Case Study

1. Introduction Copy and paste a working link to a Canadian e-business website. Make sure the website is not a big online store (e.g., Canadian Tire, Best Buy, HBC, etc.), bank (e.g., TD, RBC, etc.), insurance company (e.g., Manulife, Sunlife, etc.), or any other very large enterprise (e.g., Amazon, Etsy, eBay, etc.). The smaller the company, the better in this case. Find an online store that is unique in their product offerings.

2. E-Business (web 2.0) Principles & Concepts

Find at least three examples of e-business principles and concepts that apply to the website. Explain which principles the examples illustrate and what benefits they provide to both the customer and the organization. Be sure to include working links to example pages.

3. E-Business Models What is the primary (most important) e-business model for the website? Explain and justify your answer. What are two secondary e-business models for the business? Explain and justify. Be sure to include working links to example pages.

4. Search Engine Optimization Look at some of the keywords (and keyword phrases) that have been incorporated into the pages of the website. Imagine some of the keyword phrases that potential customers might type into Google. Experiment with keyword phrases to make an optimized list, checking keyword search popularity using Google Trends:https://trends.google.com.

1. Copy and paste the originaltitle and description from the home page of the site you have chosen.
2. Come up with a list of at least ten or more two+ word keywords phrases (ex. Toronto colleges, colleges in Toronto). These should not include the name of the organization or website. Take a screenshot of your Google Trends list and chart and include it in report.Provide a brief explanation as to why these keywords phrases.
3. Based on some of the keyword phrases, come up with a new title and description for the home page of the website you chose. Make sure that at least some of the keyword phrases are incorporated into new title and description (highlight these phrases with bold or underline). Briefly explain your choices.

Min lenght: 900, Max: 1500.