On-page SEO basics for higher ed marketers

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On-page SEO and off-page SEO (links) determine how your pages rank in search engine results. Here we look at the basic on-page SEO elements that higher ed marketers need to understand and apply to ensure that their websites are getting respectable search rankings.

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On-page SEO basics for higher ed marketers

  1. 1. On-Page SEO Basics for Higher Ed Marketers Slide 1 On-Page SEO Basics for Higher Ed Marketers
  2. 2. On-Page SEO Basics for Higher Ed Marketers Slide 2 1. Introduction 2. Content 3. HTML 4. Info Architecture 5. Performance Overview Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  3. 3. On-Page SEO Basics for Higher Ed Marketers Slide 3  On-page SEO and off-page SEO determine how your pages rank in search engine results.  Managing the basic SEO elements can produce a very positive ROI on your marketing investment and give your page's higher search engine rankings.  SEO experts spend lots of time analyzing the search results of their pages to try and understand the nuances of the search engines ranking algorithms. Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  4. 4. On-Page SEO Basics for Higher Ed Marketers Slide 4  If you are looking for that level of detail, (and debate), there are lots of other resources available online.  We will focus on basic SEO, where the 80:20 rule applies. You can get 80 % of the benefits of on-page optimization by focusing on the 20% of the factors that are critical. So let’s take a look at these key on-page factors: Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  5. 5. On-Page SEO Basics for Higher Ed Marketers Slide 5  As you are certainly quite sick of hearing, high quality, unique content is the most important element in your on- page SEO strategy.  The search engines reward fresh, genuine, novel, finely tuned content with high rankings.  Get you content strategy in place and start regularly publishing high quality content and you will see your results climb. Content Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  6. 6. On-Page SEO Basics for Higher Ed Marketers Slide 6 Page Title tags  Title tags are the main text headings that describe your pages.  They show up at the top of your browser, in your browser tabs, and in search engine results as seen in the highlighted text in the examples below.  Best practices recommend that you put your brand name and the main keywords up front in the phase.  Maximum length should be about 70 characters. HTML Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  7. 7. On-Page SEO Basics for Higher Ed Marketers Slide 7Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  8. 8. On-Page SEO Basics for Higher Ed Marketers Slide 8 Meta description  The meta description is not important to your search engine ranking per say, because search engine generally ignore this tag  BUT it is key to describing what is on the page for the visitor by bolding of the text in the visual snippet presented in the search result as below. HTML Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  9. 9. On-Page SEO Basics for Higher Ed Marketers Slide 9 Keywords  Please don’t stuff your pages with keywords to get higher ranking. That will not work, and in fact, might get you penalized.  The experts say to use them 2 – 3 time on a short page and 4- 6 times on a long page.  It also helps to get the main keywords positioned early in the page.  In the example below, keywords, as defined by the page, <meta name="keywords" content="BCIT, mechanical engineering, B.Eng, design, manufacturing, systems, BTech in manufacturing"> are seen as highlighted text; HTML Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  10. 10. On-Page SEO Basics for Higher Ed Marketers Slide 10Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  11. 11. On-Page SEO Basics for Higher Ed Marketers Slide 11 Internal links  Insert at least one link on each page within the content of the page that links back to a higher level, related category page on your site. HTML Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  12. 12. On-Page SEO Basics for Higher Ed Marketers Slide 12 Your URLs  The URL titles of your pages should semantically represent the information hierarchy of your page.  Here is a example. Info Architecture Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  13. 13. On-Page SEO Basics for Higher Ed Marketers Slide 13 Your URLs  Good URLs make it simpler for search engines to determine what search queries are most relevant to your pages.  Short, descriptive URLs are good:  for search engines rankings and from a user point of view, very helpful when browsing your site. Info Architecture Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  14. 14. On-Page SEO Basics for Higher Ed Marketers Slide 14 Crawl ability  This is probably self-evident but your site should not have any crawl errors.  For example “404 page not found errors” are a pretty serious no-no with respect to the search engine and definitely have an effect on how they rank your site.  A current site map on your site also really helps out to make sure your content is all searchable. Performance Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  15. 15. On-Page SEO Basics for Higher Ed Marketers Slide 15 Page Load Speed  Page load speed seriously affects the user’s experience on your website so it only makes sense that:  if your site is clunky and slow that the search engines will penalize you with respect to your page ranking.  Users expect pages to load within 2 seconds and start dropping off like flies for every second longer they have to wait. Performance Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  16. 16. On-Page SEO Basics for Higher Ed Marketers Slide 16 Page Load Speed  Page load speed can be tested with many freely available tools so it is fairly easy to diagnose this if you have a problem.  If you do have a problem, get to work to optimize those pages to improve the load time.  Get your techies involved to help you out with this process if it looks like you have serious load time problems. Performance Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
  17. 17. On-Page SEO Basics for Higher Ed Marketers Slide 17 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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