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HighEdWeb Arkansas 2012
 

HighEdWeb Arkansas 2012

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Becoming Relevant in the .edu Space Through Your Online Identity

Becoming Relevant in the .edu Space Through Your Online Identity

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  • When you think about the market for home video entertainment, which brand is most digitally relevant – meaning, which brand has engaged and made use of the digital world?
  • When you think about the market for home video entertainment, which brand is most digitally relevant – meaning, which brand has engaged and made use of the digital world?
  • What about a more challenging example?Take “Running Shoes.” Which is the most deserving brand? One of the top manufacturers? One of the top retailers?(by the way, on the day we created this presentation, only Zappos [#4] and Nike [#6] appeared on the first page of Google results for “running shoes” – though Adidas and Finish line both had PPC ads there)How does Google know? How do they determine which brand is the best fit for a given search term?

HighEdWeb Arkansas 2012 HighEdWeb Arkansas 2012 Presentation Transcript

  • BECOMING RELEVANT IN THE.EDU SPACE THROUGH YOUR ONLINE IDENTITY PATRICK DAVIS @StevenShattuck @Slingshot_Pat STEVEN SHATTUCK 2
  • AGENDA » Digital Relevance for .EDUsSlide Overview » Digital Relevance » How To Get It » Results of One Customer » Questions 3
  • DIGITALRELEVANCE 4
  • BOOKSWhich brand is more digitally relevant? 5 5
  • BOOKSWhich brand is more digitally relevant? 6 6
  • RUNNING SHOESWhich brand is most deserving? 7 7
  • WHAT KEYWORDS ARE PROSPECTIVE STUDENTS USING ON GOOGLE?Keyword Phrase Exactmasters degree 301,000 27,100online courses 201,000 9,900online degree 135,000 5,400mba programs 110,000 5,400 Keyword (continued)… Phrase Exactengineering schools 110,000 3,600 engineering programs 22,200 590bachelor degree 90,500 18,100 top party schools 18,100 8,100online education 60,,500 8,100 marketing degree 18,100 2,400mba rankings 49,500 12,100 marketing degree 18,100 2,400best universities 49,500 5,400 best law schools 14,800 6,600engineering colleges 49,500 2,400 top engineering schools 12,100 8,100engineering degree 49,500 1,900 top mba programs 12,100 5,400online universities 33,100 12,100 engineering degrees 12,100 1,900finance degree 14,800 1,900 it degree 6,600 1,000 8
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  • POSITION 1 » “You are relevant to this query, but there are better sites than yours.”POSITION 100 » 13
  • RELEVANCE 14
  • RELEVANCEDIVERSITY 15
  • CLASS METHODOLOGY FOR DIGITAL RELEVANCE CONTENT / LINK PROFILE / ARCHITECTURE / SOCIAL / STRATEGY 16
  • OWNED MEDIA“Content Creation was found to be the MOST effective of allSEO tactics.” - MARKETING SHERPA 2011 SEARCH MARKETING BENCHMARK REPORT 17
  • EARNED MEDIA“Now, agencies … must also attract, motivate, and engage specific audienceswith a brands content. Agencies have to "earn" media for their clients inaddition to buying it. ” - ADAGE DIGITAL (DEC. 2011) 18
  • » Tags – Title, Meta, Description, H1, H2, etc.» Internal Linking Optimization» Breadcrumbs» Subdomains vs. Subdirectories» Usability» Site Load Time 19
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  • ONTENTOCIAL INK GRAPH RCHITECTURE 21
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  • EDU SUCCESS STORY 25
  • EDU SUCCESS STORY » BEFORECLIENT CHALLENGESOnline educational institution based in » Amidst a huge re-branding &Chicago (multiple online schools & messaging projectprograms) » Had paid for links (in order to compete) and link graph was ‘unhealthy’ » Highly restrictive internal compliance BOTTOM LINE: Not considered ‘digitally relevant’ despite being an online school 26
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  • EDU SUCCESS STORY » AFTERWHAT SLINGSHOT RESULTS AFTER 12 MONTHACCOMPLISHED CAMPAIGN» Helped them create overhaul the » Average keyword ranking across the content on their site to match offline category: 11 market research » Ranking 7th on Google for “Online» Aggressive outreach to create Education” endorsements of this new content » Non-branded traffic increased by 228%» Distilled their compliance requirements into a management set for outreach 28
  • WE STAY ON TOP OF BESTPRACTICES, EMERGING TRENDS,PEER REPORTING, & CHANGESIN THE SCIENCE OF THE INDUSTRYSO WE CAN RESPOND TO THEREALITIES WE ENCOUNTER.Join SlingshotSEO.com/SEO-Buzz to stay in the loop 29
  • QUESTIONS?PATRICK DAVIS STEVEN SHATTUCKEnterprise Account Executive Senior Marketing ManagerPatrick.Davis@SlingshotSEO.com Steven.Shattuck@SlingshotSEO.com(512) 200-4626 (317) 575-8852 ext. 229@slingshot_pat @stevenshattucklinkedin.com/in/patrickhdavis linkedin.com/in/stevenshattuck 30
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  • QUESTION 1 »WHAT GETS SEARCHAPPROXIMATELY 114MILLION TIMES PER MONTH ON BING? 32
  • ANSWER »GOOGLE 33
  • QUESTION 2 »WHAT ARE THE TWO ANIMALNAMES OF GOOGLE’S MORE RECENT ALGORITHMIC UPDATES / FILTERS? 34
  • ANSWER »PENGUIN & PANDA 35
  • QUESTION 3 »WHAT WAS GOOGLES(the search engines) ORIGINAL NAME?1. SearchMasters 2. Webcrawler 2. 3. BackRub 4. Zorley 36
  • ANSWER » BACKRUBafter their unique approach to analyzing backlinks 37
  • HAVE MORE QUESTIONS?SUBMIT YOUR QUESTIONS TO#AskAnSEOExpert ON TWITTER 38