THEORETICAL RECAP A robots.txt file is a plain text file placed at the root of a domain (example.com/robots.txt) that tells crawlers which URLs they may or may not request. It uses simple directives: User-agent (which robot the rule targets), Disallo...

In the previous activities, you learned how a search engine crawls the web, how indexing works, and how pages are ranked in the results. This chapter builds directly on those concepts by introducing two essential files that let you communicate with s...

THEORETICAL RECAP Relevance is the degree to which a page answers the intent behind a user's query. A search engine ranks pages by combining several signals: keyword alignment with the query, quality and depth of content, page structure (titles, head...

In the previous activities, you learned how a search engine crawls the web to discover pages, how indexing decides what is stored in the search engine's database, and how a results page (the Search Engine Results Page, often abbreviated as SERP) is s...

THEORETICAL RECAP SERP stands for Search Engine Results Page: the page a search engine displays in response to a query. After crawling and indexing (which you studied in the previous chapter), the engine ranks and presents results. A modern SERP is n...

In the previous activities you discovered how a search engine crawls the web, and you observed that crawl in practice with a tool such as Screaming Frog. Crawling is only the first step. Once a page has been discovered and downloaded, the search engi...

THEORETICAL RECAP In the previous lesson you learned how a search engine crawls the web: a bot (like Googlebot) starts from known URLs, reads the HTML, follows the links it finds, and repeats the process to discover new pages. Crawling is the discove...

Understanding how a search engine crawls the web is the foundation of all search engine optimization work. Before a web page can appear in search results, it must first be discovered, read, and understood by the search engine. This process happens in...

Welcome to the chapter dedicated to Search Engine Optimization, commonly referred to by the abbreviation SEO. In this chapter, you will learn how to improve the natural, unpaid visibility of a website on search engines such as Google, Bing, and other...

This capstone project is the culmination of the 'Fundamentals of content marketing and storytelling' chapter. You will consolidate everything you have learned — from defining objectives, building a narrative content plan, associating KPIs with goals,...