Strategy & Planning - Course

Digital Channels

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Digital Marketing - Study Notes:

Optimizing landing pages

A core component of SEO is to create landing pages for different users and to optimize those pages with content or appropriate conversion mechanics and calls to action.

In the world of conversion rate optimization, landing pages can vary depending on the channel through which the users arrive. But in the case of organic search, it’s best to create a landing page per keyword or keyword theme for which you are trying to rank. This makes it clear to the search engine that this page is specifically focused on one topic. When implemented correctly, you are more likely to appear for searches for the keywords contained in these pages.

On the page itself, you can include CTAs to drive action or adapt the tone of the page messaging to bring people along the conversion funnel. As people arrive on the landing page from a particular search theme, you can harness their search intent with your CTAs and specific text or copy to take them to the next step and closer to your business objective.

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Cathal Melinn

Digital Marketing Manager @ Digital Marketing Institute

  • 13 years’ experience in search and display
  • Worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical
  • Moved to the world of agency in 2010 as Head of Search and Online Media for five years 
  • Currently working at the Digital Marketing Institute as a Digital Marketing Manager
  • Previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC
Cathal Melinn

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


Digital Channels
Cathal Melinn Cathal Melinn
Skills Expert

This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound and outbound strategies, cross media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, conversion rate optimization, and paid search, email and affiliate marketing, and display and video advertising, including ad formats and creative.

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