Search engine optimisation, or SEO, is the work of helping a business appear when people search for what it sells. A paid ad stops the moment the money stops. A well made page can keep bringing visitors for months or years. That is why small businesses, schools, hotels and NGOs in Ghana value someone who can make their website easier to find, and why SEO and content skills appear in many junior marketing job descriptions.
What this specialisation covers
You already met the basics of search in the Digital Marketer roadmap. Here you go deeper over three weeks, with three lessons in each.
- Week 7, keywords and pages. Keyword research with free tools, search intent and keyword mapping, and on page SEO.
- Week 8, links and local search. Backlinks and trust, local SEO, and finding local listings with polite outreach.
- Week 9, content strategy. Content pillars and topic clusters, FAQs with images and video, and a content calendar with a one page strategy.
How search engines decide
A search engine has three jobs. It crawls the web by following links to discover pages. It indexes those pages by storing what each one is about. When someone searches, it ranks the pages it thinks best answer that search. You cannot pay a search engine to rank higher in the normal results. You can only make pages that are easy to discover, easy to understand and genuinely useful.