Root Photography

Requirements/Project’s Goals

Work with a chosen client for the duration of the semester to analyze and make recommendations for their Organic and Non-Organic SEO efforts for future success of their business.

Our goal was to analyze Root Photography from all angles, and look at their current web presence before making recommendations for improvement. We wanted to increase their social media following, improve their usage of Google Analytics, and strengthen their Organic and Non-Organic SEO efforts.


We were inspired by our client’s, Root Photography, passion for their line of work. This made our job easier working with a passionate and admirable client.

Targeted Audience

Our audience for our project was Root Photography themselves! They have analyzed our project and used it as real-life advice and information to better their business.

Who was the client (and a brief description about them)?

As I mentioned, Root Photography was our client. They are an Orlando-based photography company, owned and operated by husband and wife team Nathan and Jensey Root. They specialize in wedding photography, as well as engagement and family photography

Skills/Techniques/Programs used

We used primarily research methods learned in our course to conduct our project. We used Google Analytics as a tool, as well as Adobe InDesign, Excel, and tons and tons of online research.

Design/Coding Stages/Steps

We began our project with a situation analysis of Root Photography, and progressed with that knowledge to analyze their search campaign and analytics goals, their Organic and Non-Organic SEO recommendations, their social media campaign, and then the expected results of the plan.



Team Members

Favorite Aspect of Project

My favorite part of this project was digging in and looking at data for a real business. The stakes are just a little higher when you’re dealing with a real-world client, and that made me even more invested in learning the skills needed to give them a high-quality proposal.
Caity O'Connor
One of the best things about this project is the fact that we worked with an actual client. This was a great experience builder when it comes to analyzing a company’s current web presence and suggesting improvements based on the principles we learned in MMC5427 – Research Methods in Digital Communication. The interaction between ourselves and the client was also helpful in understanding a possible approach we could take in future jobs that asks for this kind of analysis.
Tommy Sanchez
I really enjoyed learning more about the Roots and the photography industry in the Orlando area. It was really interesting to be on the other side of things.
Silvia Reyes
My favorite aspect of the project was getting to work with a real client, in our case Root Photography, and develop a working relationship with them that benefitted their future with Organic and Non-Organic SEO, as well as sharpening their Google Analytics skills. I also enjoyed working with my fabulous team and learning from them throughout the whole semester.
Amy WIlson

What did you learn?

I have worked with teams before in the workplace, but the nature of group projects in the academic world is a little different, so that dynamic took some getting used to. BUT I’m so grateful to have had the experience. I learned a lot from my teammates, and learned tools to work with them effectively even though we were spread across the country. This experience has been invaluable as I started my first role as a designer inside of a corporation–lessening the culture shock of designing as part of a team instead of on my own.
Caity O'Connor
I found that I enjoyed learning most about web analytics and the type of critical thinking involved when looking for custom solutions to specific situations based on data. The level of communication between each other was of high importance when coming up with a unified strategy to improve our clients brand online. I learned that it was beneficial as a team to discuss our strengths prior to beginning the project so each aspect of our report had the strongest analysis possible.
Tommy Sanchez
Don’t underestimate the power of SEO and Google analytics. There’s a wealth of information out there waiting to be uncovered!

One of my biggest takeaways: Organization and communication are key. Our group was spread across 4 different states and 3 different time zones, but we managed to make it work! We set up video calls with our client, and separately as a group to discuss the project. We also made use of great tools like Google Hangouts and Google Docs. Who would’ve thought this could be accomplished 10-15 years ago?!

Silvia Reyes
I learned so much while completing this project! What stands out was functioning in a group environment where the group is spread out across the United States. We worked together to create solid and fluid forms of communication. We began to learn about each other as students and slid into roles that best fit each of us. I learned to let the process happen naturally, to each thrive in the group environment we learned to let each other work in our own way to benefit the group.
Amy WIlson