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Português The Digital Academy, explained simply
Free, clear, jargon-free courses to understand digital communication, SEO, advertising, analytics and AI — even as a complete beginner.
Courses
Understand the digital ecosystem from A to Z
Understanding Digital Marketing: The Big Picture
Websites, social media, SEO, advertising, email marketing: what each channel is for, and how they work together to bring you customers.
Read the course →The Customer Journey: Attract, Convert, Retain
The three stages every customer goes through, and how to align your digital channels with each to ensure no one drops out along the way.
Read the course →Organic search made simple
Search Engine Optimisation (SEO) Explained Simply
How Google ranks pages, and the 4 practical levers to climb the search results without paying for advertising.
Read the course →Local SEO: Dominate Searches in Your Area
For a business or artisan, the real treasure isn't the global first page but Google's 'local pack.' Here's how to secure your spot.
Read the course →Google Ads, Meta Ads: get customers on demand
Online Advertising: Google Ads and Meta Ads Without Breaking the Bank
Bidding, targeting, daily budget: key concepts to launch a profitable campaign, even with a small budget.
Read the course →Measuring Your Ads Effectively: ROAS, Conversions, and Remarketing
An ad shouldn’t be judged by clicks but by results. Learn how to track what truly matters and win back visitors who didn’t buy.
Read the course →Build a presence that serves your business
Social Media: A Realistic Strategy for Small Businesses
Which platform to choose, what to post, how often—without spending all day on it or chasing trends.
Read the course →Creating a Sustainable Editorial Calendar
The secret to a lasting social media presence isn't inspiration—it's organisation. A simple method to never run out of ideas again.
Read the course →Read your numbers to make the right calls
Analytics: Measuring What Truly Matters
Traffic, conversion rates, customer acquisition costs: the metrics that guide decisions, and those that only provide false reassurance.
Read the course →Google Analytics and UTM: Knowing Where Your Customers Come From
Two free tools to answer the most profitable question in digital marketing: which channel is actually bringing me customers?
Read the course →Create useful content in the generative-AI era
Content in the Age of Generative AI and LLMs
What an LLM is, how AI is transforming content creation and SEO, and how to leverage it without losing your voice.
Read the course →Using AI Effectively: Writing a Good Prompt and Keeping Your Voice
Generative AI is a powerful co-pilot—provided you communicate with it effectively. The method to get useful content that reflects your style.
Read the course →Get one course by email, at your own pace
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Digital glossary
Every digital term, defined simply.
- A/B testing
- Comparing two versions of an element (title, visual, button) across two groups to determine which performs better based on data.
- Backlink
- A link pointing to your website from another site. High-quality backlinks strengthen your authority in the eyes of search engines (netlinking).
- CAC
- Customer Acquisition Cost: the average amount spent to convert a new customer. To be compared with the value they bring (LTV).
- Conversion
- The desired action taken by a visitor: purchase, contact, sign-up, call. The conversion rate is a central indicator.
- Conversion rate
- The proportion of visitors who complete the targeted action. E.g., 100 visitors, 3 purchases = 3% conversion rate.
- CPC
- Cost Per Click: the amount paid each time a user clicks on your advertisement.
- CPM
- Cost Per Thousand: the amount paid for one thousand ad impressions, regardless of clicks. Primarily used for brand awareness.
- CRM
- A tool to centralize and manage relationships with prospects and customers (contact details, history, follow-ups).
- CTA
- Call To Action: a button or phrase that prompts an action (e.g., 'Get a quote,' 'Buy,' 'Book').
- CTR
- Click-Through Rate: the percentage of people who click on a link or ad after seeing it. An indicator of attractiveness.
- Email marketing
- Sending marketing emails to a list of consenting contacts. One of the most cost-effective channels for retention and re-engagement.
- Engagement
- Interactions generated by content (likes, comments, shares, clicks) relative to the number of people reached.
- Funnel (conversion funnel)
- The step-by-step journey of a prospect, from discovery to purchase. Analyzed to identify where people drop off for optimization.
- GEO
- Generative Engine Optimization: optimizing content to be understood and cited by generative AI (ChatGPT, Gemini, etc.), beyond traditional search engines.
- Google Business Profile
- A free business listing on Google (Maps + Search) featuring hours, reviews, photos, and calls. The top driver of local visibility.
- Hallucination
- When an AI generates false information presented as true. Always verify facts and figures before publishing.
- Impressions
- The total number of times a piece of content or ad is displayed, including multiple views by the same person.
- Keyword
- The phrase a user types into a search engine. Identifying your customers' keywords is the foundation of SEO and SEA.
- KPI
- Key Performance Indicator: a key metric chosen to track the achievement of an objective (e.g., conversion rate, cost per contact).
- Landing page
- A web page where a visitor lands after clicking (ad, email). It must deliver on the promise and drive action.
- Lead
- A potential customer: someone who has shown interest (filled out a form, requested a quote) but hasn't yet made a purchase.
- LLM
- Large Language Model: an AI trained on vast text corpora to understand and generate natural language (e.g., ChatGPT, Claude, Gemini).
- LTV
- Lifetime Value: the total revenue a customer generates throughout their relationship with the company.
- Meta description
- The short descriptive text displayed below the title in search results. It does not influence ranking but affects click-through rate.
- Newsletter
- A regular email sent to subscribers to maintain engagement, share updates, and drive traffic to your site or offers.
- Prompt
- The instruction or question given to a generative AI. The quality of the prompt largely determines the quality of the response.
- Reach
- The number of unique individuals who have seen a piece of content. Distinct from impressions, which count every display.
- Responsive design
- A website that automatically adjusts to screen size (mobile, tablet, desktop) to remain readable and user-friendly.
- Retargeting
- Displaying ads to users who previously visited your site without converting, encouraging them to return and complete a purchase.
- ROAS
- Return on Ad Spend: the revenue generated for every euro spent on advertising. A key profitability indicator for a campaign.
- ROI
- Return on Investment: the net gain relative to the amount invested. Measures the overall profitability of an action.
- SEA
- Paid advertising on search engines (e.g., Google Ads), where you pay to appear, typically per click.
- SEM
- A comprehensive term that includes both SEO (organic) and SEA (paid) on search engines.
- SEO
- The set of techniques to appear organically as high as possible in search engine results.
- SERP
- The results page displayed by a search engine after a query, where the goal is to rank well.
- Structured data
- Markup (schema.org) added to a page's code to help search engines and AI understand its content (product, reviews, FAQ, course, etc.).
- Title tag
- The title of a web page displayed in the browser tab and as the clickable headline in search results. A critical SEO element.
