Each student will select a small, local business with a live website to be their case study for the assignment. The business should be chosen with care, as it will be used for both the SEO and the paid search presentation assignments. Here's what an ideal business looks like 1. The organization has its own domaig name and website on that domain (not just a Facebook page or Instagram profile or YouTube channel). The website has at least a few current active pages (but isn't massive-say, with more than 20 key pages) 2. Whether the organization sells products or services or is a not-for-profit, search traffic to its website is important to the organization meeting its business objectives. (Businesses that primarily rely on driving traffic to other websites or marketplaces-Amazon, YouTube, Etsy, skip the Dishes, or elsewhere are not suitable for this project) 3. It is an independent business--not a franchise or chain--so that it has the authority to make website decisions. 4. It has at least one physical location (necessary for local SEO), but not more than four or five 5. You do not need to have administrative access to the website, the site analytics, or any business data; everything we do will be using publicly available information and free tools, both for the client and for their customers and competitors. You do not need to contact the company at all. ento 6. If you do have contacts or a connection to the business, the business is open to having you explore their website for educational purposes only. You should not perform the work for pay or with the expectation of payment nor have the business expect you to share your findings. 7. The business is not seasonal or campaign or event-driven (say, a Christmas tree farm or summer concert festival or an annual conference or a contest). 8. It would be reasonable and viable for the organization to spend $100-$1,000 per month on search marketing, 9. You have to be able to assess the business objectively and be able to accept feedback on your assessment, as you will have to share on the discussion board and in your presentations--which will be viewed and critiqued by your classmates and instructor, 10. It isn't the same business as another student in this class! Once you have selected a unique company that meets the above criteria, you can claim" it on the Project Company discussion board. There are a lot of small businesses that would be suitable. Consider a service provider you rely on your manicurist, barber, yoga studio, wedding planner, caterer, tradesperson, dentist, dog groomer...), a family business, independent retailer, or a start-up. Reach out to your classmates for ideas! Each student will select a small, local business with a live website to be their case study for the assignment. The business should be chosen with care, as it will be used for both the SEO and the paid search presentation assignments. Here's what an ideal business looks like 1. The organization has its own domaig name and website on that domain (not just a Facebook page or Instagram profile or YouTube channel). The website has at least a few current active pages (but isn't massive-say, with more than 20 key pages) 2. Whether the organization sells products or services or is a not-for-profit, search traffic to its website is important to the organization meeting its business objectives. (Businesses that primarily rely on driving traffic to other websites or marketplaces-Amazon, YouTube, Etsy, skip the Dishes, or elsewhere are not suitable for this project) 3. It is an independent business--not a franchise or chain--so that it has the authority to make website decisions. 4. It has at least one physical location (necessary for local SEO), but not more than four or five 5. You do not need to have administrative access to the website, the site analytics, or any business data; everything we do will be using publicly available information and free tools, both for the client and for their customers and competitors. You do not need to contact the company at all. ento 6. If you do have contacts or a connection to the business, the business is open to having you explore their website for educational purposes only. You should not perform the work for pay or with the expectation of payment nor have the business expect you to share your findings. 7. The business is not seasonal or campaign or event-driven (say, a Christmas tree farm or summer concert festival or an annual conference or a contest). 8. It would be reasonable and viable for the organization to spend $100-$1,000 per month on search marketing, 9. You have to be able to assess the business objectively and be able to accept feedback on your assessment, as you will have to share on the discussion board and in your presentations--which will be viewed and critiqued by your classmates and instructor, 10. It isn't the same business as another student in this class! Once you have selected a unique company that meets the above criteria, you can claim" it on the Project Company discussion board. There are a lot of small businesses that would be suitable. Consider a service provider you rely on your manicurist, barber, yoga studio, wedding planner, caterer, tradesperson, dentist, dog groomer...), a family business, independent retailer, or a start-up. Reach out to your classmates for ideas