analyzing your website and admission efforts
DESCRIPTION
This presentation focuses on how schools could analyze their websites to get the most admission inquires as possible by using your website as your primary marketing toolTRANSCRIPT
Is Your Website Hurting Your Admission Efforts?
Presented by
Arnie Kuenn @ArnieK
Patty Adams @PattyAZ23
Getting Found Online: Optimizing for Search is Critical When someone types a keyword into the
search box, there are only two possible outcomes: They will find your school. They will find your competitor.
Is Your Website Hurting Your Admission Efforts?
Search Marketing Reality
Organic search traffic can be so valuable, it can sustain an entire business.
Organic search rankings are something you can work to influence, but ultimately you do not control them. The search engine algorithms make that call.
Is Your Website Hurting Your Admission Efforts?
Why Invest In Search?- 95% of
searchers do not go past page one!
- Natural search results receive many more clicks than paid search
- Natural search converts 30% better than paid search
- Clicks are Free
Is Your Website Hurting Your Admission Efforts?
How Does it Work Today?
Bot or Spider
Is Your Website Hurting Your Admission Efforts?
Title tag
ContentH1 tag
Bold
What Does It Look For?
Meta DescriptionAward winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization.
Is Your Website Hurting Your Admission Efforts?
Biggest Factor is Still Inbound Links
The best links: From trusted sites Have proper anchor text Have varied anchor text Are from many different domains (new 2010) Determined editorially (Social!)
Is Your Website Hurting Your Admission Efforts?
Search Engine Results
Indented Listing
Local Listing
Is Your Website Hurting Your Admission Efforts?
What Are Students Search For?
Do you know what potential students are searching for when looking for prospective schools like yours?
Keywords are Key: are you targeting the right ones? Example: “vocational school” vs. “career college”,
“cooking school” vs. “culinary school”, “phoenix” vs. “scottsdale”
Leverage geography for brick and mortar schools Do you know what keyword phrases are driving traffic to your website? Website Analytics Brainstorming session
Is Your Website Hurting Your Admission Efforts?
Your Website as Your Primary Marketing Tool Is it optimized for the search engines? Communicate unique value proposition – you have 7
seconds to persuade Engage your end user.
Are you constantly adding new info so they come back for more?
Does it give them enough information? Do you have an offer? (Free guide, CD, campus visit) Reinforce the offer site-wide – don’t let them forget
Is Your Website Hurting Your Admission Efforts?
Conversions are Critical Are you measuring conversions?
What do you consider a “conversion” on your site? What are you conversion goals? Are you making it easy for them to tell you who they are? Asking for too much info? Are you making them call you?
Websites should be interactive, not one-way communication with your end users
Make your forms engaging – all about the details
Is Your Website Hurting Your Admission Efforts?
Your Website: Create Good Content
Build pages around your keywords Add real value to the web visitor
Unique Informative Entertaining
Who do you link to? Good neighbors It’s your reputation
Is Your Website Hurting Your Admission Efforts?
What Kind of Content?
Build Great Content & Promote it Examples:
Lists Case Studies Comparisons Career Guides Interviews Polls & Surveys Videos
Is Your Website Hurting Your Admission Efforts?
Social Media - Participate
At a minimum you need to be listening Your prospective students are using it Use the voice of the student– they need to hear
from people like them They use Social for navigation – helps people
figure out what school is right for them Ads to your credibility!
Is Your Website Hurting Your Admission Efforts?
