Search Engine Optimization and Social Media Marketing Assignment

This assignment is to critically analyse the below website,

• Salford Business School – http://www.salford.ac.uk/business-school

To provide recommendations to improve its search results, and plan an online ad campaign to promote the site. Feel free to exercise creativity and select tools to make this possible. Project report structure: I. Scholarship To conduct market research and data analysis to provide a thorough justification for your recommendations. This can include : 1. Primary data (current website content, interviews or surveys of potential users), 2. A tabular extract from Keyword Research, 3. Competitor activity analysis in this area, screen shots of current competitors’ ranking for your primary keyword terms using different tools such as Google Keyword planner tool, Google Trends, Google Insights for Search, etc. II. Analysis To critically evaluate the principles and processes involved in search engine optimization and website content strategy. This consists of 3 parts: 1. Evaluation of current rank of Salford Business School website. - Use SEMRush, Open Site Explorer and a number of other tools to record the sites overall Google Rank, backlinks, and other relevant data. - Please be sure to note the exact date of your evaluation, since the website may change. - Why do you think the site is not ranking higher? Please support your opinion with research. 2. Keyword evaluation. - Select a minimum 5 keywords using Google AdWords Keyword Planner, and show their average monthly searches and competition level. - Why did you select these keywords? While noting that individual results may vary, where does the website currently rank in terms of SERP (Search Engine Results Page and page position)? - How do key competitors rank on the same keywords? 3. AIDA+ evaluation. In your opinion, how well does the current website performs in terms of the following: - In creating Awareness of Salford U brand and product/service it offers; - In creating Interest in readers to find out more; - In creating Desire for the product/service; - In generating Action in terms of conversions (such as purchasing, registration, or business objective); - and in providing Satisfaction to current and past customers (customer service, post-purchase communications, etc.). III. Campaign Based on your analysis, create a brief online campaign plan. This includes 5 parts: 1. Audience. - Identify the relevant target audience/customers for your campaign. 2. SMART goals. - Set one-year objectives for your website that are Specific, Measurable, Achievable, Relevant, and Time-bound. - This should include both SEO and AIDA+ performance. 3. KPIs. - Set Key Performance Indicators to measure whether your SMART objectives are being met. 4. Content. - Identify the major content changes you would make on the website to achieve your objectives, and justify your recommendations using research. This includes : - Placement of keywords, - Renaming sections, - Adding or deleting other sections, and - Inclusion of multimedia content (games, videos, etc.). 5. Online ad campaign. With a hypothetical budget of US$10,000, plan an ad campaign for Salford Business School with text ads on Google and Facebook - (Pls do not do up the banner-type display ads in visual form.) - What keywords will you target, and what will your ad say? - Show your planned budget in detail. Be original — do not copy any ads that are being run now or in the past. Learning Outcomes from the Module Specifications 1. Critically evaluate the principles and processes involved in developing integrated marketing communications, including the impact of technology and other environmental influences on marketing communications and the media. 2. Analyse the benefits, problems and challenges faced by businesses in using various social media marketing communication tools within complex global environments. 3. Critically discuss the evolution of online marketing strategies and the latest trends and practices. 4. Critically discuss and evaluate Salford Business School website based on their search and social media optimisation and digital presence. 5. Develop a digital marketing strategy focusing on content/message leading to media/channel and tracking/measurement of implementation.