SEO for Education Organizations #EMCDigital

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How to make the most out of search for an education org? Check out these criteria, tools and process to get the fundamentals right.

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SEO for Education Organizations #EMCDigital

  1. 1. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Growing Enrolments Maximizing your Search Visibility
  2. 2. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti 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 #educationseo at #EMCdigital by @aleyda from @orainti
  3. 3. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments I Blog I Speak I’m Featured #educationseo at #EMCdigital by @aleyda from @orainti I’m Aleyda Solis
  4. 4. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Organic Search is the main traffic driver for the online Education industry
  5. 5. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti However not many educational organizations are also organic search leaders
  6. 6. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti You’re losing the opportunity to connect & attract your audience through SERPs
  7. 7. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Maximizing your rankings & visibility in a multi- device, platform & format search world SNIPPETS KNOWLEDGE GRAPH MAPS MULTIDEVICEAPPS
  8. 8. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Making the most out of search engines functionalities
  9. 9. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti 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
  10. 10. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti With the goal of supporting the path towards conversions across the customer journey
  11. 11. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti And achieve growth
  12. 12. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti like this
  13. 13. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Or this
  14. 14. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Here’s how to make sure your content is ready to drive these results from SEO
  15. 15. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Understand how your potential students search in order to connect with them
  16. 16. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti 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
  17. 17. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Understanding which are your current best performing site categories, programs, etc. GOOGLE ANALYTICS & SEARCH CONSOLE
  18. 18. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Your most linked and shared site pages BUZZSUMO & COGNITIVE SEO
  19. 19. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Obtaining the terms that have been used to search for them URL PROFILER + GOOGLE SEARCH CONSOLE
  20. 20. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Do the same with the ones providing already the highest share of visibility to your competitors
  21. 21. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Identifying the existing gaps and where they are outperforming you
  22. 22. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Verifying the visibility & queries specific from each type of device
  23. 23. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti As well as search functionality & feature 
 that is providing additional visibility
  24. 24. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Organize the terms by topics & areas and expand each one to identify synonyms & related topics
  25. 25. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti … as well as more permutations & granular phrases & questions around each
  26. 26. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti … as well as more permutations & granular phrases & questions around each YEAR: 2017 MODALITY: ONLINE, ABROAD CHARACTERISTICS: CHEAP, CERTIFIED, SHORT-TERM
  27. 27. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti That will allow you to establish your Website personas BACKGROUND CHARACTERISTICS ACTIVITIES & MOTIVATIONS CONTEXT SCENARIOS
  28. 28. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti 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
  29. 29. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Develop a Web structure & content that fulfills the identified search need
  30. 30. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Main issue with today’s Websites content is that they’re not relevant, unique and it’s “too thin”
  31. 31. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Specially if you’re competing with these players: Online, Free offering & community content.
  32. 32. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti 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
  33. 33. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti 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
  34. 34. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti 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/
  35. 35. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Allowing you to develop highly targeted content that will fulfill your search audience needs Informational queries Transactional queries
  36. 36. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti 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/
  37. 37. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti 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
  38. 38. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments #educationseo at #EMCdigital by @aleyda from @orainti Each page should be optimized with unique, relevant, useful content Meta description Headings Title Body text Images URL Terms or topics in Videos
  39. 39. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments Making the most out of each page element to maximize its relevante, like titles & metas #educationseo at #EMCdigital by @aleyda from @orainti 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
  40. 40. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments 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 #educationseo at #EMCdigital by @aleyda from @orainti
  41. 41. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments Optimize your Images surrounding text alt description file name optimize w/ the targeted terms structured markup #educationseo at #EMCdigital by @aleyda from @orainti
  42. 42. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments 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 #educationseo at #EMCdigital by @aleyda from @orainti
  43. 43. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments Use structured markup to give meaning to your content & increase your SERP visibility #educationseo at #EMCdigital by @aleyda from @orainti
  44. 44. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments From breadcrumbs to reviews and business information https://developers.google.com/search/docs/guides/intro-structured-data #educationseo at #EMCdigital by @aleyda from @orainti
  45. 45. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments Too technically complex? Use GTM to do it #educationseo at #EMCdigital by @aleyda from @orainti http://www.simoahava.com/analytics/enrich-serp-results-using-gtm/
  46. 46. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments This content should be now also mobile first #educationseo at #EMCdigital by @aleyda from @orainti
  47. 47. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments Making sure it follows search accessibility and usability best practices #educationseo at #EMCdigital by @aleyda from @orainti
  48. 48. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments This is a whole specific topic! 
 Check out this preso I did about it #educationseo at #EMCdigital by @aleyda from @orainti http://www.slideshare.net/aleydasolis/mobile-visibility-to-the-max-2016-edition-bigdigitaladl
  49. 49. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments -All this is so much effort just for content already
 -Follow this flowchart to make it profitable #educationseo at #EMCdigital by @aleyda from @orainti
  50. 50. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments 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 #educationseo at #EMCdigital by @aleyda from @orainti
  51. 51. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments 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 #educationseo at #EMCdigital by @aleyda from @orainti http://bit.ly/auditgrowth
  52. 52. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments Remember it’s all about this ;) #educationseo at #EMCdigital by @aleyda from @orainti
  53. 53. SEO FOR EDUCATIONAL SITES #educationseo at #EMCdigital by @aleyda from @orainti Must follow Steps, Criteria & Tools to Grow Enrollments Thank you! #educationseo at #EMCdigital by @aleyda from @orainti

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