Tasks. You are to select a business with an online presence and ensure that they maintain a website. You need to review the content of one of its web pages and provide SEO recommendations to improve its position in Google's search engine results based on audience analysis and keyword research.

Note that the primary language of this website must be English (not translated into English). You should not select an English version of a Vietnamese website (as its target customers (e.g., Vietnamese) would search using Vietnamese keywords). 

You are encouraged to explore various free/trial/freemium version tools to support your answer. Using paid/ premium tools is unnecessary and does not guarantee a higher mark. Properly document how you use the tools (e.g., screenshots of the features/functions or relevant HTML codes) and use them as supporting evidence in your audience analysis, keyword research, and SEO approaches. All figures and tables must be explained.

Recommended report structure

Your report should cover the following sections:

1. SEO and tools. Discuss the importance of SEO and its tools.

• How can a company achieve online presence or visibility using SEO? Describe a typical SEO marketing funnel.
• Why are tools necessary to conduct SEO and its related activities (e.g., audience analysis, keyword research, competitor analysis)?

2. The Business and its SEO strategy. Describe your selected company and its website. Discuss the importance of having an SEO strategy.

• Describe your selected business, including its market offerings, main country or industry of operation, the competitive landscape, and other relevant information.
• What is its website's domain name and URL? How many pages are there on the website? How is the website supporting the business? What is its primary purpose?
• How vital is an SEO strategy for your selected business?

3. Audience Analysis - Describe the website audience. Cite relevant source s and show evidence, where applicable.

Note that you might not find audience analysis tools to provide audience and acquisition reports for a specific webpage (page level); hence, you can have website (domain level) reporting. Focus your discussions on providing audience insights that can inform keyword research and SEO.

• What age group and gender are most likely to visit this website? What could be potential term variations in their search queries? How will the business use these queries to attract its target audience?
• Where is the audience from (geographically)? What could be potential term variations in their search queries? What do they tell the business about ways to organically reach this audience?
• What are the website's primary traffic sources/channels (e.g., direct, referral, search, social, email, display channels) and primary access modes (e.g. mobile, tablet, desktop)?  How can the business use them to optimize the website and improve user experience?

4. Keyword Research -Determine keywords associated with your chosen webpage (or website). Suggest long-tail keywords that would provide the best opportunity for your chosen webpage to increase its SERP ranking. Find the keywords' search volume, intent, and competitiveness/difficulty. Cite relevant sources and show evidence, where applicable.

Identify and suggest (domain-level) long-tail keywords (e.g., using Semrush) or (page-level) long-tail keywords (e.g., using UberSuggest Keyword Traffic) that are the most likely used in search queries of your target audience. Please note that some, if not all, of these keywords should be utilized for on-page optimization.

• Report relevant (long-tail) keywords associated with the webpage (or website). Identify the webpage's URL where the keywords are indexed.
• Among those keywords, suggest four (4) long-tail keywords that are best to target. Two (2) keywords must be question-based and match a "how, what, where, or why" search query. Describe how these long-tail keywords can draw organic traffic to your selected webpage. Remember to suggest keywords matching the web page's purpose and how the business can benefit from them. For each keyword, determine the buyer's search intent and search stage. Also, discuss the search volume and competitiveness/difficulty of your suggested long-tail keywords,
• (Optional) You can also check the keywords your competitors rank for. Are they the same? If so, how well do you think your business can effectively compete for these keyword(s)?

5a.  On-page SEO - Suggest improvements to the on-page elements of your selected webpage based on your audience analysis and keyword research. Cite relevant sources and show evidence, where applicable.

• Select an important page to optimize that your selected business can most benefit from. It may be the homepage, a landing page, or any page on the website. Describe the webpage's content and how it supports the consumer journey. Discuss how customers can find this page if they enter through the home page.
• You can use SEO audit tools to identify the on-page elements or manually check the HTML codes. Show evidence, where necessary. Note that the tools generally provide technical SEO recommendations; thus, you must supplement them with contextual information based on your audience analysis and keyword research.
• Identify and review the following on-page elements:
  • The URL of the webpage
  • The title tag of the webpage
  • The meta description of the webpage
  • The headings on the webpage, especially H1
• Based on audience analysis, keyword research, and SEO best practices, provide suggestions to improve each on-page element. Are the on-page elements optimized for search engine ranking? Why or why not? Explain and recommend improvements, where applicable.

5b. Technical and Off-page SEO. Review the site speed and backlink profile of the webpage. Use appropriate site speed and backlink checker tools to identify keywords specific to your webpage (e.g., UberSuggest Backlink Overview). 

• Report the website or loading speed. Is it fast enough? How does it impact SEO?
• Analyze the backlink profile of the website (or webpage).  Identify the quantity (e.g., number of backlinks) and quality (e.g., domain authority/scores, anchor texts) of the backlinks. Report two (2) critical backlinks of your website (or webpage) and identify how these links impact the SEO of your selected website (or webpage). Provide general recommendations on how the business can benefit from high-quality and relevant links.