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You’ ve successfully launched a new company website to share with the world of your new
consulting business venture. During the first few months, your firm was able to generate a few
leads from the website and was able to successfully convert them to clients. However, the
volume of leads coming in from the website is low, and you believe if the volume can increase,
the firm will be able to leverage its strength in converting more of them into clients. As you
analyze the website’s performance metrics, you realize the lack of leads or inquiries generated
from the website is the direct result of low traffic to the site. Simply put, potential clients that
may be researching consulting services your firm is providing are not finding your firm’s website.

Based on that conclusion, you decided to launch a Search Engine Optimization project to boost
your firm’s website performance. To do so, you will need the support of your firm’s partners,
and you will obtain them by providing them a proposal for the project.

For this assignment, you are to develop a business proposal based on the scenario presented. You
will conduct research on the topic of Search Engine Optimization, learn the concepts and
principles of various techniques, select a few specific methods that the firm should employ on its
website, and describe the benefits of selected methods will potentially yield for the firm.

Your proposal should include the following.

Business context of the proposal (problem or opportunity)
Goals and objectives of the proposal
High-level description of proposed direction/solution (Search Engine Optimization)
Educate the audience (other executives of the firm)
what is Search Engine Optimization?
what concepts/techniques/principles are there to apply Search Engine Optimization?
what are the benefits of leveraging Search Engine Optimization strategy for the firm?
Recommendation of what the firm should adopt
From various concepts/techniques/principles described, what are the top two you are
recommending for this project.
Why these two techniques? What will be the benefits over other techniques?
How much effort do you think it will take to apply the technique for the firm’s website?
Conclusion – why the firm should make Search Engine Optimization as a long-term marketing
strategy.
Submission Guideline:

Your proposal should be 3 pages long.
Your proposal should be professionally written and formatted.
This is a proposal to executive management, so your writing style should reflect that.
You may use tables, graphs, charts, etc. if it is a more efficient way to articulate your points
and/or make readers comprehend the concepts efficiently.
You should do research on the topic and comprehend the concepts behind it. However, this is not
a formal research paper assignment.
You do need to cite the sources when applicable in your proposal. However, you can decide on

the citation format based on your preference.
Grading:

Professionalism of the proposal writeup and formatting. Remember, this is a proposal to
executive management.
Level of comprehension in the concepts/techniques/principles of Search Engine Optimization. For
example, if I know nothing of the Internet and Web technologies, will I be able to understand and
learn what Search Engine Optimization is from your proposal to green light the project?
Do the recommendations make sense for the firm to embark on this project/investment?
Writing – grammar, presentation/formatting, paragraph/sentence structure, etc. Keep in mind,
in business, we often must compile complex information into short and concise documents that
allow management to easily consume the information and make appropriate decisions. So, be
mindful of how you accomplish that with this topic and the 3-page limit.

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