Is Your Website Hurting Your Admission Efforts?
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Is Your Website Hurting Your Admission Efforts?

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This presentation is geared towards schools. Learn how to use your website as your primary marketing tool and optimize search through keywords.

This presentation is geared towards schools. Learn how to use your website as your primary marketing tool and optimize search through keywords.

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Is Your Website Hurting Your Admission Efforts? Is Your Website Hurting Your Admission Efforts? Presentation Transcript

  • Is Your Website Hurting Your Admission Efforts?
    Presented by
    Arnie Kuenn @ArnieK
    Patty Adams @PattyAZ23
  • Getting Found Online: Optimizing for Search is Critical
    When someone types a keyword into the search box, there are only two possible outcomes:
    They will find your school.
    They will find your competitor.
    Is Your Website Hurting Your Admission Efforts?
  • Search Marketing Reality
    Organic search traffic can be so valuable, it can sustain an entire business.
    Organic search rankings are something you can work to influence, but ultimately you do not control them. The search engine algorithms make that call.
    Is Your Website Hurting Your Admission Efforts?
  • Why Invest In Search?
    • 95% of searchers do not go past page one!
    • Natural search results receive many more clicks than paid search
    • Natural search converts 30% better than paid search
    • Clicks are Free
    Is Your Website Hurting Your Admission Efforts?
  • How Does it Work Today?
    Bot or Spider
    Is Your Website Hurting Your Admission Efforts?
  • What Does It Look For?
    Title tag
    H1 tag
    Content
    Bold
    Meta Description
    Award winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization.
    Is Your Website Hurting Your Admission Efforts?
  • Biggest Factor is Still Inbound Links
    The best links:
    From trusted sites
    Have proper anchor text
    Have varied anchor text
    Are from many different domains (new 2010)
    Determined editorially (Social!)
    Is Your Website Hurting Your Admission Efforts?
  • Search Engine Results
    Indented Listing
    Local Listing
    Is Your Website Hurting Your Admission Efforts?
  • What Are Students Search For?
    Do you know what potential students are searching for when looking for prospective schools like yours?
    Keywords are Key: are you targeting the right ones?
    Example: “vocational school” vs. “career college”, “cooking school” vs. “culinary school”, “phoenix” vs. “scottsdale”
    Leverage geography for brick and mortar schools
    Do you know what keyword phrases are driving traffic to your website?
    Website Analytics
    Brainstorming session
    Is Your Website Hurting Your Admission Efforts?
  • Your Website as Your Primary Marketing Tool
    Is it optimized for the search engines?
    Communicate unique value proposition – you have 7 seconds to persuade
    Engage your end user.
    Are you constantly adding new info so they come back for more?
    Does it give them enough information?
    Do you have an offer? (Free guide, CD, campus visit)
    Reinforce the offer site-wide – don’t let them forget
    Is Your Website Hurting Your Admission Efforts?
  • Conversions are Critical
    Are you measuring conversions?
    What do you consider a “conversion” on your site?
    What are you conversion goals?
    Are you making it easy for them to tell you who they are?
    Asking for too much info?
    Are you making them call you?
    Websites should be interactive, not one-way communication with your end users
    Make your forms engaging – all about the details
    Is Your Website Hurting Your Admission Efforts?
  • Your Website: Create Good Content
    Build pages around your keywords
    Add real value to the web visitor
    Unique
    Informative
    Entertaining
    Who do you link to?
    Good neighbors
    It’s your reputation
    Is Your Website Hurting Your Admission Efforts?
  • What Kind of Content?
    Build Great Content & Promote it
    Examples:
    • Lists
    • Case Studies
    • Comparisons
    • Career Guides
    • Interviews
    • Polls & Surveys
    • Videos
    Is Your Website Hurting Your Admission Efforts?
  • Social Media - Participate
    At a minimum you need to be listening
    Your prospective students are using it
    Use the voice of the student– they need to hear from people like them
    They use Social for navigation – helps people figure out what school is right for them
    Ads to your credibility!
    Is Your Website Hurting Your Admission Efforts?
  • Q & A
    Contact Patty Adams
    pattya@verticalmeasures.com
    602-314-3467 (direct)
    www.VerticalMeasures.com