You will conduct SEO/PPC keyword research on a company named: Squatty Potty to gather

competitive intelligence and submit a report on findings.

Please use spyfu.com to conduct keyword research.

Submission Template
1. Define SEO and PPC
2. Search Engine Optimization (SEO) Keywords Research
3. Pay-Per-Click (PPC) Keywords Research
4. Content Marketing Strategy: Leveraging Keywords
5. Competitive Analysis
6. Target Audience(s)
7. Memo of Findings
8. Appendix

Requirement:
(1) Define SEO and PPC
Describe how companies are ranked/placed on search engines through SEO and PPC. Briefly
describe how marketers leverage SEO and PPC to speak to specific target audiences.

(2) Search Engine Optimization (SEO) Keywords Research

Based on your definition in component #1, describe how your keyword research in spyfu.com
can be leveraged to learn about and gain a competitive advantage in your industry.

(3) Pay-Per-Click (PPC) Keywords Research

Based on your definition in component #1, describe how your keyword research in spyfu.com
can be leveraged to learn about and gain a competitive advantage in your industry.

(4) Content Marketing Strategy: Leveraging Keywords

Describe how your keyword research in spyfu.com will impact your copywriting for other
content (offline and online). Remember that we are now writing from “pixel out to print.” Give
an example of how your keyword research can be used to write content in an offline marketing
channel.

(5) Competitive Analysis

Use keywords in spyfu.com to compare your client company to five competitors which are:
1. zjxhs.cn
2. hellotushy.com
3. maddak.com
4. summerinfant.com
5. shoppingilove.com/collections/step-stools-for-toddlers-and-kids
(put in your URL and the URLs of your five competitors into spyfu.com). Are these competitors
selected different than the competitors that spyfu.com identified? Is this information useful?
Why or why not? Who did you think your competitors were initially and were you able to
identify new competitors that can translate to new opportunities for your clients?
(6) Target Audience(s)
Describe how your keyword research will help you shape content design for specific target
audience(s). Explain how this should be incorporated into your touchpoint analysis.

(7) Memo of Findings

Describe what you learned, how you can impact your organizational marketing processes
through keyword research, and how you can gain and maintain competitive advantages.