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SEO Live! Higher Ed Web SE
 

SEO Live! Higher Ed Web SE

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    SEO Live! Higher Ed Web SE SEO Live! Higher Ed Web SE Presentation Transcript

    • #hewebSE #wkse2 SEO LIVE! ©2014 Fathom® All rights reserved.
    • 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
    • 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
    • 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, 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.
    • 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
    • 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.
    • @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)
    • @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 appear and other relevant data about each web page Builds an index based on a system of weighting (algorithm) search results! search query…
    • 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”
    • 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/
    • 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”
    • 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”
    • 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/
    • 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 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
    • 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
    • TECHNICAL ROADBLOCKS SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Technical SEO problems can prevent your site from ranking
    • 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 want results that are closely connected to their queries.”
    • 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
    • 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
    • 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
    • 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 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
    • 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.”
    • 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
    • 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 enough.”
    • 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 remember.”
    • SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK SIGNALS • Global popularity • Local or niche popularity • Anchor text • Trust/relevance/quality • Link neighborhood • Freshness
    • 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
    • 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 content
    • SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum LINK EARNING STRATEGIES Create content that inspires sharing and natural linking
    • 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 duration, bounce rate Conversions
    • SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum GOOGLE ANALYTICS: SEO DASHBOARD https://www.google.com/analytics/web/template?uid=acTRIHcrTB2RoUHl4Yu-FQ
    • SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum Q&A
    • SEO LIVE! #wkse2 #hewebSE @JPogact @stephpflaum What’s Your Digital Marketing GPA? bit.ly/1q1fMJU