After connecting Google Analytics to my portfolio site, I monitored early engagement data to evaluate user behavior and site performance. In total, the site had 3 active users, with 2 new users during the reporting period. All site traffic so far has come through direct channels, suggesting users accessed the site by clicking a link or typing the URL directly.

All users were located in the United States, including visitors from Philadelphia and Manalapan Township. Across the site, there were 24 total page views, with an average engagement time of 2 minutes and 6 seconds per active user.

The homepage and the "Listening to Online Reviews" project page were the most frequently visited, each driving several repeat views. Engagement data suggests visitors are exploring multiple pages during their sessions, averaging around 8 views per active user, which signals strong interest in the content.

SEO Audit & Plan

Relevant Keywords

• Short-tail keywords:

  • marketing portfolio

  • digital marketing

  • customer lifetime value

  • marketing analytics

• Long-tail keywords:

  • marketing analytics student project examples

  • customer retention analysis with RStudio

  • predictive buying behavior using data

  • Google Analytics portfolio SEO audit

On-Page SEO Review

• Title Tags

  • Titles are currently clean and reflect the content on each page. Most include my name, which is good for personal branding. However, they could benefit from including specific keywords like “Marketing Portfolio” or project descriptors (e.g., “CLV Project”).

• Meta Descriptions

  • Meta descriptions are minimal or missing. These should be added to summarize the purpose of each page in 1–2 sentences and include relevant keywords naturally.

• Header Tags

  • H1s are in place on most pages, but nested H2s and H3s could be used more effectively to break up content and improve readability.

• URL Structure

  • URLs are clean and descriptive (e.g., /portfolio-projects/predicting-buying-decisions). These follow good SEO practices and include relevant keywords.

• Keyword Usage

  • Keywords appear naturally in most project descriptions. There’s no evidence of keyword stuffing. To optimize further, I could reinforce target keywords in headings and first paragraphs.

• Images

  • Images are present but should be checked for alt text. I will go back and add alt tags that describe each chart or screenshot (e.g., “CLV table with survival rates and profit”).

Content Quality & Relevance

My portfolio site is designed for marketing recruiters, professors, and future employers. The content is project-driven and tailored to showcase applied knowledge in marketing analytics, SEO, CLV, predictive modeling, and campaign planning. Each page is relevant to my audience and explains not only the final product but also the process behind it.

Improvement opportunities:

• Expand the summary blurbs at the top of each project page for faster skimming

• Include a downloadable résumé link for professional visibility

Backlink Profile

I’ve already linked my portfolio on the Stern & Cohen website, where I’m listed on the Leadership Team page. This provides a high-quality, relevant backlink from a reputable domain in the legal field.

In theory, desirable backlinks would include:

• University department websites (e.g., Lehigh Marketing)

• Guest features on industry blogs or student spotlights

• Mentions from tools I’ve used (e.g., Looker, RStudio, Ahrefs)

Bad backlinks to avoid:

• Spam directories

• Random, unrelated blog networks

• Sites that promise “100 backlinks in 1 day”

Backlink checker tool:

• Ahrefs Backlink Checker

If I were to launch an email newsletter connected to my portfolio, here’s how I’d approach it:

• Newsletter Content:

  • Monthly marketing trends or lessons from projects

  • Quick tutorials on RStudio or Google Analytics

  • Highlights of portfolio updates or new projects

  • Behind-the-scenes or day-in-the-life updates

• Email Metrics to Track:

  • Open Rate

  • Click-Through Rate (CTR)

  • Unsubscribe Rate

  • Bounce Rate

  • Most clicked links or buttons

  • Google Analytics behavior post-click (session duration, pages viewed)

A/B Test Plan

Objective: Test whether a personal tone increases engagement.

• Version A:

  • Subject Line: “Check out what I’ve been working on in marketing!”

  • Body: More casual, written in first person

  • CTA: “Explore My New Project”

• Version B:

  • Subject Line: “New Marketing Analytics Case Study – Predictive Modeling”

  • Body: More formal tone, project-focused

  • CTA: “Read the Full Analysis”

Success Metric: Click-through rate to the site

Business Information and Linking Accounts

Creating My Campaign

Budgeting and Targeting

Crafting the Actual Ad(s)

This mock Google Ads campaign highlights my ability to build a paid media strategy from the ground up. From writing compelling ad copy to setting up targeting, budgeting, and keyword selection, I applied practical skills in a real-world format. It also brought together different parts of my portfolio, like SEO, Google Analytics, and marketing copywriting, into one cohesive project.

The campaign reflects a clear understanding of how to create ads with purpose and impact. It shows that I’m ready to contribute to paid media efforts in a professional marketing role.