Creating a portfolio that not only looks great but performs well in search engines was one of my main goals when designing my website. As an aspiring digital marketing professional with a background in journalism, I wanted my site to showcase both my creative storytelling and my technical SEO skills.
From meta descriptions and keyword strategies to image optimisation and linking structure, I’ve applied search engine optimisation techniques at every stage – proving that my theoretical SEO knowledge translates into practical, measurable results.
Building a Strong Foundation with WordPress
I built my website using WordPress, a versatile platform that balances creativity with SEO precision.
WordPress supports optimisation plugins such as Yoast SEO and Rank Math, allowing granular control of metadata, schema markup, and XML sitemaps.
While my site is WordPress-based, every technique I use — from content hierarchy to mobile optimisation — is transferable to other platforms like Wix, Squarespace, or custom-coded HTML sites.
This approach ensures that my SEO strategies are platform-agnostic and based on sound technical understanding, not just template features.
Developing a Consistent Brand and Style Guide
Strong branding doesn’t just define your look — it improves SEO. Consistent typography, colours, and tone help users recognise your content across search snippets, social shares, and backlinks.
My Website Style Guide
- Background:
#FAF7F4— warm ivory tone for readability and modern feel. - Text/Foreground:
#2C2C2C— high-contrast charcoal for accessibility. - Primary Accent:
#4A708B— muted steel blue to convey professionalism. - Secondary Accent:
#C7A589— neutral taupe for balance. - Tertiary Accent:
#E0C3A2— soft sand tone for subtle highlights.
Typography: Playfair Display (headings) + Montserrat (body) — clean, editorial, and professional.
👉 Read more in my Style & Brand Overview.
Optimising Images for SEO Performance
My website features a wide variety of visuals – from magazine layouts to campaign designs – so image optimisation plays a huge role in both performance and search visibility.
I used the following techniques to ensure every image supports, rather than slows, my SEO efforts:
- Descriptive File Names: e.g.
inside-the-box-magazine-cover-trinity-barnatt.jpg— this helps Google understand what the image represents. - Alt Text (Accessibility + Ranking): All images include accessible alt text that’s descriptive yet concise — improving discoverability in image searches and supporting screen readers.
- Compression & Format: I use TinyPNG and WebP formats to keep images lightweight without quality loss.
- Speed Testing: I regularly use Google PageSpeed Insights to check if any image assets are affecting loading times or Core Web Vitals, adjusting image dimensions and compression accordingly.
- Consistent Captions & Brand Language: Each caption reinforces my brand tone and keywords naturally, improving content context.
📸 Explore examples of optimised imagery on my Visuals & Design Work page.
Writing SEO-Friendly Meta Descriptions and Titles
Each page and post includes custom, keyword-driven meta titles and meta descriptions written for both relevance and engagement.
Example:
- Title:
Trinity Barnatt | Aspiring Digital Marketer | SEO, Social Media & E-Commerce - Meta Description: “Explore the creative and analytical work of Trinity Barnatt — combining storytelling, SEO, and digital strategy to drive engagement and brand growth.”
Using Yoast SEO, I ensure all metadata follows Google’s best practices:
- 55–60 characters for titles
- 155–160 characters for descriptions
- Inclusion of primary keyword + brand name
This approach supports strong CTR (click-through rates) while maintaining a professional, consistent appearance in search results.
Internal, External, and Back-linking Strategy
An effective linking structure is critical to SEO success — not just for ranking but also for user experience.
Internal Links
I use strategic internal links to connect related content across my site — such as between my Journalism Portfolio, CV & Skills, and Visual Work.
Internal linking improves crawl efficiency and user retention, ensuring visitors discover more of my work organically.
External Links
External linking builds authority when done correctly. I only include outbound links that are helpful, relevant, and trustworthy, such as linking to Google, HubSpot, or SEO industry resources.
To make links more effective:
- Use descriptive anchor text (e.g., “Learn how Google indexes and crawls websites”)
- Avoid generic terms like click here
- Keep anchor text concise (never entire sentences)
- Prioritise user value over keyword stuffing
Backlinks
Backlinks are vital for credibility. I create backlink opportunities through LinkedIn, professional networks, and collaborations (e.g., Inside the Box Magazine).
These links not only improve authority but also generate referral traffic.
Google Indexing, Crawlers, and Technical Optimisation
Google’s crawlers interpret your site structure, metadata, and links to determine how content should appear in search results. To ensure efficient indexing, I:
- Submitted an XML sitemap via Google Search Console.
- Structured URLs cleanly (e.g.,
/portfolionot/page?id=7). - Ensured every page is 3 clicks or fewer from the homepage.
These steps help crawlers navigate and interpret my site efficiently — boosting visibility and user accessibility.
Testing, Auditing & Quality Control
SEO is ongoing — and regular testing is key. To maintain quality and performance, I run frequent checks that include:
- Link Integrity: Scanning for broken or outdated links to maintain a seamless user experience.
- Custom 404 Page: Designed to reduce bounce rates and encourage visitors to explore other pages instead of leaving.
- Speed Audits: Using Google PageSpeed Insights to test site load performance on both mobile and desktop.
- Structured Data Validation: Testing with Google Rich Results Test to ensure schema markup and meta data are properly implemented.
- Post-Update Reviews: After publishing new content, I recheck page speed, indexing status, and mobile responsiveness.
All of these steps ensure the site continues to meet technical SEO standards while remaining user-friendly.
Using Google Search Console for Continuous Improvement
Google Search Console is one of the most powerful tools in my SEO toolkit. I use it regularly to monitor performance and identify improvement opportunities.
Key metrics and reports I rely on include:
- Performance Report: Tracks impressions, click-through rate (CTR), and keyword positions to identify what’s performing best.
- Coverage Report: Flags crawl errors or pages excluded from indexing so I can quickly fix issues.
- Links Report: Shows top internal and external linking pages — helping assess authority and internal link health.
- Manual Actions Report: Confirms my site complies with Google’s guidelines and hasn’t triggered any penalties.
I also use the Search Console’s URL Inspection Tool to test individual pages for indexability after updates.
👉 Read my detailed guide on Using Google Search Console for Website Optimisation for an in-depth look at these tools and metrics.
From Theory to Practice
My degree and certification course equipped me with a strong theoretical understanding of SEO, content marketing, and audience engagement. Building my website allowed me to apply those concepts in practice — turning analytics, structure, and storytelling into a functional digital marketing showcase.
Through hands-on experience, I’ve developed skills in:
- SEO and keyword research
- Technical optimisation (schema, metadata, Core Web Vitals)
- Design and accessibility
- WordPress development and maintenance
This combination of creative and analytical expertise enables me to design, implement, and refine digital experiences that perform.
Final Thoughts
SEO isn’t a single task — it’s a continuous process of learning, testing, and improving. My website is a living demonstration of my SEO strategy in action: visually appealing, content-rich, and performance-focused.
By combining editorial storytelling, technical SEO, and data analysis, I’ve created a site that not only represents my work but also evidences my ability to grow and maintain an optimised digital presence.
Related Links
Internal:
- CV & Skills
- Visuals & Design Work
- Journalism Portfolio
- Using Google Search Console for Website Optimisation
External:
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