Attract and Engage Customers with Digital Marketing
Domain 2, Attract and Engage Customers with Digital Marketing, tests how organic search, paid search, content, and social media bring the right audience to a brand and keep them engaged. Questions often ask you to match search intent, channel, and creative to an objective.
Core rules and concepts
- SEO improves unpaid search visibility through technical health, on-page relevance, and off-page authority. Technical SEO covers crawlability, page speed, mobile usability, and structured data. On-page covers titles, headings, internal links, and content that satisfies intent. Off-page covers links, reviews, and brand mentions.
- Search intent is the job behind a query. Informational queries suit guides; navigational queries suit brand pages; commercial queries suit comparisons; transactional queries suit product or category pages with clear calls to action.
- SEM uses paid search ads. In Google Ads, Ad Rank is not just the bid: quality, expected click-through rate, ad relevance, landing-page experience, ad formats, and context affect whether and where an ad appears. A higher bid can still lose to a more relevant ad.
- Content marketing attracts and educates through useful assets such as articles, videos, and guides. Social media engagement includes saves, shares, comments, and watch time, not only follower count.
- Match the landing page to the promise. An ad for commuter bikes should lead to a commuter bike page, not the homepage.
Worked example
A bike shop wants sales for commuter bikes. The query commuter bikes near me is transactional, so the shop creates a local category page with stock, prices, sizing, reviews, and a store locator. The title and H1 name the category and city. Internal links connect related helmets and lights. A paid search ad repeats commuter bikes, uses sitelinks for sizing and stores, and sends clicks to the same category page. Success is measured by conversion rate and in-store or online purchases, not by impressions alone.
Traps that cost marks
Assuming SEO is paid; stuffing keywords instead of answering intent; believing the highest bid always wins the ad auction; sending all ads to the homepage; and treating reach, followers, or likes as equivalent to engagement or sales.