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Students will collaborate in groups to develop an integrated search marketing strategy, focusing on the synergy between SEO and PPC without the need for specific paid online tools.
Task Explanation (5 minutes)
Each group will create a basic integrated search marketing strategy for a hypothetical company.
The strategy should highlight how SEO and PPC can complement each other.
They should focus on:
Defining unified goals and metrics
Developing a keyword strategy
Outlining content and budget strategies
Group Activity (15 minutes)
Step 1: Define Goals and Metrics (5 minutes)
Each group defines the primary goals for their integrated strategy (e.g., increase brand awareness, drive traffic, improve conversions).
Identify key metrics to track (e.g., conversion rates, CTR, CPA).
Step 2: Develop Keyword Strategy (5 minutes)
Conduct keyword research using free tools like Google Keyword Planner.
Decide on a few high-priority keywords for both SEO and PPC.
Plan how to integrate these keywords across SEO content and PPC campaigns.
Example:
Keywords: “eco-friendly products,” “sustainable living tips”
SEO: Blog posts, product descriptions
PPC: Ad copy, landing pages
Step 3: Content and Budget Strategy (5 minutes)
Outline a content strategy that supports both SEO and PPC efforts.
Discuss how to allocate budgets effectively between SEO and PPC based on the given goals.
Create a brief plan for monitoring and adjusting strategies based on performance data.
Example:
Content: Blog articles, video content, social media posts
Budget: 60% SEO, 40% PPC, with adjustments based on performance metrics
