High Impact Assignment for Web Analytics

Learning Objectives for Web Analytics:

  • Implement strategies to drive traffic to a web site via link building, social media, viral content, paid advertising.
  • Write appropriately for users to find their web site through search engines (e.g., Google, Yahoo!, Ask).
  • Layout and design web pages to drive traffic through a web site to lead to an appropriate conversion
  • Get search engines to index pages and send traffic to a website.
  • Analyze where the traffic is coming from, who their users are, and the successes and failures to gain traffic and convert visitors.

The Project:
I will be splitting the class into groups for an in-depth research project. Each group will examine a particular website and come up with a strategy to improve its SEO/SEM strategy.

The Big Idea behind the project:
Derive and articulate a strategy for implementing SEO/SEM for a particular website.

  1. Each group will choose a site they think needs SEO (search engine optimization) and SEM (search engine marketing) help.
  2. They will discuss amongst themselves (both in class and out) what strategies they will propose. I will emphasize that they need to take certain roles in order to capture the work being done.
  3. The groups will then interview people who fall within the target demographic of their site to see if their proposed changes will make a difference
  4. They will produce a written report (which will be shared with the class via Open Lab) as well as an oral presentation to be given in class. The oral presentation will be 7-10 minutes in length, giving each team member some time to present a part of the findings.
The learning objectives:
  • Review and learn current SEO and SEM techniques
  • Learn how to apply these techniques in an appropriate manner to real-life cases
  • Learn how to gather evidence through research and interviews
  • Learn how to work within a group
  • Present findings and conclusions to a client in a professional and well-reasoned manner
The assessment:
  • I will use a rubric to grade the individual student on the project’s learning objectives.
  • I will also give the group a cumulative grade on the written report and oral presentation.


2 thoughts on “High Impact Assignment for Web Analytics

  1. I like that you will ask the students to will use the OpenLab for this project. Will they be encouraged to use DOCS to write and format the paper and then submit it as a file?
    What does “Write appropriately for users to find…” in bullet two of the objectives?

  2. Your assignment seems very intriguing I certainly want my websites to be able to maximize specific website traffic. I’m wondering if this assignment contains several sub assignments, search engine dynamics/ research interviews? I have similar issues in my assignment.

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