Digital Marketing Fundamentals: Search, SEO, and E-commerce

Posted on Feb 14, 2026 in Business Management and Marketing

Digital Marketing Fundamentals

What Are Search Engines and Their Purpose?

Search engines are web applications that locate, index, organize, and present information on the Internet related to a user’s query. They are used to help users find relevant information efficiently.

Search Engine Robots (Bots/Crawlers)

A robot (also called a bot, spider, or crawler) is a computer program used by search engines to crawl websites, collect information from web pages, and store it in indexes.

Understanding the PageRank Algorithm

PageRank is a Google algorithm that measures the importance of a webpage based on the quantity and quality of incoming links. Each link is considered a vote, and links from more authoritative pages have more value.

What is SEO and Its Goal?

SEO (Search Engine Optimization) is a digital marketing discipline aimed at improving the visibility of a website in organic search results to obtain stable and quality traffic over time.

SEO vs. SEM: Key Distinction

SEO focuses on organic (non-paid) search results, while SEM focuses on paid search results through sponsored links.

On-Page vs. Off-Page SEO

  • On-Page SEO: Refers to all optimization actions carried out inside the website.
  • Off-Page SEO: Refers to actions carried out outside the website, mainly related to links and authority.

Rich Snippets in Search Results

Rich Snippets are enhanced search results that display extra information such as ratings, prices, or reviews. They are mainly found in Google.

The Robots.txt File

The robots.txt file indicates which pages or directories search engine robots are allowed or not allowed to crawl.

Website Authority in Off-Page SEO

Authority is the reputation and credibility of a website. It can be increased mainly through quality inbound links from authoritative websites.

Linkbuilding vs. Linkbaiting

  • Linkbuilding: An active strategy to obtain links to a website.
  • Linkbaiting: Consists of creating high-quality content that naturally attracts links.

Black Hat SEO Techniques

Black Hat SEO refers to unethical techniques that try to manipulate search engine rankings and violate search engine guidelines.

Avoiding SEO Penalties

There are algorithmic penalties and manual penalties. They can be avoided by following good SEO practices, creating quality content, and obtaining natural links.

E-commerce Definition and History

E-commerce is the buying and selling of products or services via electronic networks. It started in the 1970s with technologies such as EDI and EFT.

What is a Marketplace?

A Marketplace is a platform that connects multiple sellers with buyers and earns a commission from sales. Examples are Amazon and eBay.

Email Marketing Defined

Email marketing is the use of email to promote products or services while building relationships with customers or potential customers.

Email Marketing vs. SPAM

Email marketing is permission-based, while spam consists of unsolicited and unwanted emails.

Opt-in and Opt-out Forms Importance

  • Opt-in: Users give permission to receive emails.
  • Opt-out: Allows users to unsubscribe.

They are important for legal compliance and user trust.

High ROI in Email Marketing

Email marketing offers a very high return on investment at a low cost, with high levels of personalization and automation.

Social Media Profile Implications for Marketing

They allow companies to segment users, personalize communication, build communities, and target advertising more effectively.

Social Media “Hidden Revenue” Model

It means social networks monetize user data by selling targeted advertising based on users’ behavior and personal information.

List and Indicate Key Differences

SEO vs. SEM Comparison

Differences:

  • SEO is long-term; SEM is immediate.
  • SEO is organic; SEM is paid.
  • SEO has no cost per click; SEM does.

Similarities:

  • Both increase visibility.
  • Both use keywords.
  • Both aim to generate traffic and conversions.

5 Factors Influencing On-Page SEO

  1. Keywords
  2. Meta tags
  3. Friendly URLs
  4. Internal links
  5. Content quality

Types of Keywords for SEO Strategy

  • Short-tail keywords
  • Long-tail keywords
  • Branded keywords
  • Transactional keywords

5 Elements Influencing Linkbuilding

  1. Link quality
  2. Link relevance
  3. Anchor text
  4. Authority of the linking site
  5. Number of links

4 Types of E-commerce

  • B2C
  • B2B
  • C2C
  • D2C

E-commerce Advantages for Organizations and Customers

For organizations:

  • Global reach
  • Lower operating costs
  • 24/7 availability

For customers:

  • Convenience
  • Lower prices
  • Greater choice

3 E-commerce Disadvantages and Solutions

  • Lack of trust: Use secure payments and reviews.
  • Delivery delays: Implement better logistics.
  • No physical experience: Offer easy return policies.

5 Types of Email Marketing

  • Welcome emails: Introduce new subscribers.
  • Newsletters: Provide updates and content.
  • Lead nurturing emails: Guide users toward purchase.
  • Promotional emails: Promote offers and discounts.
  • Confirmation emails: Confirm actions or purchases.

5 Advantages of Email Marketing

  1. High ROI
  2. Low cost
  3. Personalization
  4. Automation
  5. Direct communication

Professional Social Media Uses and SMM

Professional uses:

  • SMO (Social Media Optimization)
  • SMCC (Social Media Customer Care)
  • Digital PR

SMM (Social Media Marketing) refers to paid promotion on social networks.

When Was the First Email Blast Sent?

The first email blast was sent in 1978.

Distinguishing B2C from B2B2C

B2C sells directly to consumers, while B2B2C involves an intermediary business between the company and the final customer.

Distinguishing B2C from D2C

D2C sells directly from the brand to the consumer, eliminating intermediaries.

True or False: Sales Cycle Length

False. The sales cycle is usually shorter in B2C than in B2B.

True or False: Social Media and Web 3.0

False. Social media are based on Web 2.0.

True or False: Most Used Social Media in Spain

False. WhatsApp is the most used daily, not Instagram.

Interpretation and Application

Social Media Phase in Spain

They are in a maturity phase, which implies more competition and the need for more strategic and differentiated marketing.

Social Network with Biggest Decline

Facebook, due to aging users and increased competition from other platforms.

Business Owners and Social Media Non-Use

Because they may lack time or perceive less value in social media for their business.

Implications of Non-Influencer Followers on Instagram

Influencer marketing is not effective for all users and should be combined with other strategies.

Acquiring Email Lists for Marketing

No, because it violates regulations, reduces effectiveness, and damages user trust.

Main Disadvantage of Email Marketing

The risk of being perceived as spam, leading to unsubscribes.

Facebook Ads Campaign Objectives

  • Brand Awareness: Launch a new brand.
  • Traffic: Drive visits to a website.
  • Conversions: Sell products online.
  • Lead Generation: Collect contact data.
  • Store Traffic: Attract customers to physical stores.

Twitter Ads Campaign Objectives

  • Reach: Increase brand visibility.
  • Video views: Promote a video campaign.
  • Web clicks: Drive traffic to a landing page.
  • App installs: Promote a mobile app.

Twitter Ads Targeting Modes

  • Keywords: Promote a product related to trending topics.
  • Interests: Brand awareness campaigns.
  • Followers: Target followers of competitors.

LinkedIn Ads Campaign Types

  • Sponsored Content: B2B branding.
  • Message Ads: Lead generation.
  • Text Ads: Recruitment campaigns.