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SEO Live! Higher Ed Web SE

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  • 1. #hewebSE #wkse2 SEO LIVE! ©2014 Fathom® All rights reserved.
  • 2. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Jonathan Pogact @JPogact Director of Enterprise Solutions Stephanie Pflaum @stephpflaum Senior Digital Marketing Strategist www.fathomdelivers.com/industries/education
  • 3. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Jonathan Pogact @JPogact Director of Enterprise Solutions Stephanie Pflaum @stephpflaum Senior Digital Marketing Strategist www.fathomdelivers.com/industries/education WHY SEO? DESIGN & DEV ON-PAGE OPTIMIZATION KEYWORD SELECTION CONTENT POPULARITY & LINKS ANALYTICS Let’s Get Dangerous
  • 4. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum
  • 5. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum
  • 6. HIGHER ED SEARCH TRENDS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Queries grew by 6% in Q1 2014 in the Colleges, Universities & Post- Secondary Education Category Source: Google internal search data, based on pre-categorized queries for the Colleges, Universities & Post-Secondary Education. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
  • 7. Desktop queries grew by 1%, while Mobile queries grew by 23% and Tablet searches grew by 10% YoY in the same period HIGHER ED SEARCH TRENDS Source: Google internal search data, based on pre-categorized queries for the Colleges, Universities & Post-Secondary Education. Note: In-quarter metrics for Query Volume and Ad Depth are only available. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum
  • 8. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Source: Google internal search data, based on pre-categorized queries for the Colleges, Universities & Post-Secondary Education. Note: In-quarter metrics for Query Volume and Ad Depth are only available.
  • 9. @JPogact @stephpflaum SEO LIVE! #wkse2 #hewebSE HIGHER ED SEARCH TRENDS http://www.google.com/trends/ comparing (Harvard University, Yale University, the University of Michigan, the University of Virginia, and UCLA)
  • 10. @JPogact @stephpflaum SEO LIVE! #wkse2 #hewebSE HIGHER ED SEARCH TRENDS http://www.google.com/trends/
  • 11. @JPogact @stephpflaum SEO LIVE! #wkse2 #hewebSE Try it for Yourself! http://www.google.com/trends/
  • 12. SEARCH ENGINES: HOW DO THEY WORK??? SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum web spider websites Maps where words appear and other relevant data about each web page Builds an index based on a system of weighting (algorithm) search results! search query…
  • 13. HOW PEOPLE SEARCH SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Source: http://www.eduventures.com/2014/04/drives-students-enrollment-decisions/ “international culinary center” “international culinary center tuition” “culinary schools”
  • 14. HOW PEOPLE SEARCH SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum 4 Key Factors That Have the Strongest Influence on the Enrollment Decision Perceived Value of Your Institution “What is my expected outcome?” Source: http://www.eduventures.com/2014/04/drives-students-enrollment-decisions/
  • 15. HOW PEOPLE SEARCH SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum 4 Key Factors That Have the Strongest Influence on the Enrollment Decision Student Conversations with Key Influencers “Notable alumni” Source: http://www.eduventures.com/2014/04/drives-students-enrollment-decisions/ “international culinary center”
  • 16. HOW PEOPLE SEARCH SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum 4 Key Factors That Have the Strongest Influence on the Enrollment Decision Student Research and Information Gathering Source: http://www.eduventures.com/2014/04/drives-students-enrollment-decisions/ “international culinary center”
  • 17. HOW PEOPLE SEARCH SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum 4 Key Factors That Have the Strongest Influence on the Enrollment Decision Communication Throughout the Application Process “how often are we reaching out?” Source: http://www.eduventures.com/2014/04/drives-students-enrollment-decisions/
  • 18. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum DESIGN & DEV “Vision is the art of seeing the invisible.”
  • 19. CRAWLABLE CONTENT SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Your most important content should be in HTML text format Things search engines can’t read: 1. Images 2. Flash or Java plug-in contained content 3. Video or Audio How to View Your Site Like a Search Engine: • Go to google.com • Type in cache:url • Select Text-only version
  • 20. LINKED PAGES SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Pages must be linked for the spider to reach them. Gated Content Javascript links or links in Flash Page is blocked by robots.txt Frames or I-Frames Spiders can’t use site search Page has 100s of links Why pages may be unreachable Anchor text: The visible portion of the link
  • 21. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Technical SEO problems can prevent your site from ranking
  • 22. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum 404 errors
  • 23. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Redirect Issues
  • 24. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Missing or outdated sitemap
  • 25. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Robots.txt
  • 26. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Slow Load Time
  • 27. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Not mobile responsive
  • 28. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum ON-PAGE OPTIMIZATION “Relevance is a search engine’s Holy Grail. People want results that are closely connected to their queries.”
  • 29. SEO LIVE! #wkse2 @JPogact @stephpflaum • Unique title for every page (50-60 chars.) • Unique meta description for every page (156 chars.) – include a call-to-action • Only 1 H1 tag per page • Optimize H2s – less important content can go in H3s, H4s etc… • Don’t over-stuff keywords Useful Tool: ON-PAGE SEO BEST PRACTICES
  • 30. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum • Put important keywords in your site’s navigation • Link from other relevant pages on your site with anchor text • Anchor text should align with the keyword focus on the page you are linking to INTERNAL LINKING
  • 31. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum • URL should allow the visitor to predict the content on the page • Include keywords if possible • Keep URLs as short as possible • Separate words with hyphens • Static URLs are preferred – avoid dynamic URLs • Try not to bury important SEO pages several directories deep URL STRUCTURE www.college.edu/academics/college/bachelors/humanitie s/degree-program-page BURRIED www.college.edu/humanities/bachelors-degree-program PREFERRED
  • 32. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Case Study
  • 33. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Micro data, also called rich snippets or schema, allows you to call out certain types of content to the search engines. • Address or location • Phone number • Events, dates & times • Reviews • Books, movies & recipes (creative works) MICRO DATA http://www.schema.org
  • 34. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum KEYWORD SELECTION “It’s not just about getting visitors to your site – it’s about getting the right visitors to your site.”
  • 35. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum • Pick keywords that are relevant to your site’s content • Make sure keyword phrases also align with your marketing goals • Check for search volume • Search for the phrase • Look at competition • Look at Google Trends • Use PPC data if available – which keywords convert best? • What are you already ranking for? KEYWORD SELECTION BASICS Useful Tools: • Google Adwords Keyword Planner • Ubersuggest • Google Analytics • SEMRush
  • 36. SEO LIVE! #wkse2 @JPogact @stephpflaum LONG TAIL VS. SHORT TAIL
  • 37. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum SEARCHER INTENT
  • 38. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum CONTENT “If you can’t explain it simply, you don’t understand it well enough.”
  • 39. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum
  • 40. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum ACQUISITION FUNNEL
  • 41. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum SEARCHER INTENT
  • 42. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum CONTENT PENALTIES
  • 43. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum POPULATIRY & LINKS “It’s hard to forget someone who gave you so much to remember.”
  • 44. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK SIGNALS • Global popularity • Local or niche popularity • Anchor text • Trust/relevance/quality • Link neighborhood • Freshness
  • 45. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK EARNING STRATEGIES • Have partner sites link to you • Blogging – valuable, informative & entertaining content • Create content that inspires sharing and natural linking • Be newsworthy
  • 46. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK EARNING STRATEGIES Have partner sites link to you
  • 47. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK EARNING STRATEGIES Blogging – valuable, informative & entertaining content
  • 48. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK EARNING STRATEGIES Create content that inspires sharing and natural linking
  • 49. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK EARNING STRATEGIES Be newsworthy
  • 50. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK PENALTIES
  • 51. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum
  • 52. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum ANALYTICS “What gets measured, gets managed.”
  • 53. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum SEO KEY PERFORMANCE INDICATORS Rankings Traffic Quality metrics – session duration, bounce rate Conversions
  • 54. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum GOOGLE ANALYTICS: SEO DASHBOARD https://www.google.com/analytics/web/template?uid=acTRIHcrTB2RoUHl4Yu-FQ
  • 55. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Q&A
  • 56. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum What’s Your Digital Marketing GPA? bit.ly/1q1fMJU

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