How to increase GOOGLE search rankings (for private schools)
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Transcript of How to increase GOOGLE search rankings (for private schools)
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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
[email protected] 1.877.272.1845 x31