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SEO Marketing for Glendor Inc.:

Research Project Proposal

Thao Ho, Minjoo Kim, Chantal Kok, Priya Jain, Rubén P. Arciniega
University of Prince Edward Island
BUS-4440-1: Market Research
Dr. Melissa James

February 4, 2022
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Table of Contents
Introduction 3
Scope of the problem 3
Methods 4
Secondary Research 4
Primary Research 4
Research Analysis 4
Project Plan 5
Limitations 5
Lack of Given Information 5
Time Constraint 5
Difference in Time Zone and Lack of Communication 6
Data Collection Errors 6
Conclusion 6
References 7
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Introduction
Glendor, Inc. located in Draper Utah, United States has spent the last 3 years developing
a fully automatic PHI Sanitizer. An AI-based system for automatic removal of PHI information
from medical images and metadata on customer premises (Glendor, 2021). Medical research
relies heavily on Big Data – a large volume of training and testing data is required to build an
automatic medical diagnostic tool using advanced Machine Learning techniques (Glendor,
2021).
Health Information (PHI) in medical images constitutes a significant hurdle to sharing
and aggregating data. Due to sheer volume of the datasets, manual removal of PHI is not scalable
and building a tool for automatic PHI detection, deletion and masking is crucial (Glendor, 2021).
Although Glendor has gained great traction in such a short amount of time the potential for
growth is exponential. Glendor has yet to dedicate efforts specifically towards marketing and has
experienced difficulties acquiring new customers and brand awareness. Additional factors are
believed to play a key role in Glendor’s current challenges. Following preliminary research on
Glendor’s current online presence and meeting with Julia Komissarchik, the CEO of Glendor,
contributors to the company's current struggles had come to the surface and can be defined as the
following.
● Limited channels to reach customers
● Lacking previous marketing research
● Well-established competitors i.e. Google and Amazon
The concerns stated above will act as a framework in the development of a
comprehensive marketing strategy designed for Glendor. Both primary and secondary research
will be conducted, in order to obtain an extensive understanding of future marketing and
business opportunities for Glendor Inc.

Scope of the problem

In order to develop the following research project, a thorough investigation was

performed to understand Glendor Inc.’s main management problems. Glendor wants to attract
more customers to their current client base and increase sales. Glendor has indicated that they do
not sufficiently focus on marketing strategies and other social activities to acquire more clients.
Glendor needs a better understanding of the sector where the company is developing. The health
field is an excellent opportunity to open a business, but it can be challenging to introduce a brand
within it. Glendor has mentioned that they lack information on their website; a website is an
important tool to raise brand awareness. Moreover, Glendor does not currently utilize enough
channels to attract customers or focus on a defined target market.
These management problems helped develop a set of research aims:
● Use Search Engine Optimization (SEO) and expand the website
● Learn more about client needs
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● Understand the healthcare market better to target customers

This report will address the research question: what SEO strategy would get the most
clicks for Glendor’s website? The target market that will be explored in the research will be
small clinics that offer healthcare scan services, such as x-rays. Answering this question will
contribute to attracting more customers. It will also give an idea of the key factors to build more
brand awareness and help understand Glendor’s target market. In the end, this will lead the
company to develop a successful marketing strategy.

Methods
Secondary Research
Secondary research will be conducted to obtain information about SEO and how it can be
used to attract customers. Articles online will be reviewed to gain more knowledge on SEO
marketing and optimization. The company website will be reviewed to determine keywords that
will be used in the SEO. Industry reports will be analyzed to find relevant keywords, keyword
phrases, and metadata that are used by customers. Competitor websites will be explored to find
content and headlines that are common in the industry, in order to gain knowledge of possible
website improvements to improve Glendor’s SEO.

Primary Research
After collecting secondary research, primary research will be conducted to compare
different SEO strategies. The ranking of the website on Google and the number of clicks the
website obtains will be collected over a period of time, with different SEO optimization
techniques.
In addition, questionnaires will be emailed to healthcare workers where the participants
will indicate which keywords, phrases, website headlines relate more to their needs. They will
choose from a selection of words in closed-ended questions and also input search criteria that
they would use in open-ended questions. At the end of the questionnaire, there will be questions
asking personal information such as age, gender, profession, and industry in which they work.

Research Analysis
The secondary research utilized will be selected by which information is popular and
consistent among many sources.
The comparison of SEO strategies research obtains quantitative data. The closer to a #1
ranking, the better the website’s performance. Better SEO will be indicated with a higher number
of clicks.
From the questionnaires, the multiple-choice questions will be analyzed by counting the
number of times the participants select each answer. The most selected answers will be the most
popular items used for SEO. After collecting the open-ended answers, keywords from the
participants' phrases will be extracted and answers with similar phrases will be combined. The
frequency of the answers will be compared.
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Project Plan

Limitations
Lack of Given Information
The only accessible information online can be found on Glendor’s website. As the main
social media account of Glendor is LinkedIn, too little information is given regarding the
company’s social activity and announcements. Therefore, it will challenge the team to collect
secondary data and other relevant resources. To overcome this obstacle, the team can generate
primary data, including designated surveys and questionnaires to analyze and gain more insights
into the company.

Time Constraint
The given time of three months could be a restraint on the research team from gathering
adequate data to build up a fully comprehensive report. Moreover, the research team mostly
consists of fourth-year students dealing with several projects simultaneously and having
additional part-time jobs. Time constraints can create a barrier for the team to have a regular
meeting due to conflicts in schedules. To handle this issue, the team should come to an
agreement of setting up a fixed meeting time that fits everyone’s schedule, and each member will
be fully responsible to complete the assigned task on time.
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Difference in Time Zone and Lack of Communication

The difference in time zone between PEI and Utah can impose difficulties for the
research team to arrange a meeting with Glendor’s founder and ask for further information.
Although the Q&A meeting with Julia Komissarchik was a precious opportunity to gain more
insightful data relating to the company, the research team still needs to acquire further
information since the members have no first-hand knowledge about the medical field and AI
technology. This could impact significantly on the team’s final report. The team can overcome
this by devoting more time to research and finding appropriate ways to reach out to the
company’s founder and other stakeholders for information gathering.

Data Collection Errors

When collecting primary and secondary data, there will be bias in the data and collection
methods. The questionnaires could include the following biases: lack of responses, accessibility
issues to the questionnaire, dishonest answers, unclear or misleading questions, low response
rate, intentionally skewed answers, administered to biased or incorrect audiences, and other
external factors that influence the responses. Errors in data analysis can occur by mis-coding
and/or mis-counting the data.

Conclusion
In order to produce a thorough marketing strategy that will effectively aid Glendor to
accumulate a larger customer base, an international scale on the project's timeline, objectives and
methods will be taken seriously and held to a high standard. The details presented in this
proposal will be strictly followed with the intent of expanding insights and efficiently assessing
Glendor broadening into additional marketing segments or expanding within the current
segment.
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References

Glendor Inc. (2021, October 26). Home. Glendor. Retrieved February 4, 2022, from
https://glendor.com/