academic programs and search optimization: key steps to help people find you

Download Academic Programs and Search Optimization: Key Steps to Help People Find You

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What do potential students want to know about you first? The academic programs you offer. And many students will do an online search for the particular program or programs that interest them.This presentation covers the basic steps that any content creator can take to improve the visibility of individual academic programs when potential students search for them.

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  • Bob Johnson Consulting, LLC*Academic Programs & Search Optimization: Key Steps to Help People Find YouCarol Aslanian Education DynamicsOctober 20-21, 2011Chicago, IL

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Search Engine OptimizationMost important: content that people wantOrganic search fix your website firstContent stewards: high impact possible

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*4 steps to successEternal SEO success points:Good title tags on your pagesGood body copyGreat contentNo barriers on your website to block the searchNo broken linksLinks lead to the expected contentDanny Sullivan, editor, SearchEngineLand.com

    Bob Johnson Consulting, LLC

  • 4 top elements you can impactInternet Business Promoter: http://www.ibusinesspromoter.com/Essential SEO elementsKeyword in page title tag External link popularity of your website Link text of in bound links press releases Keyword use in body textVery important SEO elementsAge of your websiteKeyword use in primary (H1) headline

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • You can impact these 8 elementsKeywords in H2 H6 headline text (important)Keywords in ALT text for images (important) Keywords in bold body text (important)Keyword use in links within your site (moderate)Keywords use in outbound link text (moderate)Keywords in the meta description (moderate)Readability level of the web page (slight)Keyword in first sentence of body text (slight)

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Can you impact these elements?Keyword use in the page URL (important)Links from social networks (important)Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Thriving in the online MBA junglePenn StateDrexel UniversityNortheastern UniversityMarylhurst UniversityBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Start with Google Adwordsonline MBA, online MBA degree, online MBA programsBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Search for online MBAOrganic search resultsNortheastern #3Penn State #6Marylhurst #10Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Search for online MBA degreeOrganic search resultsPenn State #2Drexel #4Marylhurst #5Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Search for online MBA programs Organic search resultsNortheastern #3Penn State #5Drexel #10Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Top performing organic pageBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Checking the pieces URLhttp://www.worldcampus.psu.edu/degrees-and-certificates/penn-state-online-mba-degree-program/overviewOther URLshttp://onlinemba.neu.edu/http://www.drexel.com/online-degrees/business-degrees/online-mba/index.aspxhttp://onlinedegrees.marylhurst.edu/

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Checking the pieces title tagPenn State Online MBA Degree Program OverviewOther title tagsOnline MBA Degree Programs Northeastern UniversityAACSB Accredited Online MBA Programs at Drexel University OnlineOnline MBA, Online Business Degrees Online Business Degree Programs / Marylhurst UniversityBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Checking the pieces subheads1st two subheads:Put a Renowned MBA on Your ResumeWhat Makes the Penn State Online MBA Program Different?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Checking the pieces: Link deeper into your siteBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Visual style is not a factorBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • The social media elementSocial media impact is growingGoal: network of links that include the primary websiteBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Social media impact for linksBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • YouTube is 2nd in Social MediaBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Multiple LinkedIn groupsBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*The impact of PandaNew importance for the quality of website pages

    Bob Johnson Consulting, LLC

  • Important Google change in 2011Panda raised the value of web content editors everywhereFor exampleRemoving low quality pages, merging or improving the content of individual shallow pages into more useful pages, or moving low quality pages to a different domain could eventually help the rankings of your higher-quality content. (http://bit.ly/k2uUZX) Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 23 high quality questions to askBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Especially for content stewardsDoes this article have spelling, stylistic, or factual errors?Was the article edited well, or does it appear sloppy or hastily produced?Does this article provide a complete or comprehensive description of the topic?Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?Would users complain when they see pages from this site?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Key metrics for quality contentSEO specialists are watching two measures of quality contentTime spent on website pages by individual visitorsNumber of pages visited on a siteRecommendation for high education sites:Check & compare bounce rate from entry page to academic program contentBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Find the Top Landing PagesBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Compare results for academic program pages Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Find the least visited web pages you controlBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC* Write for the humans visiting the site, not for search robotsUse keyword words that real people useAdd content Carewords that people want to read

    Bob Johnson Consulting, LLC

  • Dont stuff keywordsThe page title and description, primary headline, one subhead, twice in the textMore and the page wont seem well writtenBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Tips for success page headingshttp://bit.ly/ayzqPHBob Johnson Consulting, LLC*Title tag:8 to 10 words 50 to 80 charactersMain key word at or close to the startDifferent title tag on every pageIf not, Google may think content is the sameMeta tag:Write for the person visiting the page, not for searchPrimary heading (H1) one per pageWrite a Carewords headline for the visitor firstThen try to work in a primary keyword

    Bob Johnson Consulting, LLC

  • Tips for success page contentKeyword word or phraseIn the first sentence if you canLinksIn the first paragraph if possibleWrite a link using key words rather than click hereBut click here might be best for highest responseIn ideal world, link words will be words in primary heading on the following pageBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Final notesSEO isnt a mystery be careful of gurus, ninjas, and evangelistsContent is the most critical element in SEO performanceWeb editors should leverage this pointKeywords, content presentation, links are still importantBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Buy this bookBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Read Search Engine Landhttp://searchengineland.com/Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Learn the Periodic Tablehttp://searchengineland.com/seotableBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Read Matt Cutts bloghttp://www.mattcutts.com/blog/Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*

    Thank You!

    Bob Johnson, Ph.D.PresidentBob Johnson Consulting, LLC226 Chauncey CourtMarshall, MI 49068 248.766.6425 bob@bobjohnsonconsulting.comCustomer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

    Bob Johnson Consulting, LLC