Search Marketing - Assignment

Canadian Language Museum - Languagemuseum.ca

Recommendations for SEO and Paid Search Campaigns for a Canadian Language Museum. The Museums are looking to increase their awareness and attendance over the summer. apply the skills and actionable insights and recommendations to your museum client.

The target market is Generic -Parents with children in the home aged 4-16, living in Ontario, who are looking for fun, interesting, enriching, and inspiring experiences for family outings this summer. Demographics are adults 35-55, living in Ontario, HHI 100K+, and have post-secondary education.

The keywords are: generic: what to do this weekend, fun family outings, museum - if you feel that there are better and more effective keywords based on your museum (location, content, exhibits) please recommend and use those.

SEO Tasks:

1. What is the searcher's intent for the target market? Describe the target market segment and its likely intent. Using the four search intent categories based on the work of Dr. Broder, what is the search intent? (2 marks)

2. Assume the museum has 10,000 public pages. How many indexed pages are there? What is the inclusion ratio for their website? (2 marks)

3. Where does your museum rank in the Google organic search results for the target keywords? Which page and which position does the first museum page appear in? Provide a screenshot of the SERP page containing the organic result. (1 mark)

4. Find the intended landing page for your museum. Using the on-page tactics discussed in our course, describe 5 suggested changes to this page to improve the organic rankings on the SERP for the target keywords. Name the suggested change and describe how it might help the organic results ranking. (10 marks)

Paid Search Tasks:

1. What is the searcher's intent for the target market? Describe the market segment, their likely intent, and (according to Dr. Broder) what type of searcher they are. (2 marks)

2. For the target keyword, how many web pages are indexed in Google? How competitive is this keyword? (1 mark)

3. Write two expanded paid search ads to meet the objective for the target keyword. Use the current format and follow Google suggested best practices. (8 marks)

4. Count the number of characters in the Titles and Descriptive lines of each ad and write each of them down. (3 marks)

5. Using the current home page for your museum as a model, suggest what text you would add to the page in order to improve it as a landing page for each of your proposed ads. (2 sets of suggestions). Why are you making these suggestions? (6 marks)