iLab

University of North Carolina at Greensboro

Becky Croxton, MLIS & Brandon Lewter

Web Site Analysis & Search Engine Optimization A Proposal for Seek, Inc.

September 27, 2011

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Table of Contents

1 2

Current Situation......................................................................................................... 3 Solution ........................................................................................................................ 3

2.1 2.2 Objectives & Solution Strategies ................................................................................. 3 Benefits ...................................................................................................................... 4 Methodology ............................................................................................................... 5 Schedule .................................................................................................................... 5 Resources .................................................................................................................. 5

Implementation Plan ................................................................................................... 5

3.1 3.2 3.3

4 5

Conclusion................................................................................................................... 5 Signatures.................................................................................................................... 5

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Introduction

The iLab, an innovative group of students, alums, and faculty members of the University of North Carolina at Greensboros (UNCG) Master of Library & Information Studies (MLIS) program has been developed to offer unique website related services for both non-profit and for-profit organizations throughout the United States. Through iLab, project team members are able to participate in real-life web related projects in a supportive working and learning collaborative. Though team members are affiliated with UNCG as students or alums, each individual works as an independent contractor under the guidance of a select UNCG MLIS faculty member.

Current Situation

Seek, Inc. has identified several areas of need and interest relating to website analysis and search engine optimization. These include: (1) Increase relevant traffic to website with measurable results (2) Increase website rankings in the Top 3 positions (3) Ongoing tactics (plan) for how to maintain strong Search Engine Optimization (SEO) (top 3 ranking) (4) Social Media Recommendations (detailed daily tactics for blogs/twitter/fb/li/youtube/flickr/google plus/etc) (5) Online Content Strategy recos (information architecture and information itself) At this time, the iLab project team recommends focusing on the first three points addressed above.

Solution

Given the budget and team member resources available at this time, iLab project team members propose to address items 1 thru 3 in the needs list outlined above. .

2.1 Objectives & Solution Strategies

Objective 1: Increase relevant traffic to website with measurable results Solution Strategy: o Meet with Seek, Inc. representatives to further define what relevant traffic to website with measurable results means. This conversation will need to include whether analytics software or

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other metrics are already being utilized by Seek, Inc. This will allow iLab team members to establish a baseline by which to measure any future increase in traffic. o Determine parameters for measuring results. For example: o Geographic target Emails Total hits to web page Phone calls, etc.
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If not already implemented, add analytics code (Google Analytics) to web pages coding in order to establish a baseline of relevant traffic.

Objective 2: Increase website rankings in the Top 3 positions Solution Strategy: o In meeting with Seek, Inc. representatives, determine key search terms that, when entered into a search engine, would result in a Top 3 ranking for Seek, Inc. o Conduct a website analysis in order to determine how best to adjust HTML code and page content so that appropriate search terms will bring positive results in search engine searches. o Recommend specific HTML code and page content modifications to improve SEO. o Work with Seek, Inc. web designer to determine whether iLab project team members or Seek representative will implement recommendations.

Objective 3: Ongoing tactics for how to maintain strong SEO Solution Strategy: o iLab team members will provide written recommendations and instructions for how to maintain strong SEO after the duration of this project relationship is complete.

2.2 Benefits
By implementing the Solution Strategies outlined above for Objectives 1-3, iLab project team members anticipate an increase in relevant website traffic, measurable with established criteria and placement of analytics software/code. Further, through a website analysis and implementation of coding and content recommendations, the iLab team expects an increase in the website rankings, with the ultimate goal of maintaining a position in the in the top 3.

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Implementation Plan

3.1 Methodology
iLab team members, Becky Croxton and Brandon Lewter will further define and implement the solutions outlined above in order to meet the needs of Seek, Inc.

3.2 Schedule
After an initial planning meeting between Seek, Inc. and the iLab team, work on this project will commence immediately, with a goal of having all work for this project completed by December 15, 2011.

3.3 Resources
The iLab team anticipates being able to accomplish the goals outlined above with a budget of $296, as outlined below. Becky Croxton, MLIS Brandon Lewter TOTAL $12.00/hr X 13 hrs = $156.00 $10.00/hr X 14 hrs = $140.00 $296.00

Conclusion

The iLab project team looks forward to working with you on this project. We are confident that you will be pleased with the results!

Signatures

_____________________________________________________________ Seek, Inc. Representative Date

_____________________________________________________________ Rebecca Croxton Date

_____________________________________________________________ Brandon Lewter Date

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