Introduction to Digital Marketing Assignment - Search Engine Optimization (SEO)
INSTRUCTIONS: Imagine that you have decided to start up a new business in Fairfield, CT. As part of your marketing strategy, you want to develop a website for your new business that is well-structured, visually-appealing, and user-friendly.
1. A barber shop that, in addition to advertising their services online, sells branded merchandise such as t-shirts, key chains, coffee mugs, etc. Also, customers can sign up to the site so they can receive appointment reminders via email or text messages and promotions/deals (via email) when they become frequent customers (3 visits or more in a 6-month period).
2. A fitness center that, in addition to advertising their services online, sells branded merchandise such as t-shirts, key chains, coffee mugs, etc. Also, customers can subscribe and pay their monthly fees online. Customers can also receive alerts via email or text messages when payment days are approaching and friendly reminders (via email) when they do not visit the gym for 5 consecutive days.
3. An Italian-food restaurant that, in addition to advertising their services online and offering customers to place orders and make reservations, sells branded merchandise such as t-shirts, key chains, beer glasses, coffee mugs, etc. Also, customers can subscribe and receive promotions via email or text messages and friendly reminders (via email) when they do not visit the restaurant in a month.
4. An event planning company that specializes in weddings that, in addition to advertising their services online, sells branded merchandise such as t-shirts, key chains, coffee mugs, etc. Also, customers can sign up for a first appointment with the wedding planner and receive reminders via email or text messages for future appointments and wedding planning updates.
1. On-site Optimization
a) Mapping Keywords to Webpages. Refer to the SiteMap you developed for Assignment 1 (Section 5). For EACH page on your SiteMap:
- Describe the content to be included in the page (in 2-3 lines).
- Make a list of 6 keyword phrases that should be mapped (or linked) to the page. Such keyword phrases must be relevant to the focus and content of the page.
b) Optimizing Webpage Content. Define an appropriate URL, title and meta description for EACH page on your site.
2. SEO Audit Analysis. Imagine that you are the owner of one of your competitors' website defined in Assignment 1 (Section 4) and you want to increase the ranking of your website using SEO:
a) Run a SEO audit on the website using SEOptimer.
b) Using your SEO audit report, describe the main issues found for the company's website. Include issues related to the URL, title, meta description, content quality, duplicate content, keywords usage, ALT text and file names for images, mobile optimization, page speed for desktop and mobile versions of the webpages, robots.txt file presence, sitemap.xml file presence, number of external and internal links, and quality of external links. See a screenshot of a SEOptimer report for Bertucci's, an Italian restaurant in the Fairfield county:
3. Off-Site Optimization. Taking the same competitor's website used in the section above (part 2), do the following:
a) Evaluate the popularity (i.e. backlinks) of your website
b) Analyze the backlinks (i.e. the external links targeting this website's homepage) in terms of source and frequency (see example below). What kind of websites are targeting your site? What does this tell you about the popularity of your site? Explain.
c) What would you recommend this company in order to increase the popularity (i.e. number and quality of backlinks) of its website? Explain.
Attachment:- Assignment Files.rar