This assignment is split up into 2 parts, with each part having various sections. Due to the nature of this assignment, you must complete these sections in order. Expect to spend about 8 hours to complete this assignment in its entirety as a complete assignment will be between 3-5 pages in length depending on the nature of the recommendations required. By the end of this assignment, you will have identified a website that has poor rankings, and provided specific recommendations for how this website can improve its position within the search results based on analysis of the website, target audience, keywords, and on-page elements. PART 1 Part 1a: Find a website in any industry you like. This assignment may be easier for you if you find a website that isn’t ranking well. This means navigating to the 2nd or 3rd page of results in a search. Identify what you think is an important goal for that website. For example, is this website trying to get people to buy products, download information, leave a review, etc. Part 1b: Perform in-depth keyword research for that website. You do not need to contact the business, simply make best guesses based on the content within the website. Within your keyword research, identify 7-10 keywords which you think provide the best opportunity for the example site to rank for and include the following: • • Identify long-tail keyword opportunities Identify 3-5 keywords that are question based and match a “how, what, where, or why” search query. • Identify what stage of search each keyword belongs to. • Identify what type of search query it is – whether it is navigational, transactional, or informational. Explain why you chose the keywords you did: • How do you feel these keywords would help the business meet the goal you discovered? • How do you feel these keywords would help draw in organic traffic to the site? • How well do you think the business can effectively compete for this keyword? Part 1c: Research this businesses’ target audience, based on your best guesses by reviewing the site. Describe the website’s audience in 150 – 250 words. Include: • What gender is likely to frequent this site, and perform searches related to this websites products and/or services? Where did you obtain this data? • Where is the majority of this audience from? Where did you get this data from and what does this tell us about potential ways we may be able to reach this audience organically? This could be potential content ideas, new information to add to the site, or specific keywords. • What are the primary traffic sources for this website? For example, are most people visiting from a desktop device, mobile device, or getting referred from social networks? What useful information can this provide about how we can best reach this audience? • Did you obtain any other information about this websites potential target audience you feel would be useful? Why or why not. Part 1d: Create a buyer persona based on your audience analysis and keyword research you performed. Your buyer persona should have a name, job (student or job role), problem they are trying to solve, and other traits that may make it easier to market to this individual. PART 2 Part 2a: Go back to the website you discovered earlier. Choose four key pages of this site. One of these pages should be the homepage. The remaining three pages should be pages you feel are important to drive traffic to. Part 2b: Once you have selected your pages, list out the following information, for each page. • • • • • • The Page (Example, home page, product listing, article, etc.) The Page URL The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2) Part 2c: Improve the information on each of these pages. Based on your audience analysis, and keyword research create a new: • • • Title Tag (Note: this must meet character requirements laid out in the course) Meta Description (Note: this must meet character requirements laid out in the course) H1 (if none existed previously, create one) • H2 (if none existed previously, create one)