Assignment Task:
Introduction:
This performance assessment task focuses on search engine optimization (SEO) and its role in digital marketing strategies. In this task, you will demonstrate your understanding of how insights from SEO can inform digital marketing strategies and planning for the future. Specifically, you will explain how to optimize a website for local search and emerging channels, such as videos, e-commerce, and voice, and their effect on SEO goals. By completing this task, you will demonstrate your ability to optimize a website for local search and emerging channels, which are essential skills for aspiring digital marketers.
Scenario:
You have been asked to work as a digital marketing consultant for Prandi-yum, an Italian restaurant with three locations in three different cities in Delaware. In addition to Prandi-yum's brick-and-mortar restaurants, it also sells jars of its house-made sauces and a variety of brand merchandise both in store and through its online website. The restaurant has been in business for about three years and has relied on word-of-mouth advertising and organic traffic to increase business. However, over the last two quarters, Prandi-yum has seen its online visibility and in-person traffic decrease more than 15%. The owners of Prandi-yum are now interested in employing digital marketing strategies to recover their lost online and in-person traffic. To that end, Prandi-yum's owners have hired you to help achieve the marketing strategy goals of attracting new customers and increasing organic visibility online.
Requirements:
You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.
Tasks may not be submitted as cloud links, such as links to Google Docs, Google Slides, OneDrive, etc., unless specified in the task requirements. All other submissions must be file types that are uploaded and submitted as attachments (e.g., .docx, .pdf, .ppt).
Using the information from the scenario, complete the following:
A. Explain why local SEO is important for Prandi-yum as a brick-and-mortar businesses.
B. Explain three different strategies to achieve higher local maps rankings for Prandi-yum. Need Assignment Help?
C. Identify three off-page digital marketing channels that can be optimized using a holistic SEO strategy that will bring relevant SEO traffic to Prandi-yum's website.
- Explain how each channel identified in part C will bring relevant traffic to Prandi-yum's website.
D. Identify an emerging online marketing channel or technology, that is different from part C that could help Prandi-yum achieve the marketing strategy goals.
- Explain how the emerging online marketing channel or technology identified in part D could help Prandi-yum achieve the marketing strategy goals.
E. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.
F. Demonstrate professional communication in the content and presentation of your submission.