Hello, my name is Emmaline Ham! I am a Digital Marketing major at the University of Michigan-Dearborn, expecting to graduate with my BBA in April 2021. In addition, I am pursuing a minor in Applied Statistics. I am also an executive board member for the American Marketing Association collegiate chapter.
About This Site
During the Winter 2020 semester, I created this blog for a course project for MKT 363: Digital Consumer Search and Marketing. Our first task was to rank in organic Google search for two long-tail keywords selected by our professor:
We also wrote a series of blog posts related to digital marketing concepts and topics, including:
- Keyword Research
- Search Engine Optimization (SEO)
- Paid Search
- Display Ads
Keyword Research Project
Another project that I worked on during this course was the Keyword Research project case study for Ford Motor Company. In this project, I prepared a professional keyword strategy report for Ford.com, including an explanation of methodology and an appendix of recommended keywords.
The keyword research spanned all divisions of Ford Motor Company, including SUVs & Crossovers, Trucks & Vans, Cars, Electric Vehicles, Commercial Vehicles, Performance Vehicles, Financing, and Ford Parts. I also conducted keyword research specific to constituents in the United Kingdom.
Before I began, I studied the Ford.com website to learn more about the various product divisions. Then, I used the Google Ads Keyword Planner to generate keyword ideas. Lastly, I used Microsoft Excel to filter out irrelevant keyword ideas and organize the keywords into organized lists. Click the link below to view my project deliverables!
If you’re interested in learning more about me or the projects I’ve worked on, please reach out to me on LinkedIn, and I will get back to you as soon as possible!