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Digital Marketing Expert

by Ilaria Digital School

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Latest episodes

Summary mini-project: building the complete SEO plan for a site

September 23, 2026 · 15 min

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…
Workshop: Setting up Search Console and reading its first report

September 23, 2026 · 15 min

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…
SEO performance monitoring: KPI & Google Search Console

September 22, 2026 · 15 min

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…
Strategies for developing ethical relationships

September 22, 2026 · 15 min

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…
Workshop: brainstorm a link building campaign

September 22, 2026 · 15 min

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…

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Popularity and backlinks: why it's important

September 21, 2026 · 15 min

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…
Workshop: diagnosing a site's link profile

September 21, 2026 · 15 min

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…
Workshop: correcting a redirection plan

September 18, 2026 · 15 min

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…
Management of 404 errors and 301 redirects

September 18, 2026 · 15 min

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…
Workshop: drawing an optimized tree structure

September 17, 2026 · 15 min

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…
Site architecture: tree structure & URLs

September 17, 2026 · 15 min

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…
Workshop: testing speed with PageSpeed Insights

September 15, 2026 · 15 min

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…

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About the show

Design and steer a company's digital marketing strategy, from market analysis to measured results. Skills: Analyse your market and segment your target audience; Set SMART objectives and key performance indicators; Define a positioning, a value proposition and a multichannel strategy, including internationally; Create content and an editorial line; Optimise organic search ranking; Run campaigns on search engines and social networks; Manage a community; Set up email marketing and marketing automation; Improve user experience and conversion; Plan and coordinate an action plan; Measure, analyse and adjust with dashboards; Comply with data protection and accessibility requirements; Use generative artificial intelligence for marketing. Workshops draw on your business, or on a real company you choose and follow throughout the programme; when an internal figure is missing, the workshop provides sample data.