Capella Design is looking to reach more seniors and adults who would benefit from stylish accessible furniture. In order to do this, we need to improve our SEO through website optimization and strategic advertising on Google Search.

This will involve several different steps for the students, including:

• Understanding the target market and marketing goals of the company
• Researching Search Engine Optimization requirements for us to rank on the first page of Google
• Assisting with creation and implementation of the SEO strategy
• Updating the company website from Universal Analytics to Google Analytics 4 to properly track traffic
• Researching keywords to determine the most relevant terms that our customers search for.
• Implementing a Google Search ad campaign based on keyword research

By the end of the project, students should complete the following list of activities:

• SEO Strategy & best practices report
• Implementation of SEO best practices on Capella website
• List of the most relevant SEO keywords for us
• Assistance in updating the website from UA to GA4 analytics
• Google ad campaign implementation with a guide on best practices moving forward

Final deliverables should include

• A report containing the SEO strategy going forward as well as best practices for google ad campaigns to further increase SEO

Students will connect directly with us for mentorship throughout the project. We will be able to provide answers to questions such as:

• What SEO keywords are being used by our company now, and which keywords have been used in the past?
• How do we rank on Google based on different search terms?
• Input on choices, problems or anything else the students might encounter.