SEO for Education Organizations #EMCDigital

SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Growing Enrolments Maximizing
your Search Visibility

SEO FOR
EDUCATIONAL SITES
Must follow Steps, Criteria &
Tools to Grow Enrollments
I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO I PublishI Share
BITLY.COM/LIBROSEOALEYDA

SEO FOR
EDUCATIONAL SITES
I Blog I Speak I’m Featured
I’m Aleyda Solis

SEO FOR
EDUCATIONAL SITES
Organic Search is the main traﬃc driver
for the online Education industry

SEO FOR
EDUCATIONAL SITES
However not many educational organizations
are also organic search leaders

SEO FOR
EDUCATIONAL SITES
You’re losing the opportunity to connect &
attract your audience through SERPs

SEO FOR
EDUCATIONAL SITES
Maximizing your rankings & visibility in a multi-
device, platform & format search world
SNIPPETS
KNOWLEDGE GRAPH
MAPS
MULTIDEVICEAPPS

SEO FOR
EDUCATIONAL SITES
Making the most out of search engines
functionalities

SEO FOR
EDUCATIONAL SITES
While aligning your SEO eﬀorts along the ones
you do for other channels
SE
PRODUCT BRANDING
USABILITY
CONTENT
DESIGN
DEVELOPMENT
PPC
SOCIALEMAIL
SEO
AFFILIATES
DISPLAY

SEO FOR
EDUCATIONAL SITES
With the goal of supporting the path towards
conversions across the customer journey

SEO FOR
EDUCATIONAL SITES
And achieve growth

SEO FOR
EDUCATIONAL SITES
like this

SEO FOR
EDUCATIONAL SITES
Or this

SEO FOR
EDUCATIONAL SITES
Here’s how to make sure your content is ready
to drive these results from SEO

SEO FOR
EDUCATIONAL SITES
Understand how your potential
students search in order to
connect with them

SEO FOR
EDUCATIONAL SITES
Always start by doing a “keyword research”  
to identify your audience search behavior
USED
TERMS IN THE
INDUSTRY
SUGGESTIONS
COMPETITORS
TERMS
CURRENTLY
RANKED TERMS
FOR CONTENT
YOUR
TERMS, TOPICS
& CONTENT
TARGET
BUSINES
GOALS, VOLUME
& PROFITABILITY
CURRENT
VISIBILITY &
CONTENT
EXISTENCE
SEARCH
VOLUME,
SEASONALITY AND
COMPETITION
RELEVANCE &
INTENT

SEO FOR
EDUCATIONAL SITES
Understanding which are your current best
performing site categories, programs, etc.
GOOGLE
ANALYTICS &
SEARCH
CONSOLE

SEO FOR
EDUCATIONAL SITES
Your most linked and shared site pages
BUZZSUMO
& COGNITIVE
SEO

SEO FOR
EDUCATIONAL SITES
Obtaining the terms that have been used to
search for them
URL PROFILER +
GOOGLE SEARCH
CONSOLE

SEO FOR
EDUCATIONAL SITES
Do the same with the ones providing already the
highest share of visibility to your competitors

SEO FOR
EDUCATIONAL SITES
Identifying the existing gaps and where they are
outperforming you

SEO FOR
EDUCATIONAL SITES
Verifying the visibility & queries speciﬁc from
each type of device

SEO FOR
EDUCATIONAL SITES
As well as search functionality & feature  
that is providing additional visibility

SEO FOR
EDUCATIONAL SITES
Organize the terms by topics & areas and expand
each one to identify synonyms & related topics

SEO FOR
EDUCATIONAL SITES
… as well as more permutations & granular
phrases & questions around each

SEO FOR
EDUCATIONAL SITES
… as well as more permutations & granular
phrases & questions around each
YEAR:
2017
MODALITY:
ONLINE, ABROAD
CHARACTERISTICS:
CHEAP, CERTIFIED,
SHORT-TERM

SEO FOR
EDUCATIONAL SITES
That will allow you to establish your Website
personas
BACKGROUND
CHARACTERISTICS
ACTIVITIES &
MOTIVATIONS
CONTEXT
SCENARIOS

SEO FOR
EDUCATIONAL SITES
To Establish & Prioritize those topics, areas &
queries that you will target in your SEO process
BEHAVIOR
relevance
volume
competition
seasonality
persona
intent
scenario
BUSINESS
availability
proﬁtability
STATUS
content existence
content format
rankings
trafﬁc
conversions
growth

SEO FOR
EDUCATIONAL SITES
Develop a Web structure &
content that fulﬁlls the
identiﬁed search need

SEO FOR
EDUCATIONAL SITES
Main issue with today’s Websites content is that
they’re not relevant, unique and it’s “too thin”

SEO FOR
EDUCATIONAL SITES
Specially if you’re competing with these players:
Online, Free oﬀering & community content.

SEO FOR
EDUCATIONAL SITES
This is why you need to use the established
terms to drive your Web architecture & content
map topics
with web
architecture
identify
content type
& format to
target each
topic
optimize
content (pages,
images, videos) for
targeted
keywords
use
structured
markup to give a
meaning to
your content
verify that
your content is
correctly seen by
search
engines
make sure
your content is
correctly shown
in all devices
facilitate
your content  
share-ability

SEO FOR
EDUCATIONAL SITES
Map your diﬀerent topics & queries with your
already existing or to-be-created Web areas
x
communi
ty
product
category
2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category  
a
category  
b
blog
product
category
1
product
category
n

SEO FOR
EDUCATIONAL SITES
As well as content format
x
communi
ty
product
category
2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category  
a
category  
b
blog
product
category
1
product
category
n
www.distilled.net/blog/the-content-matrix/

SEO FOR
EDUCATIONAL SITES
Allowing you to develop highly targeted content
that will fulﬁll your search audience needs
Informational
queries
Transactional
queries

SEO FOR
EDUCATIONAL SITES
If you’re targeting multilingual & country markets
select one of these options based on pros & cons
FOR COUNTRY TARGETING
ccTLDs
Sub-directories
Sub-domains
Sub-directories
Sub-domains
FOR LANGUAGE TARGETING
www.yourbrand.es
www.yourbrand.es/categoria-a/
www.yourbrand.com/es-es/
www.yourbrand.com/es-es/categoria-a/
es-es.yourbrand.com/
es-es.yourbrand.com/categoria-a/
www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
es.yourbrand.com/
es.yourbrand.com/categoria-a/

SEO FOR
EDUCATIONAL SITES
FOR COUNTRY TARGETING
ccTLDs
Sub-directories
Sub-domains
Sub-directories
Sub-domains
FOR LANGUAGE TARGETING
Ideal alternative to geolocate if competition
is not too high
More technical resources
More efforts to grow popularity
Less technical resources
Less efforts to grow popularity
More chances to get all versions penalized
if something goes bad
More efforts to geolocate
Require more technical resources
Require more efforts to grow popularity
Better than sub-directories to organize
larger & more complex sites
More efforts to geolocate
Less technical resources
Less efforts to grow popularity
Deeper url structure
More chances to get all versions penalized if one of
the versions has issues
More technical resources
More efforts to grow popularity
Shorter URL structure which can be better for
larger sites
If you’re targeting multilingual & country markets
select one of these options based on pros & cons

SEO FOR
EDUCATIONAL SITES
Each page should be optimized with unique,
relevant, useful content
Meta description
Headings
Title
Body text
Images
URL
Terms or topics in
Videos

SEO FOR
EDUCATIONAL SITES
Making the most out of each page element to
maximize its relevante, like titles & metas
title
meta description
url
Begin with targeted term
~ 55 characters for desktop &  
~ 60 for mobile
descriptive and attractive  
expanding title, inviting users to click
~150 characters for desktop &  
~115 characters for mobile
short & descriptive
targeted terms in url

SEO FOR
EDUCATIONAL SITES
Add your USP in them in order to attract
attention from user and increase CTR
title
meta description
url
Begin with targeted term
~ 55 characters for desktop &  
~ 60 for mobile
descriptive and attractive  
expanding title, inviting users to click
~150 characters for desktop &  
~115 characters for mobile
short & descriptive
targeted terms in url
http://www.siegemedia.com/seo/title-tags

SEO FOR
EDUCATIONAL SITES
Optimize your Images
surrounding text
alt description
ﬁle name
optimize w/ the targeted terms
structured markup

SEO FOR
EDUCATIONAL SITES
and Videos too
caption or description
title
ﬁle name
optimize w/ the targeted terms
structured markup
Not conversion but awareness and
informational oriented? Publish it in Youtube

SEO FOR
EDUCATIONAL SITES
Use structured markup to give meaning to your
content & increase your SERP visibility

SEO FOR
EDUCATIONAL SITES
From breadcrumbs to reviews and business
information
https://developers.google.com/search/docs/guides/intro-structured-data

SEO FOR
EDUCATIONAL SITES
Too technically complex? Use GTM to do it
http://www.simoahava.com/analytics/enrich-serp-results-using-gtm/

SEO FOR
EDUCATIONAL SITES
This content should be now also mobile ﬁrst

SEO FOR
EDUCATIONAL SITES
Making sure it follows search accessibility and
usability best practices

SEO FOR
EDUCATIONAL SITES
This is a whole speciﬁc topic!  
Check out this preso I did about it
http://www.slideshare.net/aleydasolis/mobile-visibility-to-the-max-2016-edition-bigdigitaladl

SEO FOR
EDUCATIONAL SITES
-All this is so much effort just for content already 
-Follow this flowchart to make it profitable

SEO FOR
EDUCATIONAL SITES
And remember balance your optimization eﬀorts
based on your context to focus on growth
Your Site
Technical Conﬁguration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
Your
Competition
Current
Organic Search
Performance
Audience Search
Behavior &
Industry Potential

SEO FOR
EDUCATIONAL SITES
Check out this preso I did to drive your SEO eﬀorts
Your Site
Technical Conﬁguration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
Your
Competition
Current
Organic Search
Performance
Audience Search
Behavior &
Industry Potential
http://bit.ly/auditgrowth

SEO FOR
EDUCATIONAL SITES
Remember it’s all about this ;)

SEO FOR
EDUCATIONAL SITES
Thank you!

SEO for Education Organizations #EMCDigital

SEO for Education Organizations #EMCDigital

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