Final SEO / SEM Client Analysis for MARK5000

Due Monday, December 9^th to lfair@sl.on.ca.

Marked and returned with comments Friday, December 13^th

Revised report sent to client by students, cc’d to Lindsey by Monday, December 16^th.

15%

Full Project Rubric >> 

Presentations with Punch: Tips for TrendsTalk

Presentations with Punch from lindseyfair

Intro to Google Analytics (Nov 11 for MCOM43, Nov 14 for MARK5000)

Overview of Google Analytics

Creating & Editing a Google Analytics Account

Step-by-Step Instructions >> https://support.google.com/analytics/answer/1009694

Lesson Review to Complete >>https://analyticsacademy.withgoogle.com/unit?unit=4&lesson=1

Setting Google Analytics Goals

Homework: (Individual Assignment)

1. Watch the Google Analytics Goals video above.
2. Reference this handout and the sample report provided in class.
3. Set up a Google Analytics account for your blog (MCOM43) and your client project (MARK5000).
4. Set up Goals for this 'campaign'.
5. Email a PDF report directly from your analytics account (conversions > goals > overview > email this report to lfair@sl.on.ca)  

Due:

• MCOM43 Wednesday, November 20 (5%)
• MARK5000 Thursday, November 21 (2.5% blog, 2.5% client)

MCOM43 Deadlines between now and the end

MARK5000 Due Dates between now until the end

Web Marketing Plan Outline

·       Client Overview

o  Target Market / Persona (general, web)

o  Audit

o  Goals (business, web)

§  Priority List

·       Recommendations

o  Strategy

§  Themes

§  Focus

·       SEO

·       SEM

·       Conversion

o  Web

o  Mobile

o  Blog

o  Wiki

o  Email

o  Tactics

§  Content

·       Formats

·       Calendar

§  Integration

§  Timeline

·       Milestones

·       Ghantt Chart

o  Metrics / Analytics

TrendsTalk Rubric & Outline

Learning Outcomes: 
2. Develop and recommend strategies for search engine marketing including organic and paid options.
5. Perform duties in a professional manner that models practitioners in a digital marketing role.

Components:

• TrendsTalk Mini video presentation (6 minutes, full slidedeck) 
• Slidedeck uploaded to slideshare, embedded to your blog and tweeted to @lindseyfair #imcslc 
• TrendsTalk full presentation at the main event (20 minutes + 7 min Q & A) 

Marks: 20%

Who: Partners

Description: A TedTalk inspired presentation will be developed related to Search & Site Marketing. Topics to be chosen by the students, however, a how-to seminar will not be accepted. All topics must be pre-approved and will be approved on a first-come-first-served basis.


Full TrendsTalk Rubric >>

For examples from previous years TrendsTalk visit >> http://trendstalk.com/

Mini In-Class Case

Quick reminder about the mini-assignment (2%) given out in class today:

In partners, develop a GeoTargeted web strategy for Gosling's Rum. Describe the strategy and create a wireframe that highlights the key aspects of the strategy.

Due a the beginning of class on Monday. (hard copy)

Blog Rubric

Due: October 21 7am
Value: 14%
Here's the printable checklist to help you get your blogs ready.

Use the slidedecks from the first Digital Assets lesson that covered blogging as a reference, plus there's tons of info on SEW.

MCOM43 Concierge Project Date Revisions

Given the delayed launch of the two sites being used for the concierge project / holiday Monday the dates have been slightly changed and so has the grading system (based on class feedback survey). Here is the New Project Outline >>.

SEO and Paid Search Strategy Example

I've just finished marking the Farm Girl SEO / Paid Search Strats - for the most part you guys have come a long way and have the start of some potentially successful SEO strategies. I will be handing back your assignments with feedback on Monday, but in the meantime here's an example of how to do it in the future (e.g. Concierge Project and SEM Project).

Keyword Profitability & Ad Groups >> It's 2 spreadsheets - one for profitability and one for ad groups (notice how these two feed into each other? The other part is the estimated bid price which will play into the budget.

SEO Recommendations >> Notice that Page Title is close to 72 characters (not letters) long? That's the optimal number to strive for. The keywords I added are highlighted in aqua. I've also put outbound / inbound links in as well.

SEM (Paid Search) Strategy >> I only did one, but you should offer 3 variations at a minimum. The sheet was set up for 9 ads (3 for each of the 3 ad groups). Take note of how the budget was developed - it used the forecast PPC amounts from the keyword tool.




This Google SEO workbook will be a lot of help for you guys when it comes to your SEM projects and your certification. Take a look >>

The Paid Search Step-by-Step guide you guys used to generate your starter SEM strategies is here for your reference >>

Course Delivery Revisions

As I mentioned in the course feedback post, I have revised the delivery and assignment schedule. The main change is less blog posts and more in-class assignments. Thank you for your input.

Here is the revised delivery schedule, assignments and due dates (for both courses).

MARK5000 Wireframe Assignment

Due: Monday, October 7 (start of class)

Format: Hardcopy

What:

1. Navigation / Section Structure (1 page)
2. Look and Feel (1-2 pages) of main page that incorporates general theme, main call to actions, colour pallette, style guide and other principles discussed in class today (reference class videos, slidedecks and SEW). This does NOT require that the full content be submitted but rather where / how the content will be placed and the general theme of the content.

For: SEM project client

Who: In SEM project teams

This will be marked in place of a blogpost (therefore worth 2%).

Keyword Selection, Profitability, Density and Optimization

Lab Tasks

1. Watch video 1 & 2 above.
2. Use this for terminology if you need help https://support.google.com/adwords/answer/3114286
3. Review these tips for using and selecting negative keywords https://support.google.com/adwords/certification/answer/2596582?hl=en&ref_topic=2799737
4. Open and get to know this Google Keyword Planner. Select and determine the profitability for the best keywords for (homepage only):
   1. Farm Girl Food
   2. Dominoes Pizza Canada
5. Once you have 5-20 keywords chosen based on profitability - chose Farm Girl or Dominoes:
   1. re-write content for her page
   2. write the meta tags and page title

Tips

• 5-20 keywords is ideal
• A search term is the exact word or set of words a customer enters when searching on Google.com or one of our Search Network sites. A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers. 
• Keyword Profitability Score = low competition + high number of searches.

Homework Quickies

Due Monday, September 16:

1. Case - Farm Girl Food website
   
   1.Do a quick review / audit of http://www.farmgirlfood.ca/ for SEO (homepage only)
   2.Look at page titles, homepage content, meta, alt, keyword density, anchor text, links, headings, etc (see my slides for hints on this, don't forget to right click and view source)
   3.Make organic SEO recommendations based on what you find
   4.These will be discussed in class on Monday
   
   
2. Web Search & Site Optimal User (MCOM43 only)

• Take a picture or scan your user infographics from lecture 1
• One team member create a blogpost about it. Embed the picture and very briefly explain it.
• Tweet it to @lindseyfair and #imcslc

Lastly, don't forget to bring your laptops on Monday.

SEM Project Rubrics for Both Classes

Each class has a slight variation on the SEM Client Project so make sure you're looking at the right one.

MCOM43 SEM Project Description, Deadlines and Rubric (click here)

MARK5000 SEM Project Description, Deadlines and Rubric (click here)