seo presentation case study with tips and tricks

Case Study

AVIATION WEBSITE SEO

TRANSFORMATION

TRANSFORMATION

AVIATION WEB HISTORY

THE PROBLEMS• Flash (.swf)

• Poor Navigation

• Little Info

• Excessive PDF’s

• Nice Photo :)

FLASH (.SWF)

GET STARTED | DEGREE | PROGRAM | CONTACT

POOR NAVIGATION

POOR NAVIGATION

LITTLE INFORMATION

EXCESSIVE PDF FILES

LAST BUT NOT LEAST

Photo of this guy

1. Met with WDS for OmniUpdate training

2. WDS gave us login credentials

3. We called WDS as issues came up

4. When finished, WDS approved of our pages

WEB DEVELOPMENT SERVICES (WDS)

THE PROCESS BEGINS

THE PROCESS BEGINS

• Review & Brainstorming• Competitors/Peers/Etc.• Articles & Blogs• Organization & Structure• Content Gathering

NOTE: These are not steps. These often overlapped.

WHERE DO WE GO NOW?

REVIEW & BRAINSTORM

Global Changes• Condense the number of pages.• Front page is confusing and navigation changes• Disable tabs so they don’t function as buttons• No clear indication of flow or direction. No emphasis

on any page to guide the viewer’s eye. Create an easy path for prospective students to follow.

• Gear our home page toward prospective students• Incorporate SEO for better search results• Home page should be 90% prospective student and

10% current• Create a better brochure that is more friendly and

informative to us• Highlight social media. Include Pinterest and Linkedin

REVIEW & BRAINSTORM

Missing Pages/Sections• Why students choose UVU Aviation• Show several statistics using info graphics

and other content• Tuition comparison• Have student pull quotes and video

interviews• Department/Group Pages• Flight Training• Faculty• Maintenance/Facilities• Online • Student Support

REVIEW & BRAINSTORM

Current Pages That Need Changes• Fleet • Create videos for each plane• Tuition• Show comparison to other schools• Photo Gallery• Home Page• See global changes above• More friendly brochure request

• Make students the priority• Introductory flight information• Use quotes/video from students• What will it be like section• Student Degree Path• Link to Wolverine Track• Show student degree path

REVIEW & BRAINSTORM

Other Notes• Highlight the Intro flight opportunity• Blog is stale and not updated. We are not using it in the

correct way. Have regular blog posts.• Facebook should really be highlighted as it is constantly

updated with new content• Subscribe to newsletter is awful. This actually shouldn’t

exist. • Lacking clear tuition button or information• Highlight the wolverine track and course

schedules/career track• Accreditation pages should link to the video• Create global FAQ’s page

Art Institute Liberty

University

University of Phoenix

University of Utah

Arizona State University

COMPETITORS

COMPETITORS

BLOGS & ARTICLES

• Quick Fix

• User Experience

• Search Engine Optimization

THE AVIATION PLAN

• Menu Structure• Quality Content• Visual Design

QUICK FIX

QUICK FIX

• No More Flash

• Revised Navigation

• Added Brochure

• Re-organized Content

• Implemented Some SEO

ORGANIZATION

MENU PLANNING

SUB-MENUS

HOME PAGE

QUALITY CONTENT

• Where do I find content?

• How do I post the content? WDS

• Brochures/Print Collateral• Faculty & Staff• Interviews• Write it yourself and force them to

help edit because it’s so bad.

QUALITY CONTENTWHAT ELSE?

VISUAL DESIGN

• Simple Layout

• Emphasize Brochure Request

• More Visuals (Not just planes)

• Unique Buttons

• Use UVU colors

• Add Social Media buttons

• Clean Sub-Menu Design

• Choose Keywords• Meta Tag Information • File Names• Alt text• Build Network of Links

SPECIFIC SEO EFFORTSWHAT DID WE FOCUS ON?

• Social Media• Quality Content

• Reduce PDF’s• Organize Navigation

CHOOSE YOUR KEYWORDS WISELY

= FREE TOOLS= SEARCH ENGINE

Keyword Avg. Searches Suggested Bidlearn to fly 74,000 $2.19learn 2 fly 14,800 $1.84how to fly 12,100 $1.68flight school 9,900 $3.82pilot training 8,100 $1.80online degree 6,600 $26.43aviation high school 5,400 $2.97pilot license 5,400 $2.73aviation management 4,400 $2.76pilot school 4,400 $3.28flight training 2,900 $4.04flight lessons 1,600 $2.31aviation school 1,600 $4.83private pilot 1,000 $1.80aviation degree 880 $9.87aviation online 170 NAonline flight school 170 $4.71aviation program 90 $3.93

Keyword Avg. Searches Suggested Bidlearn to fly 74,000 $2.19learn 2 fly 14,800 $1.84how to fly 12,100 $1.68flight school 9,900 $3.82pilot training 8,100 $1.80online degree 6,600 $26.43aviation high school 5,400 $2.97pilot license 5,400 $2.73aviation management 4,400 $2.76pilot school 4,400 $3.28flight training 2,900 $4.04flight lessons 1,600 $2.31aviation school 1,600 $4.83private pilot 1,000 $1.80aviation degree 880 $9.87aviation online 170 NAonline flight school 170 $4.71aviation program 90 $3.93

KEYWORDS

KEYWORDS

KEYWORDS

KEYWORDS

FILE NAMING TECHNIQUES

USE ALT TEXT

Flight school twinstar airplane

<img alt="flight schooltwinstar airplane" src="/aviation/images/local.jpg"></img>

BUILD NETWORK OF LINKS

WEBSITE

WEBSITE

WEBSITE

WEBSITE

WEBSITE

WEBSITE

WEBSITE

WEBSITE

SOCIAL MEDIA

QUALITY CONTENT

• Update Content Regularly• No Broken Links• No Old Events• Think Like a Student• Reduce PDF’s

ORGANIZE NAVIGATION

Make pages easy to find.

If they’re easy for a human,they’re also easy for a robot.

ORGANIZE NAVIGATION

ORGANIZE NAVIGATION

WHAT HAVE WE LEARNED?

SEO programmers are constantly trying to improve their search engine by

weeding out the gimmicks people used to use to get searched.

WHAT HAVE WE LEARNED?

It’s good to research all of the latest tips for enhancing SEO, but ultimately, the

more you focus on providing a good user experience with regularly updated quality

content, the better your site will do on searches in the future.

WHAT HAVE WE LEARNED?

SEO is always changing...

...so do what makes sense.

“If you build it, they will come.”

Aviation science……….…...…….#1Utah aviation……….……….….…#1 Aviation online program……...….#1Aviation online degree………..….#1 Aviation online……….….…….….#5Aviation degree…….………….…#5

NATIONAL PAGE RANKS

•Add Content/Text to Home Page

•Improve Keywords

•Improve Descriptions

•Get More Inbound Links

•Update & Revise Content

•Incorporate Blog in Site

•Submit Videos to Non-YouTube Sites

WHAT NOW?

FINAL THOUGHTS

Your site won’t be perfect right away

Don’t worry about the critics

(Critics don’t want you to succeed because it makes

them feel bad for not having tried.)