Milestone 1 Assignment Overview

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来自 University of California, Davis 的课程

Website Optimization Client Report Project

73 个评分

University of California, Davis

Website Optimization Client Report Project

73 个评分

课程 6（共 6 门，Specialization Search Engine Optimization (SEO)）

SEO is a dynamic and growing career field that demands knowledge and skills in a variety of website optimization strategies and tactics in order to be successful. This course is designed to provide you with a solid foundation in SEO including the different elements comprising a website optimization client report, and arm you with skills you need to develop a tactical approach to SEO. Whether you have successfully completed the other courses in the Search Engine Optimization specialization or are taking just this course, this project is your chance to apply the knowledge you’ve acquired to practice important SEO tactics and optimize a site of your choice from the ground-up. You will identify optimization opportunities on a site and discover valuable tips for pitching your plan and managing your relationship with your client, you will then develop a customized SEO solution for the website you chose, and go through each of the major steps needed to execute your strategy including keyword research, competitive analysis, improving the site’s meta-data and on-page elements. Along the way, you will receive feedback through the peer review process. This community of fellow learners will provide additional input to help you refine your approach to SEO and present your findings to clients and management.

从本节课中

Getting Started and Milestone 1: Gauging a Site's Opportunity for Improvement

In this first milestone, you will identify a potential client’s website by using your skills to gauge a website’s opportunity for improvement and higher ranking. Once you have selected a website, you will create an SEO pitch to inform and persuade a potential client to adopt a new SEO strategy. Finally, you will develop a set of kick-off questions that will help gather the information you need to begin to develop your SEO strategy.

Milestone 1 Assignment Overview5:00

与讲师见面

Rebekah May
SEO Manager & Lead SEO Instructor, Lead Qual
UC Davis Division of Continuing and Professional Education

[MUSIC]

Welcome to Milestone 1 of the Search Engine Optimization project-based course.

During this milestone you will focus on gauging a site's opportunity

for improvement.

You will be required to identify a website that has opportunity

to rank higher in search.

You should use the knowledge you have gained throughout the specialization

to spot these opportunities.

For example, are their title tags optimized?

Do their pages lack substance?

Do you run into a lot of errors while browsing the site?

I advise you to look at several different sites, and

gauge the level of effort needed to get this website to rank higher in search.

To complete this project, the greater level of effort needed to fix a website,

the better you will be able to perform on your milestones.

You can find the sites through various different ways.

If you choose, you can offer your services to a real business or

website owner who needs assistance.

Alternatively, you can find a website that isn't ranking well and

perform the parts as if you were working directly with the website owner.

Where possible, I urge you to use this as an opportunity to reach out to live

business owners who may need assistance, as this will not only grant you experience

working with a client directly, it may also result in a referral or

case study that you can use later down the road.

Some methods you may want to use to find business owners who may be

open to SEO services include posting an ad on Craigslist or a similar site.

You can state that you are a student and need a site to work on your final project.

Or you can find a business on Craigslist or other sites who are advertising

the need for SEO help, but be sure to disclaim that you are a student, and

see if they are willing to work with you.

Find start-ups in your area that could benefit from a SEO strategy.

Find local non-profit groups and

organizations that may be open to an SEO audit.

Or, if you have friends and family that own a business, approach them and

ask if they would be open to you providing them with SEO recommendations.

If you choose not to work directly with a website owner, that's fine too.

You can find websites by brainstorming a topic or

industry and performing keyword searches related to that topic.

I would avoid the first page of search results as there is likely to be less

opportunity on these sites.

[MUSIC]

Now that you've identified the site you'll be working with,

it's time to come up with a pitch, so potential clients or

managers can see the opportunity the site has for increasing its ranking.

Create a list of website's top strengths and weaknesses.

Along with each weakness, develop an argument for

why the website will rank better after improving on these weak points.

Once you have this information, let's create an actual pitch.

It helps if a potential client or

manager can see visual elements that back up your claims.

Using screenshots, graphs or other data, create a PowerPoint presentation

of five to ten slides that addresses these areas of opportunity.

It is best to stick with one to two main points per slide,

and make it as visual as possible.

Use bullet points or small amounts of text where needed to call out certain elements.

For example, if title tags are an area they can improve upon,

show them where the title tags are, the current text of the title tag, and

highlight that this is important to an SEO strategy.

Generally, you would present your findings to the client over the phone

while sharing your PowerPoint.

For this part use screen recording software to showcase your PowerPoint while

discussing each slide.

[MUSIC]

Finally, let's assume the client liked your pitch and signed up for

your SEO services.

Alternatively, this could be a business you were hired as an in-house SEO for.

Come up with a list of questions that will help you plan out the best

SEO strategy going forward.

These questions should relate to the client's intended target audience, their

goal for the site or business, the history of the website, such as questions around

potential SEO work done in the past, resources they have available and more.

You want to ask them enough questions to get a good idea on where to start and

what success looks like to them.

Come up with a list of 10 to 15 questions that you can go over with the new client

or manager in a typical kick-off meeting.

Let's get started.

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