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Janet Driscoll Miller's presentation to the College Communicators' Fall Conference at George Mason University on November 11, 2011. Miller reviews the basics of SEO and new opportunities for ...

Janet Driscoll Miller's presentation to the College Communicators' Fall Conference at George Mason University on November 11, 2011. Miller reviews the basics of SEO and new opportunities for visibility in search engines for colleges an

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Demystifying SEO Demystifying SEO Presentation Transcript

  • DEMYSTIFYING SEO:NEW OPPORTUNITIES FORCOLLEGES AND UNIVERSITIESJANET DRISCOLL MILLERSEARCH MOJONOVEMBER 11, 2011
  • ABOUT SEARCH MOJO• Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising• Located in Charlottesville, Va.• Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs, including Marketing Pilgrim and Search Engine Journal• Speakers at SMX Advanced, PubCon and Search Engine Strategies SEARCHMOJO.COM
  • OUR CLIENTS SEARCHMOJO.COM
  • SEARCH OVERVIEW
  • ANATOMY OF SEARCH RESULTSGOOGLE PPC Ads Organic / Natural Web Results PPC Ads
  • GOALS OF COLLEGES WITH SEARCH1. Dominate brand search results.2. Be found on important keywords.3. Attract more clicks (i.e., website traffic)
  • BASICS OF SEO
  • THE 4 STEP PROGRAM FOR SEO1. Choose the keyword phrases your audience uses2. Edit site content to match those words3. Gain inbound links (like votes) • Other people link to your content from blogs, social media profiles, other websites • Each piece of online content needs its own links4. Socialize! • Social media tactics for inbound links and brand search domination8
  • KEYWORDS: THE FOUNDATION OF SEO• How often keyword appears in page content is important in algorithm and ranking• Keywords should be targeted to specific offering/content• Keyword tool: https://adwords.google.com/select/ KeywordToolExternal
  • WHICH KEYWORDS TO PICK?• Not too broad, not too specific – Use Search Volume as your guide Keyword Search Volume Good Choice? Shoes 5,000,000 Too broad Running shoes 301,000 Better Asics running shoes 27,100 Even better Asics gel 2130 running 0 Maybe too specific shoes (long tail)• If you’re doing PPC, think about focusing on high conversion terms.
  • STEP 2: CONTENT EDITING• Content tells search engine robots what the page is about• Add the approved keyword phrases to the site content – Title Tag – Meta Keyword & Meta Description Tag – Within the body content of the page• We typically provide 3 pages of content edits per month SEARCHMOJO.COM
  • STEP 2: CONTENT EDITING• Title and meta description appear in the organic search results. Make them compelling to entice a click. Title Tag Meta Description SEARCHMOJO.COM
  • STEP 3: INBOUND LINK BUILDING• Google’s original patent was based on how links between websites establish who subject leaders are (PageRank)• Inbound links are hyperlinks from one domain to another• Count as a “vote” from website for another site – Goal: Increase Quantity – Goal: Increase QUALITY by placing the keyword phrases into the anchor text• In this sentence, the anchor text is the underlined, clickable text. SEARCHMOJO.COM
  • STEP 3: INBOUND LINK BUILDING SEARCHMOJO.COM
  • DOMINATE 1ST PAGE OF BRANDEDRESULTS SEARCHMOJO.COM
  • STEP 4: SOCIAL MEDIA MONITORING• The “linkscape” is changing – Links now also are shared via social media (i.e., Twitter, Facebook, etc.) – Social profiles rank highly in search• Implement a client’s social profiles – Twitter, Facebook, LinkedIn, etc.• Monitor social profiles to provide client with actionable insight to increase rankings – Dominate 1st page of branded results – Increase inbound link counts and quality SEARCHMOJO.COM
  • SOME SOCIAL PROFILES RANK HIGHLY• YouTube• Slideshare• Twitter• Facebook• LinkedIn• Quora• Scribd
  • SOCIAL CIRCLE http://www.google.com/s2/search/social
  • GOOGLE+ AND +1• +1 Button – +1 is Google’s version of Facebook’s “like” button – Will be used soon (some believe already) as a factor in organic rankings • Will likely also be integrated into ad quality score in the future – Measure +1s in Google Webmaster Tools• Google+ – Google’s new social network – Look to it to replace most of the social circle we just reviewed
  • GOOGLE+• Create your Google+ profile page – Use your AdWords login or create a new, generic email with your domain • https://accounts.google.com/NewAccount – Create the school page • https://plus.google.com/u/0/pages/ – Add all of your social media and website links
  • OPPORTUNITIES INORGANIC SEARCH(SEO)
  • PLACE PAGES• Entry of your physical location into Google• http://www.google.com/places/
  • MARKUP• Three types: – Rich snippets – Schema.org – Rel=Author• Test your markup at: http://www.google.com/webmasters/ tools/richsnippets
  • RICH SNIPPETS• Extra information about the content of the page• Appear in both Google and Bing• http://www.google.com/support/ webmasters/bin/answer.py?answer=99170
  • TYPES OF RICH SNIPPETS• Reviews*• People*• Products• Businesses & Organizations• Recipes*• Events• Music*supported by both Google and Bing
  • REL=AUTHOR• Markup article to designate the author
  • SCHEMA.ORG• Created by Google, Bing and Yahoo!• Launched June 2, 2011• Way for engines to easily identify types of content• Schema.org
  • SCHEMA.ORG IS VERY COMPREHENSIVE• Person• Organization – Ex: Corporation, auto dealer, sports team• Creative works – Ex: Books, movies, TV series, recipes• Embedded, non-text objects – Ex: Audio, image, video• Place/Local Business – Ex: Landmark, residence, restaurant• Event – Ex: Festivals, concerts, sales events• Review• Product/Offer – Ex: shoes, concert ticket
  • OPPORTUNITIES INPAID SEARCH(PPC)
  • AD EXTENSION BENEFITS• Take up more real estate• Draw more attention to your ads• Increase clickthrough-rates (CTR) – Google: +20-30%• Easy to set up• Most extensions are FREE!
  • TYPES OF AD EXTENSIONS• Location Extensions• Product Extensions• Ad Sitelinks• Call Extensions (Call Metrics)• New Beta: Form Ad Extensions
  • LOCATION EXTENSIONS• Shows address of closest location to the searcher• Often combined with other types of ad extensions
  • AD SITELINKS• Provides way to extend ad• Up to six additional links on the ad• Shows for ads that appear above organic results• Need a 7/10 quality score minimum to show• Have to land on website pages*
  • CALL EXTENSIONS | CALL METRICS• Adds phone number to ad• Tracks call information in AdWords• Fee per call
  • CALL METRICS CAMPAIGN REPORTING
  • CASE STUDY:HEALTH INSURANCE COMPANY
  • BETA: FORM EXTENSIONS• Currently in limited beta• Like call extensions, expect Google to charge by form filled out
  • CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101LinkedIn: www.linkedin.com/in/janetdriscollmillerTwitter: @janetdmillerFacebook: www.facebook.com/SearchMojo