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Introduction to SEO for Higher Ed

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Search engine optimization is about good content and user experience. It is a tool to reach the right audience and encourage them to become students. This presentation shares higher education-specific information on SEO and content strategy.

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Introduction to SEO for Higher Ed

  1. 1. Introduction to SEO in Higher Ed Joshua Dodson Director of Digital Marketing Bentley University
  2. 2. What is SEO? SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.
  3. 3. SEO is now about good content and user experience
  4. 4. It’s a tool to reach the right audience and encourage them to become students
  5. 5. 80% Say that a campus website affects their perception of an institution
  6. 6. 70% Students have looked at a college website on a mobile device
  7. 7. +80% Seeking certificates, associate’s, and bachelor’s degrees use search engines like Google, Yahoo, and Bing when finding college websites
  8. 8. How do you find a college website?
  9. 9. If you were to look at a specific college or university website right now, what would you look for first?
  10. 10. These are the same pages we want to elevate in search engines.
  11. 11. 200 Ranking Factors
  12. 12. Low bounce rate was associated with higher Google rankings
  13. 13. Long-Form Ranks Higher in Google’s Search Results Than Short-Form Content
  14. 14. Average content length of top 10 results
  15. 15. Go In-depth
  16. 16. Content With At Least One Image Ranks Higher (But Using Lots of Images Doesn’t Make a Difference)
  17. 17. More Total Backlinks = Higher Rankings
  18. 18. Answer audience questions
  19. 19. Answer audience questions
  20. 20. Use the exact phrases in the copy to build rapport with searchers and signal topical authority to search engines
  21. 21. Targeting Each stage of the funnel Awareness----- Information----- Decision----- Action
  22. 22. Target each stage of the funnel and each user type/persona
  23. 23. Example: Southern New Hampshire University
  24. 24. Non-branded online program page search performance (BrightEdge Data Cube Score) Change
  25. 25. Change
  26. 26. 67% Lift Above projection This is causation, not correlation.
  27. 27. Example: Bentley University
  28. 28. The end goal is more students through leads and brand awareness (which contributes to leads)
  29. 29. Thank you. Any questions?

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