that can drive the SEO and content strategy for an eco-friendly online retailer.

By understanding and applying effective keyword research techniques, participants can enhance their ability to attract targeted traffic and improve their website’s search engine rankings.

Content Strategy Development Workshop for Eco-Friendly Online Retail


This workshop aims to guide participants through the process of developing a comprehensive content strategy for an eco-friendly online retail website.

By leveraging the keywords identified in the previous exercise, groups will create a content plan that includes blog topics, buying guides, and additional resources to engage potential customers and improve SEO performance.

Tools and Resources Needed

  • List of identified target keywords
  • Content calendar template
  • Access to content planning and collaboration tools (e.g., Trello, Asana, Google Docs)

Workshop Structure

  1. Introduction to Content Strategy (20 minutes)

    • Overview of the importance of a content strategy in driving traffic, engaging users, and supporting SEO efforts.
    • Explanation of different content types and their roles within a content strategy.
  2. Understanding the Audience (15 minutes)

    • Brief discussion on tailoring content to meet the needs and interests of the eco-friendly target audience.
    • Consideration of customer personas developed in earlier activities for content personalization.
  3. Group Breakout Session: Content Ideation (1 hour)

    • Blog Topics: Each group uses the identified keywords to brainstorm blog topics that provide value to readers, such as “How to Reduce Your Carbon Footprint with Eco-Friendly Home Products” or “The Ultimate Guide to Recycling and Upcycling.”
    • Buying Guides: Develop ideas for comprehensive buying guides that help consumers make informed decisions, like “Choosing the Right Eco-Friendly Kitchenware.”
    • Additional Resources: Conceptualize other resources such as infographics, how-to videos, and FAQ sections that address common questions and interests of the eco-conscious shopper.
  4. Content Calendar Planning (30 minutes)

    • Groups allocate their content ideas to a content calendar, scheduling posts and resources over the coming months. Consideration should be given to seasonality, product launches, and any significant dates related to environmental awareness.
  5. Group Presentations and Feedback (45 minutes)

    • Each group presents their content ideas and calendar to the workshop participants.
    • Facilitate a feedback session where groups can offer constructive suggestions to refine and improve each other’s content strategies.
  6. Content Strategy Documentation (30 minutes)

    • Finalize the content strategy plan, incorporating any feedback received. Document the types of content, specific topics, targeted keywords, and publication schedule.
    • Discuss the allocation of responsibilities for content creation, editing, and publishing.

Key Takeaways

  • Participants will understand how to strategically use content to attract and engage an eco-friendly target audience, supporting both user engagement and SEO goals.
  • Each group will leave with a detailed content strategy that includes a variety of content types, centered around the target keywords identified for the eco-friendly online retail website.
  • The importance of a content calendar in ensuring a consistent and strategic approach to content creation and publication will be emphasized.

Post-Workshop Activity

Participants are encouraged to implement their content strategies, monitor the performance of their content through engagement metrics and SEO rankings, and adjust their plans based on data-driven insights.

Developing a content strategy is essential for online retailers looking to engage with their target audience effectively and improve their website’s SEO.

This workshop provides a practical approach to creating a diverse and engaging content plan tailored to the interests and needs of eco-conscious consumers, laying the foundation for a successful online presence.