Post on 15-Jan-2015
description
Case Study
AVIATION WEBSITE SEO
TRANSFORMATION
TRANSFORMATION
AVIATION WEB HISTORY
THE PROBLEMS• Flash (.swf)
• Poor Navigation
• Little Info
• Excessive PDF’s
• Nice Photo :)
FLASH (.SWF)
GET STARTED | DEGREE | PROGRAM | CONTACT
POOR NAVIGATION
POOR NAVIGATION
LITTLE INFORMATION
EXCESSIVE PDF FILES
LAST BUT NOT LEAST
Photo of this guy
1. Met with WDS for OmniUpdate training
2. WDS gave us login credentials
3. We called WDS as issues came up
4. When finished, WDS approved of our pages
WEB DEVELOPMENT SERVICES (WDS)
THE PROCESS BEGINS
THE PROCESS BEGINS
• Review & Brainstorming• Competitors/Peers/Etc.• Articles & Blogs• Organization & Structure• Content Gathering
NOTE: These are not steps. These often overlapped.
WHERE DO WE GO NOW?
REVIEW & BRAINSTORM
Global Changes• Condense the number of pages.• Front page is confusing and navigation changes• Disable tabs so they don’t function as buttons• No clear indication of flow or direction. No emphasis
on any page to guide the viewer’s eye. Create an easy path for prospective students to follow.
• Gear our home page toward prospective students• Incorporate SEO for better search results• Home page should be 90% prospective student and
10% current• Create a better brochure that is more friendly and
informative to us• Highlight social media. Include Pinterest and Linkedin
REVIEW & BRAINSTORM
Missing Pages/Sections• Why students choose UVU Aviation• Show several statistics using info graphics
and other content• Tuition comparison• Have student pull quotes and video
interviews• Department/Group Pages• Flight Training• Faculty• Maintenance/Facilities• Online • Student Support
REVIEW & BRAINSTORM
Current Pages That Need Changes• Fleet • Create videos for each plane• Tuition• Show comparison to other schools• Photo Gallery• Home Page• See global changes above• More friendly brochure request
• Make students the priority• Introductory flight information• Use quotes/video from students• What will it be like section• Student Degree Path• Link to Wolverine Track• Show student degree path
REVIEW & BRAINSTORM
Other Notes• Highlight the Intro flight opportunity• Blog is stale and not updated. We are not using it in the
correct way. Have regular blog posts.• Facebook should really be highlighted as it is constantly
updated with new content• Subscribe to newsletter is awful. This actually shouldn’t
exist. • Lacking clear tuition button or information• Highlight the wolverine track and course
schedules/career track• Accreditation pages should link to the video• Create global FAQ’s page
Art Institute Liberty
University
University of Phoenix
University of Utah
Arizona State University
COMPETITORS
COMPETITORS
BLOGS & ARTICLES
• Quick Fix
• User Experience
• Search Engine Optimization
THE AVIATION PLAN
• Menu Structure• Quality Content• Visual Design
QUICK FIX
QUICK FIX
• No More Flash
• Revised Navigation
• Added Brochure
• Re-organized Content
• Implemented Some SEO
ORGANIZATION
MENU PLANNING
SUB-MENUS
HOME PAGE
QUALITY CONTENT
• Where do I find content?
• How do I post the content? WDS
• Brochures/Print Collateral• Faculty & Staff• Interviews• Write it yourself and force them to
help edit because it’s so bad.
QUALITY CONTENTWHAT ELSE?
VISUAL DESIGN
• Simple Layout
• Emphasize Brochure Request
• More Visuals (Not just planes)
• Unique Buttons
• Use UVU colors
• Add Social Media buttons
• Clean Sub-Menu Design
• Choose Keywords• Meta Tag Information • File Names• Alt text• Build Network of Links
SPECIFIC SEO EFFORTSWHAT DID WE FOCUS ON?
• Social Media• Quality Content
• Reduce PDF’s• Organize Navigation
CHOOSE YOUR KEYWORDS WISELY
= FREE TOOLS= SEARCH ENGINE
Keyword Avg. Searches Suggested Bidlearn to fly 74,000 $2.19learn 2 fly 14,800 $1.84how to fly 12,100 $1.68flight school 9,900 $3.82pilot training 8,100 $1.80online degree 6,600 $26.43aviation high school 5,400 $2.97pilot license 5,400 $2.73aviation management 4,400 $2.76pilot school 4,400 $3.28flight training 2,900 $4.04flight lessons 1,600 $2.31aviation school 1,600 $4.83private pilot 1,000 $1.80aviation degree 880 $9.87aviation online 170 NAonline flight school 170 $4.71aviation program 90 $3.93
Keyword Avg. Searches Suggested Bidlearn to fly 74,000 $2.19learn 2 fly 14,800 $1.84how to fly 12,100 $1.68flight school 9,900 $3.82pilot training 8,100 $1.80online degree 6,600 $26.43aviation high school 5,400 $2.97pilot license 5,400 $2.73aviation management 4,400 $2.76pilot school 4,400 $3.28flight training 2,900 $4.04flight lessons 1,600 $2.31aviation school 1,600 $4.83private pilot 1,000 $1.80aviation degree 880 $9.87aviation online 170 NAonline flight school 170 $4.71aviation program 90 $3.93
KEYWORDS
KEYWORDS
KEYWORDS
KEYWORDS
FILE NAMING TECHNIQUES
USE ALT TEXT
Flight school twinstar airplane
<img alt="flight schooltwinstar airplane" src="/aviation/images/local.jpg"></img>
BUILD NETWORK OF LINKS
WEBSITE
WEBSITE
WEBSITE
WEBSITE
WEBSITE
WEBSITE
WEBSITE
WEBSITE
SOCIAL MEDIA
QUALITY CONTENT
• Update Content Regularly• No Broken Links• No Old Events• Think Like a Student• Reduce PDF’s
ORGANIZE NAVIGATION
Make pages easy to find.
If they’re easy for a human,they’re also easy for a robot.
ORGANIZE NAVIGATION
ORGANIZE NAVIGATION
WHAT HAVE WE LEARNED?
SEO programmers are constantly trying to improve their search engine by
weeding out the gimmicks people used to use to get searched.
WHAT HAVE WE LEARNED?
It’s good to research all of the latest tips for enhancing SEO, but ultimately, the
more you focus on providing a good user experience with regularly updated quality
content, the better your site will do on searches in the future.
WHAT HAVE WE LEARNED?
SEO is always changing...
...so do what makes sense.
“If you build it, they will come.”
Aviation science……….…...…….#1Utah aviation……….……….….…#1 Aviation online program……...….#1Aviation online degree………..….#1 Aviation online……….….…….….#5Aviation degree…….………….…#5
NATIONAL PAGE RANKS
•Add Content/Text to Home Page
•Improve Keywords
•Improve Descriptions
•Get More Inbound Links
•Update & Revise Content
•Incorporate Blog in Site
•Submit Videos to Non-YouTube Sites
WHAT NOW?
FINAL THOUGHTS
Your site won’t be perfect right away
Don’t worry about the critics
(Critics don’t want you to succeed because it makes
them feel bad for not having tried.)