I wanted to learn more about digital marketing and decided to start reading, “Third Edition Digital Marketing A Practical Approach” and these are my notes about what I learned. In this article I will explain what is SEO and some basic tactics to use.

Resume website — https://tommarler.org

Linkedin — https://www.linkedin.com/in/tom-m-bb4857112/

Part 1 — https://medium.com/@tommarler/understanding-organic-traffic-with-google-analytics-python-and-scapy-a3892fa969e0

Part 2 — https://medium.com/@tommarler/understanding-organic-traffic-with-google-analytics-python-and-scapy-pt-2-search-engine-eda1a518d735

  1. What is SEO
  2. On-Page SEO
  3. Off-Page SEO
  4. What SEO can help with

What is SEO?

SEO is a process where you actually design your site to be crawled by spiders. Some publishers may only want specific parts of their site crawled. When a spider crawls a website it will visits all the links listed on the sitemap and the robot.txt contains the rules of what content can be crawled.

What is the robot.txt?

The robots.txt is a human readable but parsable file, which can be used to identify the places you are allowed, and not allowed, to scrape.The format of the robots.txt file is unfortunately not standard and anyone can make their own modifications, but there is very strong consensus on the format. A robots.txtfile is normally found at the root URL of the site.

What is the role of a search engine?

The operation of a search engine is a business model in which a service is provided that attracts users to a website, and any site that attracts significant numbers of visitors can sell advertising on that site. To be successful in attracting users, the search engine must satisfy the needs of its users. To satisfy them best, the search engine must respond to the users searches with results that address the problem for which the searcher is seeking an answer.

SEO is the practice of making a website attractive to a search engine by presenting its code and content in such a way that the search engine will assume that is will address a specific inquiry from a human searcher.

The search engine will look for pages that appear to address the issue raised by the query. The do that by seeking pages that include the words somewhere in the content or coding.

What is On-page SEO?

The search engine will consider the placement of the keywords within the web page. Its aim is to provide the searcher with results that will best satisfy their objectives of making that search. It is important to optimize your web pages to help the search engine achieve their objective. Keywords should be placed in the content that is visible to a human visitor as well as in the source code of the page so it is visible only to the search engine.

alt attributes — provide textual descriptions that appear as an alternative for an image, h1 tags, hyperlink text — Keywords should be used as the link text, outgoing links and external sites

What is Off-page SEO?

If Search engine optimization (SEO) is important you need to serve pre-rendered HTML and not a single-page application. React tends to be more SEO friendly than most because its reliance on Node.js allows it to be rendered on the server.

Server-side rendering (SSR) is very useful for improving SEO and can be indexed by many search engines. Currently, the Google bot supports SSR, if you care about SEO and you are worried about improving the SEO on other search engines, such as Yahoo, Bing, or DuckDuckGo, then using SSR is the way to go.

Websites history and links that go into it from other sites.

What can help SEO?

Campaigns help boost traffic, user engagement, awareness, and therefore search prominence of a site. Goals tend to vary, but typical ones are branding, launching a new product, or cultivating new business from existing customers. Campaigns can be short or long, campaigns without a goal is like a warrior without a battle ahead. Campaigns actually help SEO politically as well as technically

Mobile Campaigns

The best campaigns vary by location, target, and budget, but one tenet remains constant: use what you’ve got. Banner ads and in-app purchases were the first way advertisers were able to reach users on mobile. There are a few campaigns that need to tie heavily into local search to truly work, such as location-based campaigns like scavenger hunts, geocaching, and contests.

Email Marketing

Whether it’s a webinar or a landing page, email moves the needle when done right. Email is not the most exciting type of campaign, but it can be the least expensive to produce. Campaigns that have a virtual velvet rope make people feel special because they are part of a chosen few

Social Campaigns

Every overnight success takes vast networks and channels to promote the content: it’s not just Reddit. If the social media campaign is thoroughly planned out and targeted to the right folks, a campaign will generally outperform more traditional marketing practices like direct mail and press releases.


Social and SEO are like peanut butter and jelly. Put them together thoughtfully and reap rewards; here are a few tips:

  • Use tracking URLs from your analytics suite, not just the tool you use for posting.
  • Do not auto-post during a live event; it can get weird if the schedule slides a bit or unplanned events like inclement weather happen.
  • Don’t pick a Twitter hashtag that is more than 14 characters, 10% of the total Tweet limit.
  • Consider like-gating or action-gating to get what you want from the user.
  • Maintain and build your list of contacts from social; they can be used to target ads or future promotions.
  • If you’re worried about how something feels to your audience, then read those posts aloud before sending them out; it helps makes them more human.



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