SEARCH ENGINE OPTIMIZATION

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1 SEARCH ENGINE OPTIMIZATION GRANT GESKE, PH.D. DIRECTOR OF SEO AND DIGITAL ANALYTICS CARNEGIE COMMUNICATIONS

2 MARKETING CHANNEL LANDSCAPE

3 WHY SEO MATTERS SEO JOURNEY FOR TODAY DEFINE SEO DISCUSS RANKING FACTORS REDEFINING SEO 5 FACTORS THAT CAN HELP TO EFFECT VISIBILITY TODAY SETTING THE RIGHT SEO EXPECTATIONS

4 WHY DOES SEO MATTER FOR HIGHER ED? PERCENTAGE OF PROSPECTIVE 70 STUDENTS THAT RELY ON SEARCH TO START THEIR RESEARCH COMPETITIVE ADVANTAGE PERCENTAGE OF HIGHER 30 EDUCATION INSTITUTIONS THAT ARE INVESTING IN SEO

5 WHY DOES SEO MATTER FOR HIGHER ED? 75 FIRST PAGE VISIBILITY IS ESSENTIAL 60 PERCENTAGE OF SEARCHERS THAT NEVER SCROLL PAST PAGE ON RESULTS PERCENTAGE OF SEARCHERS THAT CLICK ON TOP 3 RESULTS

6 ATTRACTING VISITORS A LOT OF FISH IN THE SEA 260,000,000 MILLION RESULTS FOR MBA!

7 LET S DEFINE SEARCH ENGINE OPTIMIZATION (SEO) Search Engine Optimization (SEO) The process of improving your website so that it attracts more visitors from search engines What does improving your website really mean?

8 IMPROVING YOUR WEBSITE IMPROVING YOUR WEBSITE MEANS UNDERSTANDING AND BUILDING YOUR SITE TO MEET RATING AND RANKING FACTORS.

9 PERIODIC TABLE OF SEO SUCCESS FACTORS

10 THAT S A LOT OF FACTORS! WHAT DOES IT ALL MEAN? SEO is really about helping people find great content that is presented with the best user experience that is relevant to what they are searching for. Let s redefine SEO to focus on Content and Experience CONTENT & EXPERIENCE VISIBILITY OPTIMIZATION OR CEVO The process of creating rich content and optimizing the experience of your digital channels to be more attractive to search algorithms thus increasing the likelihood your site will show up as relevant to a search query RELEVANT STORYTELLING BOTS CAN SEE

11 WHY CEVO? Shifts focus from just concentrating on keywords to a more holistic approach More in line with the direction that Google is going with SEO Most of the off page SEO becomes an inherent piece of everything else Allows for a better understanding of how social plays a role in SEO Helps to prioritize focus on two main areas to improve SEO Content strategies and creation Technical and User Experience

WHAT ABOUT CONTENT? The technical aspects of SEO are also what makes your site more easily crawled The easier to crawl the happier the Search bot!

12 WHAT ABOUT CONTENT? The technical aspects of SEO are also what makes your site more easily crawled The easier to crawl the happier the Search bot! WITHOUT A SOLID BASE, WITHOUT CROSSING THE T S AND DOTTING THE I S OF SEO, YOU CAN HAVE THE MOST VISUALLY STUNNING & AMAZING CONTENT THAT WILL NEVER GET FOUND.

13 AVOID THE ROBOT IN A MAZE

14 5 5 FACTORS TO IMPACT VISIBILITY META DATA FACTORS USE HTTPS 1 2 DUPLICATED CONTENT 3 5 MOBILE OPTIMIZED SITE 4 PAGE SPEED

15 1. META DATA FACTORS PAGE TITLE URL META DESCRIPTION

16 CONTENT WATERFALL

17 2. SECURE YOUR SITE - HTTPS ENCRYPTION Encrypting the exchanged data to keep it secure from eavesdroppers. That means that while the user is browsing a website, nobody can listen to their conversations, track their activities across multiple pages or steal their information. DATA INTEGRITY Data cannot be modified or corrupted during transfer, intentionally or otherwise, without being detected. AUTHENTICATION Proves that your users communicate with the intended website. It protects against man-in-the-middle attacks and builds user trust, which translates into other business benefits.

3. DUPLICATED CONTENT Content that appears on the Internet in more than one place URL Why it causes issues Search engines don't know which version(s) to include/ exclude from their indices Search

18 3. DUPLICATED CONTENT Content that appears on the Internet in more than one place URL Why it causes issues Search engines don't know which version(s) to include/ exclude from their indices Search engines don't know whether to direct the link metrics (trust, authority, anchor text, link juice, etc.) to one page, or keep it separated between multiple versions Search engines don't know which version(s) to rank for query results

19 SOLVING DUPLICATE PAGE PROBLEMS 301 redirect from the duplicate page to the original content page

20 SOLVING DUPLICATE PAGE PROBLEMS Rel= canonical tag FOR MORE INFORMATION ON FIXING DUPLICATE CONTENT VISIT

21 4. PAGE SPEED Measurement of how fast the content on your page loads Lets take a step back in time..

5. MOBILE OPTIMIZED SITE Optimizing the experience of your website for devices of all sizes Unlike our first four factors this one can be a larger lift It entails

23 5. MOBILE OPTIMIZED SITE Optimizing the experience of your website for devices of all sizes Unlike our first four factors this one can be a larger lift It entails looking at site design, site structure, and page speed just to name a few MOBILE FRIENDLY TEST FOR MORE INFORMATION ON BUILDING MOBILE FRIENDLY WEBSITE VISIT

24 WHERE TO GET STARTED? This can mean rebuilding or refreshing your website Optimize for scrolling Mobile Forms Pick your most high impact pages to start with Simple is always, always better Google has an incredible amount of Admissions resources to help Home Page Events Majors and Degrees Keep these basic principles in mind Design for fingers

25 WHERE TO GET STARTED?

26 SETTING THE RIGHT EXPECTATIONS ITS LIKE A HOUSE

27 QUESTIONS?

Table of contents. 1. Backlink Audit Summary...3. Marketer s Center. 2. Site Auditor Summary Social Audit Summary...9

Table of contents. 1. Backlink Audit Summary...3. Marketer s Center. 2. Site Auditor Summary Social Audit Summary...9 EXECUTIVE SUMMARIES Table of contents Marketer s Center 1. Backlink Audit Summary...3 Top Referring TLDs...3 Anchor Text Cloud...3 Anchor Text Phrases...3 Offpage Competitive Comparison...4 Referring Domains...4