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When I started writing this blog, it felt a little complicated, so I waited until I better understood what display (programmatic) advertising is. And I must say it’s a lot simpler than you’d expect. Display advertising in Google Ads is something a ton of people will see every day without even realizing how it works. It consists of banners, images, and visual ads that show up on websites and apps. Over the course of my digital marketing class, I learned that programmatic display is basically an automated way of buying ad space for yourself. Instead of just manually choosing where ads show up, Google’s system uses stored data and real-time decisions to determine where to place the best-suited ads so they have the most impact. 

The “main” idea behind programmatic display is semi simple in my own opinion. It works like this: Advertisers tell Google who they want to reach with their ads and how much their budget is, while also giving them a goal. After that information is given, Google will use machine learning to figure out the best placements for the ads. It goes through literally millions of websites and looks at people’s behaviors, interests, and browsing activity to be able to match ads with the right people. I always assumed the ads were random, but after studying and learning this topic a little more, it becomes clear they’re very intentionally targeted. 

From what I’ve learned, one of the biggest advantages of Google’s display network is that it has such an incredible reach. Google works with HUGE amounts of websites, which means your ad can appear basically anywhere online if Google chooses it. That kind of reach used to be impossible, even a few decades ago, without working with publishers. Now, anyone with internet access and a budget can have this work behind the scenes to reach an audience. Automation has become the backbone of advertising nowadays.

Targeting is another huge part of programmatic display. Google Ads conquers this by letting advertisers choose from whatever audience they decide. These can include anything from interest-based groups, current shoppers, past visitors, and even custom segments built from specific keywords. This is all a big reason to why the ads you see feel so damn relevant to what you might’ve looked up earlier. It’s all connected from Google doing its thing.

An important thing to remember is that display ads come in different styles. Some can be basic image banners, while others might adjust to fit whatever the advertising space is. On that note, one of the most popular styles is responsive display ads. That’s when Google tests different combinations of text, images, and layouts to determine what performs the best for the ad. I know if I were ever to run any ads of my own, I’d probably start with responsive ads because they can save a lot of time and have a chance to perform really well.

Unfortunately, one of the downsides is that people often scroll past display ads, which is called banner blindness. Because of that, the creative side REALLY matters for ads. A good display ad needs a clean image, short text, and a clear call to action or selling of a product. When an ad tries to say too much, people are more likely to ignore it (at least from personal experience and opinions). The best ones will get straight to the point and keep the visual aesthetic up.

As I kept learning more about programmatic display, it became clear how much it connects to the bigger picture of digital marketing. Privacy shifts, like the loss of third-party cookies, are changing how advertisers track audiences, and Google is still developing new ways to handle targeting while protecting user data. At the same time, display campaigns stay affordable, flexible, and easy to manage since Google handles most of the bidding automatically. What surprised me is how well programmatic display fits into almost any marketing goal, whether that’s building awareness, retargeting past visitors, or encouraging conversions. Even with challenges like banner blindness and ongoing privacy changes, display advertising is still one of the most reliable tools for reaching people online. The more I learn about how it works, the easier it is to see why it’s taught in so many marketing classes and why it matters for anyone trying to grow a brand today.

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If you have ever searched for something on Google and seen a tiny “Sponsored” label at the top of the page, that was google ads paid search doing what it was made for. Before I got to learn about paid search, I would’ve told you those top spots were just for huge brands on the internet. It sounded super confusing and kind of out of reach. But once you actually break it down, paid search with Google Ads is just another way to use keywords and money to get your content in front of people who are already looking for it.

Paid search is when someone or a company pays to appear on the search results page for certain keywords. Google Ads is the platform that allows companies to do this. It’s honestly a very straightforward procedure once you learn it and figure out where to do it. You pick the keywords/terms you want to show up for, create a short ad, set the budget you’re willing to pay, and that’s it! Now, until your budget is used up, you will constantly have a chance to appear on front pages for your chosen keywords when people search them. 

Some basic keyword examples could be a coffee shop wanting to reach local customers in Detroit. They would use some like: iced coffee detroit, latte downtown, coffee near me. Basically, anything you can think of that would lead customers to your shop or website. \

Whenever someone searches one of those keywords, Google will check which ads are bidding and choose which one seems the most useful to show. One VERY important thing to remember is these are usually pay-per-click ads, which means you only pay when someone clicks on your ad. It’s less about paying to sit at the top and more about getting clicks. Traction is what counts!

With only search engine optimization (SEO) , you could be stuck waiting literal months for your page to climb up the rankings and receive attention and views. BUT with Google Ads, you can turn on traffic almost instantly. That is a big deal when you are trying to launch something like a new website or product, promote a limited time sale or event, or even just trying to compete with higher income brands.

I’m going to give you an example to imagine. You just opened a small Detroit sneaker shop. If someone were to search “detroit sneaker shop” or “jordans in detroit” you obviously want them to see your shop. That’s what is called a local customer and those customers helps businesses grow. You could simply just wait for your SEO to catch up to them and show them your store/website or you could run a Google Ads campaign on those keywords and start showing up on peoples search results damn near instantly. Tell me what you think the better choice would be.

Now to go a little more in depth on how Google Ads works, here is the basic process without making it sound super scary or complicated.

Start with your keywords. Just like keyword research, you need to think about what people actually search. There are variations like “running shoes” which is a short keyword or longer keywords like “best running shoes for flat feet” (those are what we call long tail, read about those in my keyword research blog).

Write your ad
You want to create a headline and short description that match what people are looking for. You want it to be clear, direct, and honest about what they’ll see when they click.

Pick your landing page
This is where people end up after they click on your ad. If your ad is about something like a specific product don’t guide them to a homepage that barely shows said product.

Set your budget
This is a very defining part. You choose how much you want to spend. For most it is a small budget at the start (and honestly, it should be if you’re trying to learn and expiriment).

Google runs a little “auction”
Now every time someone searches, Google looks at who is bidding on that keyword. Then it will checks out your bid, your ad, and your landing page. The overall goal is to show people the most helpful option, not just the most expensive one. (This means smaller companies have a shot at reaching people bigger companies cant!)

You pay per click
The biggest thing to remember is that if no one clicks, you do not pay. You are paying for genuine interest, and not just for showing up on peoples search results.

In the end I want you to remember these two KEY pieces of info:

SEO = long term foundation
Paid search = quick boost to get eyes on your content

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When I first started my digital marketing class, I thought SEO worked only ON the website. I focused on page titles, meta descriptions, headers, and keywords, thinking that was all I needed to do. I realized as I progressed through my class that SEO also happens off-site. Offsite SEO is everything that influences your search visibility from the outside, and it heavily determines how search engines judge your content.

Most people understand the basics of writing content and adding keywords, but they underestimate how much Google relies on credibility signals beyond a webpage. Offsite SEO is all about those signals. It includes backlinks, brand mentions, local listings, social engagement, and anything else that tells search engines your site is valuable. Once I started paying attention to it, I noticed how many brands grow their traffic simply by building relationships rather than adjusting HTML.

Backlinks: The Core of Offsite SEO

Backlinks seem to be the most used part of off-site SEO. This is because when a reputable site links to yours,it basically works like a vote of confidence for your website. Search engines read that link as a sign that your content matters or is more credible. In other words, not all links are created equal. A link from a respected university or news outlet will always carry more weight than a random link from a blog.

At the same time, backlinks should feel natural. Guest posts, interviews, expert quotes, and partnerships tend to attract the strongest links. On the other hand, brands that rely on spammy linking tactics usually get ignored. You should never forget that quality, relevance, and authenticity are the main factors for backlinks.

Brand Mentions and Social Trust

Backlinks get most of the attention, but brand mentions are becoming just as important. When your brand appears on social platforms, review sites, or industry discussions, search engines notice. Even without a link, consistent mentions help build authority because they show real people are talking about your business.

In my own “projects”, I have noticed that building social trust is more complicated than posting every day. It truly depends on whether people respond, reshare, tag your brand, or talk about it. But with this building of social trust, your website signals relevance and popularity. From a third-person angle, brands that spark conversation earn higher credibility and often see improved rankings over time.

Local SEO as Offsite SEO

Local SEO is another part of offsite SEO, even for brands that operate globally. Listings on Google Business Profile, Yelp, and other directories establish trust, especially when the information is updated and accurate. If your business hours, phone number, or address are inconsistent across sites, search engines may drop your ranking.

I will say one thing I learned is that reviews matter for both reputation AND ranking. Most companies can tell you that real customer reviews work wonders compared to fake bot reviews. They basically promote the brands authenticity to Google so you could potentially get ranked higher. Responding to reviews shows engagement, which also helps your local visibility.

Content Beyond Your Website

Offsite SEO is not just link building but content building. When a brand publishes high quality resources guest posts, interviews, webinars, or quotes across other platforms it spreads expertise across the web. This improves both brand visibility and search performance.

It also makes your brand more discoverable. Someone who reads your guest article or sees a quote from you in a news story may search for you later. Search engines read that activity as interest, which builds more authority around your name and site.

Why is off-site SEO so important now?

Offsite SEO is super important now because search engines have become smarter plus they seem to care about trust more than simple keywords. Offsite SEO works because it goes into the bigger picture. It exhibits the conversations, partnerships, and relationships surrounding a brand.

From my experience, when a brand invests in genuine engagement rather than shortcuts, it earns stronger, more sustainable rankings. Offsite SEO is a long term strategy, but it pays off with better visibility and credibility.

Offsite SEO reminds marketers that the internet is a network. Search engines reward the brands that contribute to that network, build connections, and show value beyond their own domain. When you combine strong onsite SEO with intentional offsite strategies, you give your website the best chance to rank and grow.

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If you ever questioned why certain websites show up first when you search for things, the short answer is that’s onsite SEO at work. Lots of people assume it’s just about how many backlinks you can get or the fancy writing you use, but in reality, it’s a LOT more than just that. Onsite SEO which also can be referred to as on page SEO works to keep your website professional and accessible.  Later on in this blog, I’ll explain some of the key points/elements. 

What Is Onsite SEO?

Onsite SEO is everything you tweak and set up for your website to make it more accessible, understandable, and overall better organized. The best way I can describe it is that Onsite SEO is the internals of a watch, you may not always see them, but they’re there and they REALLY help (obviously). It can range from anything like clear and straightforward headings, titles that implement the keyword, internal links (NOT external, that will be discussed in the next blog post), and overall fast loading time, like good servers for your website. Basically anything to make the website experience more practical and usable. 

When you are thinking about this Onsite SEO, it’s more than building your website for human viewers, it’s about building it for the Google bots to index your information and rank you higher. Which in turn means more views, impressions, and clicks. When sites are messy or slow to load, those same Google bots may think your content is not worth ranking in their system, or they’ll rank you low. Which anyone can agree is not what you want. 

Why It Matters

Onsite SEO really matters for setting the stage with your online presence. You wouldn’t want to be associated with a poorly set up website. You are able to post all the content in the world if you’d like, but if that content isn’t optimized or supported by your Onsite SEO, then you’ll have a very hard time reaching viewers and consumers. Onsite SEO helps search engines understand your site so they can show it to people searching for what you offer.

For example, imagine you run a local Detroit sneaker shop. Without optimizing your product titles, meta descriptions, and URLs, Google might not even realize your site sells sneakers in Detroit. But when you include specific keywords like “Detroit sneaker shop” or “limited edition Jordans in Michigan,” you’re giving both search engines and customers a clear sign about what your pages content.

Key Elements of Onsite SEO

Just like I said I would, these are some of the key elements of Onsite SEO you should always refine:

• Title Tags and Meta Descriptions: These are the first things people see in search results. Keep your titles under 60 characters, and write meta descriptions that explain the pages contenta.
  
• Header Tags (H1, H2, H3): Use headers to organize your page and naturally include your keywords. Think of them like mini road signs for both readers and Google.
  
• Internal Linking: Link to other pages on your site. This keeps users engaged longer and helps search engines crawl your site more efficiently.
  
• Image Optimization: Add alternative text and compress your images so they load fast. (It’s a small detail, but it improves accessibility and ranking.)
  
• URL Structure: Keep your URLs short, descriptive, and keyword-based. “/onsite-seo-tips” looks way better than “/page?id=12345.”
  
• Mobile-Friendliness: Since most people browse on their phones, make sure your site design adapts to smaller screens. (Google ranks mobile-optimized sites higher.)
  

One of the big issues with Onsite SEO, though, is beginners making the mistake of stuffing their website full of keywords. Super repetitive writing can deter Google bots from your website. You have to find that sweet spot where you aren’t overusing the keywords in your text. On top of it, purely affecting your ranking, it also makes your text seem super robotic or like it was written by AI. The biggest tip I can give you is: AIM FOR SIMPLICITY BUT ALSO CLARITY! 

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If you have ever tried starting a blog, launching a personal brand, or posting something you hoped would go viral, this is the blog for you. I’m sure by now you’ve already run into the term “keyword research” or at least heard of it. When I first heard it, it sounded super technical, like a concept I wouldn’t be able to understand. It’s some of the most useful information for putting yourself out on the internet. It’s used in almost every style of advertising and helps gain popularity on websites and online products. It’s basically how you make sure you’re not writing for no one to see. It helps your content gain traction and find its rightful place on the internet. 

Keyword research is the process of studying and learning about what people type into search engines like Google, TikTok, YouTube, Instagram, Facebook, X, and many more. More specifically, it’s researching word and phrase usage and connecting the dots on people’s interests. Terms are most frequently repeated when people are searching for content, such as answers, inspiration, or simply products they want to buy. Every company has its own set of keywords it has claimed for its websites. I’ll provide some basic examples to help paint a clearer picture.

Tesla: electric cars, solar power, charging stations, Model 3

IKEA: affordable furniture, swedish products, buy furniture online

The examples I provided show that keywords can be either specific or broad. It truly depends on what you want to accomplish and who you want to reach. 

Keyword research is important in marketing because it’s not just guessing what people might say or search; it’s using real data collected to determine how often certain things are searched. You could write the most interesting blog post ever, but if no one can find it, you might as well have never posted it. Keyword searches bring people to your work by growing your content visibility to show up on front pages or at least not page 100 on search results. When pages or websites appear on the front page rather than further back pages, it means the page or website has much higher visibility. This, of course, means you’ll reach more people.

One thing I specifically learned and took away from my digital marketing class is that with keywords, you don’t always want to be specific. Rather than just linking “model 3 tesla” to the product page, it would make more sense to also link “electric cars”. This is because one keyword search is specific, such as someone looking for the Tesla product rather than searching for electric cars as a whole. 

Here’s how you can attempt keyword research without losing your mind.

1. Start with your topic.

• For example, if you decide to write about skincare, your general topic could be “acne treatment.” 

2. Type your topic into Google (for this blog, I will refer to the search engine as Google; you can use any search engine, such as Firefox or Edge, but be warned, the process may be slightly different visually).

• Scroll to the bottom of the page where it says “People also search for.” Those are all examples of search terms people have commonly used in the past.

3. When you can, use tools! 

• Free or inexpensive tools can be extremely helpful to your entire keyword experience. The one I recommend is Google Keyword Planner. GKP is a free tool that helps you find keyword ideas and see their search volumes.

4. Check what is already ranking.

• Look at the top results on Google and try to figure out what they are doing and what information they are covering. Sometimes you can use that to improve your own content by making it more specific. 

Now that I’ve explained the process of keyword research, I want to make a big point that not all keywords are good choices; some keywords are rarely searched or may not correctly connect to your content. Once you start using broader keywords, you have to deal with the fact that huge companies essentially own those keywords. That’s why it’s important to research first to try out other options besides the basic keywords. AND on top of that, some keywords may just be irrelevant or not searched often. That’s where the term “Long tail keywords” comes in. Long-tail keywords are simply longer, more specific phrases, such as “best acne treatment for sensitive skin,” rather than just “acne.” Most of the time, if not always, these long-tail keywords have significantly less search traffic, but if someone does come across your content through a search, they are more likely to stay. 

Once you pick your keywords, do your best not to shove them into your writing randomly. I say this because search engines are not dumb; they can tell when something feels fake or forced. Try to include your keywords in 

• The title of your blog post (THIS ONE IS THE MOST IMPORTANT!)
• The first paragraph
• Headings or subheadings
• Image descriptions

In the end, don’t think that keyword research is something above your intellect. 

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