Digital Marketing · Level 2 of 5 · Foundations

Search engine optimization

How search works, keywords, on-page basics, and local search.

Study notes

Search engines crawl pages, index them, and rank results by relevance and quality.
Keyword research finds the words people actually type. Match each important page to a clear topic and intent.
On-page basics: a descriptive title tag, one clear H1, helpful content that answers the question, and descriptive links.
Technical basics: fast pages, mobile-friendly layout, a sitemap, and no blocked important pages in robots.txt.
For local businesses, a complete and accurate Google Business Profile and consistent name, address, and phone help local results.

Quiz: 6 questions

Choose one answer for each question, then check your answers. Score 5 of 6 to pass. Then enter your name and email to download a PDF certificate and have a copy emailed to you. Answers are graded in your browser.

1. What does a search engine do before ranking a page?

Crawls and indexes it Pays the owner Deletes it Prints it

2. Keyword research tells you:

The words people actually search Your password Your ad budget Your domain's age

3. Which helps on-page SEO?

A descriptive title tag that matches the page topic The same title on every page No headings Hidden text

4. A robots.txt file that blocks your product pages will:

Stop crawlers from fetching them Rank them higher Speed them up Add reviews

5. For a local bakery, which helps local search?

A complete, accurate Google Business Profile Removing the address Buying links in bulk Changing the phone weekly

6. Search intent means:

What the searcher is trying to accomplish The font of the result The ad price The page length

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