3.2SEO (Yoast / Rank Math)
The essentials in 30 seconds
- SEO makes the site visible in organic results; a plugin such as Yoast or Rank Math provides the tools for page-by-page work.
- For each page: a target keyword, a compelling title, a meta description that makes people want to click, a clear heading structure.
- The plugin is a tool: the real lever remains useful content that answers a real search.
Running mini-case — being found in Casablanca
Hassan wants the workshop to appear when people search for “artisan ceramic Casablanca”. Samir installs Rank Math, defines the keyword for the Collections page and writes an attractive title and description. He checks the heading structure and submits the sitemap to Google Search Console. He reminds Hassan that no plugin replaces the quality of the content.
Sequel to case 3.1 — the tools are installed; now we optimise the SEO.
1. On-page SEO
Organic search (SEO) covers the optimisations that make a site visible on Google without advertising. WordPress provides good foundations (readable URLs, structure), but a plugin such as Yoast SEO or Rank Math adds page-by-page tools: defining the target keyword, writing the title and meta description, previewing the Google result, readability analysis and an XML sitemap.
For the Collections page, Samir chooses the keyword “artisan ceramic Casablanca” and inserts it naturally into the title, URL, subheadings and text. He avoids artificial repetition: Google rewards clear content that answers the visitor's intent.
2. Structure, sitemap and measurement
A well-structured page has a single H1, then logical H2s and H3s. This hierarchy helps Google understand the content and helps the reader scan the page. The SEO plugin flags omissions (title too long, missing meta description) without replacing editorial judgement.
The XML sitemap generated by the plugin lists the site's pages to speed up indexing. Samir submits it in Google Search Console, tracks impressions and clicks, and adjusts content that stagnates. He measures results rather than guessing.
🔎 Concrete example — Optimising the Collections page (Samir's case)
Keyword: artisan ceramic Casablanca.
Title: Artisan ceramics in Casablanca — Atelier Bahja
Meta: One-of-a-kind hand-thrown pieces: table, decoration and garden collections. Visit the workshop.
H1: Our artisan ceramic collections
H2: Table · Decoration · Garden
Sitemap: submitted in Search Console.Result: a page that is clear for Google and for the visitor.
Lesson: the keyword serves the message; it does not replace it.
Section vocabulary
- SEO
- The set of optimisations that make a site visible in organic search results.
Simple example: being found for “artisan ceramic Casablanca”.
What it is not: confusing SEO with paid advertising.
Reflex: lasting visibility = SEO.
- Yoast / Rank Math
- Leading SEO plugins: title, meta, analysis, sitemap, structured data.
Simple example: Samir uses Rank Math for the Collections page.
What it is not: installing both at the same time.
Reflex: only one SEO plugin.
- Title & meta description
- The title and summary shown in Google results; they influence the click-through rate.
Simple example: a title with the city and the trade.
What it is not: letting WordPress generate a generic title.
Reflex: give people a reason to click.
- Target keyword
- The main term a page wants to rank for.
Simple example: “artisan ceramic Casablanca”.
What it is not: stacking ten keywords with no hierarchy.
Reflex: one main keyword per page.
- XML sitemap
- A site map for search engines, generated by the plugin and submitted to Search Console.
Simple example: sitemap_index.xml submitted to Google.
What it is not: relying on search engines to discover pages by chance.
Reflex: sitemap = easier indexing.
In practice — Optimising a page for Google
- Install Yoast or Rank Math and follow the configuration wizard.
- On an important page, define the target keyword, the title and the meta description.
- Check the structure: one H1, logical H2/H3s, the keyword naturally present.
- Copy the sitemap URL and submit it in Google Search Console.
Ready-to-use script — explaining SEO (25 s)
“To be found on Google, each page must clearly answer a search: one main topic, a readable title, a description that makes people want to click. The plugin helps me check things, but the quality of your texts and photos is what will make the difference.”
Never promise first place: promise a solid foundation and ongoing monitoring.
Copy-paste template — page SEO sheet
PAGE: _______________
TARGET KEYWORD: _______________
TITLE (≈60 chars): _______________
META DESCRIPTION (≈155 chars): _______________
H1: _______________
MAIN H2S: _______________
SITEMAP SUBMITTED: yes / noLocal site
Keyword with the city, a well-crafted contact page and opening hours.
Shop
One keyword per category and per product, complete product pages.
Blog
One article per search intent, internal linking.
New site
Submit the sitemap early and be patient: SEO is built over weeks.
✓ Best practices
- One main keyword per page.
- Write for the visitor before writing for Google.
- Submit the sitemap and track results.
✗ Common pitfalls
- Repeating the keyword artificially.
- Installing two competing SEO plugins.
- Promising a client first place.
Key takeaways
- The plugin provides page-by-page SEO tools.
- Keyword, title and meta description give people a reason to click.
- One H1 and logical H2/H3s structure the content.
- Useful content remains the real lever for SEO.
48h Challenge — apply tomorrow
Optimise a page: choose a keyword, write the title and meta description, check the Hn structure, then submit the sitemap. Note the plugin score before and after. 25 minutes.
- I define a target keyword and write a title.
- I structure a page with one H1 and logical H2s.
- I generate and submit a sitemap.
Frequently asked questions
Yoast or Rank Math: which should I choose?
Both are excellent. Yoast is very widely used and educational; Rank Math offers more features in its free version. The important thing is to install only one and use it regularly.
How long does it take to see SEO results?
Often several weeks to several months, depending on competition and the age of the site. SEO is a gradual investment: regular content, sound technical foundations and monitoring of searches.
Should I buy links?
No. Buying links in bulk can be penalised by Google. Focus on quality content, natural mentions and genuine local partnerships.
Hassan wants to be found for “artisan ceramic Casablanca”. What does Samir do first with Yoast or Rank Math?