Gauge potential seo & user experience presentation-2012-01-10
For Profit Education Corporation p SEO & User Experience Review January 1st, 2013 January 1 2013 www.GaugePotential.com
About Gauge PotentialGauge Potential is a digital marketing consultant who specializes in moving predominantly brick and mortar businesses online. We have over 10 years helping small to businesses online We have over 10 years helping small‐ tomedium‐sized companies succeed using proven techniques in interactive marketing, process improvement and business consulting. b lExpertise:E ti Digital Strategy Search Engine Optimization Search Engine Marketing eCommerce Affiliate Marketing/ Couponing Web Analytics Business Process Improvement
Objective Client NameTo evaluate why organic website leads have decreased in volume by looking at two scenarios: 1. Investigate SEO that may be decreasing overall organic traffic Investigate SEO that may be decreasing overall organic traffic 2. Investigate changes in user experience that may be decreasing the number of organic leads generated per unique visitor
OverviewFor this analysis I evaluated the client s current on page SEO For this analysis I evaluated the client’s current on‐page SEOtechniques and two items stood out as being possible problems to investigate further. I recommended using a tool like HubSpot or Raven Tools to track future changes in rankings on search engine result pages T l t t kf t h i ki h i ltso that issues can be identified and fixed more efficiently. Losses in organic traffic can be caused by a myriad of possible occurrences but most likely are due to one of the following: new competition entering the market, veering from strict optimization guidelines over time, changes to search algorithm, changes to search algorithm or changes to customer search behavior or volumeThe following details two structural items that may be impacting client’s website SEO rankings.
1. Confusing URL Structure Today Recommended1. Criminal Justice in Baton Rouge Currently there are 3 different ways – .../baton‐rouge‐criminal‐justice‐school/ programs are organized within the website. Evaluate which of these page b l h h f h2. Pharmacy Tech in Cleveland structures makes the most sense and – …/cleveland/pharmacy‐technician‐school/ stick with it.3. Online Marketing Degree3 Online Marketing Degree I suggest the structure below but more h b l b – .../Programs/Business/online‐marketing‐ in depth research may find additional degree/ SEO benefit from categorizing programs by schools of thought programs by schools of thought (business, medical, technology) rather than by degree type. Home Campus Programs Campus AS BS Diploma Name Program Program Program Program Name Overview Overview Overview
1. Confusing URL Structure (Cont.) Today RecommendedAS Criminal Justice Structure sub‐pages – .../associates‐degree‐criminal‐justice‐ p p g underneath parent pages to overview/ minimize the need to repeat AS Criminal Justice > Locations keywords and to build a more – …/criminal‐justice‐program‐locations/ accurate purchase funnel accurate purchase funnelAS Criminal Justice > Job 1. …/programs/associates‐Outlook degrees/criminal‐justice/campus‐ locations– …/law enforcement careers job outlook/ /law‐enforcement‐careers‐job‐outlook/ 2. Or …/locations/baton‐rouge/associates‐ criminal‐justice/job‐outlook
2. Navigation & URL StructureThe title tags seem to have diverted from matching with the page content. In the same way you would not send PPC traffic to a program overview page for the word “Electronic Technology Jobs” you should keep your keyword phrases relevant to the page’s content.• Example – Title: Electronics Technician Training | Electronic Technology Jobs | Electrical Repair Tech Career | Remington College Client Name • “Job” and “Career” keyword phrases should be applied to the Job Outlook pages not necessarily the overview pages – More over you may want to closely mimic the home page More over you may want to closely mimic the home page keywords to stay consistent with the websites overall subject material • Electronics Technician College | Electronic Technology Career Training | Remington College Client Name
Additional Suggestions1. Use a Geo Tag generator to place location specific gg p p latitude/longitude info on campus pages which is used by Bing http://www.geo‐tag.de/generator/en.html2. Look at your inbound links for spammy sites reducing search 2 Look at your inbound links for spammy sites reducing search engine authority3. Make sure your Page Titles match the page URL, content, and Header tags Header tags4. Place the campus street address on each campus page5. Consider maturing home page keywords to be more relevant to the site’s overall focus6. Home page title tag repeats “Remington College” in front and Client Name rear of tag g7. Generate customer centric “soft” content to further expand on available keyword phrases like how to articles and quizzes Example: Example: http://www.lowes.com/cd_Pick+The+Perfect+Christmas+Tree_128535 9645_
User Experience ReviewUser Experience Review www.GaugePotential.com
Client Name 1 Client Name 2 Content Block 3 Content Block1. The content below each link detracts from the item itself. Consider using tool tips that explains each link or a drop down for the ZIP Search so that the additional content can be removed. This should maximize the visibility of the call to action. removed This should maximize the visibility of the call to action2. The image on this page does not scream “Criminal Justice” and the page heading is easily missed. If I landed on this page from a search engine it would be difficult to tell where I was.3. Request information gets lost among competing calls to action and more appealing imagery.
Client Name Client Name 2 Content Block Content Block 1 3 Content Block 4 51. Overview link is not visually selected or highlighted which can cause a user to get lost2. Add a breadcrumb so users know where they are & how to get back to where they came3. Sub navigation is not hierarchically structured under Criminal Justice Programs3 Sub navigation is not hierarchically structured under Criminal Justice Programs a. For instance …/criminal‐justice/locations4. Action boxes duplicate the sub‐navigation (consider removing action box or sub nav bar)5. Submit button font should match the 800‐number in the phone number graphic at top
2 1 Content Block 3 5 4 Content Block1. In this mockup, I increased the font size of the H1 and brought it above the image to draw more hi k i d h f i f h db h i b h i d attention to where the visitor is on the site2. I minimized the image so that the content could be flattened out & more of the page detail below can be viewed3. The sub‐navigation was turned into tabs and the sub‐sub‐navigation was brought below the tabs to 3 Th b i i di b d h b b i i b h b l h b make surfing the site more fluid a. Sub‐navigation and sub‐sub‐navigation will need to follow a structured hierarchy under ../Criminal Justice Overview/Career Training4. I removed the thumb nails that created a duplicate route to the tabbed sub‐navigation and brought the 4 I d h h b il h d d li h bb d b i i db h h content up5. By Adding of the eye brow over the lead form I feel more eyes will be drawn to fill out the form as their next action
Navigation & URL StructureAgain, the url structure is causing a confusing user experience and may be causing duplicate content issues. If I click down to the Baton Rouge page then select Cosmetology I get to the overarching Cosmo page (…/cosmetology‐beauty‐school‐overview/), why was I not brought to the Baton Rouge‐specific Cosmo page (…/baton‐rouge/cosmetology‐beauty‐school/)? / l b h l/)? Home page Home page Location Baton Rouge Cosmetology