#CSUC14

2. OFFICE OF:
Marketing and Communications

3. Using Cascade Technology to
Increase SEO /
Landing Page Optimization

4. Linda M. Watson, MBA
Web Technology Manager
Cascade Training and all other web based training
Cascade Admin : Setting up users/sites and tweaking of code
Google Analytics (maintain the accounts, webmaster tools,
reports, html tracking codes)
Adjunct (web classes, Photoshop, etc.)

5. Smart Marketing Using Big Data
Data Driven Marketing
• Data
• More Data
• And even More Data
Data Smart Marketing
• Data
• Industry Knowledge
• Content
• Best practices of data
analysis

6. The State of the Site
SEO Concerns
/rollins.edu/cdc Bad URL’s
Bad Picture Names
Multiple H1 tags
H1
H1
Missing Meta Data
Questionable Alt tags
High page Bounce rates/Poor Content
Site Search Results / Page Not Found

7. Best Site SEO Practices
URL naming
Redirects

8. Keyword-Rich URL’s
From:
/rollins.edu/cdc
To:
rollins.edu/child-development-rollinss.
etuddue/cnhti-lrde-sdeeavreclho-pcmenetnetr-/student-research-
center/early-childhood-program/

9. 301 Redirects - .htaccess

10. In Summary:
Site SEO Practices
URL naming
Redirects

11. Best Page SEO Practices
H1 tag
Meta description tag
Page Title
Meta Keyword tag

12. Anatomy of a Page
UL
H1
H2
Department Folder
Display Name
Page Heading in
wysiwyg
Page Description

13. New Automated Page Title
<title>Faculty</title>
Automated Page Titles
Olin Library | =
Department Folder Title
Archives | =
Sub-Folder Title
using-the-collections
Using the Collections | =
Page Heading (H1)
Rollins College | Winter Park, FL = Added in Format

14. Olin library collections
Meta Keywords

15. New Template Page
Google Search - Description

16. Section Summary
H1 tag
Meta description tag
Page Title
Meta Keyword tag

17. Image SEO
Image size
File Name
Image Captions
Alt Text
Meta Data

18. Image Size

19. Image Key Word Rich File Names

20. Image Captions

21. An example would be <img src="rollins-college-child-development-
center-painting.jpg"
alt=" rollins college child development center painting "
/>.
Alt Text

22. Image Meta Data

23. Image Meta Data

24. Section Summary
Image size
File Name
Image Captions
Alt Text
Meta Data

25. In Conclusion
• Search engines can't see and understand a
web page the same way a human does.
• SEO helps the engines figure out what each
page is about, and how it may be useful for
users.

26. Payoff!!

27. Google Analytics Advisor
Linda Watson
lmwatson@rolli
ns.edu

28. We Are Committed To:
Academic excellence
A tradition of innovation
Applied liberal arts
Lifelong learning
International experiences