Search Engine Optimization and Marketing

• 1. Choose any company (it can be your own, your families’ or just a personal choice). Please briefly explain its product/service, customer segment.
• 2. Analyse its (customer) website (give the URL) and explain how effective the current SEO strategy of the company is
– compare the website to the SEO best practices (suggested tool:
• 3. Compare the website to its closest competitors websites (2-3 others)
– you can find out the PageRank of each site (
– consider also relevant searches and perform them on Google to see where the 3-4 companies rank in the organic results

• 4. Make recommendations for improving your companies’ website rank – Refer to the results of the analysis and comparison with competitors – Identify where competitors perform better and consider why
• 5. Propose also a SEM strategy for promoting the website to a new target audience
– Define a new customer segment, who would not be searching directly for the company or its products/services
– Specify ONE new ad group for a campaign whose goal is to promote the company to this new audience

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The Ads campaign will have a given target country and language (choose the main focus of the company – use preferably Austria / German or USA / English – you can define your ad group in either language)
• Specify the user targeting for this ad group (user demographics and interests)
• Specify 4-6 keywords you would bid on for this ad group (refer to Google Trends / keyword tools to explain your choice)
• Give one example of an ad text for this ad group (remember what you are promoting to which audience, how best to get the clickthrough?)
• State the landing page of the website for this ad (if no suitable page exists, describe the new webpage you would create as a landing page)

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