seo, moble and more

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

SEO, Mobile and more…SEO, Mobile and more…

University Marketing SummitUniversity Marketing SummitIowa State UniversityIowa State University

December 16, 2010December 16, 2010


Our SEO goal…Our SEO goal…

Do what we can to make it easier for Do what we can to make it easier for peoplepeople using search engines to find us… using search engines to find us…

No perfect solution to the puzzleNo perfect solution to the puzzle


SEO defined…SEO defined…http://searchengineland.com/guide/what-is-seohttp://searchengineland.com/guide/what-is-seo

““SEO stands for ‘search engine SEO stands for ‘search engine

optimization.’ optimization.’

““It is the process of getting traffic from the It is the process of getting traffic from the

‘free,’ ‘organic,’ ‘editorial’ or ‘natural’ ‘free,’ ‘organic,’ ‘editorial’ or ‘natural’

listings on search engines.listings on search engines.


SEO defined…SEO defined…http://searchengineland.com/guide/what-is-seohttp://searchengineland.com/guide/what-is-seo

““Web pages and other content… are Web pages and other content… are

shown and ranked based on what the shown and ranked based on what the

search engine considers search engine considers most relevant to most relevant to

users.users.

““Payment isn’t involved, as it is with paid Payment isn’t involved, as it is with paid

search ads.”search ads.”


Google dominates search use…Google dominates search use…http://www.hitwise.com/us/datacenter/main/dashboard-10133.htmlhttp://www.hitwise.com/us/datacenter/main/dashboard-10133.html

Search engine use, 4 weeks ending 12/04Search engine use, 4 weeks ending 12/04

– Google…….Google……. 70.37%70.37%

– Yahoo……..Yahoo…….. 15.07%15.07%

– Bing………..Bing……….. 9.94% 9.94%

– Ask………… Ask………… 2.54% 2.54%

– AOLSearch.AOLSearch. 1.44% 1.44%


SEO…SEO…

Starting with the basics…Starting with the basics…


4 simple steps to success…4 simple steps to success…

““Eternal” SEO success points:Eternal” SEO success points:1.1. Good title tags on your pagesGood title tags on your pages

2.2. Good body copyGood body copy

3.3. Great contentGreat content

4.4. No barriers on your website to block the No barriers on your website to block the searchsearch

No broken linksNo broken links

Links lead to the expected contentLinks lead to the expected content– Danny Sullivan, editor, SearchEngineLand.comDanny Sullivan, editor, SearchEngineLand.com


Write for the person visiting the Write for the person visiting the site, not for search engines…site, not for search engines…

Use keywords that real people use…Use keywords that real people use…Add content carewords that people want Add content carewords that people want

to readto read


Keywords and CarewordsKeywords and Carewords

Keywords: bring people to your siteKeywords: bring people to your site

Carewords: keep people at your siteCarewords: keep people at your site

Keyword exampleKeyword example

– Online MBA degreeOnline MBA degree

Careword exampleCareword example

– Advance your careerAdvance your career


Don’t “stuff” keywords…Don’t “stuff” keywords…

The page title and description, primary The page title and description, primary headline, one subhead, twice in the text…headline, one subhead, twice in the text…

More and the page won’t seem well writtenMore and the page won’t seem well written


New pages are good…New pages are good…

Search engines visit your site often…Search engines visit your site often…

Give them new page titles to find…Give them new page titles to find…

Blogs work well for thisBlogs work well for this


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


Change press release headlines…Change press release headlines…http://news.bbc.co.uk/1/hi/entertainment/4879230.stmhttp://news.bbc.co.uk/1/hi/entertainment/4879230.stm

Print versionPrint version

– ““Tulsa star: The life and Tulsa star: The life and

career of a much-loved career of a much-loved

1960s singer.” 1960s singer.”

Website version…Website version…

– "Obituary: Gene Pitney.“"Obituary: Gene Pitney.“

Steve Lohr, "This Boring Steve Lohr, "This Boring

Headline is Written for Headline is Written for

Google," The NY TimesGoogle," The NY Times


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


Case Study…Case Study…Penn State World Campus MBAPenn State World Campus MBA

Review of search resultsReview of search resultsAnatomy of a high-ranked pageAnatomy of a high-ranked page


Results for “Online MBA degree”…Results for “Online MBA degree”…


First page “online MBA degree” First page “online MBA degree” results…results…

Organic SearchOrganic Search– UPhoenixUPhoenix– Regis University Regis University

MBAMBA– Walden UniversityWalden University– Penn State World Penn State World

CampusCampus– Drexel UniversityDrexel University– UScrantonUScranton

Paid SearchPaid Search– UPhoenixUPhoenix– Penn StatePenn State– Cal State MontereyCal State Monterey– Post UniversityPost University– Grand Canyon UnivGrand Canyon Univ– Marylhurst UnivMarylhurst Univ– Norwich UniversityNorwich University– Capella UniversityCapella University


Results for “Online MBA degree Results for “Online MBA degree program”program”

Organic SearchOrganic Search– Penn State WorldPenn State World– UPhoenixUPhoenix– Regis UniversityRegis University– Drexel UniversityDrexel University


Yahoo, Bing: Online MBA degreeYahoo, Bing: Online MBA degree

Yahoo OrganicYahoo Organic– Penn State World Penn State World

CampusCampus

Bing OrganicBing Organic– Penn State World Penn State World

CampusCampus– Benedictine UnivBenedictine Univ


An “Online MBA degree”…An “Online MBA degree”…http://www.worldcampus.psu.edu/iMBA.shtmlhttp://www.worldcampus.psu.edu/iMBA.shtml

Title tagTitle tag– ““Penn State – Online Penn State – Online

MBA degree program”MBA degree program”

Page headingPage heading– ““Penn State’s Online Penn State’s Online

MBA”MBA”

First sub-headFirst sub-head– ““The Penn State iMBA”The Penn State iMBA”

First sentenceFirst sentence– ““Penn State’s online Penn State’s online

MBA degre…”MBA degre…”


SEO…SEO…

Examples from Iowa State…Examples from Iowa State…


Keyword combinations…Keyword combinations…

Think “large to small”Think “large to small”–““Engineering” on home pageEngineering” on home page

–““Software Engineering” on program pageSoftware Engineering” on program page

–““Software Engineering faculty”Software Engineering faculty”


Search: Search: Scholarships Iowa StateScholarships Iowa State


Search: Search: Freshman Scholarships Iowa StateFreshman Scholarships Iowa State


SEO workflow…SEO workflow…http://blog.hubspot.com/blog/tabid/6307/bid/7367/9-http://blog.hubspot.com/blog/tabid/6307/bid/7367/9-

SEO-Insights-You-Must-Follow.aspxSEO-Insights-You-Must-Follow.aspx

Read your page copy first…Read your page copy first…

Write down the 2 to 3 key terms used that Write down the 2 to 3 key terms used that best reflect the main purpose of the pagebest reflect the main purpose of the page

If you have more than 2 to 3 key terms…If you have more than 2 to 3 key terms…– You might need a new web pageYou might need a new web page

Example: Financial AidExample: Financial Aid– Loans… and popular individual loan programsLoans… and popular individual loan programs– Scholarships… freshmen, transfer, graduateScholarships… freshmen, transfer, graduate


SEO workflow (1)…SEO workflow (1)…

Write the page title tag…Write the page title tag…– Up to 70 charactersUp to 70 characters

– Most popular/important element firstMost popular/important element first

Example:Example:– ““Estimator for Automatic Freshman Estimator for Automatic Freshman

Scholarships : Iowa State University Scholarships : Iowa State University Admissions”Admissions”



Write the meta description (for people)Write the meta description (for people)– Up to 150 charactersUp to 150 characters– Include the primary keyword(s)Include the primary keyword(s)– Think: what do you want people searching to Think: what do you want people searching to

first read about you?first read about you?

Example: First 75 charactersExample: First 75 characters– ““Estimator for Automatic Estimator for Automatic Freshman Freshman

ScholarshipsScholarships. Required fields denoted by…”. Required fields denoted by…”



Include top keyword in the URL…Include top keyword in the URL…

Example: Example: – Can we change this…Can we change this…

www.admissions.iastate.edu/award_calc.phpwww.admissions.iastate.edu/award_calc.php

– To this?To this?www.admissions.iastate.edu/scholarshipwww.admissions.iastate.edu/scholarship

– Or to this?Or to this?www.admissions.iastate.edu/freshman scholarshipwww.admissions.iastate.edu/freshman scholarship



Heading tags… first visible wordsHeading tags… first visible words– One tag in H1 size headingsOne tag in H1 size headings– One or two H2 size headings can follow if One or two H2 size headings can follow if

appropriateappropriate

Example:Example:– Automatic Freshman Scholarships (H1)Automatic Freshman Scholarships (H1)– Estimate Your Award Now (H2)Estimate Your Award Now (H2)– Up to $7,000 per year possible (H2)Up to $7,000 per year possible (H2)



Page contentPage content– Use keyword(s) approximately 5x per pageUse keyword(s) approximately 5x per page– Use at or near start of first regular sentenceUse at or near start of first regular sentence– Use in subheads and/or bullet points, in boldUse in subheads and/or bullet points, in bold

Example:Example:– ““Automatic scholarships of up to $7,000 are Automatic scholarships of up to $7,000 are

available to freshmen with strong academic available to freshmen with strong academic records.”records.”


SEO workflow (6)… internal linksSEO workflow (6)… internal links

Search engines will Search engines will explore further into explore further into your siteyour site

People will follow if People will follow if interestedinterested

Links should use Links should use words that also are words that also are key to the pages they key to the pages they lead to.lead to.

Majors

Bullet points w/ links


SEO workflow… (7) & (8)SEO workflow… (7) & (8)

For images on your page…For images on your page…– Use a keyword in the alt text for the imageUse a keyword in the alt text for the image

Internal links to your pageInternal links to your page– Where possible, create or negotiate 2 to 3 Where possible, create or negotiate 2 to 3

links back to your page from other related links back to your page from other related pages on the Iowa State websitepages on the Iowa State website

– If you have options: pick pages with highest If you have options: pick pages with highest traffictraffic


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


Try this to help with keywords…Try this to help with keywords…http://freekeywords.wordtracker.com/http://freekeywords.wordtracker.com/

Check these results:Check these results:– Distance LearningDistance Learning

5,4045,404– Online degreesOnline degrees

2,4712,471– Online accredited Online accredited

degreesdegrees1,4041,404

– Online college degreesOnline college degrees1,0971,097


Or this one from Google…Or this one from Google…http://bit.ly/dAdAD4http://bit.ly/dAdAD4


Resources for SEO…Resources for SEO…


Google’s “Starter Guide” PDFGoogle’s “Starter Guide” PDFhttp://bit.ly/e7oE3nhttp://bit.ly/e7oE3n


““Beginners Guide”… Online or PDFBeginners Guide”… Online or PDFhttp://bit.ly/gsBRk5http://bit.ly/gsBRk5


Search engine land & Danny SullivanSearch engine land & Danny Sullivanhttp://searchengineland.com/http://searchengineland.com/


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


Time for a break…Time for a break…


Exploring the “mobile” world…Exploring the “mobile” world…


Mobile App vs. Mobile WebsiteMobile App vs. Mobile Website

Mobile AppMobile App– Different apps for Different apps for

different devicesdifferent devices– How will people How will people

find your app?find your app?– Not easy to updateNot easy to update– Higher Higher

performance performance possible/Easier usepossible/Easier use

Mobile WebsiteMobile Website– Access from any Access from any

mobile devicemobile device– Can find using Can find using

“search”“search”– Easy to updateEasy to update– Will perform as well Will perform as well

as you build it/Not as you build it/Not great right nowgreat right now


Mobile browser use is growing…Mobile browser use is growing…http://www.netmarketshare.com/http://www.netmarketshare.com/

Percent of website visits from mobile…Percent of website visits from mobile…– January 2010….January 2010…. 1.60%1.60%– July 2010….July 2010…. 2.43%2.43%– November 2010….November 2010…. 2.96%2.96%

Percent of website visits from desktop…Percent of website visits from desktop…– January 2010….January 2010…. 98.19%98.19%– July 2010….July 2010…. 97.33%97.33%– November 2010….November 2010…. 96.79%96.79%


Apple & Android both growing…Apple & Android both growing…

Percent of website visits from iOS…Percent of website visits from iOS…– January 2010….January 2010…. 0.59%0.59%– July 2010….July 2010…. 1.06%1.06%– November 2010…November 2010… 1.36%1.36%

Percent of website visits from AndroidPercent of website visits from Android– January 2010…January 2010… 0.06%0.06%– July 2010….July 2010…. 0.18%0.18%– November 2010….November 2010…. 0.31%0.31%


Key design points for mobile…Key design points for mobile…


Start at a “mobile friendly” page…Start at a “mobile friendly” page…

Question:Question:– ““How are you detecting a mobile device and How are you detecting a mobile device and

directing the user to a mobile version?”directing the user to a mobile version?”

Right answer to start mobile friendly:Right answer to start mobile friendly:– ““You will need to put a re-direction script in You will need to put a re-direction script in

the head of your home page. This script will the head of your home page. This script will identify if the browser is coming from a mobile identify if the browser is coming from a mobile device.” device.”

Steve LaBadie, East Stroudsburg UniversitySteve LaBadie, East Stroudsburg University


Simple, immediate impact…Simple, immediate impact…


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


Making things easy in mobile…Making things easy in mobile…

“As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users won’t have to pinch or scan or scroll or download an app for everything.” – Robert Z. Samuels, director of mobile product

development, New York Times


The NY Times on mobile…The NY Times on mobile…


Long links = easier navigation…Long links = easier navigation…

3 to 5 word links are easier to touch3 to 5 word links are easier to touch

Avoid one word linksAvoid one word links– And especially a series of single word And especially a series of single word

links placed one after anotherlinks placed one after another


Case Study…Case Study…UVA Alumni RelationsUVA Alumni Relations

Find your classFind your classRead the class notesRead the class notes

Send your new informationSend your new information


UVA magazine: easy to read UVA magazine: easy to read mobile like the NY Timesmobile like the NY Times


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


Sending a class note… ready Sending a class note… ready for smart phone usabilityfor smart phone usability


Easy to type on a touch screen…Easy to type on a touch screen…


Case Study: Case Study: University of Evansville University of Evansville

AcademicsAcademicsAcademics on the home pageAcademics on the home page

Scan the alpha listScan the alpha listFind your majorFind your major

Connect with facultyConnect with faculty


The home page… “Areas of Study”The home page… “Areas of Study”


Easy to scroll alpha list…Easy to scroll alpha list…


No finger flicks to read “History”…No finger flicks to read “History”…


Get to know the History faculty…Get to know the History faculty…


Case Study…Case Study… St. Mary’s University St. Mary’s University Recruitment TextingRecruitment Texting

Permission to textPermission to textHigh value participantsHigh value participants

Text languageText language


High interest students said “OK”…High interest students said “OK”…

% of inquiries opting for text updates…% of inquiries opting for text updates…

– 1,416 of 35,606…1,416 of 35,606… 4% 4%

% of applicants opting for text updates…% of applicants opting for text updates…

– 1,140 of 3,720…1,140 of 3,720… 42%42%

% of deposits opting for text updates…% of deposits opting for text updates…

– 269 of 578…269 of 578… 47%47%

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6565Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6565

Per

cen

t w

ho

ap

pli

ed

Yield: Inquiry to Applicant

Overall inquiries Inquiries who opted-in for text updates


Per

cen

t w

ho

dep

osi

ted

Overall inquiries Inquiries who opted-in for text updates

Yield: Inquiry to Deposit


Post-inquiry contact to increase Post-inquiry contact to increase conversion…conversion…

Text messaging each month as the Text messaging each month as the recruitment cycle unfoldsrecruitment cycle unfoldsUsing “text” writing styleUsing “text” writing style


Not yet applied for admission…Not yet applied for admission…

““Be early, catch the Be early, catch the worm. Submit ur worm. Submit ur admission admission application by Jan application by Jan 15 for priority 15 for priority consideration. Get consideration. Get info at info at www.stmarytx.edu/www.stmarytx.edu/admission.” admission.”


Join our online community…Join our online community…

““Cre8 a profile on Cre8 a profile on the St Marys online the St Marys online community at community at www.BeARattler.cowww.BeARattler.com by Feb 1 to be m by Feb 1 to be entered to get ur entered to get ur $200 enrollment $200 enrollment deposit waived!”deposit waived!”


FAFSA priority deadline…FAFSA priority deadline…

““This is last This is last weekend 2 finish weekend 2 finish priority FAFSA. Go priority FAFSA. Go 2 2 www.fafsa.ed.gov www.fafsa.ed.gov to submit b4 Mon to submit b4 Mon Feb 15 to make Feb 15 to make sure we get results sure we get results in time. StMary in time. StMary code is 003623” code is 003623”


Merit scholarship award…Merit scholarship award…

““Bob, UR hard Bob, UR hard work has paid off! work has paid off! Congrats on Congrats on getting a merit getting a merit scholarship! Learn scholarship! Learn more about more about financial aid at financial aid at www.stmarytx.edu/www.stmarytx.edu/finaid.”finaid.”


Register for Orientation…Register for Orientation…

““Bob, R u ready 4 Bob, R u ready 4 Orientation? Sign-Orientation? Sign-up is now open. Go up is now open. Go to to https://gateway.stmhttps://gateway.stmarytx.edu. We R arytx.edu. We R lookin 4ward to lookin 4ward to seeing u on seeing u on campus!” campus!”


Resources for mobile…Resources for mobile…


Mobile Marketing AssociationMobile Marketing Associationhttp://mmaglobal.com/mainhttp://mmaglobal.com/main


Mobile MarketerMobile Marketerhttp://www.mobilemarketer.com/http://www.mobilemarketer.com/


Thank You Iowa State!Thank You Iowa State!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC226 Chauncey Court226 Chauncey CourtMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425 [email protected]@bobjohnsonconsulting.com

Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success:

http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html

seo, moble and more

Business

bob johnson

mobilebob

bob johnson

automatic

search engines

mobile device

llcseo workflow

text updates1