Help Customers Find You Through Search
SEO & Organic Search · Module 7
← Fundamentals of Digital Marketing - Google
Index
1. How Search Engines Work
Search is essential to an online marketing strategy. Understanding how it works can help you make it work for you.
Why Do Search Engines Matter?
Search engines constantly scour the web for content, organise it, and display the most relevant results to searchers. Search targets people who are already looking for something you provide—products, services, helpful information, or initiatives. It helps you reach the right audience and support your marketing objectives.
The Search Process
| Step | Description |
|---|---|
| Search queries | A person types, says, or asks an AI assistant a word or phrase. |
| Processing | The engine compares that query to its catalogue of web pages, pulling out the best matches. |
| Results | Results appear on a search results page: links, AI Overviews, local business listings, items for sale, ads, images, maps, videos, and more. |
Visual Search Tools
Sometimes finding the right words is difficult. Visual search tools let you search using images—ideal for identifying objects, products, or landmarks.
| Aspect | Notes |
|---|---|
| How it differs | Unlike text-based queries (keywords), visual searches use image recognition to deliver results based on the content and context of the image. Google Lens is the primary tool. |
| Optimisation | Use descriptive file names, alt text, and structured data to improve visibility in visual search tools and boost organic search performance. |
2. Crawling, Indexing, and Ranking
Each search engine uses its own software, but they all perform three tasks.
| Task | Description |
|---|---|
| Crawling | Search engines ‘crawl’ the internet using programs called bots, crawlers, or spiders to discover content (web pages, images, videos). Create a sitemap, link related pages, and ensure all links work properly. |
| Indexing | The index is a database of all web pages found by bots. When you search, the engine scans its index for relevant results. Write clear titles and meta descriptions so search engines can understand each page. |
| Ranking | Search engines use hundreds of factors to rank: words on the page, backlinks, content freshness, user experience. Use keyword planners to incorporate relevant terms into titles, headers, URLs, and content. Focus on valuable, well-structured content—avoid keyword stuffing. |
Google Search: Key Ranking Factors
Google’s algorithm considers these concepts when ranking content:
| Factor | Description |
|---|---|
| 1. Meaning of the query | The algorithm deciphers intent behind the search. Create content that addresses what searchers need. Build customer personas to understand intent. |
| 2. Relevance of web pages | Keywords in headings and body text signal relevance. Algorithms also match phrases and topics. Different content types (video, photos, text) may suit different queries. |
| 3. Quality of content | Google considers E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness. Demonstrate real expertise. Quality backlinks, author credentials, and original insights matter. |
| 4. Usability of web pages | Core Web Vitals: loading speed (LCP), interactivity (INP), visual stability (CLS). Mobile-friendly, fast loading, clear structure. Better UX can outperform identical content with worse experience. |
| 5. Context and settings | Location, past search history, and settings affect results. Google may tailor results based on account activity. |
3. Organic Search and Businesses
What is Organic Search?
When someone searches, results display organic results—unpaid listings that appear based on relevance to the search query.
| Result Type | Description |
|---|---|
| Organic results | Unpaid; no cost to appear. SEO experts can refine a site to rank higher. |
| AI Overviews | AI-generated summaries at the top of some results. Being cited in these requires clear, authoritative content. |
| Paid results | Labelled as “Sponsored”; usually at the top. |
How to Appear in Organic Search
Search engines show businesses that offer products and services relevant to the search query. Relevance signals include matching keywords and content that answers what the user is looking for (e.g. “eco-friendly cleaning products” → pages using those words and offering sustainable options).
4. Search Engine Index and Page Optimisation
How Search Engines Read Pages
When a search engine looks at a webpage, it sees the code behind it—not just what users see. Specific parts of the code help the engine understand what the page is about.
What Search Engines Prioritise
The primary goal is to help people find what they are looking for. You control the title link and influence the description shown in search results.
Titles and Meta Titles
| Recommendation | Description |
|---|---|
| Describe accurately | Make the title describe the topic; it should read naturally. Avoid ‘untitled’ or generic text. |
| Unique per page | Each page should have a unique title so users understand its value. |
| Brief but descriptive | If too long, Google may truncate. Avoid keyword stuffing. |
| Example | ’Pichler’s Produce - Fresh Fruits and Vegetables’ |
Meta Descriptions
| Recommendation | Description |
|---|---|
| One per page | Ensure every page has a meta description. |
| Accurately summarise | Inform and interest searchers; no minimum/maximum length. |
| Unique descriptions | Different for each page. For large sites (e.g. e-commerce), consider auto-generating from page content. |
How to Refine Your Website
| Element | Best Practice |
|---|---|
| Titles | Short, descriptive, include company name. |
| Meta descriptions | Two short sentences; reinforce title with keyword. |
| Headings | Clear, descriptive (e.g. ‘Fresh fruits and vegetables’). Use heading hierarchy (H1 → H2 → H3). |
| Images | Descriptive file names (e.g. ripe-oranges.jpg not image.jpg). Add alt text for accessibility and SEO. |
| Structured data | Add schema markup (Product, FAQ, LocalBusiness, etc.) so search engines understand your content and display rich results. |
| Content | Include words and phrases customers use to search. |
5. An Introduction to SEO
Search Engine Optimisation (SEO) is the practice of improving a website’s visibility and ranking in organic search engine results.
What Factors Affect SEO?
| Factor Type | Elements |
|---|---|
| On-page | Keyword usage in titles, headers, URLs; content quality; meta tags; internal linking; structured data (schema markup). |
| Off-page | Backlinks from reputable sites; brand mentions; digital PR. |
| Technical | Website speed (Core Web Vitals); mobile-friendliness; sitemaps; URLs; navigation; HTTPS; crawl budget management. |
| Content | E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness); topical authority; content freshness. |
SEO Tools
| Tool | Use |
|---|---|
| Google Search Console | Free. Monitor indexing, search performance, Core Web Vitals, and fix issues. |
| Google Keyword Planner | Free with Google Ads account. Research keyword volume and competition. |
| Ahrefs / SEMrush | Paid. Backlink analysis, keyword research, competitor analysis, rank tracking. |
| Screaming Frog | Free/Paid. Technical SEO audits—crawl your site like a search engine. |
| AI SEO tools | Clearscope, Surfer SEO, Frase—AI-powered content optimisation against top-ranking pages. |
6. Keywords and Keyword Research
Keywords are the words and phrases potential customers might search for.
Keyword Research Process
| Step | Focus |
|---|---|
| Start with what you sell | Consider search intent. E.g. ‘croissant’ could mean buy, recipe, or image. |
| Narrow it down | Use location, delivery options, special features. E.g. ‘croissants made from scratch’, ‘fresh croissants bakery’, ‘croissants delivered Casablanca’. |
| Consider related topics | Include related phrases: ‘French breakfast’, ‘French pastries’, ‘breakfast deliveries’. |
| Check performance | Review how your site ranks for those terms. Which keywords bring traffic? Use Search Console. |
| Create a plan | If popular phrases don’t help, add relevant content. Adjust when something isn’t working. |
Keyword Considerations
| Consideration | Notes |
|---|---|
| Frequency | Include words people search for most (search volume). |
| Competition | Popular keywords (e.g. ‘croissant’) take more effort. Specific keywords (‘homemade croissants delivered in Bytom’) may rank with less effort. |
| Relevance | Keywords must match what you offer. Wrong intent = visitors leave. |
| Intent type | Informational (how to), navigational (brand name), commercial (best X), transactional (buy X). Target the intent that matches your goal. |
7. SEO Best Practices and Content
Continuous Optimisation
SEO is ongoing. Trends change, user behaviour shifts, search engines evolve, and AI changes how results are displayed.
| Action | Description |
|---|---|
| Get to know search engines | Read their blogs for updates on features, algorithm changes, optimisation tips. |
| Monitor rankings | Track how changes affect your site using Search Console and rank tracking tools. |
| Know your competition | Inspiration: free shipping, social activity, regular updates. Use tools like Ahrefs for competitive analysis. |
| Know your customer | Talk to customers; their descriptions = keyword research. |
| Keep speed in mind | Core Web Vitals (LCP, INP, CLS) directly affect ranking. Check with PageSpeed Insights. See 08 - Improve Your Business with Websites and Apps. |
| Organise your site | Simple structures, group similar pages, link pages, submit sitemaps via Search Console. |
| Choose URLs carefully | Include helpful words, e.g. www.example.com/flowers/roses. |
Content Quality
Write for humans, not search engines. Write naturally. Avoid adding unnecessary keywords or variations to rank higher—keyword stuffing goes against best practices.
| Issue | Solution |
|---|---|
| Duplicate descriptions | Write your own product descriptions and content so pages are unique. |
| Thin content | Add depth: answer follow-up questions, include expert insights, provide original data. |
Backlinks
| Concept | Description |
|---|---|
| What are backlinks? | Links from other websites to yours. Quality links signal to search engines that your content is trustworthy. |
| How to get them | Create great content. Digital PR. Guest posting. Industry partnerships. Others link when they think their audience should see it. |
| What makes great content? | Understand your audience, what they need, and how you can provide it. Valuable, easy to read, thoughtfully organised. See 04 - Create Engaging Content. |
8. AI and the Future of Search
AI Overviews (Search Generative Experience)
Google now shows AI-generated summaries at the top of many search results. This changes how users interact with search.
| Impact | What to Do |
|---|---|
| Fewer clicks for simple queries | Focus on complex, nuanced content that AI summaries can’t fully answer. |
| Citations matter | Authoritative, well-structured content is more likely to be cited in AI Overviews. |
| Structured data helps | Schema markup gives AI and search engines clearer signals about your content. |
AI Assistants and Search
Users increasingly ask ChatGPT, Perplexity, Microsoft Copilot, and voice assistants for recommendations instead of traditional search. Optimise for this by:
| Strategy | Description |
|---|---|
| Be the authoritative source | AI pulls from well-known, frequently cited content. Build topical authority. |
| Structured, clear content | AI prefers content with clear headings, lists, tables, and direct answers. |
| Brand mentions | Being mentioned across reputable sites increases your chance of appearing in AI responses. |
| FAQ content | Answer common questions directly—AI assistants often surface Q&A formatted content. |
Voice Search Optimisation
Voice searches tend to be longer and more conversational (“Where can I buy fresh croissants near me?”). Optimise by using natural language, answering questions directly, and ensuring local SEO is strong (see 12 - Reach Local Customers).
9. Measuring Success in Organic Search
Setting SEO Goals
Set clear goals to measure, track, and report. Turn business objectives into measurable SEO goals.
| Business Goal | SEO Translation |
|---|---|
| Conversions | Track organic visitors who buy (or smaller actions like newsletter signup). |
| Engagement | Track content visitors read, comments, social follows. |
| Acquisition | Track impressions (times your site appears in results) and click-throughs. |
Key Tools
| Tool | What It Tells You |
|---|---|
| Google Search Console | Which keywords bring up your site, impressions, click-through rate, indexing issues. |
| GA4 | Organic traffic volume, user behaviour, conversion tracking, engagement metrics. |
| Rank tracking tools | Position monitoring over time for target keywords (Ahrefs, SEMrush, SE Ranking). |
10. Checklists
Website Refinement Checklist
- What words or phrases might customers use to search for your products/services?
- What title and meta description appear on the SERP when your site is shown?
- Are there keywords to add to titles, descriptions, or headings?
- Have you added structured data (schema markup) for key page types?
- List three images you could add and their descriptive file names.
Keyword Research Checklist
- List three popular, generic phrases customers might use (e.g. ‘croissant’).
- List three lower-search-volume phrases relevant to your offer (e.g. ‘homemade croissants delivered in Bytom’).
- List three related topics customers might search for (e.g. ‘French breakfasts’).
- Categorise keywords by intent (informational, commercial, transactional).
SEO Goals Checklist
- Note 2–3 things you’d like to achieve using SEO.
- Turn them into SMART goals.
- Define what ‘success’ means—rankings alone don’t guarantee success.
- Set up Google Search Console and GA4 conversion tracking.
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