Students will implement some real-world digital marketing tracking, experimentation, and optimization to identify actionable strategies for clients.
(1) Website (or blog) design and conversion tracking: The primary measure of a good website (or blog) is that it converts traffic into customers. You may use Google, Weebly, Wix, or WordPress to design a website or blog for a new product or service. Before doing this, you must communicate with the company (or non-profit organization) your objectives and procedures.
If you choose to create a website or redesign an existing website, you will be graded based on whether your new website converts. Since you might not have enough traffic to demonstrate conversion (in addition to other possible barriers to the measurement of conversion), I will likely have to grade you based on whether it appears that your website will do a good job of converting. Follow these guidelines to convince me that your site will convert.
-What are the likely segments of customers (based on purpose of website visit)?
-What information is each segment looking for?
-How does the page layout give them the information they require (without making them look too hard)?
-How does the layout encourage each segment to move toward conversion?
-What trust symbols have you incorporated (explicit and implicit)?
-How does your website answer the following questions (with information above the fold): Who are you? What are you selling? Why are you good?
-Aside from the homepage, which other pages are likely to be landing pages? How are these optimized for conversion (Please refer to the landing page templates available on WishPond or Adobe Spark)?
(2) Search engine optimization
The goal of an SEO audit is two-fold: (1) provide your clients with a list of action items that will improve his/her organic website rankings on key search terms; (2) provide the client with a plan going forward to continue to improve organic rankings. The best possible outcome of this project is that on one or more search terms, your client’s website moves onto the first page of search results. (But remember, this must be tested on a neutral computer, not one you’ve used multiple times to search on that term.) Short of that, another good outcome is to see improvement in organic rankings on some search terms, even if it doesn’t arrive all the way to the first page. But you can still get a good grade even without these results. To do so, you should:
-Do extensive keyword research. What are the keywords that are most beneficial to for this website to rank for? (Explain keyword selection based on relevance, volume, competition, and current ranking.)
-Map keywords to pages within the website. Explain the reasoning behind this mapping.
-Show that you’ve performed good on-site keyword placement for all of the key pages (show examples of two or three pages).
-Develop an off-site SEO plan. Identify website you plan to target for links. Identify content that the client should develop for the website. Where appropriate, register the website on various social media platforms, listings, etc. IMPLEMENT SOME OF THE PLAN (the parts that can be implemented in the timeline of your project).
-Make sure the off-site SEO plan is detailed enough that the client can implement even after you have finished this class and are no longer in contact with him/her.