explain seven components

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Submission Requirements

Naming Protocol You should name your file as follows (complete with a header on the

actual document): Last Name_First Name_Keyword Research & Competitive Intelligence

Report_Section #_Date

Page Length and Formatting : One page maximum for each component of the seven

components delivered in a Word/PPT document, one and 1/2 to double spaced with

minimum 11 pt font. You can include screenshots or visual aids as a way to best answer

each of the seven components. This additional material can be included in the one page

maximum limit per component if this material helps to better support answers. The

spyfu.com report generated from the company reporting function does not count against

the total page limit and is in addition to the seven page maximum.

Submission Template

1.Define SEO and PPC

Describe how companies are ranked/placed on search engines through

SEO and PPC. Briefly describe how marketers leverage SEO and PPC to

speak to specific target audiences. You should pull from class lectures

and individual open web research to define SEO and PPC.

2.Search Engine Optimization (SEO) Keywords Research

Based on your definition in component #1, describe how your keyword research in

spyfu.com can be leveraged to learn about and gain a competitive advantage in

your industry. This answer will need to include insights into how you will use

keywords in your company SEO strategy. Remember that SEO is Owned Media.

3.Pay Per Click (PPC) Keywords Research

Based on your definition in component #1, describe how your keyword research

in spyfu.com can be leveraged to learn about and gain a competitive advantage

in your industry. This answer will need to include insights into how you will use

keywords in your company PPC strategy. Remember that PPC is Paid Media.

4.Content Marketing Strategy:

Leveraging KeywordsDescribe how your keyword research in spyfu.com will impact your copywriting

for other content (offline and online). Remember that we are now writing from

“pixel out to print.” Give an example of how your keyword research can be used

to write content in an offline marketing channel. If you can point to how you can

learn from the competition to write better keyword driven content, you may

include screenshots of company/competitor ads found in spyfu.com.

5.Competitive Analysis

Use keywords in spyfu.com to compare your client company to

five competitors

that your group has already identified (put in your URL and the URLs of your five

competitors into spyfu.com). Are these competitors that you have selected

different than the competitors that spyfu.com identified? Is this information

useful? Why or why not? Who did you think your competitors were initially, and

were you able to identify new competitors that can translate to new opportunities

for your clients? Add the spufu.com competitor report to your appendix.

6.Target Audience(s)

Describe how your keyword research will help you

shape content design for specific target audience(s). Explain

how this should be incorporated into your touchpoint analysis.

7.Memo of Findings

Describe what you learned, how you can impact

your organizational marketing processes through

keyword research, and how you can gain

and maintain competitive advantages.

8.Appendix

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