Digital Marketing Projects by
Zach Grossman
Below are Zach Grossman’s digital marketing projects ranging from responsive website design and development using WordPress, Search Engine Optimization (SEO), Answer Engine Optimization (AEO), Google Analytics 4, Google Search Console, social media management, and content marketing.
Baja Amusements | Ocean City, MD
Baja Amusements gave me hands on experience with all things digital marketing including web design, SEO, AEO, Google Analytics 4, Google Search Console, Google Business Manager, content creation, and social media management. I interned with Baja Amusements in the summer of 2026 and continue to assist the business by checking in on the website. While I was on-site…
What Was My Goal?
My primary goal when I first got to Baja Amusements was to redesign the website with priority on ease of use on mobile viewports (and of course desktop). When I got to Baja Amusements, the mobile website had major issues:
-Pictures were cutoff
-There was too much text
-Navigation was difficult
-Most pages had no breathing room/white space
After installing Google Analytics, I was able to see that the majority of traffic was via mobile. This makes sense because when people are on vacation and looking for things to do, they are most likely not going to be searching on a laptop or desktop.
Management also wanted to improve SEO and AEO to outrank their competitors on SERPs (Search Engine Results Page) and create exciting content that matched the brand image.
Before Mobile Viewport Changes
What Did I Do?
In order to fix the Baja website, I used WordPress to reformat and recreate pages where necessary, and I also created different text fields dependent on what viewport the page was being viewed in. This way, a visitor on mobile would receive a slightly different, more condensed version of the desktop page.
I then optimized each page for search and answer machine ranking, primarily using Yoast SEO. For every page, I created focus keywords, SEO titles, meta descriptions, using the keyword added, and added alt text to images. I then monitored the rankings using Google Search Console.
In terms of content marketing, I recorded each race track in first-person using a GoPro. I then uploaded these videos to YouTube and then to the website itself under the “Go-Kart Tracks” page. Later in the summer, after making needed changes to the website, I began using a DJI drone to capture new content for social media and the website.
The Results
After making improvements to the website, including a mobile makeover, SEO, AEO, and formatting changes, a real difference was made. The website is now mobile friendly, which is the viewports most visitors are using. The site is also ranking higher for several keywords compared rankings before I started my internship.
The video below is a recap of my internship with a voiceover. If you would like to watch the video with sound, simply click here.
East Coast Surf Gear | Ocean City, MD
While completing my bachelors in marketing, I wanted a way to apply the marketing concepts I was learning in the classroom into a tangible project. I also wanted to force myself to learn web design because I know how crucial it can be in digital marketing. I had very little experience when it came to creating a website when I first started this project, but I was seeking a challenge.
As a surfer and having worked at K-Coast Surf Shop (Maryland’s largest surf shop) as a Sales Specialist in the “boardroom” going on 4 years, I found it fitting to make my first website about surfing. The goal of this website was quite simple: provide gear reviews and other surf knowledge to surfers on the East Coast.
Through this project I taught myself how to build a functioning website by myself and also how to track metrics using Google Analytics (GA4) and Google Search Console.
What Was My Goal?
As mentioned above, from a personal standpoint my goal in starting this project was to teach myself how to build a website from scratch, how to make it findable and be able to track analytics, and how to create social media pages that connect to the website (and the website to the social media accounts). Starting this project was exciting, but again, I really had no experience with any of this. I had learned a lot about marketing and business at the Perdue School of Business, but I wanted to apply these concepts.
What Did I Do?
The Setup
I started by coming up with a name and hoping the domain and social media account names were not taken. I seemed to luck out: the domain and social media handles were not taken, but then again, “East Coast Surf Gear” is a fairly niche name. But at the same time, from and SEO perspective, I figured the name was searchable. For example, someone starting out surfing, which is the primary target audience for this website, may search “east coast surf gear,” researching what they need to get started on their cold-water surfing journey. They may then come across my site.
I had the general idea of what I wanted to do, but I had no idea how to do it. I spent probably 20+ hours learning how to use WordPress by trial and error (and asking AI a lot of questions). I certainly felt like giving up on countless occasions, mainly because I did not know anything about plugins, more specifically those that simplify creating a webpage, so everything I did was with the base WordPress block editor. Things started to click and I found myself relying less and less on searching things up or asking AI.
Creating Content
Once I had the general layout of the website completed, I was then able to start adding the content itself. One of the hardest challenges during this phase was determining how to best organize content. I wanted the site to be thorough, so I created a few main pages and then many subpages out of the main pages. The main pages and subpages were mainly permanent posts providing general information. But, I then created a blog pages with categories for review content.
What Were the Results?
My main takeaway from this project was learning how to use WordPress and making content that resonates with a target audience. I have not been able to devote a lot of time recently to this project because of work and other obligations, but I plan to start posting again on the website and on social media pages.