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Fall 2016

Prerequisites:

B341

Faculty Name & Info:

W. Kent Lundin

  • B.S. Accounting BYU, MBA BYU
  • Former Vice President of Marketing for Capsoft Development Corporation
  • Former staff accountant at the accounting firm of Ernst & Whinney (now Ernst & Young)

Office:

Smith 312
(208) 496-3635

Email:

lundink@byui.edu 

Office Hours:

By appointment

Text:

None:

Course Description

Objectives

Upon successful completion of this course a student should be able to do the following:

Evaluation  

Pre-Campaign Strategy

30

Post-Campaign Summary Report

70

Mini Projects 2@ 10 points

20

AdWords Final Exam

50

Participation

50

Peer Evaluation

+-30

Oral Team Exam

30

Exam

50

Total

300

 

Grades

 

B+ 87%

C+ 77%

D+ 67%

F <60%

A  93%

B   83%

C   73%

D   70%

 

A- 90%

B- 80%

C- 70%

D- 60%

 

NOTE:  No rounding--if you get 89.999999%, that is a B+

Class Policies

Late assignments will be marked down by 20%†† No work accepted more than one week late.

If an assignment is late due to a medical emergency or family tragedy, leave a message on my answering machine and I will work with you.Trips home, etc are not excuses for late work unless emergencies exist, so plan accordingly.You may turn work in early if you are planning to miss a class.†††††††††††††††††††††††  

The Code of Honor and Dress & Grooming standards apply and will be enforced.††

Policy on Sexual Discrimination/Harassment

Title IX of the Education Amendments of 1972 prohibits sex discrimination against any participant in an education program or activity that receives federal funds, including Federal loans and grants. Title IX also covers student-to-student sexual harassment. If you encounter unlawful sexual harassment or gender based discrimination, please contact the Personnel Office at 496-1130.

Reasonable Accommodation for Students with Disabilities:

Brigham Young University-Idaho is committed to providing a working and learning atmosphere which reasonably accommodates qualified persons with disabilities. If you have any disability which may impair your ability to complete this course successfully, please contact the Services for Students with Disabilities Office, 496-1158. Reasonable academic accommodations are reviewed for all students who have qualified documented disabilities. Services are coordinated with the student and instructor by this office. If you need assistance or if you feel you have been unlawfully discriminated against on the basis of disability, you may seek resolution through established grievance policy and procedures. You should contact the Personnel Office at 496-1130.

 B451 Tentative Class Schedule
Online Business Process SEM Dash Board Domains

 

9/12

Internet Marketing Overview
Preparation: Read Internet Marketing 101, view What is Internet Marketing in Simple English, view The Internet Marketing Tree
Reference: Set up the web tracking codeAdWords Certification Program Learning Center, SEJís Periodic Table of SEO Success Factors Working for Google OMAPBeginners Guide to SEOThe Evolution of Search Big Search Companies Woo Small BusinessesSEM/PPC Jobs, A Day In the Life of a Digital Marketer and What is Digital Marketing

9/14

SEO Intro
Preparation: View What is SEO and How Does It Work?How Search WorksHow Search Works the  Story and What is SEO. Come prepared to discuss how Search works and what you think motivates Google.

Advanced Reading: The Definitive Guide to Local SEO

9/19

Your Website Overview
Go to lawrencepestcontrol.com and become familiar with the site. Be sure you can explain what you think the owners of the site want users to do.  From what you learned about SEO, what do you think would help a site like this be successful?  

In-class Exercise: You will be creating a website like the one above that you will doing SEO work on. You need to choose a city for that website.  From experience, we have found that it works best to choose a city that has a population from about 50,000 to 70,000. Too large of cities have too much competition for us to see SEO results in the time frame of this class. Too small of cities don't get enough searches.

You can go to American Fact Finder to check the population of cities that you are considering. I will have you enter the city into a Google Doc in class.

If you would like to use a Google tool to see how many searches a keyword is getting, you should watch this video How to Use the New Keyword Planner.

9/21

Setting Up Your Website

You should do you best to the do the following before class:

  • Sign up with a web host
  • Choose a domain name
  • Install WordPress

Preparation: Watch How to Make a WordPress Website 2016 - Introduction so you can know why we are working in WordPress and so you can get an overview of building a website in WordPress. Next set up you web host with whichever host you choose, but I recommend iPage because you can get hosting and a domain for less than $25 for one year. If you don't know what hosting and domain name even means or if you want a little help watch Set up Your New iPage Hosting Account. You should set up your account if you can(look at the next paragraph for help with choosing a domain name). If you can't you will be behind in the next class period and have to work a little harder to catch up. 

I recommend that your domain name includes your city name, pest, and control or exterminator. It should be a .com too. It might look something like rexburgpestcontrol.com or pestcontrolrexburg.com.

Once you have signed up of hosting, you should go to you control panel by clicking on the link in your confirmation email and install WordPress.  Watch the Installing WordPress video to learn how.

9/26

Preparation: Before you come to class you should do the following (It's a lot of work so start soon and work together):


00:00:00 - 1. Introduction (You should have already done this)
00:12:03 - 2. Domain Name & Hosting (You should have already done this)
00:23:59 - 3. Install WordPress (You should have already done this)
00:30:05 - 4. Login To WordPress
00:33:33 - 5. Change Your Password
00:34:45 - 6. Update WordPress
00:35:49 - 7. Delete Plugins
00:37:05 - 8. Theme Overview & Installation
00:41:58 - 9. Delete Pages
00:43:19 - 10. Add Pages
00:56:04 - 11. Rearrange Menu
00:59:50 - 12. Site Title & Tagline
01:03:14 - 13. Create a Logo
01:10:47 - 14. Edit Header
01:15:18 - 15. Edit Footer
01:18:24 - 16. Change Background
01:19:28 - 17. Understanding Plugins
01:22:16 - 18. Install Beaver Builder
01:25:00 - 19. Create Home Page
01:52:46 - 20. Create About Page
02:18:13 - 21. Create Services Page
02:35:11 - 22. Create Contact Page

Go to How to Make a WordPress Website 2016 page for each of these videos. 

9/28

Website Creation

There will not be any class today because I will be at Badger Creek.

Please create your website so you can submit the Initial Website Project. Below are the instructions for the project.

Using WordPress, create a Website that has at least the following pages:

  • Home
  • Some sort of services or products page
  • About
  • Contact

Each of these pages need to have some text and some pictures. The text doesn't need to be perfect yet, but there should be some.

Complete the Initial Website Project on iLearn by 9/30

10/3

Initial Keyword List
Preparation: Go to Terminix.com's pest control section and become familiar with a national pest control website. Write down 4 or 5 keyword phrases that you would think would be good keywords for a pest control website. Enter those keywords in Google's keyword planner to determine how many searches each word would get. Review the New Keyword Planner video if you need a refresher on how to use it. Try to determine which would be the best keywords and why. Come with questions.

Reference: Rethinking Search: Keyphrases & Long Tail Ė Avinash Kaushik and Why We Canít Do Keyword Research Like Itís 2010

10/5

Keywords and Silos

Preparation: Read the Introduction of Backlinko's Keyword Research: The Definitive Guide and Bruce Clay's Siloing - How to Structure Your Website. Come to class with a sketch of your Niche Cloud Map, 4+ body keywords, and the pages of your website that you want to optimize those 4 or more body keywords for.

10/10

Match Keywords to Pages

Preparation: Read Backlinkoís Long Tail Keywords and Commercial Intent articles.

Optional preparation (if you are loving this and want to be an expert): Read Keyword Competition and Keyword Research Tools.

Project: Complete the Match Keywords to Pages project in iLearn.

10/12

On-Page SEO Using Yoast

Preparation: Login to edit WordPress site and add a new plugin called Yoast SEO. Watch the Yoast SEO Plugin video to see how. Next, go to one of the pages you will be optimizing and do the following so your turn all or almost all the circles green:

         Enter your Focus Keywords in the Yoast SEO section.

         Edit the title and description in the Snippet Editor of Yoast.

         Add the necessary content using Beaver Builder to change the dots to green.

         Read how to write a good Title Tag.

         Read How to create the right meta description.

10/17

On-Page SEO Using Yoast Cont.

Preparation: Continue to work on your on-page SEO by using Yoast SEO. For your next project you will need to have FIVE green circles for FOUR of your pages to receive a grade of "B+." You will need more to get an "A." Also, you should read The Rules for Using Photos from the Internet to ensure that your images are legal. I know this is a UK publication, but it seems have U.S. rules and it is much easy to read and understand than the other posts I found.

10/19

Submit Your Site to Google

Preparation: You will set up your Google Search Console account and install Google Analytics on your site. We will begin in reverse order by having you first install Google Analytics on your Site. Watch the How to Install Google Analytics for your Wordpress Site video and follow the steps. If you need more detail go to How to Install Google Analytics in WordPress for Beginners. Once you have Analytics working follow the Set up your Search Console account steps to set up your Search Console. Now go to Add Your URL to submit it to Google. If you get stuck, please come to class with questions.

10/24

Index and Ranking

Objective: Get pages indexed and check how they are ranking on Google.

Preparation: Open Google Search Console. Read the help on Index Status report. Use Search Console to determine whether or not your pages are in the Google index.Next do a search on your focus keywords to determine if your pages are ranking and, if so, where they are ranking.

10/26

Search Console

Objective: Learn to use Google Search Console to ensure that pages have been indexed.

Preparation: Insert Search Console article and have students determine their index status.

 

Assignment Due: Rank and Index Status

11/31

Link Building-The What and Why

Preparation: Read Chapter 1 of Mozís The Beginnerís Guide to Link Building.

11/2

Link Building Basics and Strategies

Read: Every Link Building Strategy You Need to Know in 2016. Come prepared to tell which tactic you would do first and why. Also, Use serps.comís Keyword Rank Checker to determine where it says at least one or two your pages rank (I think you only get 5 free tries).

11/7

Creating Video Content

Preparation: Read This article on making a video for your business. Watch this pest control video as an example of video that you could make. Make a video for your website and submit it on the Creating Video Content Assignment.

11/9

Infographics

Preparation: Soon you will have to produce an infographic for your website so do the following to learn how. Read 12 Reasons Why Infographics Still Matter in SEO. Watch Create an infographic in 4 Minutes or Less and How to Create an infographic in minutes (updated). At first I will have you put this infographic on one of the pages on your website, but soon I will have write a blog post that will feature this infographic and you will move it there.

Reference: Todayís Most Stunningly Useful Marketing Infographics

11/16

Writing a Blog Post

Preparation: Read 7 Secrets of Professional SEO Article Writers. Start writing a blog post and come with questions.

11/22

Blog Post Assignment

See iLearn.

11/28

Promoting Your Post

Preparation: Read Ways to Promote Your Blog Post Right After You Publish It

11/30

Promoting Your Post and Social Media

Preparation: Read Does Social Media Affect SEO? Matt Cutts AnswersA Model for Link Building Beyond Great Content and 6 Social Media Practices That Boost SEO. Come to class prepared to tell how many actual links you have to your post or other pages on your website.

 

Reference: Link Building Tactics: The Complete List and Ranking Tracker

12/5

Guest Blogging

Read The Definitive Guide to Guest Blogging and come to class with questions about how you could do a guest post for your site.

5/16

Landing Pages that Convert

Preparation: Read How to Create a High Converting Landing Page. Write the text for your page so it will convert well using the following steps:

1.    Pretend like you are the target market for the web page and think of what you would want to know. Make an outline.

2.    Good to competitors pages to refine and or expand your thinking. Update your outline.

3.    Write your headline with as a unique of value proposition as possible in this situation.

4.    Write your core benefits statement

5.    Combine steps 4 and 5 from the article to link to the contact form.

6.    Donít worry about steps 6 and 7 yet. We will work on them later.

Come to class with your page complete and ready to be evaluated.

5/18

Links

Preparation: Read The Beginners Guide to Link Building, Internal Links, Relative Link Juice, How Does Linking to Another Website Affect SEO?, and keep making your site better.

5/23

Webmaster Tools

Preparation: Read and view Google Analytics 101 and Search Console Course

Site:URL to determine if indexed

 

Reference: Beginner's Guide to Webmaster ToolsMake sure Google can crawl your siteMonitor and manage your site, and How to Use Google Webmaster Tools to Maximize Your SEO Campaign.  See if you can set your site up in Webmaster Tools before class.

5/25

Google Analytics

6/1

Introduction to AdWords

Preparation: Read AdWords Overview, view What is AdWordsFive Pillars of AdWords Success, read Structure Your Campaign to Mirror Your Website.  Login to Google AdWords.  Come prepared to create an AdWords campaign.

Reference: Google Revenue Infographic

6/6

Keyword Research - AdWords

Preparation: Read How Keywords WorkHow Similar Keyword Match to Search TermsAdd Negative Keyword to Your Campaign, and How to Build the Best Keywords List.  Come to class with 5 keyword phrases for your ad group. You should also have one negative keyword. I will call some of your to share yours in class.

Reference: Using Keyword Planner to Get Keyword Ideas and Estimate Traffic and the AdWords Keyword Help Page

6/8

Ads and Ad Groups

 

Preparation: Read Create a New Text AdThe Components of a Text Ad, and Tips for Creating Successful Text Ads. View Writing Ads that Attract Customers. Read Organizing Campaigns and Ads in Your Account. Write an ad for each of your ad groups.  AdWords Policy Center and Text Ads. Be prepared to present that ad to the class and to defend why it is a good, relevant ad.

6/13

Quality Score and Account Structure

 

Read Check and Understand Quality Score, Improve Your Ad Quality, Ad Rank, view Search Advertising With Google: Part 5 Ad Rank Explained, Search Advertising With Google: Part 6 Ė Determining Click Cost and Structure Your Campaign to Mirror Your Website.  By the start of class, you need to have an Ad Group with keywords and at least one ad completed. Choose your "best" keyword, tell what its quality score is, and tell why you believe it is what it is.  I will choose a few of you to show your campaign and your keyword with the highest score to the class.  Please be ready.

6/15

ROI, Conversions, and Landing Page Quality

 

Read: ROI, Understanding conversion tracking, Set up conversion tracking, and Understanding landing page experience. Do your best to set up conversion tracking on your contact us page.  It would be really cool if someone could figure out how to do the mobile phone conversion tracking.

 

Reference: PPC ROI Calculator

6/20

Blogging and SEO

Preparation: Study and understand A Simple Step-by-Step Guide to SEO. You should notice that on-page SEO usually comes first and that link building and social media comes next.  Be prepared to tell why you think the SEO is typically done in that order. Read Can Blogging Be Your Secret Weapon For Local SEO?

Create an outline and/or rough draft for a blog post about some aspect consulting that you feel would be relevant to your website.  The post should include content that is appropriate to people in the upper end or top of your sales funnel.  Read this article on the marketing funnel to help you understand what that means. It may seem strange to refer to a post about consulting on your social site, but you could preface it by saying that this is something you are learning about in one of your classes.

We will discuss why it would help SEO to link your social site to your blog post.

6/22

Blogs and Social Sharing

 

Read the How to Write a Blog Post and complete the first draft of your blog post. Read 4 Effective Ways to Boost Traffic by Adding Social Share Buttons. Read What is Page Authority and What is Domain Authority. Submit the Draft of your Blog Post on iLearn.

6/27

Link Building

Read Why Link Building Matters

6/29

Social Media Marketing

Preparation: Read Chapters 1-3 of Mozís The Beginnerís Guide to Social Media.

7/6

Social Media: Visit from Lauren and Gordon Brennen of Laurenís Latest.

7/11

Stukent 2

Complete Round 1 of the Simulation. You should refer to the following to help you complete this round as effectively as possible:

 

 

 

7/13

Stukent 3

Introduction to AdWords and Keywords
Preparation: Read AdWords Overview, view What is AdWordsFive Pillars of AdWords Success, read Structure Your Campaign to Mirror Your Website.  Login to Google AdWords.  Come prepared to create an AdWords campaign.ReferenceGoogle Revenue Infographic

Off-page SEO Especially Social:Preparation: Read What is SEO (be sure to watch the video, to study the "Periodic Table of SEO" and to click on and read Chapter 6 on Social media).  Create a blog post on your pest control site.  To create a Blog Post in WordPress, select "Add New" from the Posts section and write your post.  We will talk about sharing that post in social media.

7/18

Stukent 4

Keyword Research
Preparation: Read How Keywords WorkHow Similar Keyword Match to Search TermsAdd Negative Keyword to Your Campaign, and How to Build the Best Keywords List.  For your new pest control website, develop a list of 30 keywords and break that list into four ad groups. You also need to have one negative keyword per Ad Group.  You should build this list individually first then meet with your group and come up with a list of at least 30 keywords broken into at least four ad groups.  You need to have this done at the beginning of class so you can have John or Rick approve it.  I have attached a spreadsheet in iLearn for you to create the list in.ReferenceUsing Keyword Planner to Get Keyword Ideas and Estimate Traffic and the AdWords Keyword Help Page

7/20

Stukent 5Ads and Ad Groups
Preparation: Read Create a New Text AdThe Components of a Text Ad, and Tips for Creating Successful Text Ads. View Writing Ads that Attract Customers. Read Organizing Campaigns and Ads in Your Account. Write an ad for one of your ad groups. You may need to refer to these two reference pages to determine what is allowable in a text ad: AdWords Policy Center and Text Ads. Be prepared to present that ad to the class and to defend why it is a good, relevant ad.

Stukent 6 Quality Score and Account Structure
Read Check and Understand Quality ScoreImprove Your Ad QualityAd Rank, view Search Advertising With Google: Part 5 Ad Rank ExplainedSearch Advertising With Google: Part 6 Ė Determining Click Cost and Structure Your Campaign to Mirror Your Website.  By the start of class, you need to have an AdWords account created.  You need to have at least four ad groups with at least one ad per group and multiple keywords per group.  Choose your "best" keyword, tell what its quality score is, and tell why you believe it is what it is.  I will choose a few of you to show your campaign and your keyword with the highest score to the class.  Please be ready.

Final SEO Day

ROI, Conversions and Landing Page Quality
Preparation: 
Read: ROIUnderstanding conversion trackingSet up conversion tracking, and Understanding landing page experience. Do your best to set up conversion tracking on your contact us page.  It would be really cool if someone could figure out how to do the mobile phone conversion tracking.

.

Optimization
Preparation: View Making 10 Minutes Count On Your AdWords Account.  Read OptimizationImprove keywordsBasic AdWords Optimization ChecklistGroup your adsWrite great ads,  Be prepared to show what you have done to optimize your campaign.  Please try to show results.Advanced Preparation (optional): Two Simple Keyword Bidding Strategies.  Modified Broad Match

 

Social Media, Blogging, and SEO
Preparation: Study and understand A Simple Step-by-Step Guide to SEO. You should notice that on-page SEO usually comes first and that link building and social media comes next.  Be prepared to tell why you think the SEO is typically done in that order. Read Can Blogging Be Your Secret Weapon For Local SEO? Create an outline and/or rough draft for a blog post about some aspect of pest control that feel would be relevant to your website.  The post should include content that is appropriate to people in the upper end or top of your sales funnel.  Read What is Top of Funnel... to help you understand what that means. It may seem strange to refer to a post about pest control on your social site, but you could preface it by saying that this is something you are learning about in one of your classes. We will discuss why it would help SEO to link your social site to your blog post.

 

Reference: How Can The Value of Top-of-Funnel Channels be Measure Ė Whiteboard Friday

Blog Post Rough Draft

Research and decide on a blog post topic. Come to class with a rough draft of the post. You should shoot for at least 350 words. You may want to refer to How To Write The Perfect Business Blog Post

6/13

Work day

6/16

 

6/19

 

 

Adwords Tool box

Learn about AdWords
Preparation:
Learn about AdWords
View the "
Getting Started with Google AdWords" video
Class Resource:
AdWords Learning Center (Go through as much of these as you would like) Lesson Catalog
In-class exercise: Create a Google AdWords campaign
instructions

Google Adwords Basics
Read
American Meadows Success Story
Read at least steps 1-3 in
Tips for Success
In-class exercise:
American Meadows Campaign Exercise

Keywords
Read as much of
Generating and Editing Keywords as you can or would like to know, but be sure to read "What are the steps to creating a keyword list?" and "What are keyword matching options?"
Due:
Discovery Project (milestone #1)
Introduction of
Keyword Mini Project

 

Keywords

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