The ABCs of SEO. Learning from Oliver Caprile from Evolving Digital

At Brandshake, we conduct quarterly training sessions to ensure we’re always at the top of our game, staying ahead of industry trends and refining our strategies to deliver the best results for our clients. Last quarter, we levelled up on how we incorporate SEO into our content writing.

Who trained us? Oliver Caprile from Evolving Digital. Oliver is an SEO expert and SEO agency owner who specialises in helping businesses navigate the ever-changing digital landscape. With years of experience optimising websites for search performance, he’s seen it all - from black hat tactics (bad) to Google’s ever-evolving algorithms (good).

SO, SEO? Search engine optimisation (SEO) isn’t just a technical box to tick. It’s a mix of strategy, content and common sense, with a touch of patience. After our session with Oli, minds were blown, lessons were learnt.. and our clients were better off for it. Here were some of our key takeaways, with some of Oli’s most helpful insights. But first, let's get started with the basics. 

WTF is SEO? 

SEO (Search Engine Optimisation) is basically how your brand gets found on Google without paying for ads. It’s the art (and science) of making sure your website, content and online presence show up when potential customers are searching for what you offer. The goal? To climb those search rankings so your brand is the first thing people see when they hit Google.

SEO is made up of three core pillars:

• On-page SEO – Optimising your website content, headings, keywords and metadata so Google knows what your page is about.

• Technical SEO – Making sure your website is fast, mobile-friendly and structured so search engines can crawl it easily.

• Off-page SEO – Getting high-quality backlinks from other credible websites, which tells Google your site is trustworthy.

But ranking on Google isn’t as simple as stuffing your site with keywords and calling it a day. Google’s algorithms are getting smarter, prioritising Quality content and user experience are essential components of any effective SEO service. above all else. This means:

• Writing useful, relevant content that actually answers people’s questions.

• Ensuring your website loads quickly and is easy to navigate.

• Keeping visitors engaged so they don’t bounce after a few seconds.

Ignore SEO, and your website is basically a billboard in the desert, unseen and ineffective. Technically there, but no one’s seeing it. Nail SEO, and you’re front and centre when people are searching for what you offer. 

And here’s the kicker. SEO isn’t just for Google anymore. Social media platforms like TikTok, Instagram and YouTube are now major search engines in their own right, meaning search-friendly content needs to go beyond just blogs and websites.

Now, let’s get into what we learned in our training with Oliver Caprile and why it matters for your marketing.

Hold up.. Shouldn’t Brandshake already be experts at SEO? Aren’t you guys.. marketers? 

TLDR: The fact that we’re trained in SEO best practices beyond just SEO keywords is a big old bonus for our clients. 

At Brandshake, we’re experts in content marketing, social media (paid and organic), copy, branding, strategy, graphic design, content marketing, content creation and marketing consulting. For some kinds of digital marketing, like SEO and PPC advertising, we work with trusted freelancers. So, nope, SEO management is not a core focus for us that we service in-house. However, at Brandshake we do need to be across best practice SEO for web copywriting and blog copywriting. We also have some clients that just want the one marketing partner (us) so we will manage SEO on their behalf through a freelancer or SEO agency, like with Oli from Evolving Digital. 

Important SEO Takeaways from our team training

Takeaway 1: SEO is More Than Just Google Rankings, it’s about Knowing your Customer’s Journey

Oliver kicked things off with a reminder that SEO isn’t just about ranking number one on Google. It should fit into a broader marketing strategy and marketing mix that prioritises your online presence and online visibility generally. 

While Google still dominates with 91% of global searches, customer behaviour is shifting. “We’re in an age of disruption,” Oliver explained. “The search journey isn’t linear anymore, making effective SEO work more critical than ever. People find you on social, check Google for legitimacy, then come back to convert when they’re ready, enhancing your visibility in search. Your SEO strategy needs to account for that entire journey.” For businesses, this means SEO and content marketing need to work together to enhance search results. It’s not just about a website ranking well – it’s about being visible in every place people are already searching. This is Google, Youtube, Socials, Website. All of our digital homes.

Takeaway 2: Your Website’s Core Pages Matter More Than You Think

“Don’t start writing blogs until your core website is rock solid,” Oliver emphasised. Many businesses focus on pumping out blog content without optimising their homepage, service pages or category pages. But Google prioritises foundational content before blog articles.

Think of it like building a house. If your foundation is weak, no amount of furniture or cosmetic renovation (ahem, blog content) will keep it standing. A strong SEO strategy starts with optimised core pages, structured correctly with strategic keywords and internal linking.

Takeaway 3: The Rise of Long-Tail Keywords & Generative Search

Long-tail keywords are taking centre stage in the search engine results landscape. Instead of broad, high-volume search terms, people are searching for hyper-specific queries.

For example, instead of searching for “SEO tips,” they might type, “how to optimise blog content for SEO in 2025,” reflecting the evolving nature of search engine results.

With generative search (think AI-driven responses like Bing’s Copilot or Google’s Gemini) becoming more prominent, Google is focusing on deeper, authoritative content rather than keyword-stuffed fluff. This means businesses need to focus on topical authority – producing clusters of related content to demonstrate expertise in the best SEO practices.

“Google doesn’t just want one blog about a topic – it wants proof that you own the subject,” Oliver explained. “That’s where topical authority comes in. If you’re a business coach, don’t just write one post on leadership skills. Create a web of content – articles on communication, emotional intelligence, team motivation – all internally linked. That’s how you win.”

Takeaway 4: SEO for Social Media is Indeed a Thing

SEO isn’t just for websites. Social media platforms are becoming search engines in their own right. Younger audiences use TikTok and Instagram for discovery before turning to Google for brand validation.

That means applying search-friendly strategies across social media too. Hashtags, video captions and even post descriptions work just like keywords in Google.

“Instagram captions, TikTok descriptions, even LinkedIn posts.. they all play a role in how your brand gets discovered,” Oliver pointed out. “If you’re writing a post about marketing strategy, make sure ‘marketing strategy’ is actually in the copy. Social platforms are search engines too, so treat them like it.”

This is exactly why Brandshake ensures content is optimised for how people search, not just what they read.

Takeaway 5: If It Sounds Too Good to be True, It Is. Avoid Blackhat SEO Techniques

We also got into the shady side of SEO work, which some SEO companies may engage in. Stuff called “black hat tactics”. That is, buying links, keyword stuffing and spammy backlinks. It does more harm than good. Avoid at all costs. 

Oliver warned against agencies promising hundreds of backlinks toa website per month. “If someone says they’ll give you 1,000 links, run.” Instead, he recommended high-authority PR placements and natural link-building strategies.

White hat SEO focuses on ethical, Google-approved practices. This includes:

• Earning backlinks through quality content (reputable, real websites) and PR

• Writing high-value content that meets search intent

• Optimising technical SEO for a strong site foundation is essential for any successful SEO service.

Quick SEO Wins You Can Action Today

SEO is a long game (SEO results take time), but quick wins can make an impact too. Here are a few takeaways you can put into practice:

• Adding FAQ accordions to service pages to bulk out keyword-rich content without ruining page design.

• Internal linking. Regularly review older blog posts to link to newer, relevant content into it.

• Google Search Console & Analytics. Make sure they’re set up properly to track search trends and branded impressions.

• Leveraging video SEO. Embedding videos (including social media videos you’ve created where appropriate to leverage existing content) on blogs and service pages can significantly increase dwell time and improve local SEO.

• Optimise URLs. Keep them short, sharp and keyword-relevant to improve search rankings.

Where we come in: No BS SEO optimised content.

All at once, this training managed to blow our freakin’ minds *and* confirmed what we suspected - that SEO isn’t a one-and-done task. It’s an ongoing, evolving piece of your marketing strategy, particularly when implementing an effective SEO campaign. If your business wants SEO-driven blog, web and social media content that ranks and converts, let’s chat.