My progress
Menu

Digital Marketing · Focus area 1: Technical SEO

DM2: Page-level SEO: intent, titles, structure and structured data

Goal: match pages to what people search for, write titles and descriptions that earn the click, structure pages with headings, links and images that search engines and people understand, and describe products with structured data.

You'll need: DM1, Module 12 (Webpage Content), Module 21 (Arrays and Objects), Module 25 (APIs and JSON), and the MittiMart practice kit (site/ folder).

Where this is used: every shop product, news story and help article competes for a few lines on a results page. The page's title, description and structured data decide how that listing looks; its headings, links and words decide whether it answers the search.

How it differs: DM1 was about whether a page can be found at all. This module is about whether each page clearly says what it is and who it's for, in its HTML, so both a crawler and a person in a hurry can tell in seconds.

Time: reading about 2½ hours · practice (the Try it tasks) about 2½ hours · assignment about 3 hours.

Lessons

  1. 1Search intent and keywordsReading 15–25 minutes, plus practice✓
  2. 2Titles, descriptions and snippetsReading 15–25 minutes, plus practice✓
  3. 3Headings, internal links and addressesReading 15–25 minutes, plus practice✓
  4. 4Images, alt text and pages in more than one languageReading 15–25 minutes, plus practice✓
  5. 5Structured data with JSON-LDReading 15–25 minutes, plus practice✓

🛠️Assignment: Make every MittiMart page say what it is

  1. Map MittiMart's main searches (from the Lesson 1 example and your own ideas) to pages, by intent.
  2. Write a unique title and description for each of the 10 indexable pages.
  3. Fix the headings: one h1 per page, the logo as a link, and h2s for sections.
  4. Add descriptive alt text, alt="" for decoration, and width and height to every image.
  5. Write a Product JSON-LD block for each product page, with the price shown on the page.

Self-check before you finish:

✅Module check

Explain in a few sentences, in your own words:

How do you make a page clearly say what it is, to search engines and to people?

Show a good answer

A good answer mentions: matching the page to the searcher's intent and their own words; one page per purpose; a unique, descriptive title of about 50 to 60 characters with the brand at the end; an honest meta description that earns the click; one h1 and logical headings; descriptive internal links and readable addresses; lang and a viewport; descriptive alt text and alt="" for decoration, with image sizes; hreflang for language versions; and JSON-LD structured data that matches the visible page.

📚Official references

Official documentation and guidance for this module's topics, chosen on 2 November 2026. Tools, laws and standards change, so check the current version before you rely on a detail. If a link has moved, search the same site.

📝Module quiz

10 questions · 10 marks each · 100 marks in all · pass mark 70% · retry as often as you like ·

1. A customer searches "how to clean clay water bottle". Which MittiMart page should answer it?

Why each option is right or wrong

  • “The bottle's product page, with the price in large text at the top” (Incorrect): A buying page fits a buying search, not a how-to question.
  • “The home page, since it's the strongest page on the site” (Incorrect): The home page doesn't answer a specific question.
  • “The checkout page, so that the customer can buy a replacement bottle straight away” (Incorrect): Checkout pages aren't listed and don't answer questions.
  • “A care guide on cleaning clay bottles, linking to the bottle's product page” is correct.

    The search is informational, so a guide fits, and the link helps people who then want to buy.

    • Intent: informational.
    • Also: a short care section on the product page.

📖 Revise: Lesson 1: Search intent and keywords

Question ID sp-digital-marketing-02-q1 · Report a mistake in this question
2. Two MittiMart pages both target "clay cooking pot" and both rank on page two. What's the best first step?

Why each option is right or wrong

  • “Add the phrase "clay cooking pot" ten more times to both pages” (Incorrect): Repetition doesn't solve two pages competing.
  • “Create a third page for the same search to improve the chances” (Incorrect): A third competing page makes it worse.
  • “Block one of the two pages in robots.txt and wait to see what happens” (Incorrect): Blocking hides the page from crawling without passing its value on.
  • “Merge them into one stronger page, or give each a clearly different purpose” is correct.

    One page per purpose stops the shop competing with itself.

    • Merge: with a 301 from the removed page.
    • Or: one product page and one guide.

📖 Revise: Lesson 1: Search intent and keywords

Question ID sp-digital-marketing-02-q2 · Report a mistake in this question
3. Which title is best for MittiMart's 10-inch tawa page?

Why each option is right or wrong

  • “MittiMart - Product” (Incorrect): It doesn't say what the page is, and it's shared by every product.
  • “Tawa, Clay Tawa, Mitti Tawa, Buy Tawa Online, Best Tawa India” (Incorrect): A keyword list reads badly and may be rewritten.
  • “Welcome to our wonderful handmade clay products shop page” (Incorrect): It's vague and could be any page.
  • “Clay tawa, 10 inch, handmade | MittiMart” is correct.

    It describes the page first, is unique and fits on screen.

    • Length: 40 characters.
    • Brand: at the end.

📖 Revise: Lesson 2: Titles, descriptions and snippets

Question ID sp-digital-marketing-02-q3 · Report a mistake in this question
4. A team says the meta description should be stuffed with keywords to raise rankings. What's the best reply?

Why each option is right or wrong

  • “Agree, because descriptions carry more ranking weight than titles do” (Incorrect): They don't carry ranking weight.
  • “Remove all descriptions, so search engines are forced to write their own” (Incorrect): That gives up control over the snippet.
  • “Use the same long description on every page, so the brand is consistent” (Incorrect): Duplicate descriptions are less useful and often rewritten.
  • “Descriptions don't affect ranking, but a clear one can earn more clicks” is correct.

    The description is a pitch for the click; stuffing makes it less persuasive.

    • Aim: about 150 to 160 characters at most.
    • Note: it may be rewritten.

📖 Revise: Lesson 2: Titles, descriptions and snippets

Question ID sp-digital-marketing-02-q4 · Report a mistake in this question
5. Every page on a site has the logo as an h1, and most pages have their own h1 too. What should change?

Why each option is right or wrong

  • “Nothing, as search engines prefer pages with more than one main heading” (Incorrect): One clear main heading is easier for people and crawlers.
  • “Remove every h1 from the site, and use bold paragraphs for headings” (Incorrect): Headings help structure; bold text doesn't.
  • “Make the logo an h2 and the page title an h3 on every page” (Incorrect): That hides the main heading's role.
  • “Make the logo a plain link, and keep one h1 that says what each page is” is correct.

    One h1 per page names its subject; the logo works as a link home.

    • Check: lang and the viewport too.
    • Kit: test 2.

📖 Revise: Lesson 3: Headings, internal links and addresses

Question ID sp-digital-marketing-02-q5 · Report a mistake in this question
6. Which link text is best on the tawa page, pointing to a care guide?

Why each option is right or wrong

  • “"Click here"” (Incorrect): It says nothing about the target.
  • “"Read more about this and other things"” (Incorrect): Vague text doesn't describe the guide.
  • “"https://www.mittimart.example/guides/tawa-care.html"” (Incorrect): A raw address is harder to read than a description.
  • “"How to season a clay tawa"” is correct.

    Descriptive text tells people and crawlers what the linked page is about.

    • Also: helps screen reader users scanning links.
    • Place: in the care section.

📖 Revise: Lesson 3: Headings, internal links and addresses

Question ID sp-digital-marketing-02-q6 · Report a mistake in this question
7. Which alt text is best for a photo of six clay cups on MittiMart's kulhad page?

Why each option is right or wrong

  • “alt="image"” (Incorrect): It tells nobody what the image shows.
  • “alt="kulhad kulhad set buy kulhad online cheap kulhad india"” (Incorrect): Keyword stuffing doesn't describe the image and reads badly.
  • “No alt attribute at all, as the product name is in the heading above” (Incorrect): Screen readers may read the file name; an alt attribute is needed.
  • “alt="Six small unglazed clay cups in a row"” is correct.

    It says what's shown and what matters, plainly.

    • Length: under 15 words.
    • Decoration: would use alt="" instead.

📖 Revise: Lesson 4: Images, alt text and pages in more than one language

Question ID sp-digital-marketing-02-q7 · Report a mistake in this question
8. MittiMart adds a Hindi version of each product page at /hi/…. What helps search engines show the right version?

Why each option is right or wrong

  • “Automatic translation of every page, published at once without any review by a person” (Incorrect): Unreviewed translation can mislead and reads badly.
  • “One page with both languages mixed together in every paragraph” (Incorrect): Mixed pages serve neither group well.
  • “A cookie that switches the language without changing the address” (Incorrect): Crawlers don't see a separate version to list.
  • “Separate addresses, a lang attribute, and hreflang links between versions” is correct.

    Each version can be found and shown to the right readers.

    • Example: hreflang="hi-IN".
    • Fallback: x-default.

📖 Revise: Lesson 4: Images, alt text and pages in more than one language

Question ID sp-digital-marketing-02-q8 · Report a mistake in this question
9. A product's JSON-LD says the price is ₹520, but the page shows ₹480. What's the risk?

Why each option is right or wrong

  • “None, as search engines only read the price from the visible page” (Incorrect): Structured data is read too, and can appear in listings.
  • “The page will rank higher, since a higher price looks more premium” (Incorrect): Price in markup doesn't help ranking.
  • “Only the image will stop showing in search results for a while” (Incorrect): The mismatch is about the price, not the image.
  • “Listings may show the wrong price, and the markup may be ignored or penalised” is correct.

    Markup that doesn't match the page misleads customers and breaks the guidelines.

    • Fix: generate the JSON-LD from the same product data.
    • Kit: test 8.

📖 Revise: Lesson 5: Structured data with JSON-LD

Question ID sp-digital-marketing-02-q9 · Report a mistake in this question
10. A team added Product markup a week ago and asks why the price doesn't appear in search results yet. What's the best answer?

Why each option is right or wrong

  • “The markup must be wrong, because valid markup shows up within a day” (Incorrect): There's no fixed time, and valid markup may still not be shown.
  • “Rich results only appear for shops that pay for search ads” (Incorrect): Ads and organic rich results are separate.
  • “Price markup only works for products that cost more than ₹1,000” (Incorrect): There's no price threshold.
  • “Markup makes the page eligible; search engines decide when and whether to show it” is correct.

    Eligibility isn't a promise; check the markup is valid and matches the page.

    • Check: a rich results testing tool.
    • Wait: the page must be recrawled.

📖 Revise: Lesson 5: Structured data with JSON-LD

Question ID sp-digital-marketing-02-q10 · Report a mistake in this question

ProLearners Assist