TS

Keyword Mapping Template
Keywords
Primary Keyword	<Prompt A1>
Explanation	<Prompt A1a and A1b>
Secondary Keyword	<Prompt A1>
Explanation	<Prompt A1a and A1b >
Longtail Keyword	<Prompt A1>
Explanation	<Prompt A1a and A1b >
Map Keywords to Site Hierarchy Categories
Category Page	<Prompt A2>
Explanation	<Prompt A2a>
Subcategory Page	<Prompt A2>
Explanation	<Prompt A2a>
Sub-Subcategory Page	<Prompt A2>
Explanation	<Prompt A2a>

Assessment Code and Task

VXM1: Strategies for Search Engine Optimization Keyword Mapping Template

PAGE 1

PAGE 2

Rubric

A:KEYWORD MAPPING TEMPLATE

Competent

The provided “Keyword Mapping Template” is used.

A1: PRIMARY, SECONDARY, AND LONGTAIL KEYWORDS

Competent

The submission includes a primary, secondary, and longtail keyword. All 3 keywords are for informational search, are related to each other, and are chosen from the “Keyword Research Data” supporting document and are relevant to the information from the scenario.

A1a:RELATION OF KEYWORDS

Competent

The submission logically explains how each of the 3 chosen keywords in part A1 are related to each other and why that relation will help increase visibility.

A1b: EXPLANATION OF KEYWORDS

Competent

The submission appropriately explains why each of the 3 keywords from part A1 could increase traffic and visibility to the Fictus Communications website.

A2: MAP KEYWORDS TO THE SITE HIERARCHY CATEGORY

Competent

The submission maps appropriate keywords from part A1 or the attached “Keyword Research Data” supporting document to the given site hierarchy categories (category page, subcategory page, and sub-subcategory page).

A2a:EXPLANATION OF REASONS FOR MAPPING KEYWORDS

Competent

The submission logically explains the reason for mapping each of the keywords to the site hierarchy categories in part A2 and is relevant to the information in the scenario.

B: STRATEGIES FOR TECHNICAL OR ON-PAGE OPTIMIZATION

Competent

The submission explains 3 appropriate strategies that could be used for technical, or on-page optimization based on the “Site Crawl” supporting document and uses information from the scenario.

Ba:WHY STRATEGIES WERE CHOSEN AND DATA USED

Competent

The submission logically explains why each of the 3 strategies from part B were chosen and what data from the attached “Site Crawl” supporting document was used to make that decision.

C: LINK-BUILDING STRATEGIES TO INCREASE WEBSITE VISIBILITY

Competent

The submission explains 3 appropriate link-building strategies that can lead to an increase in Fictus Communications’ website visibility using relevant information from the scenario.

D: POTENTIAL HARMFUL BACKLINK-BUILDING STRATEGIES THAT CAN BE HARMFUL

Competent

The submission appropriately explains 2 potential harmful backlink-building strategies including why they can be harmful to the Fictus Communications website and is relevant to the scenario.

E: SOURCES

Competent

The submission includes in-text citations for sources that are properly quoted, paraphrased, or summarized and a reference list that accurately identifies the author, date, title, and source location as available.

F: PROFESSIONAL COMMUNICATION

Competent

This submission demonstrates correct use of spelling, grammar, punctuation, and sentence fluency. You have demonstrated quality professional communication skills in this submission.

PAGES 14

Introduction

In this task, you will demonstrate your understanding of the principles used by search engines to classify searcher intent and the importance of searcher intent in delivering relevant search results to users. Upon completion, you will be able to identify appropriate SEO performance indicators based on organizational strategy and goals, explain technical SEO ranking factors, develop a keyword and site structure strategy, and explain various on-page and off-page optimization and link-building strategies. All these skills are critical for digital marketers and are essential for building a successful career in digital marketing.

Scenario

You have been newly hired by Fictus Communications as a search engine optimization (SEO) specialist. Fictus Communications specializes in email marketing services. The company mainly focuses on the U.S. market, and its target market is small- to large-size businesses.

The company’s email platform includes multiple features such as marketing automation, A/B testing, custom email templates, target market segmentation as well as an accompanying centralized analytics tool. Fictus Communications offers varying levels of pricing plans depending on the number of emails sent per month, ranging from free to a monthly fee, as well as API options.

Fictus Communications has been in business for about fifteen years, but its organic traffic has been stagnant. You have been hired to help the company increase its brand awareness, relevant traffic, and organic search visibility utilizing SEO. You will also help the company to improve its backlink profile using proper inbound link strategies.

You performed keyword research using a keyword research tool. The data can be found in the attached “Keyword Research Data” supporting document. You will be using this information to organize the keywords and map them to the site hierarchy, which will help inform new content creation strategies for a webpage on the website.

You have already performed a crawl for the company’s website using Sitebulb, a website auditing tool for SEO. These results can be found in the attached “Site Crawl” supporting document. The crawl shows that there are issues that impact the ranking and visibility of the company’s website. You will analyze the data in the attached “Site Crawl” to make strategic decisions and recommendations.

Requirements

 You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course. Tasks may  not be submitted as cloud links, such as links to Google Docs, Google Slides, OneDrive, etc., unless specified in the task requirements. All other submissions must be file types that are uploaded and submitted as attachments (e.g., .docx, .pdf, .ppt). Using the information provided in the scenario, complete the following:  

A.  Complete the attached “Keyword Mapping Template” using the attached “Keyword Research Data” supporting document by doing the following:

1.  Choose  three keywords for informational search that are related to each other, including one of each of the following types: primary, secondary, and longtail.

a.  Explain how  each of the  three chosen keywords in part A1 are related to each other and why that relation will help increase visibility.

b.  Explain why  each of the  three keywords chosen in part A1 could increase traffic to and the visibility of the Fictus Communications website.

2.  Map keywords from part A1 or the attached “Keyword Research Data” supporting document to the following site hierarchy categories using the attached “Keyword Research Data”:

•  Category page

•  Subcategory page

•  Sub-subcategory page  

a.  Explain the reason for mapping  each of the keywords to the site hierarchy categories in part A2.  

Note: You may use but are not limited to using the keywords from part A1.  

B.  Explain  three strategies that could be used for technical or on-page optimization based on the attached “Site Crawl” supporting document.

1.  Explain why  each of the  three strategies from part B were chosen and what data from the attached “Site Crawl” supporting document was used to make that decision.  

C.  Explain three backlink-building strategies that can lead to an increase in Fictus Communications’ website visibility.  

Note: These strategies can be both on- and off-page.  

D.  Explain  two potential harmful backlink-building strategies including why they can be harmful to the Fictus Communications website.  

E.  Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.  

F. Demonstrate professional communication in the content and presentation of your submission.