SEO presentation

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Jan. 2012 presentation to the Marketing Committee explaining SEO for the precision machining program at Metropolitan Community College.

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  • Google will skip over or demote page rank when terms like Main, Overview or Home are used in title tags.
  • Google will only use the first two lines and tends to cut off description tagging if it becomes too long.
  • Google will only use the first two lines and tends to cut off description tagging if it becomes too long.
  • Google will only use the first two lines and tends to cut off description tagging if it becomes too long.
  • What percentage of audience is returning machinists and what percentage is new to the trade. Think about the physics dept. at MU was cut because it spoke to the wrong audience.
  • Imagine you are writing an outline to our sales pitch for Precision Machining.
  • The Job outlook page is outdated and needs an overhaul for new numbers and to remove “excluded data”.
  • Again, using the same search terms and keywords we will create social content to be shared through our other channels.
  • Again, using the same search terms and keywords we will create social content to be shared through our other channels.
  • We have to offer up solutions rather than shill our own products.
  • SEO presentation

    1. 1. Search Engine OptimizationMetropolitan Community College
    2. 2. Precision Machining
    3. 3. Three areas of interest:
    4. 4. Three areas of interest:1. Clean, consistent code
    5. 5. Three areas of interest:1. Clean, consistent code2. Focused, engaging copy
    6. 6. Three areas of interest:1. Clean, consistent code2. Focused, engaging copy3. A linked & liquid strategy Coca-Cola Marketing 2011
    7. 7. Marketing conductsinternal and externalresearch onkeywords, search termsand pro terms to develop aworking vocabulary.The first step
    8. 8. CLEAN, CONSISTENT CODEURL, Title Tags, Descriptions, Anchor Text
    9. 9. Title Tags1. Clean, consistent code
    10. 10. MetaDescription1. Clean, consistent code
    11. 11. Photos and AltText1. Clean, consistent code
    12. 12. Navigation, sitemap andXML Sitemap1. Clean, consistent code
    13. 13. FOCUSED, ENGAGING COPYWho are we creating this copy for — and why?
    14. 14. — Use research and analyticsto determine the audience ofthe site.— Create manageable goalsfor metrics and understandingwhat we want users to do.— Use the same vocabularylist from our Title Tags andMeta Descriptions.— Ensure consistencythroughout our website(Anchor text).2. Focused, engaging copy
    15. 15. — Headers and subheadsneed to be descriptiveand useful.— Photos and graphicsneeds alt text anddescriptive file names.2. Focused, engaging copy
    16. 16. — Make sure copy isactually useful and notjust filler.2. Focused, engaging copy
    17. 17. LINKED & LIQUID STRATEGYUsing social media to bolster page rank.
    18. 18. Blogging Social Media3. Linked and liquid strategy
    19. 19. Blogging Social Media3. Linked and liquid strategy
    20. 20. Our SEO and onlinemarketing efforts shouldbe folded into existingphysical marketingefforts.1. Printed/physical2. Blog/Social media3. Internal web piecesAll should use similarAnchor Text andKeywords pointing backto Precision Machining.3. Linked and liquid strategy
    21. 21. Similar:— Keywords— Search Terms— Anchor Text— Hash-tags— Links back to main website
    22. 22. We can create newcontent or re-purposealready existingcontent with our newgoals and keywordstrategy in mind tobolster search results,page rank and usabilityon the mcckc.eduwebsite.Content will feed SEO over time
    23. 23. Mike EkeyMike.Ekey@mcckc.edu — 816-604-2090

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