Assignment task:
You are hired! For your final project, you will take the role of a consultant who has been hired to help a brand with their digital presence. Specifically, the company is interested in search engine optimization (SEO) of their website and in learning more about search engine marketing (SEM) and would like for you to make recommendations about a Google AdWords campaign as well as techniques to improve organic traffic to their website.
The company has set aside a budget of $5,000 per month for a Google AdWords campaign and would really like to understand your rationale behind the keywords that you recommend. You will need to recommend how the company uses this budget and why. Also, the company is willing to spend $5,000 on improving its website through SEO techniques that you recommend. The company is unschooled in both SEO and SEM, and therefore you will need to clearly define the pros and cons of each and set clear expectations. If this project goes well and you are able to show results, the company will continue to work with you on a retainer to have you consult on SEO/SEM initiatives.
Specifically, the following critical elements must be addressed:
I. Company Analysis: In this section, you will analyze different internal and external factors and explain why your company would benefit from an SEO and SEM campaign.
a) Company Selection: Provide a brief description of the company you selected in the Module One Final Project Discussion. What keyword did you select from the list provided? What is this company about?
b) Internal Factors: Create SMART goals for your specific company that build on the needs and budget presented above. What are the long-term goals for your specific company?
c) External Factors: Analyze a competitor's website to gather ideas regarding keywords and organic traffic. In your answer, consider the following: i. What local results appeared on the first page? ii. What ads did you find on the first page? iii. Why do you believe the first site from your search is the top site for organic traffic? iv. Will the search term be too competitive and therefore out of budget for the project?
d) Justification: Based on your findings from the internal and external factors analyses, explain why your company would benefit from an SEO/SEM campaign. Make sure you justify your answer with research and specific examples from the previous sections.