Search Engine Optimization (SEO)
This domain tests keyword research, search intent, on-page optimization, technical SEO, topic clusters, and link earning. Expect questions on how HubSpot-style pillar and cluster content supports rankings and how technical issues block indexing.
Core rules
- Match content to search intent: informational, navigational, commercial, or transactional. A page that answers the wrong intent will struggle even with good keywords.
- On-page basics include a descriptive title tag, meta description, one clear H1, logical subheadings, descriptive URL, internal links, and image alt text.
- Technical SEO covers crawlability, indexability, canonical tags, site speed, mobile usability, XML sitemaps, and avoiding orphan pages.
- Build authority through earned links and useful assets, not purchased links or link schemes.
- Avoid keyword cannibalization by assigning one primary intent and target phrase per page.
Worked example
A company wants to rank for CRM for small business. It creates a pillar page covering CRM basics for small teams and cluster pages on pipeline management, contact segmentation, and sales reporting. Each cluster links to the pillar with descriptive anchors, and the pillar links back to relevant clusters. The title tag names the topic and audience, the URL is short and readable, and the page includes a comparison table and FAQ. The team tracks impressions, average position, CTR, and assisted conversions rather than rankings alone.
Traps
Keyword stuffing; duplicate title tags; accidentally noindexing important pages; ignoring search intent; building orphan pages with no internal links; buying links; and expecting rankings overnight.