SEO, moble and more

SEO, Mobile and more… University Marketing Summit Iowa State University December 16, 2010

Our SEO goal… ,[object Object],[object Object]

SEO defined… http://searchengineland.com/guide/what-is-seo ,[object Object],[object Object]

Google dominates search use… http://www.hitwise.com/us/datacenter/main/dashboard-10133.html ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO… Starting with the basics…

4 simple steps to success… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Write for the person visiting the site, not for search engines… ,[object Object],[object Object]

Keywords and Carewords ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Don’t “stuff” keywords… ,[object Object],[object Object]

New pages are good… ,[object Object],[object Object],[object Object]

News entries create new title tags… http://tamunews.tamu.edu/

Change press release headlines… http://news.bbc.co.uk/1/hi/entertainment/4879230.stm ,[object Object],[object Object],[object Object],[object Object],[object Object]

F aculty, staff blogs… http://www.mitadmissions.org/ http://blogs.hbr.org/hbsfaculty/

Case Study… Penn State World Campus MBA ,[object Object],[object Object]

Results for “Online MBA degree”…

First page “online MBA degree” results… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Results for “Online MBA degree program” ,[object Object],[object Object],[object Object],[object Object],[object Object]

Yahoo, Bing: Online MBA degree ,[object Object],[object Object],[object Object],[object Object],[object Object]

An “Online MBA degree”… http://www.worldcampus.psu.edu/iMBA.shtml ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO… Examples from Iowa State…

Keyword combinations… ,[object Object],[object Object],[object Object],[object Object]

Search: Scholarships Iowa State

Search: Freshman Scholarships Iowa State

SEO workflow… http://blog.hubspot.com/blog/tabid/6307/bid/7367/9-SEO-Insights-You-Must-Follow.aspx ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO workflow (1)… ,[object Object],[object Object],[object Object],[object Object],[object Object]

SEO workflow (2)… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO workflow (3)… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO workflow (4)… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO workflow (5)… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO workflow (6)… internal links ,[object Object],[object Object],[object Object],Majors Bullet points w/ links

SEO workflow… (7) & (8) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Easy to scan links… http://web.usfca.edu/about/why/

Try this to help with keywords… http://freekeywords.wordtracker.com/ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Or this one from Google… http://bit.ly/dAdAD4

Google’s “Starter Guide” PDF http://bit.ly/e7oE3n

“Beginners Guide”… Online or PDF http://bit.ly/gsBRk5

Search engine land & Danny Sullivan http://searchengineland.com/

SEO an hour a day… http://www.yourseoplan.com/blog/

Exploring the “mobile” world…

Mobile App vs. Mobile Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mobile browser use is growing… http://www.netmarketshare.com/ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Apple & Android both growing… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key design points for mobile…

Start at a “mobile friendly” page… ,[object Object],[object Object],[object Object],[object Object],[object Object]

The not-so-nice alternative… the iPhone “we can do it” trap

Making things easy in mobile… ,[object Object],[object Object]

Long links = easier navigation… ,[object Object],[object Object],[object Object]

Case Study… UVA Alumni Relations ,[object Object],[object Object],[object Object]

UVA magazine: easy to read mobile like the NY Times

Following the class notes link… easy to scroll to your class

Sending a class note… ready for smart phone usability

Easy to type on a touch screen…

Case Study: University of Evansville Academics ,[object Object],[object Object],[object Object],[object Object]

The home page… “Areas of Study”

No finger flicks to read “History”…

Get to know the History faculty…

Case Study… St. Mary’s University Recruitment Texting ,[object Object],[object Object],[object Object]

High interest students said “OK”… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bob Johnson Consulting, LLC Percent who applied Yield: Inquiry to Applicant Overall inquiries Inquiries who opted-in for text updates

Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit

Post-inquiry contact to increase conversion… ,[object Object],[object Object]

Not yet applied for admission… ,[object Object]

Join our online community… ,[object Object]

FAFSA priority deadline… ,[object Object]

Merit scholarship award… ,[object Object]

Register for Orientation… ,[object Object]

Mobile Marketing Association http://mmaglobal.com/main

Mobile Marketer http://www.mobilemarketer.com/

Thank You Iowa State! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

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