Digital Marketing Expert

Why digital can be measured In the previous activities, you followed a customer's journey from first contact to loyalty. You matched channels to the stages attract, convert and retain, and you checked what customers expect from a website. One questio...

Why customers search before they buy In the previous activities, you mapped the channels a company uses and placed them on the customer journey: attract, convert, retain. Now you will look at the other side of the screen. What is the customer actuall...

Why match channels to stages In the previous activities, you listed the main digital channels: website, search, advertising, social networks and email. You also traced a customer's journey, from first contact to loyalty. This lesson connects the two....

Why think in terms of a customer journey You have just studied the main digital channels and assessed the website of the business you are following. A question remains: in what order, and for what purpose, does a person meet these channels? The custo...

Why the website is the hub In the previous activities, you listed the main digital marketing channels: website, search, advertising, social networks and email. You also compared free and paid channels. This lesson explains why the website sits at the...

Why no channel is really free In the previous lesson, you reviewed the main channels: website, search, advertising, social networks and email. Now you need to know what each one costs before you put it in a strategy. Beginners often split channels in...

Owned, paid, earned: how to classify channels You now know what digital marketing is and who does what. This lesson covers the tools themselves: the five main channels you will use to reach, convince and keep customers. A channel is a means of contac...

The main families of digital marketing jobs You now know what digital marketing is and how it differs from communication and sales. The next question is practical: who actually does this work, and where? Digital marketing is a family of specialised j...

Why a running project You now know that digital marketing pursues the same objectives as traditional marketing with new means. You have also observed the digital actions of a brand you know. The next step is to choose the company you will work on for...

Recap: From Concepts to Concrete Actions Digital marketing uses digital channels to promote products and services. It differs from traditional marketing through its capacity for precise targeting, real-time measurement, and direct interaction. The co...

What does not change: the fundamentals of marketing In the previous lesson, you saw that marketing, communication and sales are three different functions. Marketing understands the market and decides what to offer, to whom and how. Communication spre...

Three functions, one shared goal In the welcome activity, you saw what digital marketing can bring you and what you need to get started. Before going further, you must clarify a confusion that is very common, even inside companies. Marketing, communi...

Welcome to the Digital Marketing Expert programme. This first chapter explains what digital marketing is and what it can bring to a company and to your career. It also lists what you need to follow the programme successfully. Read it carefully: the d...

## Project overview This mini-project brings together everything you have covered in the SEO chapter: technical crawlability, on-page optimization, off-page strategy (netlinking and backlinks), and performance monitoring with KPIs and Google Search C...

THEORETICAL RECAP Google Search Console (GSC) is a free tool from Google that reports how a website performs in organic search. Unlike Google Analytics, which tracks user behavior once someone lands on your site, GSC focuses on the acquisition side: ...

SEO performance monitoring is the discipline of measuring, analyzing, and improving the visibility of a website on search engines over time. After learning how to optimize technical structure, on-page content, and popularity through backlinks, you no...

THEORETICAL RECAP Link building is the process of acquiring hyperlinks from other websites to your own. In SEO, backlinks act as votes of confidence: search engines interpret a link from an authoritative site as a signal that your content is trustwor...

In the previous activities, you studied how popularity and backlinks influence a website's ranking, and you learned to diagnose a link profile. This chapter takes the logical next step: instead of only analyzing links, you will now learn how to activ...

THEORETICAL RECAP A site's link profile is the complete set of external links (backlinks) pointing to a domain, plus how they interconnect internally. It is one of the strongest off-page signals search engines use to evaluate authority and trust. Thr...

Until now, you have worked on two major pillars of search engine optimization: on-page optimization (content, keywords, internal links, technical performance, site architecture) and the technical foundations that help search engines crawl and underst...

THEORETICAL RECAP A redirection plan is the structured mapping of old URLs to new URLs during a site migration, restructuring, or cleanup. The two most common HTTP status codes you must master are the 301 (permanent redirect, which transfers most of ...

Managing 404 errors and 301 redirects is a core part of technical search engine optimization. After studying site architecture, internal linking, and Core Web Vitals, you now need to understand what happens when a page changes address, disappears, or...

THEORETICAL RECAP A site tree structure is the hierarchical organization of your pages, from the homepage down to deep content. Think of it as an inverted pyramid: the homepage sits at the top, main categories form the second level, subcategories the...

Site architecture refers to the way the pages of a website are organized, hierarchized, and connected to one another. It is one of the foundations of technical and on-page search engine optimization. A well-designed architecture helps both users and ...

THEORETICAL RECAP Google PageSpeed Insights (PSI) is a free tool that evaluates the loading performance of a web page on both mobile and desktop, then returns a score from 0 to 100 along with actionable recommendations. The key concept behind it is t...