#hewebSE #wkse2
SEO LIVE!
©2014 Fathom® All rights reserved.
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Jonathan Pogact
@JPogact
Director of Enterprise Solutions
Stephanie Pflaum...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Jonathan Pogact
@JPogact
Director of Enterprise Solutions
Stephanie Pflaum...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
HIGHER ED SEARCH TRENDS
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Queries grew by 6% in
Q1 2014 in the Colleges,
Uni...
Desktop queries grew by
1%, while Mobile queries
grew by 23% and Tablet
searches grew by 10% YoY in
the same period
HIGHER...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Source: Google internal search data, based on pre-categorized queries for ...
@JPogact
@stephpflaum
SEO LIVE! #wkse2 #hewebSE
HIGHER ED SEARCH TRENDS
http://www.google.com/trends/ comparing (Harvard U...
@JPogact
@stephpflaum
SEO LIVE! #wkse2 #hewebSE
HIGHER ED SEARCH TRENDS
http://www.google.com/trends/
@JPogact
@stephpflaum
SEO LIVE! #wkse2 #hewebSE
Try it for Yourself!
http://www.google.com/trends/
SEARCH ENGINES: HOW DO THEY WORK???
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
web spider
websites
Maps where words a...
HOW PEOPLE SEARCH
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Source: http://www.eduventures.com/2014/04/drives-studen...
HOW PEOPLE SEARCH
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
4 Key Factors That Have the Strongest Influence on the E...
HOW PEOPLE SEARCH
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
4 Key Factors That Have the Strongest Influence on the E...
HOW PEOPLE SEARCH
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
4 Key Factors That Have the Strongest Influence on the E...
HOW PEOPLE SEARCH
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
4 Key Factors That Have the Strongest Influence on the E...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
DESIGN & DEV
“Vision is the art of
seeing the invisible.”
CRAWLABLE CONTENT
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Your most important content should be
in HTML text forma...
LINKED PAGES
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Pages must be linked for the spider to
reach them. Gated
Cont...
TECHNICAL ROADBLOCKS
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Technical SEO
problems can prevent
your site from ran...
TECHNICAL ROADBLOCKS
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
404 errors
TECHNICAL ROADBLOCKS
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Redirect
Issues
TECHNICAL ROADBLOCKS
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Missing or
outdated
sitemap
TECHNICAL ROADBLOCKS
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Robots.txt
TECHNICAL ROADBLOCKS
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Slow
Load
Time
TECHNICAL ROADBLOCKS
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Not mobile
responsive
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
ON-PAGE
OPTIMIZATION
“Relevance is a search
engine’s Holy Grail.
People wa...
SEO LIVE! #wkse2
@JPogact
@stephpflaum
• Unique title for every page (50-60 chars.)
• Unique meta description for every pa...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
• Put important keywords in your
site’s navigation
• Link from other relev...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
• URL should allow the visitor to
predict the content on the page
• Includ...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Case Study
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Micro data, also called rich snippets
or schema, allows you to call out
ce...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
KEYWORD
SELECTION
“It’s not just about getting
visitors to your site – it’...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
• Pick keywords that are relevant to your
site’s content
• Make sure keywo...
SEO LIVE! #wkse2
@JPogact
@stephpflaum
LONG TAIL VS. SHORT TAIL
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
SEARCHER INTENT
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
CONTENT
“If you can’t explain it
simply, you don’t
understand it well
enou...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
ACQUISITION FUNNEL
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
SEARCHER INTENT
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
CONTENT PENALTIES
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
POPULATIRY & LINKS
“It’s hard to forget
someone who gave you
so much to re...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
LINK SIGNALS
• Global popularity
• Local or niche popularity
• Anchor text...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
LINK EARNING STRATEGIES
• Have partner sites link to you
• Blogging – valu...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
LINK EARNING STRATEGIES
Have partner sites link to you
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
LINK EARNING STRATEGIES
Blogging – valuable,
informative &
entertaining co...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
LINK EARNING STRATEGIES
Create content
that inspires
sharing and
natural l...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
LINK EARNING STRATEGIES
Be newsworthy
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
LINK PENALTIES
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
ANALYTICS
“What gets measured, gets
managed.”
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
SEO KEY PERFORMANCE INDICATORS
Rankings
Traffic
Quality metrics – session
...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
GOOGLE ANALYTICS: SEO DASHBOARD
https://www.google.com/analytics/web/templ...
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
Q&A
SEO LIVE! #wkse2 #hewebSE
@JPogact
@stephpflaum
What’s Your Digital
Marketing GPA?
bit.ly/1q1fMJU
SEO Live! Higher Ed Web SE
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SEO Live! Higher Ed Web SE

  1. 1. #hewebSE #wkse2 SEO LIVE! ©2014 Fathom® All rights reserved.
  2. 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. 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. 4. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum
  5. 5. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum
  6. 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. 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. 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. 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. 10. @JPogact @stephpflaum SEO LIVE! #wkse2 #hewebSE HIGHER ED SEARCH TRENDS http://www.google.com/trends/
  11. 11. @JPogact @stephpflaum SEO LIVE! #wkse2 #hewebSE Try it for Yourself! http://www.google.com/trends/
  12. 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. 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. 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. 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. 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. 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. 18. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum DESIGN & DEV “Vision is the art of seeing the invisible.”
  19. 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. 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. 21. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Technical SEO problems can prevent your site from ranking
  22. 22. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum 404 errors
  23. 23. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Redirect Issues
  24. 24. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Missing or outdated sitemap
  25. 25. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Robots.txt
  26. 26. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Slow Load Time
  27. 27. TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Not mobile responsive
  28. 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. 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. 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. 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. 32. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Case Study
  33. 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. 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. 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. 36. SEO LIVE! #wkse2 @JPogact @stephpflaum LONG TAIL VS. SHORT TAIL
  37. 37. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum SEARCHER INTENT
  38. 38. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum CONTENT “If you can’t explain it simply, you don’t understand it well enough.”
  39. 39. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum
  40. 40. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum ACQUISITION FUNNEL
  41. 41. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum SEARCHER INTENT
  42. 42. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum CONTENT PENALTIES
  43. 43. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum POPULATIRY & LINKS “It’s hard to forget someone who gave you so much to remember.”
  44. 44. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK SIGNALS • Global popularity • Local or niche popularity • Anchor text • Trust/relevance/quality • Link neighborhood • Freshness
  45. 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. 46. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK EARNING STRATEGIES Have partner sites link to you
  47. 47. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK EARNING STRATEGIES Blogging – valuable, informative & entertaining content
  48. 48. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK EARNING STRATEGIES Create content that inspires sharing and natural linking
  49. 49. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK EARNING STRATEGIES Be newsworthy
  50. 50. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK PENALTIES
  51. 51. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum
  52. 52. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum ANALYTICS “What gets measured, gets managed.”
  53. 53. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum SEO KEY PERFORMANCE INDICATORS Rankings Traffic Quality metrics – session duration, bounce rate Conversions
  54. 54. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum GOOGLE ANALYTICS: SEO DASHBOARD https://www.google.com/analytics/web/template?uid=acTRIHcrTB2RoUHl4Yu-FQ
  55. 55. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Q&A
  56. 56. SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum What’s Your Digital Marketing GPA? bit.ly/1q1fMJU
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