Digital audit and Analysis of ARCHE's website & social media channels

1. ARCHE
Digital Audit and
Analysis

2. Overview of ARCHE
Quick historical overview
- Founded by Agnes Scott, GATech, UGA and Emory in 1938 as the University Center
- Purpose: Coordination
Present Day
- 19 member colleges in the Atlanta area
- Gathering data to promote Atlanta as a great location for higher education
- Cross Registration between members, Inter-Library Loan and associated van, group
purchasing power, green sustainability initiative

3. Night Owl Marketing’s Goals
ARCHE’s primary goals are as follows:
-Improving Atlanta’s reputation as a location destination for higher learning
-Running the Inter-Library Loan system efficiently
-Getting information about its members into the hands of leaders who can use it
-Getting students what classes they require from its associated members with
Cross-Registration
Our goal is, with the research and data we have obtained, to advise ARCHE on how to
accomplish these goals better and more effectively.

4. Digital Audit
ARCHE
● All website visits gained organically - no paid web advertising
○ 60% Search
○ 40% direct or referral
● 3.1k unique views in September, down from 7.2k in August
○ Bounce rate 100%
● Top organic keywords: ARCHE, ARCHE atlanta, scad atlanta
● Referrals: 2.2k total backlinks - 202 referring domains
○ Georgia Encyclopedia - civil rights movement

5. Digital Audit
AUCC
● All website visits gained organically - no paid web advertising
○ 100% search
● 3.6k unique views in September, down from 4.2k in August
○ Bounce rate 100%
● Top organic keywords: atlanta university center, aucc, atlanta university

6. Digital Audit
Architecture
● Graphic elements
● Information
● Social media channels
Content
● Content strategy
● Content Improvement
Conversion
● Call to action
● Evaluation rate
Integration
● ARCHE website
● Twitter
● Facebook

8. Channels Data Analysis
● SEO competitors for keyword arche:
arche-shoes.com, en.wikipedia.org,
nordstrom.com.
● PPC competitors (5,400 search volume,
$1.19 CPC): harrys-shoes.com,
shopstyle.com, nordstrom.com.
● Keyword scad atlanta: ARCHE website
ranks 2nd, behind scad.edu and before
scadathletics.com

9. Channels Data Analysis
● Twitter
○ 643 Followers
○ Moderate engagement (retweets and likes)
○ Retweets of college page activity
○ Once or twice a week posting frequency
● Facebook
○ 182 Likes
○ Less engagement than with Twitter (0-2 likes per post, no comments)
○ Posts of college student achievements and news
○ One post a week or every other week

10. SEO Possibilities
● Key-Word Usage
● Audience
● Backlink possibilities
● Key-Word Usage
● Audience
● Backlink possibilities

11. Key Word
● Social Media Key Words
○ Atlanta- 1,000,000 Google Searches
○ Bachelor- 823,000 Google Searches
○ Degree- 201,000 Google Searches
○ University- 550,000 Google Searches
○ Many more
● Meta Description / Official Site title

12. Audience Appeal- Create content not just for the search
engine
● Fresh/current content
● SEO/Keyword Monitoring software
○ Understand what content is drawing in more traffic
○ Continuous Key-word update
● Website organization
○ Site map for visualization

13. Backlink opportunities
● Links to
○ Universities
○ Libraries
○ Databases
○ Other Education Organizations
● Vice Versa?
● Becoming Authority

14. Observations
● Limited social media presence
○ Twitter: 643 followers, posting once or twice a week, primarily reposts
○ Facebook: 182 Likes, ~1 post per week, less engagement
● Wheel and Spoke

15. Recommendations
● Include call to action (CTA) in social media posts to increase traffic conversion
● Repost content from affiliate organizations such as Baltimore Collegetown Network
● Consider offering a service that students can use everyday - collegetown shuttle in
Baltimore has been very successful for their organization.
● Maintain a more consistent posting schedule, posting once a day at minimum
● Include more direct posts instead of majority reposts (at very least “quote” the post
adding some sort of input so that ARCHE is still the main focus)
● Consider linking informative, and well-performing, YouTube videos as a means to attract
visitors to ARCHE’s website

16. Website Recommendations
-List of Members: Have the map be straight down and be sure the map matches the list. In
particular, Southern Poly is still there, but is no longer in the list.
-Your bar at the top is good, but three of the categories on the home page - reports, degree
search and sustainability - are repeated on the side. In addition, the Flash player on the left with
the list of the members, seems unnecessary. Maybe just have it be the colleges from the get go -
also Southern Poly is on it.
-On some of your pages, such as Degrees and Collaboration - cooperative purchasing, there is
nothing on the left side. The empty space feels odd and unprofessional, mostly due to the space
being used on many other sections. It comes suggested to either let it be blank on all of them or
find something with which to put there - even something as simple as a related topic elsewhere
on the website.

17. Website Recommendations - Last Page
-The most striking thing about the website is, in part, how plain it is. In some ways this is good.
However, it comes off as a little too plain. A good color theme, as simple as a stripe of color
(light blue perhaps) above the bar of links would make the website feel more open and inviting,
as opposed to plain and flat. It is true some of the pages have a fair amount of color, but a
substantial portion do not.
-Last, the very top of every page has the Logo and search bar, which is good. However, the
‘Bringing together Atlanta-area colleges and universities’ line is very light green and seems very
out of place up in the corner. Making this bigger, centralized and directly above your bar of links
is a very good choice. If you do this, the aforementioned colored bar might be moved to below
the bar of links instead.

18. Sources
www.semrush.com
www.similarweb.com
www.Ispionage.com
www.facebook.com
www.twitter.com
http://www.atlantahighered.org/
https://www.slideshare.net/JakeAull
www.georgiaencyclopedia.org
http://aucenter.edu
http://www.baltimorecollegetown.org
https://socialmediaexplorer.com/
Chaffey, Dave. Internet Marketing. Harlow, Prentice Hall Financial Times, 2011.
Hanlon, Annmarie, and Joanna Akins. Quick Win Digital Marketing. Cork, Ireland, Oak Tree Press, 2012.