Technical assignment (TA) for the contractor on SEO, contextual advertising (PPC), and analytics
Project: SEO optimization of the website + contextual advertising and analytics
Website bulbashka.com, wordpress.
The website has just been launched.
Geolocation – Kharkiv
1/ SEO
Project goals:
Technical check of the website
Increase organic traffic to the website.
Improve the website's positions in search engine results.
Increase the website's visibility for key queries.
Enhance user experience (UX) and conversions.
Main tasks:
1. Collection of semantic core:
Keyword research: Conduct keyword research related to the business and target audience using tools (Google Keyword Planner, Yandex.Wordstat, Ahrefs, SEMrush, Serpstat, Ubersuggest). Specify software.
Competitor analysis: Analyze competitors' keywords and strategies. Specify software.
Classification and grouping: Divide keywords into categories and subcategories, group them by semantic clusters.
Keyword selection: Analyze query frequency, competition, and seasonality, select the most relevant keywords.
Prepare a report “Seasonality chart and trends”.
Creation of semantic core: Compile a final list of keywords for each page of the website.
2. Optimization of website structure:
URL structure: Ensure that URLs are clear, short, and contain keywords.
Navigation: Improve website navigation for user and search engine convenience.
Sitemap: Create and submit an XML sitemap to Google Search Console and Yandex.Webmaster.
robots.txt file: Configure the robots.txt file for proper website indexing.
3. Meta tags and content:
Title and Description: Optimize meta tags (title and description) for each page of the website considering keywords.
H1, H2, H3 headings: Ensure that headings are logically structured and contain keywords.
Content: Optimize existing content and create new content, considering keywords, ensuring uniqueness and usefulness for users.
Images: Optimize images (sizes, alt tags) to improve SEO and website performance.
4. Internal and external links:
Internal links: Create internal links to improve navigation and distribute link weight.
External links: Develop a strategy for obtaining quality external links (link building).
5. Technical SEO:
Website loading speed: Optimize page loading speed (use tools such as Google PageSpeed Insights).
Mobile optimization: Ensure that the website is fully adapted for mobile devices.
Structured data: Implement structured data (schema.org) to improve website visibility.
SSL certificate: Ensure that the website uses SSL for secure connection (https://).
6. Web analytics:
Setting up Google Analytics: Install and configure Google Analytics to track traffic and user behavior.
Setting up goals: Define and set up goals and conversions in Google Analytics.
Google Search Console: Set up and use Google Search Console to monitor the website's status in search results.
Monthly reports: Provide monthly reports on completed work, changes in traffic, keyword positions, and achieved goals.
Connecting Facebook analytics to the website: Set up Facebook Pixel and Open Graph tags to improve content display in social networks and advertising.
Notes:
All changes and suggestions must be agreed upon with the client before implementation.
All reports must be provided in electronic form and contain a detailed description of the work performed and its results.
2/ PPC
1. Competitor analysis
1.1. Data collection
Use tools for analyzing competitors' contextual advertising, such as Serpstat, SEMrush, Ahrefs. Specify software.
Identify the main keywords for which competitors are placing ads.
Gather information about competitors' advertising campaigns, including ad texts, landing pages, budgets, and bidding strategies.
1.2. Keyword analysis
Identify the most popular and effective keywords of competitors and compare them with your own offers (services, prices, presentation format).
Identify keywords that can bring high conversion.
1.3. Ad analysis
Analyze competitors' ad texts, highlighting their strengths and weaknesses.
Evaluate the creative elements of the ads (headlines, descriptions, calls to action).
1.4. Landing page analysis
Study the structures and content of competitors' landing pages.
Identify elements that increase conversion (design, navigation, calls to action).
1.5. Competitor analysis report
Prepare a report with the results of the analysis, including all key findings and recommendations. Period – at least once a month.
2. Analytics setup
2.1. Installation of analytics tools
Install Google Analytics, agree on and configure basic parameters (goals, filters).
Integrate Google Tag Manager for tag management (plugin for wordpress SiteKit)
2.2. Setting up goals and events
Define and set up goals (conversions) in Google Analytics.
Analyze the sufficiency of CTAs.
Set up event tracking for important user actions (clicks, forms, transitions, time, exit point). Statistics on page visits, individual elements, pop-ups, etc., the most visited points of the site after which CTAs were completed, activated (where the visitor was before the target action was performed)
2.3. Setting up reports
Create custom reports and dashboards in Google Analytics to monitor key metrics.
Set up automatic report sending via email. Period – at least once a week.
3. Setting up advertising campaigns
3.1. Creating accounts and campaigns
Set up an account in Google Ads.
Set up basic campaign parameters (budgets, targeting, scheduling).
3.2. Keyword selection
Create a list of keywords based on competitor analysis and your own data.
Use tools for keyword selection and effectiveness assessment (Google Keyword Planner, Serpstat).
3.3. Creating ads
Write ad texts, focusing on competitors' strengths and unique selling propositions.
Create several variations of ads for A/B testing.
3.4. Bidding setup
Define and agree on bidding strategies depending on campaign goals (CPC, CPA, ROAS).
Set up automatic rules and strategies for expense optimization.
3.5. Remarketing setup
Set up remarketing to target users who have already visited the site.
Create remarketing lists and set up special campaigns for them.
3.6. Promoting the profile on Google Maps (Google My Business)
4. Monitoring and optimization
4.1. Daily monitoring
Track key campaign metrics (CTR, CPC, conversions, expenses).
Check the status of accounts and campaigns, making necessary adjustments.
4.2. Weekly analysis and reports
Analyze campaign results, identifying strengths and weaknesses.
Prepare weekly reports with key metrics and recommendations.
4.3. Campaign optimization
Make changes to bidding strategies, keywords, ad texts based on analytics data.
Conduct A/B testing of various campaign elements to improve results.
4.4. Feedback and adjustments
Gather feedback from the client, discuss results, and make necessary changes to the strategy.
5. Final report and recommendations
5.1. Preparing the final report
Prepare a detailed report with the results of all stages of work, including competitor analysis, analytics setup, advertising campaigns, and optimization.
5.2. Recommendations for further actions
Provide recommendations for further development of the advertising strategy, including possible directions for expansion and improvement, as well as the need for website changes.