Assignment Task 2: Search Engine Optimization Report

Course code and name: MKTG1420 Digital Business Development

Submission Due Date: (Week 8) August 18, 2025 (Monday), 11:59 PM

Type: Individual Report (MS Word or PDF)

Length: 2,000 words, including table of content, headings and subheadings, figure and table captions, headings,
subheadings, header, footer, and appendices (excluding cover page and reference list)

Feedback mode: Written feedback

Late work:

Late submissions of assignments without special consideration or an approved extension will automatically receive
a penalty deduction of marks. Late submissions will be penalized at a rate of 10% of the total possible marks for the
assessment, per day late, and are calculated on an ‘hourly’ basis, regardless of whether the submission is seconds
or minutes late after the designated deadline. This means that a penalty of 0.42% of the total possible mark for the
assessment, per hour, will be applied to a late submission. For example,

Scenario 1: If an assignment is worth 40 marks and is submitted 1 day late, a penalty of 10% or 4 marks will apply.
This will be deducted from the assessed mark.

Scenario 2: If an assignment is worth 40 marks and is submitted 30 mins late, a penalty of 0.42% or 0.17 marks
will apply. This will be deducted from the assessment mark.

Scenario 3: If an assignment is worth 40 marks and is submitted 3 hours late, a penalty of 1.26% or 0.5 marks will
apply. This will be deducted from the assessment mark.

Learning Outcomes Assessed

CLO2: Understand how to use various tools on the Internet as a strategic resource to attract and retain consumers
CLO3: Explain how an Internet Marketing strategy fits into an organization’s overall marketing framework and
understand the performance metrics
CLO4: Engage in Search Engine Optimization, Search Engine Marketing, and website design to optimize the
customer experience.

Ready for Life and Work

This assignment prepares you

Explore new ideas, new technologies, and new strategies in the world of business.
Integrate and apply theoretical knowledge with professional practice using digital and marketing tools.
Develop analytical thinking that enhances learning and employability opportunities.

Assessment Details
Purpose. The assessment aims to demonstrate competence in course learning outcomes CLO2-CLO4 by completing
an individually prepared report that analyses the search engine visibility of a website/webpage and recommends SEO

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 enhancements to improve its SERP ranking.

Tasks. Select a business with an established online presence and an active website. Review the content of one specific
webpage and analyze its effectiveness in reaching the target audience. Based on audience analysis and thorough
keyword research, provide actionable SEO recommendations to enhance the webpage’s visibility and ranking in
Google’s search engine results. Focus on optimizing SEO factors to align with search intent and drive improved
performance.

The primary language of the selected website must be English. Do not choose an English version of a website that
primarily targets non-English-speaking customers (e.g., a Vietnamese website translated into English), as the target
audience would typically use keywords in their native language (e.g., Vietnamese keywords).

You are highly encouraged to explore various free/trial/freemium version tools to support your answer. Using
paid/premium tools is unnecessary and does not guarantee a higher mark. Properly document how you use the tools
(e.g., screenshots of the features/functions or relevant HTML codes) and use them as supporting evidence in your
audience analysis, keyword research, and SEO approaches. All figures and tables must be explained. Cite relevant
sources and show evidence (e.g., screenshots from tools), where applicable.

RMIT Capabilities:

#AoL4 Digitally Adept (Utilizing AI Tools for Research Assistance and Data Analysis) - Assesses the use of AI tools
in designing research, collecting and interpreting data, and producing nuanced findings to support the analysis.
#AoL5 Expert (Application & Enhancement of Discipline Practices) - Evaluates the application of advanced
disciplinary techniques to develop actionable methods for real-world scenarios, demonstrating a deep understanding
of theoretical and practical frameworks.

Use of AI in this assessment:

Restricted types: Limit the types of AI tools.

Use of AI for this task is limited to the use of tools taught in class. This task assesses your ability to use the AI
systems used in the class tutorials.

Recommended Report Structure

Your report should cover the following sections:

1. The E-Business/Digital Business and its SEO strategy

Describe your selected business, including its product or service offerings, main country and/or industry of
operation, the competitive landscape, and other relevant information.
What is its website’s domain name or URL? Using a website checker tool (e.g., Sitechecker, Pro-sitemap, Google),
determine the number of webpages and/or webpages indexed by Google. Describe how the website supports the
business. Explain how vital an organic search strategy is for your selected business.
Identify a specific webpage on your selected website that you aim to promote, such as the homepage, a product
page, or a landing page. Show a screenshot of the chosen webpage and include its page link in your submission.
Provide a clear and detailed rationale explaining why this particular webpage was selected for SEO evaluation.

2. Audience Analysis and Keyword Research

Audience Analysis:

What age group and gender are most likely to visit this website? What could be potential term variations in their
search queries? How will the business use these queries to attract its target audience?
Where is the audience from (geographically)? What could be potential term variations in their search queries? What
do they tell the business about ways to organically reach this audience?

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 What are the website's primary traffic sources/channels (e.g., direct, referral, search, social, email, display channels)
and primary access modes (e.g., mobile, tablet, desktop)? How can the business use them to optimize the website
and improve the user experience?

Note: You might not find audience analysis tools (e.g., Semrush, SimilarWeb) to provide audience and acquisition
(page-level) reports for a specific webpage; hence, you can present a (domain-level) report. Focus your discussions on
providing audience insights that can inform keyword research and SEO.

Keyword Research:

Include the use of keyword research tools, such as Val (RMIT's GenAI Chatbot), ChatGPT, Midjourney, and
GrammarlyGo, to generate keyword ideas. When using AI tools, provide the AI with a description of your business,
target audience, and industry. For example: “Please suggest a list of long-tail keywords for a website selling organic
skincare products targeting women aged 25-40 interested in natural beauty.” Show the prompts that you used and
the AI responses (with screenshots) for transparency.
Select long-tail keywords that align with both the search intent and search stage of your target audience while
matching the purpose of your webpage. Utilize keyword research tools to evaluate the search volume and
competitiveness (or difficulty) of these keywords. Additionally, leverage these tools to identify existing keywords for
which your selected webpage (or website) is already ranked, along with their corresponding URLs. This combined
approach ensures that your keyword strategy is both relevant and data-driven.
Select at least two (2) long-tail keywords that can be used to optimize the SEO elements of your chosen webpage.
Discuss how these keywords can drive organic traffic and benefit the business. Highlight their potential use to
enhance the visibility and performance of the webpage.

Note: Some tools specialize in generating domain-level long-tail keywords (e.g., Semrush), while others focus on page-
level keyword suggestions (e.g., Wordstream Keyword Tool, Moz Keyword Explorer, UberSuggest Keyword Traffic).
Using a mix of these tools ensures a comprehensive and effective keyword strategy.

3. On-page, Off-page, and Technical SEO Performance Analysis

Identify and review the following on-page elements of your selected webpage: URL, title tag, meta-description, and
H1 heading. Based on audience analysis, keyword research, and SEO best practices, provide suggestions to
improve each on-page element. Are the on-page elements optimized for search engine ranking? Why or why not?
Explain and recommend improvements, where applicable.
Using a speed checker tool (e.g., https://pagespeed.web.dev/ ), report the website's speed or loading speed. Is
it fast enough? How does it impact SEO?
Using backlink checker tools (e.g., UberSuggest Backlink Overview), analyze the backlink profile of your selected
webpage (or website). Identify the quantity (e.g., number of backlinks) and quality (e.g., domain authority/scores,
anchor texts) of the backlinks. Report two (2) critical backlinks of your webpage (or website) and identify how these
links impact the SEO of your selected website (or webpage). Provide general recommendations on how the
business can benefit from high-quality and relevant links.

Note: You can use SEO audit tools (e.g., Seobility.net, Seoptimer) to identify the on-page elements or manually check
the HTML codes. Note that the tools generally provide technical SEO recommendations; thus, you must supplement
them with contextual information based on your audience analysis and keyword research.

References. Include citations and a reference list following RMIT Harvard referencing style. Use a good mix of
appropriate, reliable, and scholarly sources.

Appendices

Important figures should be placed in the main body of your report for easy readability. Use appendices only when
the figure or table cannot fit on a page, or you have supporting diagrams that add value to the report.

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 Note that the explanations of the figures in the appendices should be written in the main body of your report and
contribute to the total word count. No mark will be awarded to figures in the appendices with no corresponding
explanations. Furthermore, the appendices should not be used to extend the word count; hence, discussions should
not be placed there.

Support Resources
This assessment requires that you meet RMIT's expectations for academic integrity. More information and advice on
how to avoid plagiarism are available in the Getting Started module.

Open the academic integrity page.

Additional library and learning resources are available to help with the assessment in this course

Link to Assignment Support.

Submission Instruction
Save your report with the filename format '[ClassGroup]-A2-[StudentID]-[Fullname]'. For instance, if your student ID
is s3220954, the filename should be 'HN1-A2-s3220954-Nguyen Mai Thinh'. Submissions with incorrect filenames
will incur a 0.3-mark penalty.
You will be asked to agree to the Assessment Declaration when you submit work electronically via Turnitin.
Therefore, there is no need to include a separate page containing the RMIT assignment cover/authorship
declaration.

You may submit your report to Canvas multiple times before the deadline to check the Similarity Report, as all
written assignments must go through Turnitin for similarity checks. You will know if there is a problem with your
submission if you see a gray exclamation icon "!" or a message that says "Your submission must contain 20 words
or more" or "Resubmit to Turnitin”. Please do not convert the texts into images. Ensure that the file contains
highlightable texts. No Similarity report will incur a penalty of -0.3 mark deduction.

Indicate the word count of your report on the cover page. Failure to declare the word count will result in a 0.3-mark
deduction. Additionally, exceeding the word limit will incur a 0.5-mark penalty for every 50 words over the limit,
applied on a pro-rata basis. For instance, if the word limit is exceeded by 25 words, the penalty would be 0.25 marks
(half of 0.5 marks).
If you encounter an issue with your submission, email Student Connect for support immediately. Short-time
extensions will be given to those with official email correspondence (lodged before the assignment due date) to
show they have sought help with their technical issues; otherwise, a late submission penalty will be applied.
Resubmissions after the deadline will be marked late. Refer to the late work penalty above.

Marking Criteria
The E-Business/Digital Business and its SEO Strategy (CLOs 2 & 3) - 10 marks. Describes the business, its
website, and SEO strategy, including a well-supported discussion on domain, indexed pages, and organic search
efforts.
Audience Analysis and Keyword Research (CLO 4) - 30 marks. Evaluates the target audience, including key
demographic insights and how keyword research is strategically aligned with buyer intent and SEO goals.
On-page, off-page, and technical SEO (CLO 4) - 30 marks. Provides an SEO analysis for a webpage, including
suggestions for on-page improvements, backlink analysis, and actionable recommendations for speed and SEO
performance.
Written Expression—10 marks. Evaluates the clarity, coherence, structure, and professionalism of the writing,
including proper referencing and the effective use of visuals.
#AoL4 Digitally Adept (Utilizing AI Tools for Research Assistance and Data Analysis) - 10 marks. Assesses

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 the use of AI tools in designing research, collecting and interpreting data, and producing nuanced findings to support
the analysis.
#AoL5 Expert (Application & Enhancement of Discipline Practices) - 10 marks. Evaluates the application of
advanced disciplinary techniques to develop actionable methods for real-world scenarios, demonstrating a deep
understanding of theoretical and practical frameworks.

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 Criteria Ratings Pts

The E- 10 to >7.9 pts 7.9 to >6.9 pts 6.9 to >5.9 pts 5.9 to >4.9 pts 4.9 to >0 pts
Business/Digital HD DI CR PA NN

Business and The report The report offers The description of The business The description of
provides an a comprehensive the business is description is the business is
its SEO
exceptional and description of the adequate, but brief and lacks insufficient or
strategy insightful business, its lacks depth in clarity or depth, missing key
CLOs 2 & 3 description of the products/services, some areas, such missing important information. The
(Task 1) business, operational as the details. The website analysis
covering its region, and competitive website analysis is incomplete,
product/service competitive landscape and is vague, with with little to no
offerings, main landscape. The operational minimal insight details on the
country/industry website analysis details. The into the domain, domain, indexed
of operation, is clear, covering website analysis indexed pages, or pages, or search
competitive key details like is basic, offering search strategy. A strategy. The
landscape, and the domain, some explanation webpage is webpage
other relevant indexed pages, of the domain identified with selection is either
details. It and the role of and organic limited rationale irrelevant or not
thoroughly organic search search strategy and minimal explained, with
examines the strategy, though but lacking explanation, and missing or
website’s domain, with less depth. A detailed insights. the screenshot unclear
URL, indexed specific webpage A webpage is and link are screenshots and
pages, and how is selected with a identified with provided but lack links.
the website reasonable minimal rationale clear relevance.
supports the rationale, and a and limited
10 pts
business. The screenshot and explanation,
discussion of link are provided. including the
organic search required
strategy is screenshot and
comprehensive link.
and well-
supported. The
selected
webpage is
carefully chosen
with a clear,
strategic
rationale,
supported by a
screenshot and
link.

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 Audience
30 to >23.9 pts 23.9 to >20.9 pts 20.9 to >17.9 pts 17.9 to >14.9 pts 14.9 to >0 pts
Analysis and HD DI CR PA NN
Keyword Provides a Provides a well- The audience Provides a basic The audience
Research comprehensive developed analysis is audience analysis analysis and
CLO 4 (Task 2) and insightful analysis of the adequate, with minimal keyword research
analysis of the target audience, addressing basic insights into key are insufficient or
target audience, covering key demographic and demographics or missing. There is
covering key aspects such as behavioral search behaviors. minimal or no
demographics age, gender, characteristics The keyword understanding of
such as age, location, and but with limited research is the target
gender, location, search behaviors, depth. Keyword underdeveloped, audience's
and search with a clear research and the demographics,
behaviors. The understanding of identifies some connection search behaviors,
30 pts
analysis is clearly how these factors relevant terms, between or relevant
linked to keyword relate to SEO. but the discussion audience analysis keyword
research, with a Long-tail of buyer intent, and SEO is not strategies.
deep keywords are search volume, or fully explored.
understanding of identified and competition may
buyer intent, explained, though be incomplete.
search volume, the analysis may
and competition. lack full depth in
Relevant long-tail terms of buyer
keywords are intent or
carefully chosen competitiveness.
for the target
audience and
webpage, with a
strategic
explanation of
how these
keywords will
drive organic
traffic and support
the business's
SEO goals.

On page, Off-
page, and
Technical SEO
CLO 4 (Task 3)

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 30 to >23.9 pts 23.9 to >20.9 pts 20.9 to >17.9 pts 17.9 to >14.9 pts 14.9 to >0 pts
HD DI CR PA NN
Provides a Offers a well- Provides a Basic analysis Fails to provide a
thorough and developed reasonable with limited meaningful
insightful analysis analysis of the analysis with recommendations analysis of
of the webpage’s webpage’s some for improving on- content, on-page
content, content and SEO suggestions for page SEO. SEO, backlinks,
supporting the elements with improvement, but Backlink analysis or speed. No
consumer solid, practical lacks depth or is minimal or relevant
journey. Detailed, suggestions for clarity. Backlink missing, with little recommendations
strategic improvement. analysis is basic, to no insight into or understanding
suggestions for Backlink analysis with minimal their impact. of SEO concepts.
improving on- is clear but may insight into Speed analysis is Analysis is
page elements lack deeper backlink quality. basic or superficial or
are backed by exploration. Speed analysis incomplete. absent.
30 pts
audience analysis Speed evaluation and Demonstrates a
and SEO best is solid with recommendations basic
practices. relevant are simple, understanding of
Backlink analysis recommendations. without detailed SEO but lacks
is Demonstrates a actionable steps. depth and
comprehensive, strong Demonstrates an actionable
including two understanding of adequate insights.
critical backlinks SEO, though understanding of
and their impact suggestions may SEO but requires
on SEO. Clear lack the depth or further
recommendations innovation. development.
for acquiring
high-quality
backlinks. Speed
analysis is well-
explained with
actionable
suggestions for
improvement.
Demonstrates a
deep
understanding of
SEO principles
across all
dimensions.

Written
Expression

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 10 to >7.9 pts 7.9 to >6.9 pts 6.9 to >5.9 pts 5.9 to >4.9 pts 4.9 to >0 pts
HD DI CR PA NN
The report The report is The report is The report is The report lacks
demonstrates clear, coherent, generally clear understandable, clarity and
exceptional and logically and organized, but ideas may be organization,
clarity, organized, with but some areas poorly organized, making it difficult
coherence, and appropriate lack smooth lacking clear to follow.
structure, with transitions transitions or structure and Vocabulary is
well-organized between sections. logical flow. The flow. Vocabulary overly simplistic
ideas and smooth The vocabulary is vocabulary is is functional but or inappropriate,
transitions. The varied and appropriate but repetitive or and there are
vocabulary is precise, with may include imprecise. There frequent spelling
sophisticated, minimal spelling some repetition or are noticeable and grammatical
and the writing is or grammatical imprecision. spelling or errors that
precise, errors. There are a few grammatical significantly
engaging, and References are spelling or errors that impact hinder readability.
error-free. well-integrated grammatical readability. References are
References are into the text, with errors that slightly References are either missing,
integrated mostly correct affect readability. used but may be incorrectly cited,
seamlessly into citation style, References are incorrectly cited or not integrated
the content, with though there may used correctly but or not well into the report.
correct citation be minor may not always integrated into Visuals, if
style consistently inconsistencies. be integrated the text. Visuals, included, are
applied Visuals are smoothly, and if present, may either irrelevant,
throughout. relevant, clearly citation style may not add poorly formatted,
Visuals (graphs, presented, and not be consistent significant value or not properly
charts, tables) are support the throughout. or may be poorly referenced. There
used effectively to content Visuals are presented, with is little attention to 10 pts
enhance effectively. While included but may insufficient detail in grammar,
understanding minor errors may lack full explanation or structure,
and support key exist, the overall explanation or unclear relevance referencing, or
points, well- report is relevance to the to the content. visual integration.
labeled, and professional, and points discussed. Citation and
appropriately the integration of They may not be reference
referenced. There references and fully integrated or consistency are
is a high level of visuals is strong. may require lacking.
professionalism better labeling or
and polish in all referencing.
aspects of writing,
referencing, and
visual
presentation.

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 #AoL4 Digitally 10 to >7.9 pts 7.9 to >6.9 pts 6.9 to >5.9 pts 5.9 to >4.9 pts 4.9 to >0 pts
Adept HD DI CR PA NN
Designs research Organises Combines Identifies the Fails to use AI to
Utilises
endeavours using research research value of AI in interpret data.
ChatGPT or AI to collect and endeavours with endeavours with collecting and
other AI tools interpret data to specific AI to AI to collect and interpreting data. 10 pts
for research produce findings collect and interpret data to
assistance and that are thorough interpret data to ensure coherent
and nuanced. ensure coherent findings.
data analysis.
and nuanced
findings.

#AoL5 Expert 10 to >7.9 pts 7.9 to >6.9 pts 6.9 to >5.9 pts 5.9 to >4.9 pts 4.9 to >0 pts
HD DI CR PA NN
Application &
Analyses Applies advanced Combines Identifies Unsuccessfully
Enhancement
advanced disciplinary disciplinary established matches
of Discipline disciplinary techniques and techniques and theories within disciplinary
Practices techniques and practices to push practices to their areas of techniques and 10 pts
practices to boundaries and contribute to expertise. practices to real-
develop contribute actionable world scenarios.
actionable actionable methods for real-
methods for real- methods for real- world scenarios.
world scenarios." world scenarios."

Penalties
Wrong filename
(-0.3 mark),
No Similarity
report (-0.3
mark)
0 pts
Word count not
disclosed (-0.3
mark)
Exceeding word
limit (-0.5
mark/50 words)

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 0 pts 0 pts
Full Marks No Marks

Total Points: 100

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