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Search Engine OptimizationThe basics to being found on Google

Do you know what’s happening?The Online Population

Google is the #1 search engine

156 million Facebook users in USA

80% of online activity begins with a search engine

70 million aged 35 to 55

North America’s online population is highest in the world (78%).

40 million aged 16 or under

SOURCES: InternetWorldStats.com, November 2011Facebook, November 2011

Everything begins with a keyword

Do you know what’s happening?The Online Population

Google it

Research teachers, staff, owners, partners...etc.

Look for third party comments and referrals

“  I  can’t  explain  it—it’s  just  a  funny  feeling  that  I’m  being  Googled.”

Internet Marketing Strategy

1. Listen

2. Keyword strategy

3. Optimize your website

4. Promote content via social media

5. Convert site traffic into leads

6. Nurture leads with email marketing

7. Be mobile friendly

8. Analyze and refine

SEO is only a part of the larger network

Before you startanalytics.google.com

Visitor types

top pages viewed

locations

converting pages

referral sites

referral quality

Search Engine Optimization

1. Google is always changing

2. Google Places

3. Keyword opportunities

4. On-page SEO

5. Off-page or link building SEO

6. Analytics

7. 5 Point SEO Checklist

What to expect today

Do you know what’s happening?Google is always changing

More prominent ‘Google Places’ results

Multiple results for individual domains

Website previews prior to clicking

Personalized results...there is no ‘norm’

Real time results and priority for new content

Google is always changing

PreviewSocial comment

Google Places

multiple results

Local business listingGoogle Places

Priority placement in search results for location based searches

Custom places page with description and photos

Option for users to comment on or recommend your ‘places page’

Google.com/Places

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Google PlacesGoogle Places

Identify KeywordsThink like a consumer

Know what your target market ‘searches’ for

Consider return on investment associated with each keyword

Qualify keywords based on volume, relevance and competition

Identify Keywords

- annual trends- competition- monthly searches- related phrases

adwords.google.com

google.com/trends

TOOLS

Identify KeywordsLook at your analytics

Invest in keywords that have proven to convert

Identify Keywords

In the USA, there are ??? searches every month on Google for the terms:

823,000 Private Schools

450,000 Independent Schools

301,000 Boarding Schools

Long tail vs short tail

22,200 Girls Boarding Schools

>10 Girls Boarding Schools MA

Identify KeywordsLong tail vs short tail

Identify KeywordsContent brainstorming

Root words (boarding, prep, private schools...)

Add geographic locations (city, region, state...)

Add program variations (IB, hockey, best...)

Study competitor websites

Answer your most popular questions (blog)

What is boarding school?

Identify KeywordsSample keywords to get you started

What is a boarding school? (anyone)

What is boarding school really like? (student)

School A verses School B - Hockey Rivals (coach)

How to apply to boarding school? (admissions)

School A ranks #1 in Math (academic head)

Involve your entire school community

On-Page SEOBuild your relevance

The URL

Unique Page Title

Meta description

H1 headings

Keyword dense content

Related keywords

Look at your analytics

You’ll see a pattern of sub-keywords

Where do your keywords go?

URL: add keywords specific to that page

Page Title: include keywords, 66 characters

Description: keyword heavy, 160 charactersABC Private School is an independent private school in Boston, Massachusetts (MA). Offering University Preparatory, boarding, AB and IP it is regarded as one of the best elementary and high schools in the New England Area.

Keywords: 1 to 5 keywords per page separated by commas

Content: Useful and original content is King!

On-Page SEO

On-Page SEOConversion Optimization

Check what pages have the highest new visitors

Tell people what you want them to do

How can you increase leads from that particular page?

SEO is not only about traffic. You want targeted visitors that convert into quality leads on your website.

Add calls to action and direct conversion focused links

400 at 25% = 1000 at 10%

Off-Page SEOBuild your authority

Number of backlinks

Quality of backlinks

Anchor text

The number of quality links pointing to your site is the most important element of SEO

Off-Page SEOBuild your authority

Links to your site tell Google that your site is important

Use your network to grow your backlinks

Grow your SEO rank and your website traffic

Off-Page SEOWhere to find backlinks

- Personal and work websites- Blogs and community portals

- Free and paid directories

- Business and advertising partners

Connect with your current network

Research your partners / competitors

List your school with high rank directory websites

Off-Page SEO

- How to’s- Reports or guides

- Checklists

- EX: The Truth About Boarding Schools

Build great sharable content (link bait)

Provide giveaways, donations and contests

Guest blog as an expert

Where to find backlinks

Link Bait:

Content that entertains, informs and attracts inbound links (blogs, photos, videos)

Backlinks and link baitOff-Page SEO

How to best add a backlinkOff-Page SEO

Anchor Text: Use descriptive text rather than just your website.

Hyperlinks: Point to a specific page of your site whenever possible.

Broken links: Negative effect on SEO. Fix them!

(ABC Private School is an independent school offering grades 5 through 12. Visit our website to learn more about ABC Private School in Lake Wales, Florida.)

(applying, tuition fees, international students)

(Google.com/Webmaster/Tools)

Off-Page SEOTools for backlink research

OpenSiteExplorer.org

WebsiteGrader.com

Off-Page SEOTools for backlink research

OpenSiteExplorer.org

Tools for link research

Quality | Quantity | ConversionTrack your success

Know how your site is performing

Expand on your best pages, and work on improving underachieving pages

Getting people to your website is only step #1

xHow  do  visitors  find,  navigate  &  convert?

- Traffic (or visitors)- Source (search, direct, referral)- Visitor type (new, returning)- Pages/visit- Time on site- Popular keywords- Location- Bounce Rate

Track your successTrack your success

High bounce rates mean that page does not deliver the information users anticipate

SEO Cheat Sheet5 Quick SEO Takeaways

1. Review your website analytics

2. Add your school to Google Places

3. Check that every page of your website has a unique page title, description, tags and varied keyword content

4. Seek out new quality backlinks from relevant and highly ranked websites (partners, blog sites, free or paid directories)

5. Answer your customers questions and produce keyword content and link bait. Inbound marketing.

Search Engine OptimizationThe Basics

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@OurKidsNet @AgnesStawicki

agnes@ourkids.net 1.877.272.1845 x31