Strategies       SEO, Rating Sites For TribalEarly Childhood    Settings                            in a                  ...
Agenda• Memory Refresh- Websites and Getting Found• SEO – (Search Engine Optimization)• Local listings•Consumer referral s...
Memory Refresh  How did we get here?        © Fran Simon Copyright, 2012   3
Engaging Parents                                               EngagingWord of mouth           They                  prosp...
To engage, familieshave to find you     © Fran Simon Copyright, 2012   5
Why are social media andwebsites so important?        © Fran Simon Copyright, 2012   6
Digital natives expecteverything at their fingertips          © Fran Simon Copyright, 2012   7
Information moves at the speed of light    • Phone books are tossed out    • Newspapers are obsolete    • Enrollment is sl...
Why Engage families who are already enrolled?Family-School Engagement Research Says …      * positive outcomes * school-re...
Word of mouthThen        Now
Social Media ToolsFacebook                   TwitterLinkedIn                   PinterestYouTube                    Google+...
Social mediawill not help  increaseenrollment,    but…
…it will help engage…   …and monitor what people are saying
And, social media will enhance SEO
Everything  works togetherWebsite is the   hub!                 © Fran Simon Copyright, 2012   15
Whatmakes a great website?    © Fran Simon Copyright, 2012   16
What every child care site needs•   Address & directions                 •    Licensing/Accred info•   Email & Phone      ...
Keep the pages clutter-freeToo much text and too many gizmos are too much!                © Fran Simon Copyright, 2012    ...
Search engine friendlyFormula for Credibility                                © Fran Simon Copyright, 2012   19
What is SEO?
Search engines help        searchers find the most      relevant sites in a crowded                Internet© Fran Simon Co...
No one will find your website without    Search Engine Optimization
Search Engine Friendly Means• Make it easy for search engines to search    –   Submit sitemap    –   Logical navigation   ...
LinksTo Increase organic rankings your site must:• Link to many (credible)• Be linked to from other(credible) sites  Takea...
Optimize to be found and             crawledTo Increase organic rankings your site mustbe optimized for search engines to ...
Update your site frequently     Fresh content attracts search engines and         lets them know the site is credible     ...
How parents  search
Search Like a Parent        What        is SEO?
Local Search: Google Places
Local Search
How to get a local listing  User’s Guide to Google Places
Local Search• Claim business listings through Googles,  Yahoo!s, or Bingss respective local business  centers.• Claim free...
How do you know if your website is            effective
Whatis in a Child Care Program or       Referral Website?          © Fran Simon Copyright, 2012   36
Parents are searching FOR and              connecting ABOUT child care© Fran Simon Copyright, 2012                        ...
© Fran Simon Copyright, 2012   38
Some sites © Fran Simon Copyright, 2012   39
Care.com© Fran Simon Copyright, 2012   40
What are people saying?The only way to know: Monitor the web             © Fran Simon Copyright, 2012   41
What if it’s bad (but false) news? Reputation Management Companies There’s no defense against licensing   citations, closu...
© Fran Simon Copyright, 2012   43
Questions for me?                   Fran.Simon@ESbyFS.com    © Fran Simon Copyright, 2012           44
Engaging Parents in A Digital World- Session 3 - SEO and Reputation Management
Engaging Parents in A Digital World- Session 3 - SEO and Reputation Management
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Engaging Parents in A Digital World- Session 3 - SEO and Reputation Management

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Presented to the Office of Child Care, Region V, Tribal Administrators

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Engaging Parents in A Digital World- Session 3 - SEO and Reputation Management

  1. 1. Strategies SEO, Rating Sites For TribalEarly Childhood Settings in a Digital World Engaging Parents September 25, 2012 OCC, Region V Fran Simon, M.Ed.
  2. 2. Agenda• Memory Refresh- Websites and Getting Found• SEO – (Search Engine Optimization)• Local listings•Consumer referral sites• Consumer listings• Reputation Management © Fran Simon Copyright, 2012 2
  3. 3. Memory Refresh How did we get here? © Fran Simon Copyright, 2012 3
  4. 4. Engaging Parents EngagingWord of mouth They prospective find you 1 customers/families They Re- You enroll or engage refer them Engaging current 2 You parents They engage enroll them
  5. 5. To engage, familieshave to find you © Fran Simon Copyright, 2012 5
  6. 6. Why are social media andwebsites so important? © Fran Simon Copyright, 2012 6
  7. 7. Digital natives expecteverything at their fingertips © Fran Simon Copyright, 2012 7
  8. 8. Information moves at the speed of light • Phone books are tossed out • Newspapers are obsolete • Enrollment is slowing down • Parents are overwhelmed • More difficult to compete © Fran Simon Copyright, 2012 8
  9. 9. Why Engage families who are already enrolled?Family-School Engagement Research Says … * positive outcomes * school-readiness * * better attendance * increased motivation * * higher self esteem * * lower suspension rates * * decreased substance use * * less violent behavior * * better graduation rates * © Fran Simon Copyright, 2012 9
  10. 10. Word of mouthThen Now
  11. 11. Social Media ToolsFacebook TwitterLinkedIn PinterestYouTube Google+Ning Meetup Other Digital ToolsWebsites Email MarketingBlogs Text/MobileYouTube Child Care DirectoriesDigital Ads © Fran Simon Copyright, 2012 11
  12. 12. Social mediawill not help increaseenrollment, but…
  13. 13. …it will help engage… …and monitor what people are saying
  14. 14. And, social media will enhance SEO
  15. 15. Everything works togetherWebsite is the hub! © Fran Simon Copyright, 2012 15
  16. 16. Whatmakes a great website? © Fran Simon Copyright, 2012 16
  17. 17. What every child care site needs• Address & directions • Licensing/Accred info• Email & Phone • Applications• Ages & programs • Contact form• Philosophy • Forms• Fees • Testimonials• Info about management • References• Info about staff • Content• What makes it special • Links to social media © Fran Simon Copyright, 2012 17
  18. 18. Keep the pages clutter-freeToo much text and too many gizmos are too much! © Fran Simon Copyright, 2012 18
  19. 19. Search engine friendlyFormula for Credibility © Fran Simon Copyright, 2012 19
  20. 20. What is SEO?
  21. 21. Search engines help searchers find the most relevant sites in a crowded Internet© Fran Simon Copyright, 2012 21
  22. 22. No one will find your website without Search Engine Optimization
  23. 23. Search Engine Friendly Means• Make it easy for search engines to search – Submit sitemap – Logical navigation – Meta descriptions – Metatags• Keywords• Use images with alt tags and titles• Add media• Links• Reputable, up to date content
  24. 24. LinksTo Increase organic rankings your site must:• Link to many (credible)• Be linked to from other(credible) sites Takeaway: Include links to credible sites in your content and make sure your site is listed on others © Fran Simon Copyright, 2012 24
  25. 25. Optimize to be found and crawledTo Increase organic rankings your site mustbe optimized for search engines to findsearch every page of your site • Use media (photos, videos) • Submit a site directory • Use titles and alt tags on images • Use keywords in content and in metatags • Add meta descriptions to your pages • Make the titles of your pages different © Fran Simon Copyright, 2012 25
  26. 26. Update your site frequently Fresh content attracts search engines and lets them know the site is credible New content- media, images, text frequently added, and for this reason,© Fran Simon Copyright, 2012 having a blog is important! 26
  27. 27. How parents search
  28. 28. Search Like a Parent What is SEO?
  29. 29. Local Search: Google Places
  30. 30. Local Search
  31. 31. How to get a local listing User’s Guide to Google Places
  32. 32. Local Search• Claim business listings through Googles, Yahoo!s, or Bingss respective local business centers.• Claim free local listing with Google Places• Regular street addresses displayed in machine-readable text, not images
  33. 33. How do you know if your website is effective
  34. 34. Whatis in a Child Care Program or Referral Website? © Fran Simon Copyright, 2012 36
  35. 35. Parents are searching FOR and connecting ABOUT child care© Fran Simon Copyright, 2012 online 37
  36. 36. © Fran Simon Copyright, 2012 38
  37. 37. Some sites © Fran Simon Copyright, 2012 39
  38. 38. Care.com© Fran Simon Copyright, 2012 40
  39. 39. What are people saying?The only way to know: Monitor the web © Fran Simon Copyright, 2012 41
  40. 40. What if it’s bad (but false) news? Reputation Management Companies There’s no defense against licensing citations, closures, or lawsuits © Fran Simon Copyright, 2012 42
  41. 41. © Fran Simon Copyright, 2012 43
  42. 42. Questions for me? Fran.Simon@ESbyFS.com © Fran Simon Copyright, 2012 44

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