Search Marketing final assignment (NYU SPS)
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The document outlines a final assignment on search marketing for Cat Caf¨¦ Neko No Niwa, focusing on SEO keywords, linking opportunities, and paid search campaigns. It emphasizes the importance of partnerships with local organizations and influencers to enhance visibility and credibility while promoting the caf¨¦'s offerings and commitment to animal welfare. Additionally, it suggests improving the website's content and social media integration to attract more visitors and foster a community around cat care and adoption.
Search Marketing final assignment (NYU SPS)
- 1. Search Marketing: Final assignment Student¡¯s Name: Mavis Chng Website selected : http://www.catcafe.com.sg/
- 2. Keyword themes: 1. Cat Caf¨¦ Singapore 2. Menu in cat caf¨¦ 3. Cat Caf¨¦ rules 4. Additional Services 5. Keep a cat SEO
- 3. Keywords selected and KEI: Cat Caf¨¦ Singapore SEO
- 4. SEO Keywords selected and KEI: Menu in cat cafe
- 5. SEO Keywords selected and KEI: Cat caf¨¦ rules
- 6. SEO Keywords selected and KEI: Additional services
- 7. SEO Keywords selected and KEI: Keep a cat
- 8. Linking Opportunities 1. http://furry-photos.com/ This is the blog of the photographer who takes photos of the cats in the caf¨¦. In the blog, the photographer showcases his portfolio of the different animals. As he is a freelancer, he is not tied down to any particular organization. However, since he is the dedicated photographer for Cat Caf¨¦ Neko no Niwa, there is an exclusive partnership between them. The photographer can have a page to showcase the photos he take for the caf¨¦. 2. http://www.spca.org.sg/ Cat Caf¨¦ Neko no Niwa advocates love and care for animals, and this is aligned with Society for the Prevention of Cruelty to Animals, Singapore (SPCA). All the cats in the caf¨¦ are adopted, and SPCA encourages people to adopt animals instead of buying. As SPCA is a recognized organization, with good content and good ranking in search engines, a link to the cat caf¨¦ on their website will help to improve the search visibility of the cat caf¨¦¡¯s website.
- 9. Linking Opportunities 3. http://www.catwelfare.org/ Cat Caf¨¦ Neko no Niwa can also work with Cat Welfare Society in Singapore. It is an official charity organization that seeks to educate people, debunk myths about cats. Cat Welfare Society constantly puts up notices of cats for adoption online, and they can link to Cat Caf¨¦ Neko no Niwa to showcase a best in class example of benefits in adopting cats. 4. http://thecatmuseum.com.sg/ This is the first cat museum in Singapore, and is supported by the government in protecting and caring for stray cats. It is also part of the growing cat community in Singapore, sharing the same goals as the cat caf¨¦, to love and care for cats. 5. http://www.ava.gov.sg/explore-by-sections/pets-and-animals Agri-Food & Veterinary Authority of Singapore (AVA) is the official government body that sets rules and regulations on pets in Singapore. A few months ago, there was a case of another pet caf¨¦ in Singapore with lapses in its operations, and caused several cats to die. Cat Caf¨¦ Neko no Niwa can take this chance to work with AVA to clarify to public what they have done to ensure the safety of the cats in the caf¨¦. As AVA is a respected authority, especially by Google (with .gov), a link to the cat caf¨¦ on AVA¡¯s site will be very credible.
- 10. Linking Opportunities 6. http://www.yoursingapore.com/en.html This is the official site for tourists by Singapore Tourism Board. It is a site rich of content, offering information on where to visit in Singapore. Tourists would come to this website to look at what to do in Singapore. Currently they do not include cat cafes as part of their information, although it is growing in popularity locally. Cat cafes are also popular in other countries such as Japan, Thailand and Taiwan. To ride onto the trend, Singapore Tourism Board can include cat cafes information such as Cat Caf¨¦ Neko no Niwa for tourists. 7. http://www.swissotel.com/hotels/singapore-merchant-court/ Cat Caf¨¦ no Niwa can work with Swissotel, which is a 4 star hotel located nearby. Many business tourists would stay in Swissotel Merchant Court, as it is located in the business and leisure district. As Cat Caf¨¦ Neko no Niwa sells the proposition that spending time with cats help to relieve stress, they can work out a partnership with the hotel, for business executives to relax at the caf¨¦ with cats after a long day at work. As it is a short short from the hotel to the caf¨¦, it will also give business executives to explore Singapore. The walk will bring them to see the bustling scene of Clarke Quay and Boat Quay area, allowing some sightseeing despite being a work trip.
- 11. Linking Opportunities 8. http://melodychen.com/ Melody Chen is a local celebrity who has a strong social media profile with large followings. She is also well known for her love for cats, as she often shares pictures of herself and her cat, Mocha. In these posts, she encourage people to adopt cats, and to care for them well. If Cat Caf¨¦ Neko no Niwa is able to get Melody to write a blog post about the caf¨¦ and link to them, it will help to increase the credibility of the caf¨¦ both online and offline. 9. http://www.acres.org.sg/ Animal Concerns Research and Education Society (ACRES) is another non profit organization that promotes animal welfare. Many people have raised doubts about the quality of care in cat cafes, and ACRES is a trusted body in Singapore. If Cat Caf¨¦ Neko no Niwa can get the endorsement by ACRES, and share the information the website, that the caf¨¦ is doing its best for the cats, at the same time provide a link to the caf¨¦, it will be very helpful to the caf¨¦. 10. http://www.petsmagazine.com.sg/ Pets Magazine is a leading magazine in Singapore with rich content on the site and blog. The writers often share their opinions about the cat cafes in Singapore. If Cat Caf¨¦ Neko no Niwa can convince the writers to share the caf¨¦¡¯s link as they write the articles, it will provide a strong link referral for the caf¨¦.
- 12. Paid Search- Campaign 1
- 13. Paid Search- Campaign 1
- 14. Paid Search: Campaign 2
- 15. Paid Search: Campaign 2
- 16. ? 2 campaigns are set up: Campaign 1: Cat Caf¨¦ Singapore This is the core business for Cat Caf¨¦ Neko no Niwa, to promote the caf¨¦ to consumers when they search for cat cafes. It is a new concept in Singapore, and people are interested to visit one to see how it is like. There are several cat cafes in Singapore, so a paid search campaigns showing the caf¨¦ and identifying itself as the first to be set up in Singapore will encourage people to click on the link and find out more. Campaign 2: Keep a Cat Besides being a business, they also have a social responsibility to share cat keeping tips with people. Amongst all cat cafes in Singapore, they have the most information about keeping cats on their website. Cat Caf¨¦ Neko no Niwa encourage people to adopt stray cats, like the cats in the caf¨¦ are all adopted. By imparting useful and important information about keeping cats, becoming a ¡°thought leader¡± in this area, people will come to them for information. This will increase their brand equity, and higher recall of the caf¨¦ amongst people. More information and perhaps pages on Keep a Cat can be included into the site, so that this campaign can be even more successful. Paid Search
- 17. Conclusions ? As it is a cafe, people would still be interested in the food and beverages available even though the cats are the star. Currently the site only has a brief description of the entry charge to the caf¨¦, and generic description of the menu available. By adding in more details and sharing of photos of the food available, and pricing will increase the amount of content, and increase search visibility. When people search for a cafe to go to, they would be interested to know what are the food options. When consumers know that there is a good menu to choose from, it will give them an added level of confidence that visiting the caf¨¦ will bring a good experience. They can spend a good time with cats, and enjoy good food at the same time, especially food is part of Singapore¡¯s DNA and culture. Include a full writeup and pictures of the menu selection in the caf¨¦. Showing the different types of coffee and tea, cakes available.
- 18. Conclusions ? A new page can be added for related news. The links can be shared whenever the caf¨¦ is featured somewhere else, for people to read about. At the same time, digital media is about creating conversations, and by sharing links, it gives other people an incentives to share the caf¨¦ link on their website as well, helping one another in SEO. ? A sitemap needs to be submitted, and a link to be placed in the site so that the site can be better crawled and index. ? Cat Caf¨¦ Neko no Niwa has a very strong following and active Instagram and Facebook presence. By adding in a their latest Facebook newsfeed content and Instagram pictures on the website will help to increase and improve their content. At the same time, it will encourage people to join in the social conversations. By having an even stronger social media presence, it will help in the off site optimization. Social media traffic and presence is one important factor that Google considers in PageRank, especially from trusted and popular social media platforms like Facebook and Instagram.
- 19. ? Cat Caf¨¦ Neko no Niwa can also make use of their knowledge of keeping cats and share with the community. By sharing information on a dedicated page, they will be able to brand themselves as experts in the area and gain confidence of consumers. This will help them to upsell the caf¨¦, and people will come to the caf¨¦ to see for themselves how well taken care of the cats are. One, they will gain more traffic. As not only people who are interested in cat cafes will come to the site. They will also gain visitors who are looking for information on how to keep cats. This will help them form a community via their website, and attract them to visit the caf¨¦ eventually to meet the people and cats in the caf¨¦. Conclusions
- 20. Thank You