UMKDWH-15-M Search Engine Marketing Assessment Brief 2025 | UWE

UMKDWH-15-M learning outcomes assessed by this task:

1. Create a search engine marketing strategy
2. Explain how the latest practices in search marketing can increase website traffic for lead generation, customer acquisition and conversion.
3. Critically analyse, measure and report on the success of search marketing activities.
4. Execute search marketing improvements using the latest web-based tools and techniques.

Assessment Brief of UMKDWH-15-M

What am I required to do on this assessment?
Individual Search Engine Marketing Report on a small to medium sized enterprise (SME).

As a marketing consult and you will write a report to a maximum of 3,000 word so how you would implement a search marketing strategy on an SME you have selected.

This will cover both Search Engine Optimisation and Paid Search.

The organisation must be a real, existing organisation whose website needs improvement in terms of search engine optimisation and paid search – where you can really make a difference. Ideally, pick a small local business with a basic website and identify weaknesses through auditing the site using free auditing tools. Do not pick a large/multinational organisation. 

• You will need to consider your report from a strategic point of viewi.e.auditingtheexisting site(with free tools), setting SMART objectives, then discussing how you can reach your objectives. Finally, you will need to explain how these areas can be measured for control.

• You will need to cover Search Engine Optimisation (technical, content and backlinks) AND PAID SEARCH. 

• You will not run a PAID SEARCH campaign, but you should be able to explain how you could run one using the Google Ads Portal

Suggested assignment layout: 

Exec Summary (not part of word count) 

Introduction:
Background analysis:

• organisation:including the size, time operating, any usp’s,business objectives 

• industry- competitors

• market - customer segment(s)/typical customers

SEO 

• SEO Situational analysis/audit

• (using for example SEOptimer.com) explain where the organisation currently is in terms of their SEO. 

• SEO objectives: 

• from the results of your SEO audit and business objectives create SMART objectives for SEO. Explain each objective in a sentence. DO NOT create subheadings for each element of ‘SMART’

• SEO Plan (How you plan to achieve your objectives that you have just stated) 

On-page:

• keyword research: screenshots of Google Keyword Planner or SEMRush and explanation of why these keywords are relevant. 

• pre-click (SERP listings) and explanation of why pre-click is important and what best principles you have followed along with a screenshot of your pre-click listing. You can use Yoast or free online tools. 

• post-click (the actual web page itself). You will mock up a new or improved partial webpage using WordPress, Canva or other software explaining best principles you have used 

• Technical: What technical areas need improvement, or do you need to be mindful of? 

• Off page (backlinks): What is your backlink strategy? 

• Measuring and monitoring– how will you measure your SEO objectives to know if you have achieved your goals? (Screenshot library pictures of the relevant reports from: GA4/GSC/SEOptimer.com) 

PAID SEARCH

• PAID SEARCH objectives:

• Create SMART objectives for PPC Explain each objective in a sentence. DO NOT create subheadings for each element of ‘SMART’.

• PAID SEARCH Plan (How you plan to achieve those objectives) 

• Keywords: examples of transactional and commercial keywords with screenshots from Google Keyword Planner and an explanation of why these will be relevant for your PAID SEARCH AD. You can also consider keyword matching -broad, narrow etc and negative keywords. (Your paid search keywords should be different from your SEO keywords).

• Ad Copy: an example of a TEXT ONLY paid search ad you have created that links to your keywords: using best practice. This can also include assets/extensions such as call outs and/or sitelinks

• Landing Page: create a mock-up of a landing page where the user will land after clicking the ad.  This must be relevant to the ad you have created. (You may choose to use WordPress, but it could be mocked up in Canva or any similar program. This is not a web design module – so just basic layout is needed). Highlighting the best principles of Landing Page design that you have adhered to. 

• Consider rank of the ad. and explain how you could refine ads over time by explaining Quality Score and bid adjustments (location, device, and scheduling). 

• Measuring monitoring– how will you measure your PAID SEARCH objectives to know if you have achieved your goals? (Screenshot library pictures of the relevant reports from: GA4/Google Ads/GSC).