This document provides instructions for analyzing a website's rankings and recommendations to improve its position. It involves choosing a website, performing keyword research, analyzing the target audience, and creating a buyer persona. Key pages on the site are then selected and their titles, descriptions, and headers are improved based on the research. The response provides a detailed analysis and improvements for the MyCinqueTerre travel website focusing on Cinque Terre, Italy.

1. Analyzing Website Rankings and Recommendations to Improve Its Position
Instructions
PART 1
Part 1a:
Find a website in any industry you like. This assignment may be easier for you if you find a website
that isn’t ranking well. This means navigating to the 2nd or 3rd page of results in a search. Identify
what you think is an important goal for that website. For example, is this website trying to get
people to buy products, download information, leave a review, etc.
Part 1b:
Perform in-depth keyword research for that website. You do not need to contact the business, simply
make best guesses based on the content within the website.
Within your keyword research, identify 7-10 keywords which you think provide the best
opportunity for the example site to rank for and include the following:
• Identify long-tail keyword opportunities
• Identify 3-5 keywords that are question based and match a “how, what, where, or why”
search query.
• Identify what stage of search each keyword belongs to.
• Identify what type of search query it is – whether it is navigational, transactional, or
informational.
Explain why you chose the keywords you did:
• How do you feel these keywords would help the business meet the goal you discovered?
• How do you feel these keywords would help draw in organic traffic to the site?
• How well do you think the business can effectively compete for this keyword?
Part 1c:
Research this businesses’ target audience, based on your best guesses by reviewing the site.
Describe the website’s audience in 150 – 250 words. Include:
• What gender is likely to frequent this site, and perform searches related to this websites
products and/or services? Where did you obtain this data?
• Where is the majority of this audience from? Where did you get this data from and what
does this tell us about potential ways we may be able to reach this audience organically?
This could be potential content ideas, new information to add to the site, or specific
keywords.
• What are the primary traffic sources for this website? For example, are most people visiting
from a desktop device, mobile device, or getting referred from social networks? What useful
information can this provide about how we can best reach this audience?
• Did you obtain any other information about this websites potential target audience you feel

2. would be useful? Why or why not.
Part 1d:
Create a buyer persona based on your audience analysis and keyword research you performed. Your
buyer persona should have a name, job (student or job role), problem they are trying to solve, and
other traits that may make it easier to market to this individual.
PART 2
Part 2a:
Go back to the website you discovered earlier. Choose four key pages of this site. One of these
pages should be the homepage. The remaining three pages should be pages you feel are important to
drive traffic to.
Part 2b:
Once you have selected your pages, list out the following information, for each page.
• The Page (Example, home page, product listing, article, etc.)
• The Page URL
• The Title Tag of the Page.
• The Meta Description of the Page
• The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1)
• The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Part 2c:
Improve the information on each of these pages. Based on your audience analysis, and keyword
research create a new:
• Title Tag (Note: this must meet character requirements laid out in the course)
• Meta Description (Note: this must meet character requirements laid out in the course)
• H1 (if none existed previously, create one)
• H2 (if none existed previously, create one)

3. MyCinqueTerre: The Tourism and Travel Portal of Cinque Terre
I decided to use for this project the website (www.mycinqueterre.com) because isn't ranking well
for the principal keywords: cinque terre.
It's travel website about Cinque Terre, five beautiful villages in the Ligurian region of Italy.
As I say above I check this website for the principal keywords (cinque terre) in desktop and mobile.
In all 2 cases, the web portal is in the 2nd
page of results in a search.
PART 1
Part 1a:
The most important goal for this website is to offer information about the Cinque Terre: starting
with a description about each village, things to do, promoting services like (accommodation,
restaurants and vacation packages), also there is an interesting Blog but there are only 4 posts.
So finally I think that there are 2 important goals:
 Offer information about Cinque Terre
 Try to sell people the Services offer in Cinque Terre
Part 1b:
For the Awareness Stage I have identified the following keywords:
 cinque terre;
 cinque terre hiking;
 cinque terre accommodation;
 cinque terre hotels;
 cinque terre restaurants;
 cinque terre weather;
 cinque terre sights;
There are a lot of long-tail keywords opportunities and I think that these are the best to try:
 Why visit Cinque Terre - (Evaluation Stage);
 Where to go in Cinque Terre - (Preference Stage);
 How to get to Cinque Terre - (Evaluation Stage);
 How to hike the Cinque Terre - (Evaluation Stage);
 Hiking in the Cinque Terre: What You Need to Know - (Preference Stage);
 Where to stay in Cinque Terre - (Preference Stage);
 When visit Cinque Terre - (Evaluation Stage);
 What to do in Cinque Terre - (Preference Stage);
All these keywords they are informational queries.
I think that the above long-tail keywords can increase to rank better the website if a user is trying

4. to find information about accommodation, hiking and restaurants of Cinque Terre. In larger time I'm
also sure that can increase better also for the general keyword: cinque terre.
Part 1c:
The website that I used in the example is mine. So the provided data is obtained from my Google
Analytics Panel.
What gender is likely to frequent this site, and perform searches related to this websites
products and/or services?
 The most gender is likely to frequent the website are females.
Where is the majority of this audience from?
 In majority order: United States (20%), France (15%), Italy (11%), UK (11%) and Australia
(8%)
In google.co.uk and google.com.au with the keywords “cinque terre” the website is ranked in the
first page of search results while google.com (2nd
page) and google.fr (4th
page).
I think that the website needs to be ranked better with some long-tail keywords for USA and
France and then as I say above in the long term the website I'm sure can ranked on the first pages.
What are the primary traffic sources for this website?
 Actually, most people are visiting the website from desktop (about 56%) while from mobile
(27%) and 73% of this visits is generated from organic search. An important factor that I've
observed is that there is only 1% from social and 10% from referral.
I think that these 2 latest things need to be improved to generate more traffic.
Part 1d:
This is my example user search process:
 Name: John
 Age: 30 years old
 Interests: Travel and Hiking (John in general likes all types of outdoor sports activities)
John decided he wants to make an adventurous travel in Europe this Summer. He makes some
searches in Google with queries like “hiking Europe”.
John decides he wants to go in Italy and do coastal hikes, so he starts a new search about “coastal
hikes italy” and he discovers Cinque Terre.
John now he can start the Awareness Stage searching general information about “hiking in cinque
terre”. Then, he refines the search writing long-tail keywords like “How to hike the Cinque Terre”
(Evaluation Stage) and he makes the final decision choosing to hike the trail Blue Path (also known
in Italian as the “Sentiero Azzurro”) .

5. PART 2
Part 2a:
Selected pages:
1. Home Page
2. The Five Villages
3. Hiking
4. Accommodation
Part 2b:
Home Page
 URL: https://www.mycinqueterre.com/
 Title Tag: The tourism and travel portal of Cinque Terre, Italy.
 Meta Description: The Tourism and Travel portal of Cinque Terre, Liguria, Italy. Watch the
best information about Cinque Terre: hotels, restaurants, bars, hiking, maps, weather and
history.
 H1: Le Cinque Terre
 H2: The Tourism Portal of Cinque Terre, Vacation Packages.
The Five Villages
 URL: https://www.mycinqueterre.com/cinque-terre/index.html
 Title Tag: Cinque Terre: The five villages
 Meta Description: MyCinqueTerre.com: the tourism portal of Cinque Terre, Italy. The five
villages: Monterosso, Vernazza, Manarola, Corniglia, Riomaggiore.
 H1: The Five Villages.
 H2: Monterosso, Vernazza, Corniglia, Manarola, Riomaggiore.
Hiking
 URL: https://www.mycinqueterre.com/hiking.htm
 Title Tag: Cinque Terre: hiking in the five villages
 Meta Description: MyCinqueTerre.com: hiking in the five villages. Walking trail and
walking trail map.
 H1: Hiking Cinque Terre
 H2: Madonna di Soviore, Walking Trail N1, Walking Trail N2, Via dell'Amore.
Accommodation
 URL: https://www.mycinqueterre.com/accommodation/index.html
 Title Tag: Cinque Terre: Accommodation. Hotel, Bed & Breakfast and rooms.
 Meta Description: MyCinqueTerre.com: accommodation in Cinque Terre runs the gamut
from small hotels to pensione, rooms and apartment rentals in Monterosso, Vernazza,
Corniglia, Manarola and Riomaggiore.
 H1: Accommodation
 H2: Find Hotels in Cinque Terre, Hotels, Rooms / Apartments, Romantic Package.

6. Part 2c:
Home Page
 Title Tag: the length is correct and there are most important keywords “Cinque Terre”,
“Italy”, “Travel”
 Meta Description: exceed the optimal length of 155 characters. The most important
keywords are included “Cinque Terre”, “Italy”, “Travel”, “Hiking”, “Hotels”.
 H1: Maybe can be added other descriptive keywords
 H2: I think that can be added the keyword “Travel”.
The Five Villages
 Title Tag: the length is correct and there is the most important keyword “Cinque Terre”. In
my opinion, the title tag can be optimized and make it more descriptive.
 Meta Description: respected the optimal length of 155 characters. The most important
keywords are included “Cinque Terre”, “Italy”, “Monterosso”, “Vernazza”, “Manarola”,
“Corniglia” and “Riomaggiore”.
 H1: Maybe can be added other descriptive keywords
 H2: They are all ok.
Hiking
 Title Tag: the length is correct and there is the most important keyword “Cinque Terre” and
“Hiking”. In my opinion, the title tag can be optimized and make it more descriptive.
 Meta Description: respected the optimal length of 155 characters. The most important
keywords are included “Cinque Terre”, “Hiking”, “Walking”, “Trail”, “Map”. Maybe can be
added more description because the length of this meta-tag is about 84 characters.
 H1: It is ok.
 H2: They are all ok.
Accommodation
 Title Tag: the length is correct and there are most important keywords “Cinque Terre”,
“Accommodation”, “Bed & Breakfast”, “Hotels”, “Rooms”. In my opinion, the title tag can
be optimized and make it more descriptive.
 Meta Description: exceed the optimal length of 155 characters. The most important
keywords are included “Cinque Terre”, “Hotel”, “Room”, “Apartment”, “Rental”.
 H1: Maybe can be added the keyword “Cinque Terre” before the word “Accommodation”.
 H2: They are all ok.