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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