SEO and Google AdWords Campaign Strategic Proposal

CP3401 – Assignment 1
Student Name: ADITYA TRIPATHI

Student Number: 13900729
A. Business Profile
Name of the business Sunshine Yoga Center, Sydney.
Products/services offered Offers Yoga Instructions and Class
Characteristics of potential People Who are fitness enthusiastic, working group of people
customers
who need break from there stressful routine.
Potential benefits/aims of Website will help the business to reach out to its potential
having a website for this
business customer base, show case there offering and finally generate
leads.
B. SEO and User Friendliness

Explain why the current website is not search engine and user friendly
1. Website Page Speed:- First Thing while looking for Search engine and user friendliness
is, the website speed how fast the websites load’s first print. In Google Page Speed Insight
(developers.google.com/speed/pagespeed)[ CITATION Goo \l 1033 ] it shows the score of
41 which is very bad for the website. It needs to work on improving the website speed.
2. SEO by Sinium -:
a) Shows No Title Tag in the Webpage

b) No Meta Description
c) only one Heading Was Found
d) No Keyword Consistency was found
e) No XML site Was Found
f) No Language Was Declared with in the Code
g) Too Many Java Scripts were found[CITATION htt1 \l 1033 ].
All of these things work as a negative indicator for a Search Engine Optimization. These
need to be fixed on urgent bases.
List of specific and actionable suggestions

1. Title Tag: SEO Report Card shows the Title Tag is missing (Inspect O Element
Clt+Shift+I) Add the title between the <head>…</head> Tag.
<!DOCTYPE html>
<html>
<head>
<title> Sunshine Yoga Center Sydney</title>
</head>
<body>
2. No Meta Description was Found during SEO Checkup, missing (Inspect O Element
Clt+Shift+I ) Add the title between the … Tag. The meta description tag serves the
function of advertising copy. It draws readers to a website from the SERP, and thus is a
very visible and important part of search marketing. Crafting a readable, compelling
description using important keywords can improve the click-through rate for a given
webpage.[ CITATION Moz \l 1033 ]
<head>
<meta charset="UTF-8">
<meta name="description" content=" We are your stress busters,
come join us to see the healthy side of your life yoga for all
yoga for life. Yoga Sunshine center Sydney. We offer offers group
classes in Hot Yoga, Hatha, Ashtanga, Yin Yoga, Yoga Therapy,
Jivamukti, Mindfulness Yoga, Vinyasa, Mat Pilates, Pre-natal
Yoga, Prenatal Pilates, Mum & Baby Yoga, and Kids Yoga, all taught
by Certified instructors. We also offer private classes at our
studios or at your preferred location.">
<meta name="keywords" content=" Yoga, Yoga Center, Healthy,
Fitness">
<meta name="author" content=" Sunshine yoga">
<meta name="viewport" content="width=device-width, initial-
scale=1.0">
</head>
3. No XML Sitemap was found -: “External Markup Language” is simply a Bundle of all
the URLs in your site, XML sitemap helps google or search engines to crawl and index
your website. It tell the search engine what to crawl and what to index, where your
content was last updated etc. thus making your site more search engine friendly.
[ CITATION Nei \l 1033 ] To Add XML sitemap of your site go to any XML
generating site for example Screaming Frog [ CITATION Scr \l 1033 ] Entre the URL
(demo.wixsite.com/yoga) download the copy in xml format. And add it in your Google
Console under Crawl subheading XML sitemap.

4. Other Changes required -: <html lang="en" class> Declare the language in <html> tag
5. Use more Subheading <h1> <h2> <h3> etc
6. Remove Unused Java Script files or split your JavaScript bundles with `React.lazy()
7. To Reduce the Total Block Time, reduce the impact of third-party code Third-party
code blocked the main thread for 8,800 ms. (Pagespeed Insights, n.d.)
C. Proposed AdWords Strategy

Campaign 1
Focus for campaign 1
Focus -: Brand Awareness, Reach and Website Traffic, our focus for campaign will be
Brand Awareness, this campaign will help us to spread the words regarding a new yoga
center in Sydney. Audience group for this campaign will be bigger and wider, we will
target people who search for yoga tips, blogs related to yoga, watch yoga videos, follow
yoga related websites and social media pages. This will help us create a real buzz within
the yoga lover community in Sydney. And it is this Audience Group we will extract our
organic customers and target them in Campaign.
Keywords
Vinyasa Yoga, Yoga Teacher Training ,Meditation Instructor ,Pregnancy Yoga ,Beginner
Yoga, Hot Yoga, Aerial Yoga, Advanced Yoga, Yoga Classes, Hot Yoga, Hatha,
Ashtanga, Yin Yoga, Yoga Therapy, Jivamukti, Mindfulness Yoga, Vinyasa, Mat Pilates,
Pre-Natal Yoga, Prenatal Pilates, Mum & Baby Yoga, And Kids Yoga, Yoga studio in
Sydney, best yoga studio near me, yoga classes on Sundays, Yoga for beginners in
Sydney, different types of yoga and their benefits, yoga classes Sydney, yoga studio
Sydney, yoga for beginners near me, local yoga classes for beginners, prenatal yoga near
me, pregnancy, yoga near me, yoga NSW, strength-building yoga classes, yoga for
seniors classes yoga retreats in Sydney, NSW, Australia
Negative keywords
Yoga, Yoga on Netflix,

Text for AdWords Version 1 for an ad group
Heading 1
Sunshine yoga center

Heading 2
Yoga For All
Heading 3
We Are in Sydney
Description 1
Enjoy the Power of the Yoga Philosophies through Our Classes. Learn More.
Description 2
Practice Yoga with Experienced Teachers in Sydney. Request All Details.
Heading 1
Sunshine yoga center
Heading 2
Yoga in Sydney
Heading 3
Secret of being Healthy
Description 1
Join us in the journey of being Healthy with the Ancient knowledge of Yoga.
Description 2
From Hot Yoga to Mum & Baby Yoga, and Kids Yoga, all taught by Certified
instructors.
Daily and weekly plans for spending the campaign budget (US$250)
Weekly Average Budget = US$83
Daily Average Budget = US$11.90

Network(s) for the AdWords ads
1. Placement
1. www.marrickvilleyoga.com.au
2. northsydneyyoga.com.au
3. www.qiyoga.net
4. fitandme.com
5. yogarove.com
2. Topics
1. News
Health News
2. Health
Women's Health
3. Health
Mental Health
4. Health
Men's Health
5. People & Society > Religion & Belief
Mindfulness & Meditation
6. Health > Medical Facilities & Services
Physical Therapy
7. Beauty & Fitness > Fitness
Yoga & Pilates

Gyms & Health Clubs
Fitness Instruction & Personal Training
8. Beauty & Fitness
Target audience settings
1. Demography
2. Audiences
Ad serving options
Optimized
Keyword bidding
1. Yoga studio in Sydney- US$ 0.90
2. best yoga studio near me- US$ 0.90 (Location Sydney)
3. yoga classes on Sundays- US$ 0.35
4. Yoga for beginners in Sydney- US$ 0.90
5. different types of yoga and their benefits- US$ 0.10
6. yoga classes Sydney, yoga studio Sydney- US$ 0.90
7. yoga for beginners near me- US$ 0.90
8. local yoga classes for beginners- US$ 0.70
9. prenatal yoga near me- US$ 0.70
10. pregnancy, yoga near me- US$ 1
11. yoga NSW- US$ 0.70
12. strength-building yoga classes- US$ 0.35

13. yoga for seniors’ classes- US$ 0.35
14. yoga retreats in Sydney- US$ 0.70

Location targeting
Sydney, NSW, Australia
Aims for impressions
Daily Target 3k- 5k
Campaign target 95k

Aims for clicks
Daily Target 500 - 1000

Aims for CPC
Target Bidding at US$ 0.70
Start Bidding at US$ 0.35

Aims for CTR
100 clicks Per 1000 Impressions

Proposed success metrics
1. 2000 Website Visits in 3 Weeks
2. 100 calls Received for Query
Campaign 2
Focus for campaign 2: - Campaign Goal Lead Generation.
Focus of this campaign would be to Persuade Customers to Visit Our Center And/or Call
Through Our Call-to-Action Button, we will Narrow down the Audience We have
promoted our website to in the first campaign.
Keywords
(Most Of the keywords remain same but we will try to narrow it down to people who are
likely to join our center)
Yoga Teacher Training, Meditation Instructor, Yoga studio in Sydney, best yoga studio
near me, yoga classes on Sundays, Yoga for beginners in Sydney, different types of yoga
and their benefits, yoga classes Sydney, yoga studio Sydney, yoga for beginners near me,
local yoga classes for beginners, prenatal yoga near me, pregnancy, yoga near me, yoga
NSW, strength-building yoga classes, yoga retreats in Sydney, NSW, Australia
Negative keywords
(Negative word count will increase as in this campaign we don’t want Audience who are
not likely to visit us)
Yoga, Yoga videos,

Free Yoga Online,
Yoga Online,
Yoga Blogs,
Articles on Yoga,
Yoga at Home

Daily and weekly plans for spending the campaign budget (US$250)
Daily Average Budget = US$ 10
Weekly Average Budget
Week 1 US$ 50
Week 2 US$ 150
Week 3 US$ 50
Network(s) for the AdWords ads
Placement
1. Websites and apps: 4
App categories > Google Play
2. Health & Fitness
3. Website
jenreviews.com
yogarove.com
4. App
5. Yoga For Beginners - Yoga Poses For Beginners
6. YouTube videos and channels: 2
YouTube channel
Pri Leite Yoga
7. YouTube channel
8. Yoga With Adriene

Topic
1. People & Society
Disabled & Special Needs
2. People & Society
Women's Interests
3. Hobbies & Leisure
Outdoors
4. Hobbies & Leisure
Clubs & Organizations
5. Health > Alternative & Natural Medicine
Acupuncture & Chinese Medicine
Yoga & Pilates
7. Beauty & Fitness
Face & Body Care

Target audience settings
1. Demography
2. Audience
Affinity audiences
Sports & Fitness
Health & Fitness Buffs

Lifestyles & Hobbies
Thrill Seekers
In-market audiences
Sports & Fitness > Fitness Products & Services
Fitness Classes & Personal Training Services
Ad serving options
Optimized
Keyword bidding
1. Yoga studio in Sydney- US$ 1.5
2. best yoga studio near me- US$ 1.5 (Location Sydney)
3. yoga classes on Sundays- US$ 0.35
4. Yoga for beginners in Sydney- US$ 1.5
5. different types of yoga and their benefits- US$ 0.10
6. yoga classes Sydney, yoga studio Sydney- US$ 0.90
7. yoga for beginners near me- US$ 1
8. local yoga classes for beginners- US$ 0.70
9. prenatal yoga near me- US$ 0.70

10. pregnancy, yoga near me- US$ 1
11. yoga NSW- US$ 1
12. strength-building yoga classes- US$ 0.35
13. yoga for seniors’ classes- US$ 0.35
14. yoga retreats in Sydney- US$ 1

Location targeting
Sydney, NSW, Australia (Specify Location Target within 60 Km Radius)

Aims for impressions
Target 8000 – 11000 (in three Weeks)
Daily Target 250 - 500

Aims for clicks
Campaign Target 1000+
Daily Target 25-50

Aims for CPC
Target Biding US$ 5 (max)
Starting Target Biding US$ 1

Aims for CTR
10 call and/or Visit Per 100 Impression

Proposed success metrics
1. 200+ Calls for More Information Regarding Classes
2. 50+ In Studio Visit (In Three Weeks)

D. Reference (APA Reference)
References
Google Developers. (n.d.). Pagespeed Insights. Retrieved from
www.developers.google.com::
https://developers.google.com/speed/pagespeed/insights/?url=https%3A%2F
%2F3401demo.wixsite.com%2Fyoga&tab=mobile
Moz Inc. (n.d.). Moz.com/learn/seo. Retrieved from www.moz.com:
https://moz.com/learn/seo/meta-description#:~:text=The%20meta%20description
%20tag%20serves,rate%20for%2
Patel, N. (n.d.). Retrieved from www.neilpatel.com: https://neilpatel.com/blog/xml-
sitemap/
Screaming Frog. (n.d.). Retrieved from https://www.screamingfrog.co.uk/
Sinium, SEO Report Card. (n.d.). Retrieved from Sinium.com:
https://www.sinium.com/seo/report-card/

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SEO and Google AdWords Campaign Strategic Proposal

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CP3401 – Assignment 1

Student Name: ADITYA TRIPATHI

Products/services offered Offers Yoga Instructions and Class

B. SEO and User Friendliness

(developers.google.com/speed/pagespeed)[ CITATION Goo \l 1033 ] it shows the score of

a) Shows No Title Tag in the Webpage

c) only one Heading Was Found

d) No Keyword Consistency was found

e) No XML site Was Found

f) No Language Was Declared with in the Code

g) Too Many Java Scripts were found[CITATION htt1 \l 1033 ].

need to be fixed on urgent bases.

List of specific and actionable suggestions

Clt+Shift+I) Add the title between the <head>…</head> Tag.

<title> Sunshine Yoga Center Sydney</title>

webpage.[ CITATION Moz \l 1033 ]

<meta name="description" content=" We are your stress busters,

classes in Hot Yoga, Hatha, Ashtanga, Yin Yoga, Yoga Therapy,

Jivamukti, Mindfulness Yoga, Vinyasa, Mat Pilates, Pre-natal

by Certified instructors. We also offer private classes at our

studios or at your preferred location.">

<meta name="keywords" content=" Yoga, Yoga Center, Healthy,

<meta name="author" content=" Sunshine yoga">

Console under Crawl subheading XML sitemap.

5. Use more Subheading <h1> <h2> <h3> etc

C. Proposed AdWords Strategy

organic customers and target them in Campaign.

seniors classes yoga retreats in Sydney, NSW, Australia

Yoga, Yoga on Netflix,

Sunshine yoga center

Yoga For All

Practice Yoga with Experienced Teachers in Sydney. Request All Details.

Text for AdWords Version 2 for an ad group

Weekly Average Budget = US$83

Daily Average Budget = US$11.90

5. People & Society > Religion & Belief

Mindfulness & Meditation

6. Health > Medical Facilities & Services

7. Beauty & Fitness > Fitness

Yoga & Pilates

8. Beauty & Fitness > Fitness

Gyms & Health Clubs

9. Beauty & Fitness > Fitness

Fitness Instruction & Personal Training

8. Beauty & Fitness

Target audience settings

1. Yoga studio in Sydney- US$ 0.90

2. best yoga studio near me- US$ 0.90 (Location Sydney)

3. yoga classes on Sundays- US$ 0.35

4. Yoga for beginners in Sydney- US$ 0.90

5. different types of yoga and their benefits- US$ 0.10

6. yoga classes Sydney, yoga studio Sydney- US$ 0.90

7. yoga for beginners near me- US$ 0.90

8. local yoga classes for beginners- US$ 0.70

9. prenatal yoga near me- US$ 0.70

10. pregnancy, yoga near me- US$ 1

11. yoga NSW- US$ 0.70

12. strength-building yoga classes- US$ 0.35

13. yoga for seniors’ classes- US$ 0.35

14. yoga retreats in Sydney- US$ 0.70

Sydney, NSW, Australia

Aims for impressions

Daily Target 3k- 5k

Campaign target 95k