DM Off-site SEO CH 5 -2022-3

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Madison Area Technical College, Madison *

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101

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Marketing

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Feb 20, 2024

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docx

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Uploaded by ChefPowerBarracuda29

Digital Marketing (CH 5) Off-site SEO and Content Marketing (28 points) Task 1: C ase Study: Customer Experience through Content Marketing –Creating Likable Link Content - Dive Rite (use the case study found in this week’s tab) (14 points) Content becomes a key driver in the Buyer Decision Journey and attaining great SEO. Read over the case study on Dive Rite from the Content Marketing Institute. Answer the following questions in response to the essence of the case. Make sure to use complete sentences, full support/detail, check your grammar and spelling. 1. (2 points) What was the initial problem that Dive Rite was experiencing? The initial problem was that the internet was making it increasingly easier for competitors to create and sell Dive Rite knock-off products. This made their market share slip, and they became “just another technical dive gear brand.” 2. (2 points) Why did the first “web-site fix” fail? As it was only a very flashy facelift to the site, it was not indexable by search engines and could not be updated. By 2007, it had become invisible on the internet. 3. (6 points) What are 3 ways in which Dive Rite finally “ connected ” with customers? (make sure to provide enough detail and label as 1, 2, and 3.)

1. Use the website to connect with customers a. They started providing relevant and helpful content, as well as starting to guide customers back to the company’s website. They started this by doing a content audit of their website. b. They created the “Solution Finder” to have a place where customers could come have their questions answered. c. Launched a “Tech Tour” which sent employees across the nation with local divers to education shops on new gear. These trips and the local dive shops were promoted in a dedicated section of the website. 2. Establish a content strategy a. While they focused on building their online presence, they minimized the amount of traditional marketing. b. Reached out to their community through a photo contest to drive online customer engagement. c. Had to re-establish their brand as the leading brand in technical scuba diving gear. Thus, having to properly highlight products while making them easy to find, as well as adding value through resources, training, and events. 3. Focus on SEM a. They needed to put out content to achieve goals such as improved brand image, increased online sales, increased organic online search results, and develop customer and dealer retention. b. They focused on getting traction specifically with long-tail search engine performance. 4. (4 points) Which content strategy/idea will you “take-away” with you and why? (i.e.: most memorable, could utilize in the future, a foundational concept you want to remember One strategy I will take away is using the website to connect with customers, specifically how they did their Tech Tour, as it really made a strong connection with both their consumers and their retailers, as well as how they created a specific space for it on their website. Task 2: Back Links (4 points) Look at the website https://www.stevespaleogoods.com/ This site sells snack foods that fit the Paleolithic diet (no grains, dairy, or sugars). Find 2 websites from which stevespaleogoods.com should try to get a backlink. Include support of why that link would be beneficial to the site.

Include the clickable LINKS in your answer (4 points). (Non-clickable links are valued at 2 points rather than 4) Backlink 1: https://paleomagazine.com/ This would be beneficial because it is a credible source that people use when on or starting the paleo diet to find articles, recipes, eBooks, and other resources. Backlink 2: https://robbwolf.com/ This would be beneficial because Robb wolf is one of the most distinguished and influential writers in the Paleo community. Task 3– Watch the brief video on: The 10 Types of Content that work best for SEO.After the video, provide 3 examples of websites that take advantage of this content strategy. (6 points) Your answer should include 3 different website examples . Make sure to use a different type of content strategy for each example . Label strategy and then provide a clickable url. (points cannot be given for urls that don’t open or are not clickable) Include a statement if needed/applicable. Video: https://www.netflix.com/ Interactive: https://artsandculture.withgoogle.com/en-us/national-parks-service/parks Blog: https://www.treehugger.com/

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