An introduction for private school admission, communications, and development professionals to search engine optimization.

1. Recruiting On The Web: Location, Location, Location! Search
Getting
found
via SEO

2. Recruiting On The Web: Location, Location, Location! Search
Getting
found
via SEO

3. Search Landscape
Photo credit: http://www.flickr.com/photos/gerlos/3119891607/sizes/l/

4. “Search engine optimization (SEO) is the
process of improving the visibility of a
website or a web page in search engines
via the "natural" or un-paid ("organic" or
"algorithmic") search results.”
http://en.wikipedia.org/wiki/Search_engine_optimization

7. Organic

8. Paid Search
Organic

9. Where do people click?

10. 75% Organic
25% Paid
Source: MarketingSherpa & Enquiro Research

11. I want to
get here!

12. On-Page/Site Optimization
Link Building
Keyword Research

13. On-Page/Site Optimization

14. On-Page/Site Optimization
<title>

16. <title>

17. On-Page/Site Optimization
<H1> (defines importance)

18. On-Page/Site Optimization
<URL keywords>

20. On-Page/Site Optimization
<Natural use of keywords
in your text>

22. <title>
<H1>
<URL keywords>
<Natural use of keywords>

23. On-Page/Site Optimization
Keyword Research
Link Building

24. So many keywords... where do I start?
Private School
alternative school, articles needing additional references, boarding school, boarding
academic standards,
schools, catholic education, catholic school, catholic schools, charter schools, christian brothers,
christian schools international, comprehensive school, compulsory education, day schools, external
links, financial assistance, free encyclopedia, fully funded, government funded, government funding, government
regulation, government school, government schools, grammar school, high school, higher education, higher
salaries, http news.bbc.co.uk, http www.privateschools.com, independent catholic, independent
education, independent school, independent school uk, independent schools, independent secondary, international
schools, local government, longer school, new england prep, nineteenth century, non-religious private
schools, porter sargent, private colleges, private education, private elementary, private individuals, private
organizations, private school, private schools, private secondary schools, private sector, public school,
public schools, religious groups, religious instruction, religious orders, religious schools, roman catholic,
school fees, school uk, school voucher, school voucher program, schools form, schools guide, schools include,

25. 1) Create a keyword list

26. 1) Create a keyword list
P
P
R
R
E
E
M
M
IU
IU
M
M
!
!

27. Long Tail SEO
“schools”
“private high schools”
“private high schools in Boston”
Image Credit: Turnanatrix: http://turbanatrix.com/?tag=long-tail-keywords

28. Develop Content

29. Develop Content

30. On-Page/Site Optimization
Keyword Research
Link Building

31. private school in greater Boston Search

32. private school in greater Boston Search

33. What gives??
Photo credit: http://www.flickr.com/photos/w3i_yu/4614134903/sizes/o/
http://www.flickr.com/photos/bcnbits/3020089052/sizes/o/

34. “The anchor text, link label or link title is the visible, clickable text in a
hyperlink. The words contained in the anchor text can determine the
ranking that the page will receive by search engines.”
<a href=”http://en.wikipedia.org/wiki/Private_school”>Private school</a>
http://en.wikipedia.org/wiki/Anchor_text

35. Read more about the definition of a private school on Wikipedia’s page:
http://en.wikipedia.org/wiki/Private_school

36. -
Read more about the definition of a private school on Wikipedia’s page:
http://en.wikipedia.org/wiki/Private_school

37. Read more about the definition of a private school on Wikipedia’s page.

38. Read more about the definition of a private school on Wikipedia’s page.

39. “private school”

40. ! !
M M
IU IU
M M
E E
R R
P P

41. On-Page/Site Optimization
Keyword Research
Link Building

42. Stay Connected!
Peter Baron
AdmissionsQuest & edSocialMedia
Email pbaron@admissionsquest.com
Phone (617) 623-4212
Twitter twitter.com/peterdbaron
www.admissionsquest.com www.edsocialmedia.com