Project: Acquiring Bachelor's Degrees: Between SEO and SEA

Acquisition Project: Undergraduates Dive into SEO and SEA

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At Crews, every educational project is an opportunity to expose students to real-world challenges. For the Digital & Tourism Bachelor’s program, the goal of the Acquisition project was clear: to learn how to generate qualified traffic to a live website. It offered a hands-on immersion into the world of search engine optimization (SEO) and paid search advertising (SEA) through a professional project carried out with method, strategy, and creativity.

Learn about the Bachelor's Degree

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A hands-on project at a real client site

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The challenge? To optimize the online presence of the Île-Tudy Water Sports Center, a local tourism operator in Brittany. Working in small groups, the students focused on improving the website’s site architecture, optimizing key pages for search engines, and developing a traffic acquisition strategy.

With the help of their consultants, they began by analyzing the existing website using a comprehensive checklist: structure, keywords, internal links, tags, mobile accessibility…

Objective: Identify priority areas for optimization to increase the visibility of content on Google.

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A two-pronged approach: SEO & SEA

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The project was based on a two-pronged approach:

• SEO (Search Engine Optimization): redesigning website content and pages to naturally improve rankings in Google search results. The students proposed semantic optimizations, a reorganization of the site structure, and improvements to internal linking to make navigation more seamless.
• SEA (Search Engine Advertising): designing a Google Ads campaign tailored to seasonal trends and target audiences. From keyword research and ad group creation to crafting sponsored messages… every detail was carefully examined.

High-quality, professional productions

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Each group presented a detailed strategy, accompanied by visuals, mockups, and a proposed optimized site map. For example:

• A redesigned website structure, organized by target audience and type of activity (school trips, summer camps, rentals, etc.)
• Improved pages with more compelling titles, more readable URLs, and properly filled-out meta tags
• A Google Ads campaign strategy focused on key periods such as summer vacation or school registration
• A dashboard showing potential performance, with a projection of results if the plan is implemented

These deliverables demonstrate not only their in-depth understanding of user journeys, but also their ability to integrate digital marketing with tourism challenges.

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Skill development across the board

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This project enabled the TB3P2026 students to develop a wide range of professional skills:

• Ability to analyze a website like a digital marketing professional
• Proficiency in SEO tools (Google Ads, Google Trends, Google Keyword Planner, etc.)
• Strategic planning for conversion, acquisition, and content organization
• Working on a project team, with deadlines and deliverables to meet
• Structured oral presentation, in a consulting format

The Île-Tudy Water Sports Center thus received concrete suggestions for improving its visibility… and the students, for their part, gained a solid foothold in the realities of the profession.

This Acquisition project embodies the Crews approach to education: learning by doing, with real-world challenges and a strong focus on professional practice.

Want to learn more? Check out our Bachelor’s program in Digital & Tourism.

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