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Digital Marketing - Study Notes:

What is a conversion?

A conversion is any interaction or engagement that a user makes with your website.

Before engaging in an SEO campaign, it’s important to examine your site and decide exactly what it is you want users to do once they reach your website. This could be filling out a form or it could be spending a certain duration of time onsite.

Types of conversions

To take this concept further, it is important to decide on some of the higher-level conversion goals that you would like users to take on your site.

Examples of conversion goals include:

  • Viewing a video
  • Downloading a brochure
  • Filling out a contact form
  • Completing a purchase

All of these goals can be created and tracked using Google Analytics. It’s a good idea to report on traffic and conversions on a weekly basis, so you can monitor trends and periods of strong website performance.

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Shane Lyons

Shane Lyons is head of Search & Analytics at Mediaworks, an award-winning media and communications agency. He has been working in Digital both in Ireland and abroad for the last 8 years and now specializes in SEO and Analytics.

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.


    SEO Setup
    Shane Lyons
    Skills Expert

    This module introduces the key concepts for setting up SEO and the elements to consider before beginning an SEO project. It outlines the key technical elements you need to consider when implementing SEO, how to implement on-page SEO, and how to implement SEO in a mobile environment. It explains how a business can improve its SEO strategy and local SEO. It also demonstrates how to measure and report on the effectiveness of your SEO campaign and the key SEO metrics to measure.