an analytics-based approach to seo best practices & website strategy
DESCRIPTION
An Analytics-Based Approach to SEO Best Practices & Website StrategyTRANSCRIPT
An Analytics-Based Approach to SEO Best Practices& Website Strategy
July 16, 2014
Welcome to the Sparkroom Best Practices Webinar Series
3
Transparent, Analytics-Based Enrollment Marketing Solutions
Sparkroom Marketing Services
• PPI Vendor Management• PPC Enrollment Marketing• Email Marketing• SEO• Social Media• Targeted Display
Sparkroom Marketing Software
• Performance-Based Automation
• Data Integration• Reporting & Analytics
Transparency • Marketing Analytics • Multi-Platform Mindset • Compliance
Oral SeymourSparkroom SEO Strategist
Agenda
1. What is SEO?2. How Analytics Drive SEO Strategy3. Common SEO Misconceptions4. Commonalities Among Schools with Low SEO 5. The Sparkroom Approach to SEO
Why SEO?
• 1 – 17%• 2 – 10%• 3 – 8%• 4 – 5%• 5 – 4%• 6 – 2%• 7 – 1%• 8 – 1%• 9 - .04%• 10 - .05%
Source: Catalyst Search Marketing 2013 Study
Search engine optimization (SEO): The process of affecting the visibility of a website or a web page in a search engine's natural or un-paid (organic) search results.
Benefits/Drawbacks of SEO
Benefits Drawbacks
More Traffic Organizational Buy-In
(Free) Time & Resources
Trust and Credibility Algorithm Changes/Features/Updates
Evergreen
How Analytics Drive SEO Strategy
Data Points to Analyze
Keyword/Phrase Search Traffic
• Google Keyword Planner – google.com/sktool/
• Google Trends– google.com/trends/
Keyword Data
• Webmaster Tools– Google & Bing– Impressions– Click-Through Rate (CTR)– Average Position
Data Points to Analyze
Search Engine Use
Data Points to Analyze
Demographic/Behavioral Data
• Age• Gender• Interests• User Flow
Data Points to Analyze
Common SEO Misconceptions
“I’m already ranking #1…”Same keyword search… two locations…
“My site structure is planned…”
Accounting
Marketing
Home
Graduate
Undergraduate
Accounting
EntrepreneurshipMBA
School of Business
“I have a guy that does title tags…”
“I’m producing awesome content…”
“It’s all about links…”
“I don’t need to worry about mobile…”
“I’ve already done SEO…”
Commonalities Among Schools with Low SEO Visibility
Information that prospective students want is not easily accessible.
Terms that faculty/staff use differ from student search terms
Competition
IT department overload
The Sparkroom Approach to SEO
Targeted Local Campaigns and Rankings
• Make sure your site is accessible– Crawled– Indexed– Sitemaps– Health
• Clean-up link profile– Audit and remove/disavow
potentially bad links
• Content
Content Marketing
For each, identify:• Groups• Influencers• SMEs