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Search Engine Optimization
       The basics to being found on Google




                                             1
The Online Population
                            Do you know what’s happening?


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

      Google is the #1 search engine
      80% of online activity begins with a search engine
      Everything begins with a keyword
      156 million Facebook users in USA
           70 million aged 35 to 55
           40 million aged 16 or under

                                             SOURCES: InternetWorldStats.com, November 2011
                                                      Facebook, November 2011
The Online Population
                                                           Do you know what’s happening?




                                                                   Google it

                                                                   Look for third party
                                                                   comments and referrals
“	
  I	
  can’t	
  explain	
  it—it’s	
  just	
  a	
  funny	
  
    feeling	
  that	
  I’m	
  being	
  Googled.”                   Research teachers, staff,
                                                                   owners, partners...etc.
Internet Marketing Strategy
                        SEO is only a part of the larger network


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
Before you start
analytics.google.com

                                Visitor types

                                locations

                                top pages viewed

                                converting pages

                                referral sites

                                referral quality
Search Engine Optimization
                                   What to expect today


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


Website previews prior to clicking
Personalized results...there is no ‘norm’
Real time results and priority for new content
More prominent ‘Google Places’ results
Multiple results for individual domains
Google is always changing




   Social comment   Preview
multiple
 results


Google
 Places
Google Places
                                Local business listing

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
Google Places
      Google Places




                      9
Identify Keywords
                            Think like a consumer

Know what your target market ‘searches’ for

Qualify keywords based on volume, relevance and
competition
Consider return on investment associated
with each keyword
Identify Keywords



         TOOLS
         adwords.google.com
         google.com/trends


         - annual trends
         - competition
         - monthly searches
         - related phrases
Identify Keywords
Look at
your
analytics

Invest in
keywords that
have proven to
convert
Identify Keywords
                                    Long tail vs short tail
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
      22,200 Girls Boarding Schools
      >10 Girls Boarding Schools MA
Identify Keywords
      Long tail vs short tail
Identify Keywords
                               Content brainstorming


Root words (boarding, prep, private schools...)
Study competitor websites
Add geographic locations (city, region, state...)
Add program variations (IB, hockey, best...)
Answer your most popular questions (blog)

                    What is boarding school?
Identify Keywords
                Sample keywords to get you started


What is a boarding school? (anyone)
How to apply to boarding school? (admissions)
What is boarding school really like? (student)
School A verses School B - Hockey Rivals (coach)
School A ranks #1 in Math (academic head)

                            Involve your entire
                             school community
On-Page SEO
                          Build your relevance

The URL
Unique Page Title
Meta description          Look at
H1 headings               your
                          analytics
Keyword dense content
Related keywords          You’ll see a
                          pattern of sub-
                          keywords
On-Page SEO
                                               Where do your keywords go?

URL: add keywords specific to that page
Page Title: include keywords, 66 characters
Description: keyword heavy, 160 characters
ABC 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
                                     Conversion Optimization

SEO is not only about traffic.You want
targeted visitors that convert into quality
leads on your website.
      Check what pages have the highest new visitors
      How can you increase leads from that particular page?
      Add calls to action and direct conversion focused links
      Tell people what you want them to do


                                   400 at 25% = 1000 at 10%
Off-Page SEO
                                   Build your authority

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

   Number of backlinks
   Quality of backlinks
   Anchor text
Off-Page SEO
                                  Build your authority

Links to your site tell Google that your site is
important
Grow your SEO rank and your website traffic

Use your network to grow your backlinks
Off-Page SEO
                                        Where to find backlinks

List your school with high rank directory websites

Research your partners / competitors

Connect with your current network
  - Personal and work websites
  - Blogs and community portals
  - Free and paid directories
  - Business and advertising partners
Off-Page SEO
                                  Where to find backlinks
Provide giveaways, donations and contests
Guest blog as an expert

Build great sharable content (link bait)
  - How to’s
  - Reports or guides
  - Checklists
  - EX: The Truth About Boarding Schools
Off-Page SEO
                                          Backlinks and link bait
Link Bait:
Content that entertains, informs and
attracts inbound links (blogs, photos, videos)
Off-Page SEO
                                                      How to best add a backlink

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


Hyperlinks: Point to a specific page of
your site whenever possible.
(applying, tuition fees, international students)


 Broken links: Negative effect on SEO. Fix them!
(Google.com/Webmaster/Tools)
Off-Page SEO
                    Tools for backlink research




                             OpenSiteExplorer.org

WebsiteGrader.com
Off-Page SEO
                                    Tools for backlink research

                   OpenSiteExplorer.org




Tools for link research
Track your success
                                     Quality | Quantity | Conversion

Know how your site is performing
Getting people to your website is only step #1
Expand on your best pages, and work on
improving underachieving pages
          - Traffic (or visitors)
          - Source (search, direct, referral)
          - Visitor type (new, returning)
          - Pages/visit
          - Time on site
          - Popular keywords                                   x
          - Location               How	
  do	
  visitors	
  find,	
  navigate	
  &	
  convert?
          - Bounce Rate
High bounce rates mean
                             Track your success
that page does not deliver           Track your success
the information users
anticipate
5 Quick SEO Takeaways
                                                      SEO Cheat Sheet


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 Optimization
                                                 The Basics


@OurKidsNet @AgnesStawicki

Facebook.com/OurKidsNet

YouTube.com/OurKidsNet

agnes@ourkids.net 1.877.272.1845 x31

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How to increase GOOGLE search rankings (for private schools)

  • 1. Search Engine Optimization The basics to being found on Google 1
  • 2. The Online Population Do you know what’s happening? North America’s online population is highest in the world (78%). Google is the #1 search engine 80% of online activity begins with a search engine Everything begins with a keyword 156 million Facebook users in USA 70 million aged 35 to 55 40 million aged 16 or under SOURCES: InternetWorldStats.com, November 2011 Facebook, November 2011
  • 3. The Online Population Do you know what’s happening? Google it Look for third party comments and referrals “  I  can’t  explain  it—it’s  just  a  funny   feeling  that  I’m  being  Googled.” Research teachers, staff, owners, partners...etc.
  • 4. Internet Marketing Strategy SEO is only a part of the larger network 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
  • 5. Before you start analytics.google.com Visitor types locations top pages viewed converting pages referral sites referral quality
  • 6. Search Engine Optimization What to expect today 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
  • 7. Google is always changing Do you know what’s happening? Website previews prior to clicking Personalized results...there is no ‘norm’ Real time results and priority for new content More prominent ‘Google Places’ results Multiple results for individual domains
  • 8. Google is always changing Social comment Preview
  • 10. Google Places Local business listing 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
  • 11. Google Places Google Places 9
  • 12. Identify Keywords Think like a consumer Know what your target market ‘searches’ for Qualify keywords based on volume, relevance and competition Consider return on investment associated with each keyword
  • 13. Identify Keywords TOOLS adwords.google.com google.com/trends - annual trends - competition - monthly searches - related phrases
  • 14. Identify Keywords Look at your analytics Invest in keywords that have proven to convert
  • 15. Identify Keywords Long tail vs short tail 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 22,200 Girls Boarding Schools >10 Girls Boarding Schools MA
  • 16. Identify Keywords Long tail vs short tail
  • 17. Identify Keywords Content brainstorming Root words (boarding, prep, private schools...) Study competitor websites Add geographic locations (city, region, state...) Add program variations (IB, hockey, best...) Answer your most popular questions (blog) What is boarding school?
  • 18. Identify Keywords Sample keywords to get you started What is a boarding school? (anyone) How to apply to boarding school? (admissions) What is boarding school really like? (student) School A verses School B - Hockey Rivals (coach) School A ranks #1 in Math (academic head) Involve your entire school community
  • 19. On-Page SEO Build your relevance The URL Unique Page Title Meta description Look at H1 headings your analytics Keyword dense content Related keywords You’ll see a pattern of sub- keywords
  • 20. On-Page SEO Where do your keywords go? URL: add keywords specific to that page Page Title: include keywords, 66 characters Description: keyword heavy, 160 characters ABC 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!
  • 21. On-Page SEO Conversion Optimization SEO is not only about traffic.You want targeted visitors that convert into quality leads on your website. Check what pages have the highest new visitors How can you increase leads from that particular page? Add calls to action and direct conversion focused links Tell people what you want them to do 400 at 25% = 1000 at 10%
  • 22. Off-Page SEO Build your authority The number of quality links pointing to your site is the most important element of SEO Number of backlinks Quality of backlinks Anchor text
  • 23. Off-Page SEO Build your authority Links to your site tell Google that your site is important Grow your SEO rank and your website traffic Use your network to grow your backlinks
  • 24. Off-Page SEO Where to find backlinks List your school with high rank directory websites Research your partners / competitors Connect with your current network - Personal and work websites - Blogs and community portals - Free and paid directories - Business and advertising partners
  • 25. Off-Page SEO Where to find backlinks Provide giveaways, donations and contests Guest blog as an expert Build great sharable content (link bait) - How to’s - Reports or guides - Checklists - EX: The Truth About Boarding Schools
  • 26. Off-Page SEO Backlinks and link bait Link Bait: Content that entertains, informs and attracts inbound links (blogs, photos, videos)
  • 27. Off-Page SEO How to best add a backlink Anchor Text: Use descriptive text rather than just your website. (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.) Hyperlinks: Point to a specific page of your site whenever possible. (applying, tuition fees, international students) Broken links: Negative effect on SEO. Fix them! (Google.com/Webmaster/Tools)
  • 28. Off-Page SEO Tools for backlink research OpenSiteExplorer.org WebsiteGrader.com
  • 29. Off-Page SEO Tools for backlink research OpenSiteExplorer.org Tools for link research
  • 30. Track your success Quality | Quantity | Conversion Know how your site is performing Getting people to your website is only step #1 Expand on your best pages, and work on improving underachieving pages - Traffic (or visitors) - Source (search, direct, referral) - Visitor type (new, returning) - Pages/visit - Time on site - Popular keywords x - Location How  do  visitors  find,  navigate  &  convert? - Bounce Rate
  • 31. High bounce rates mean Track your success that page does not deliver Track your success the information users anticipate
  • 32. 5 Quick SEO Takeaways SEO Cheat Sheet 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.
  • 33. Search Engine Optimization The Basics @OurKidsNet @AgnesStawicki Facebook.com/OurKidsNet YouTube.com/OurKidsNet agnes@ourkids.net 1.877.272.1845 x31