Search Marketing Topics and Optimization

Basics in Search Marketing Topics and Optimization

search marketing topics and optimizationSearch Engine Optimization 101

Search marketing topics and optimization can be confusing and sometimes difficult to understand. Often when first introduced to this, like I was, people get lost in the terminology and differences. Here, you will find a breakdown of the basics when it comes to search marketing topics and optimization.

First, How Google Works:Search marketing topics and optimization

  1. When a new website is created Google doesn’t automatically see that your web page has been created.
          -Imagine that world wide web is made up of various caves and tunnels. There are tunnels that nobody knows about until it’s been explored. Someone needs to find the path that connects to these new tunnels and record where to find it.Similarly, this is how Google functions. In digital marketing terms, this called crawling and indexing a website.
  2. Google’s bots crawl across the web following links (like the one that brought you to this website) to pages and record its existence.
  3. Once a page has been identified, Google analyzes the content for quality, scams, reputable sources and more.
          -On Google, high-quality content alone is not enough to make your website appear on the first page of search results. (Google is a computer, there are techniques to make your page more visible and to rank higher.)

Search Engine Optimization (SEO)

The process of taking a page built by people and making it easier to digest for both other people and search engine robots is called Search Engine Optimization. You might ask, How do I accomplish doing that? By using keywords, onsite SEO and offsite SEO for your web page.

Step 1:  Understanding Keywords

A keyword is a word or phrase of great significance. On a web page, it can be referred to as the theme or focus of that page. For example, a page about making your own crafts might have the keyword “DIY crafts”. You want to pick keywords/phrases that a user is more likely to type in a Google search. For more advanced techniques, you can use the Google Adwords program to research different keywords and their popularity.

Step 2: Onsite SEO

On-site SEO is the process of optimizing elements on a website in order to improve ranking and visibility.
On-page ranking factors for the best practice of SEO include:

  • The content of a webpage: What the user can see or interact with.
    -Writing good content will benefit you since it’s important to search engines.
  • Title tags: The title that is displayed on the search results page.
    -It’s a clickable headline to a specific page.
  • URL: Is the web address that tells the engine the location of a resource or web page.
  • Image alt text: used to describe the appearance and function of an image on a page.

An in-depth explanation of On-site SEO

For an additional in-depth understanding of the fundamentals visit the on-site SEO at 

Step 3: Offsite SEO

Offsite SEO is done outside of a website to increase its ranking in search engine result pages. To optimize outside a website, you have to increase the perception of a site’s popularity. A website needs signals from reputable pages, sites, or people to promote the quality of a site’s content. An essential way of doing this through backlinks.

  • Backlinks: are made when one website links to another.

However, only one of the two sites can say this new link is a backlink. When it comes to your own website, the links that are on other sites which send people to your site, are backlinks for you. For example, site A has a link that takes people to On-site A this just an external link that takes people away from their site. To Verizon, this is a backlink because it directs users to the Verizon page.

More Advanced Backlink knowledge:

Earning and making backlinks can have a positive effect on a site’s ranking and visibility. However, NOT all backlinks hold the same value, some sites are more valuable than others. For example, a backlink from a .gov, .edu, or other high ranking sites is considered the most desirable. These sites are popular, trustworthy, and labeled as high-authority. Sites with low authority and considered not trustworthy are spam sites. Having many links coming from spam sites ends up lowering website quality and ranking.

Another thing to know about making backlinks is no-follow and do-follow websites.

  • No-follow sites: Allows people to follow the links but it does not allow search engine bots to follow the link. Therefore the link won’t give sites any points to increase page rank. 
  • Do-follow sites: Allows both people and search engine bots to follow the link. Therefore these sites will share points towards page rank.

More off-site SEO explanations and examples can be found at

Or watch this video 


For more information on Digital Marketing, SEO and Google related content check out our articles.

*This was Search Marketing Topics and Optimization basics from what I have learned so far in my college classes. Please feel free to visit major SEO based sites such as MOZ and Search Engine Land for more information.