Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

Use a Long Tail Keyword
Strategy in PPC and SEO t...
Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

Overview
The Struggle of Small or Niche Colleges
...
Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

1. The Struggle of Small or Niche Colleges
It’s c...
Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

2. Long Tail Keywords


One strategy is to inves...
Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

2. Long Tail Keywords



In this example “logist...
Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

2. Long Tail Keywords



As your keyword phrase ...
Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

2. Long Tail Keywords


Because:
 1. Not many o...
Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

3. The PPC Side of Things



Pay per click (PPC...
Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

3. The PPC Side of Things


Here are a few strat...
Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

4. The Organic Search Side of Things



Search ...
Use a Long Tail Keyword Strategy in PPC and
SEO to Promote your College

Questions?
1.514.312.3968
info@higher-education-m...
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Use a long tail keyword strategy in PPC and SEO to promote your college

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Use a long tail keyword strategy in PPC and SEO to promote your college

  1. 1. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 1
  2. 2. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Overview The Struggle of Small or Niche Colleges 2) Long Tail Keywords 3) The PPC Side of Things 4) The Organic Search Side of Things 5) What Does It Change For Your College? 1) Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 2
  3. 3. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 1. The Struggle of Small or Niche Colleges It’s common for small to mid-size colleges with excellent programs to struggle against larger colleges online.  Never a lot of marketing budget to invest in one single program.  Momentum of a larger competitor’s website, SEO, PPC and social media activities means:       Minimal traffic Low leads Fewer registrations Low search rankings How do you get around this? Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 3
  4. 4. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 2. Long Tail Keywords  One strategy is to invest in “the long tail of search”, specifically long tail keyword tactics with PPC campaigns and SEO. Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 4
  5. 5. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 2. Long Tail Keywords  In this example “logistics management software case studies” is a long tail keyword phrase, occurring on the green section of the curve.  The farther to the right a term appears the further out on the “ long tail” it moves, having lower cost per click and lower search frequency. Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 5
  6. 6. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 2. Long Tail Keywords  As your keyword phrase gets longer and more specific, the phrase’s total search frequency drops, along with it the competition for that phrase and the approximate cost per click.  So if the searches are so scarce and the numbers are so low, why should you pursue them? Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 6
  7. 7. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 2. Long Tail Keywords  Because:  1. Not many others are targeting them so they're generally more cost effective to acquire.  2. These searches align more closely with your program.  This means they generally turn out to be higher quality prospects and convert at a much higher rate than the average.  If we can agree that these are people that we would like to have visit our site how do we improve the odds that we are seen by them and that we hopefully get clicked on? Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 7
  8. 8. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 3. The PPC Side of Things   Pay per click (PPC) ads are targeted at specific keyword phrases. The main variables affecting PPC campaigns are specificity of keyword phrase, the volume of searches and cost per click (CPC).  Long tail keywords target traffic of well-aligned searchers and generally convert at higher rates.  Because of the very low search volume on these terms, most people skip over them and concentrate on ones with higher volume.  They convert at a higher rate (approximately 4-6%) but you still need a large number of searches to make the numbers work.  The key to this strategy is to research, identify and pull together hundreds of long tail keyword phrases. Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 8
  9. 9. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 3. The PPC Side of Things  Here are a few strategies and sources to get you started:  Start with your Adwords Search Query Report for any general campaigns you are running, identify and pull out the long tail keyword terms.  Use the AdWords Keyword Tool and research keyword volume and costs  Add qualifying terms (i.e. part-time, full-time, online) to your keyword phrases  Add a localizing terms ( i.e. Toronto, Chicago) to your keyword phrases  Identify keywords being used by your competitors and incorporate them into your keyword phrases  Check your traffic reports in Google Analytics for new keywords  Check your internal site search for new keywords Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 9
  10. 10. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 4. The Organic Search Side of Things   Search engines rank your pages highly if your content is of high quality. Incorporate content on your site that uses these long tail keyword phrases.  You must blog about it, publish questions and answers about it, or include a forum about it.   As your content grows and improves, your organic ranking for these long tail keywords will naturally improve. This “organic” engagement with your audience, along with your use of targeted keywords will position youhighly for the long tail terms you have prioritized for. Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 10
  11. 11. Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Questions? 1.514.312.3968 info@higher-education-marketing.com FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+ Visit our Website: Higher Education Marketing Slide 11

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