Mountain Equipment Co-op MEC Silhouette Bicycle Case Study
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
Search Marketing – Individual Assignment
Due at the start of class Week 13
marked out of 35 points
Mountain Equipment Co-op wants to increase sales of the MEC Silhouette Bicycle – Unisex by 20% in the next year.
The category page for MEC commuter bikes can be found here.
https://www.mec.ca/en/products/cycling/bikes/urban-commuter-bikes/c/1529
MEC’s target market is men and women 18 – 45 who work in the greater metropolitan areas of Toronto, Hamilton, Kitchener. These people prefer to bike to work rather than drive or take public transit. They are looking for an economical, but not cheap, bicycle that is comfortable to ride on paved roads.
For Search Marketing, MEC has a two-phase approach.
First, increase the likelihood for potential customers in the awareness/interest phase of the funnel, will find MEC commuter bicycles when they are using the Google organic search results.
Their target keyword for SEO is best commuter bike
Second, increase the likelihood that potential customers in the research/consideration phase of the funnel will investigate the Silhouette Bicycle. MEC would like to run Google Paid Search Ads.
The target keyword for paid search is best mid priced commuter bike
You have been asked to come up with recommendations for SEO and a Paid Search Campaign.
Write down your responses to each of the tasks below and submit them via Blackboard before the due date.
SEO Tasks
- What is the searcher intent for the target market? Describe the target market segment, their likely intent and what type of searcher they are. (2 marks)
- Assume MEC has 240,000 public pages. What is the inclusion ratio for mec.ca? (1 mark)
- Where does MEC rank in the Google organic search results for the target keywords? (1 mark)
- This is the top ranked landing page for the keywords. Using the onpage tactics discussed in our course, describe 5 suggested changes to this page to improve the organic rankings on the SERP?
https://www.mec.ca/en/products/cycling/bikes/urban-commuter-bikes/c/1529
Name the suggested change and describe how it might help the organic results ranking. (10 marks)
Paid Search Tasks
- What is the searcher intent for the target market? Describe the market segment, their likely intent and what type of searcher they are. (2 marks)
- For the target keyword, how many webpages are indexed in Google? How competitive is this keyword? (1 mark)
- For the target keyword, which MEC web page ranks first in the Google organic results? (1 mark)
- Write two paid search ads to meet the objective for the target keyword. Use the current format and follow Google suggested best practices. (8 marks)
- Count the number of characters in the Titles and Descriptive lines of each ad and write them down. (3 marks)
- Using the current webpage as a model, suggest what text you would add to the page in order to improve it as a landing page for each of your proposed ads. (2 sets of suggestions). Why are you making these suggestions? (6 marks)
https://www.mec.ca/en/products/cycling/bikes/urban-commuter-bikes/c/1529
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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