!!! THE WEBSITE/COMPANY FOR THIS ESSAY IS ARTOFFLOWERSWESTON.COM !!! MKT 315 Mil

!!! THE WEBSITE/COMPANY FOR THIS ESSAY IS ARTOFFLOWERSWESTON.COM !!!
MKT 315 Milestone One Guidelines and Rubric
For Milestone One, you will complete a draft of the Company Analysis section of your search engine plan. In this section, you will analyze different internal and
external factors and explain why your company would benefit from an SEO and SEM campaign. Milestone One provides you with an opportunity to obtain
valuable feedback from your instructor that you can incorporate in your final project submission.
For this milestone, you will need to refer to this information from the Final Project Guidelines and Rubric document:
You are hired! For your final project, you will take the role of a consultant who has been hired to help a brand with their digital presence. Specifically, the
company is interested in search engine optimization (SEO) of their website and in learning more about search engine marketing (SEM) and would like for
you to make recommendations about a Google AdWords campaign as well as techniques to improve organic traffic to their website.
The company has set aside a budget of $5,000 per month for a Google AdWords campaign and would really like to understand your rationale behind the
keywords that you recommend. You will need to recommend how the company uses this budget and why. Also, the company is willing to spend $5,000
on improving their website through SEO techniques that you recommend. The company is unschooled in both SEO and SEM, and therefore you will need
to clearly define the pros and cons of each and set clear expectations. If this project goes well and you are able to show results, the company will
continue to work with you on a retainer to have you consult on SEO/SEM initiatives.
Specifically, the following critical elements must be addressed:
I. Company Analysis: In this section, you will analyze different internal and external factors and explain why your company would benefit from an SEO and
SEM campaign.
a) Company Selection: Provide a brief description of the company you selected in the Module One Final Project Discussion. What keyword did you
select from the list provided? What is this company about?
b) Internal Factors: Create SMART goals for your specific company that build on the needs and budget presented above. What are the long-term
goals for your specific company?
c) External Factors: Analyze a competitor’s website to gather ideas regarding keywords and organic traffic. In your answer, consider the following:
i. What local results appeared on the first page?
ii. What ads did you find on the first page?
iii. Why do you believe the first site from your search is the top site for organic traffic?
iv. Will the search term be too competitive and therefore out of budget for the project?
d) Justification: Based on your findings from the internal and external factors analyses, explain why your company would benefit from an SEO/SEM
campaign. Make sure you justify your answer with research and specific examples from the previous sections