Learning Objectives
- Explain how search engines rank content
- Distinguish between on-page, off-page, and technical SEO
- Perform basic keyword research
Lesson Content
How Search Engines Work Search engines like Google use bots to "crawl" the web, "index" pages, and then "rank" them based on relevance and authority for a given search query. Ranking factors include content quality, keywords, site speed, mobile-friendliness, and backlinks.
Three Pillars of SEO
- On-Page SEO — Optimizing individual pages: title tags, headers, keyword placement, internal links, and content quality
- Off-Page SEO — Building authority through backlinks from other reputable websites
- Technical SEO — Ensuring a site is crawlable and fast: site speed, mobile responsiveness, XML sitemaps, structured data
Keyword Research Basics Keywords are the words and phrases people type into search engines. Good keyword research balances:
- Search volume — How many people search for it
- Competition — How hard it is to rank for
- Intent — What the searcher actually wants (informational, navigational, or transactional)
Free tools to explore: Google Keyword Planner, Google Trends, and Google's "People Also Ask" boxes.
Key Takeaway
SEO is a long-term investment. Good SEO means creating content that genuinely answers what your audience is searching for — not "tricking" the algorithm.
Practice Exercise
Choose a small business (real or imaginary). List 5 keywords its ideal customers might search for, and label each as informational, navigational, or transactional.
