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Project Description
(Expected completion time – 30 hours)
You are an entrepreneur who has started a children’s toy retail website . You need to be able to invest your time and money wisely and make the most of opportunities.
You will be creating and submitting a complete SEO strategy based on the following:
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Keyword research and keyword opposition to benefit (KOB) analysis
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Documentation of your information architecture and taxonomy
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Site audit document covering 12 important areas of SEO
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Link strategy document complete with link requests
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Marketing plan to gain attention and links
I.
Project Goal/Objectives/Problem Statement
You will work on five projects to make your website competitive in the rankings. The objective of these projects is to generate sales and build a list of subscribers either to a blog, for promotions, or both. You have a total of seven weeks to complete all the five projects.
Project 1 – Competitive Analysis and Keyword Research
Project 2 – Information Architecture Planning
Project 3 – Website Audit Documentation
Project 4 – Inbound Links
Project 5 – Marketing Plan
The overall/collective objective of these projects will be to generate business and build a subscriber list.
All these activities will converge toward this one end Goal.
Breaking the end goal to phase-wise goals, the first objective/goal of this activity will be:
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Engagement in the process to tie search engine optimization (SEO) efforts to your business objectives
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Understand competitive landscape
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Inclusion of search and keyword research in your marketing initiatives
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II.
Preparing for the Project
To begin, answer the following four questions. These questions will set the tone for the entire project and will be your base for all the marketing-related activities that you are going to undertake:
1) Define your venture. (100 – 150 words)
2) Who is your target audience?
3) How can SEO help your venture? (200 – 300 words)
4) How will your SEO Keyword Research provide insights to your overall marketing plan?
III.
Project Tasks
Start by developing an initial list of at least 200 keywords, and then make your decisions about how to group your keywords into logical categories. You should document your strategy and process for doing the research and show all of the factors that contribute to your decisions. Explain your thinking as fully as possible.
Using your understanding of keyword research and Keyword Effectiveness Index (KEI), develop a spreadsheet list of 15 to 20 keywords around which you expect to build the information architecture for your company’s webs ite. Use 5 to 7 primary keywords for the major categories that you will use to group your products.
NOTE: You will apply your keywords to all other parts of this project.
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