Welcome to the Digital Search Academy

Welcome to Digital Search Academy

Wed, 25 Sep 2013 12:20:00 +0000

Getting your products found online can be like asking your customers to find the proverbial needle in the haystack. Search engines are key to your business and our one day orientation gives you all the basics you need to get started in effective search engine advertising and marketing. You'll get to grips with the mechanics of search, pay-per-click advertising and the basics of search engine optimization. It's your fast track to being able to make informed decisions about when, where, and how, to harness the power of search engine advertising. It concentrates on the essential knowledge you need, gives you a framework for the future, and delivers practical tips your company can use straight away.

Learn more: Download Digital Search Academy prospectus

Welcome to Digital Training Academy

Tue, 24 Sep 2013 12:35:45 +0000

Welcome to your Digital Training Academy: a great way to boost your knowledge and skills, helping you and your team get the most from digital marketing, publishing and communications.

All of us here at Digital hope you'll enjoy your Digital Training Academy, but we also hope you'll instantly be able to achieve more in your firm.

Find out how Digital Training Academy works

The Search Academy classroom

Tue, 24 Sep 2013 12:00:47 +0000

Here is the place you can discuss issues with your tutor and other Academy participants

Is there something you did not understand on the Academy? Is there a new point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions.

Try to include the title of the Academy Lesson that your question relates to (if there is one). The classroom is open for one month following your Academy and materials will stay here as a reference point for you for a further year.

Digital's 10 steps to successful search engine advertising

Sun, 26 Aug 2012 12:01:59 +0000

A few years ago search marketers started approaching us, frustrated by the fact that their campaigns were not working. Whether they were in search agencies or within client companies, they were doing some great work themselves, but it simply wasn't translating into business results. We dug deeper and started to audit search marketing projects to look at the elements and the breaking points. And that's how we built our 10 Steps to Successful Search Marketing.

Search Engine Marketing Best Practice

Thu, 29 Dec 2011 13:20:01 +0000

Here we’ve collated some examples of best practice techniques in search engine marketing.

Best practice: Nofollow tag in SEO

Fri, 24 Jun 2011 16:52:24 +0000

A big shakeup to site indexing practices was announced by Google in June 09, Matt Cutts, head of Google's Web Spam team at Google explained that the role of the tag had changed in the eyes of the search giant and the ‘nofollow’ attribute for links is nolonger being recognized. Since 2005 it had evolved as a way to fight blogspam to a power SEO tool – but not any more.

Search engine marketing exercises for best pactice in search engine marketing

Tue, 01 Jun 2010 13:24:04 +0000

Here are a few of the exercises you’ll be doing as part of your search engine marketing training at The Search Academy. Whether you are new to SEO or an experienced search engine marketer, they are useful for boosting your insights and improving the effectiveness of your current campaigns. Each exercise takes around 15 -20 minutes and is part of the syllabus for stronger search engine marketing.

Search engine marketing training: Seven simple steps to starting search marketing

Mon, 24 May 2010 11:00:00 +0000

If you’re new to search engine marketing, then its breadth and scale might feel daunting. Get search right and it can transform your business, that’s why it accounts for more than 40% of all online advertising in many countries. Devised by Danny Meadows-Klue to help companies new to search get it right, these simple steps get you heading in the right direction. Search engine advertising and search engine marketing will become major tools for your brand; it’s time to get started.

Download lesson handouts

Search engine marketing training: Writing for Google

Sun, 23 May 2010 10:47:56 +0000

Getting your brand discovered in search engines demands paying constant attention to best practice. Writing for the web demands translating the language consumers use into language that fits into the key elements of the visible page content on your site. By using headlines you can tell Google and other search engines what is most important and help boost your rankings in natural search results for the terms that matter.

View the lesson: Writing for Google

Search engine marketing training: Google guidelines on duplicated editorial content

Sat, 15 May 2010 12:23:16 +0000

One of the common practices in developing content for search engines is the building of similar pages, each optimised around a different key word or key phrase. Here you can read extracts of the Google editorial guidelines for content (May 2009).

Search engine marketing training: The brand effect of search

Tue, 11 May 2010 15:55:42 +0000

While search engines may not carry the same impact as the graphical advertising formats, there is still an effect for branding. The research into this is still sketchy, but early work by Google and TNS has clarified that it certainly is present. In studies in France they confirmed that the brand effect can be as high as a 21% uplift in unaided brand awareness. Like all forms of advertising marketers should expect to see these numbers vary over time and between campaigns, but it’s the reason why many brands buy pay per click search advertising even if they’re already enjoying a good ranking in the natural search listings.

Search engine marketing training: Bidding and the Quality Score

Tue, 11 May 2010 15:55:42 +0000

When Google led the way on changing the way that search engine bidding worked, they changed the culture in search marketing. The concept of bidding on a term helped those advertisers prepare to spend the most on a click rise to the top of the listings. The application of auction theory to advertising was an incredible invention, but Google kept innovating. When they introduced the Quality Score process they kept the same basic principle but introduced two key variables. The rate of previous clicks and the quality of the landing page (in terms of the language linked to the keywords the searcher had just typed). This achieves a brilliant step change in the effectiveness from the consumer’s perspective because it means that the position in the paid-for listings space is not just about how much an advertiser spends, but also about the quality of the experience for the customer. And that’s how an online media business (which is what Google is) achieves credibility among its primary customers – all of us.

Search engine marketing training | Writing for Google | For downloading

Mon, 10 May 2010 13:28:07 +0000

Getting your brand discovered in search engines demands paying constant attention to best practice. Writing for the web demands translating the language consumers use into language that fits into the key elements of the visible page content on your site. By using headlines you can tell Google and other search engines what is most Important and help boost your rankings in natural search results for the terms that matter.

This file is locked | Request a copy from your Digital consultant

Search engine marketing training: How does Google AdSense work?

Sat, 01 May 2010 11:00:00 +0000

Here you can see AdSense running on one of our web pages. In your training we can go behind the scenes and look at how the AdSense account works for the publisher and how the AdWords account works for the brand. In our training sessions we can explore the bidding processes and understand what marketers need to do to optimise the returns they get. Remember it’s not about being number 1, but about getting the best return on your investment.

http://www.ultimateburgerguide.com/

Search engine marketing training: SEO in practice - The Ultimate Burger Guide

Wed, 28 Apr 2010 13:00:00 +0000

Eating out in London? The restaurant reviews on this website start off by being undiscovered in Google. Watch what happens as they are found and how the language then becomes discoverable. And if you’re searching for the best beef burgers and veggie burgers then the reviews will help you find somewhere too.

Ultimate Burger Guide – Searching for the best beef burgers and veggie burgers