The internet is where more and more of your prospective student audience is researching education program options. If they can\'t find you on top position of major search engines such as Google, Yahoo and Bing you are missing out!. This presentation provides internet marketing tips to setup education lead generation using your schools website. Learn about: Search Engine Optimization, Pay per Click Lead Generation with Google Adwords, How to Setup Google Analytics to measure your cost per lead, basic Social Media Marketing Campaign and much much more!

1. Internet Marketing Webinar
Presented by
Philippe Taza
Founder of

2. Webinar Agenda
1. Internet Marketing 101
2. Search Engine Optimisation – So what?
3. Search Engine Optimization Basics
4. Pay per Click Marketing
5. Web Analytics with Google Analytics
6. Social Media Marketing
7. Recap
8. Q&A

3. 1- Internet Marketing 101
• Search Engine Result Page - SERP
• SEO vs. PPC
• What is a Snippet
• Web Analytics
• Why Internet Marketing for Schools?

4. Search Engine Result Page - SERP
• The page which is returned by a search engine once
a search is conducted

5. SEO
(free listings)
SEO vs PPC PPC
(paid listings)

6. What is a Snippet?
•Search Engines display a small sample of the
webpage content -- the "snippet" to give users
relevant information about what they'll find on your
webpage.
•Providing a rich description in your snippets help
your click through rates and your visit conversion
rates.

7. What is Web Analytics?
• "Web Analytics is the measurement, collection,
analysis and reporting of Internet data for the
purposes of understanding and optimizing Web
usage.“ Source - Wikipedia
Continuous Website
Optimization Process

8. Why Internet Marketing for Schools?
• Growing trend – there is an increasing tendency for
prospective students to use the internet to research educational
programs
• Lower Cost per Lead – the cost per internet lead is much
lower than other traditional mediums such as print, radio and
television
• Superior Lead Data – key information can be gathered prior
to contacting your leads with a web form
• Quick optimization – because you can measure results in real
time, you can refine your marketing quickly and more
intelligently

9. 2- Search Engine Optimization – So what?
• Why Search Engine Optimization?
• Why should you be on top on the SERP?
• Heat Map on 1st SERP
• % of Clicks on Organic Listings

10. Why Search Engine Optimization?
• According to Comscore, approximately 78% of SERP
clicks are on organic listings and 22% on paid listings
• It is perceived by internet users that organic listings
are more credible and are more likely to find the
information (content) that they are seeking.

11. Why should you be on top on the SERP?
• The higher up you appear on a search results page,
the more 'free' traffic you will generate
• The top organic link in the SERP gets over 50% of all
the organic listing clicks
• The first SERP gets over 95% of all the organic listing
clicks

12. Heat Map on 1st SERP
source: Comscore

13. % of Clicks on Organic Listings
% of clicks
SERP
Study 1 Study 2 Study 3 Study 4 Average
Position
1 42.3% 49.0% 56.8% 56.4% 51.1%
2 11.9% 13.0% 14.0% 13.5% 13.1%
3 8.4% 10.0% 10.0% 9.8% 9.6%
4 6.0% 5.0% 4.1% 4.0% 4.8%
5 4.9% 5.0% 4.4% 4.7% 4.7%
6 4.0% 4.0% 3.3% 3.3% 3.6%
7 3.4% 2.0% 0.4% 0.4% 1.5%
8 3.0% 3.0% 2.6% 2.9% 2.9%
9 2.8% 2.0% 1.1% 1.5% 1.8%
10 3.0% 3.0% 2.2% 2.6% 2.7%
TOP 10 89.7% 96.0% 98.9% 98.9% 95.9%
11 or more 10.3% 4.0% 1.1% 1.1% 4.1%
Study 1: AOL - 2006
Study 2: SearchLightDigital.com
Study 3: Journal of the American Society for Information Science and Technology, Cornell University 2008
Study 4: Journal of the American Society for Information Science and Technology, Cornell University 2009

14. % of Clicks SERP position
source: study conducted by AOL in 2006

15. 3- Search Engine Optimization Basics
• SEO Definition
• On and Off Page Optimisation
• Page Rank
• Link Building Tactics
• Why Keyword Research?

16. SEO Definition
• SEO refers to the effort for your website to rank well
for certain keywords or key phrases in the organic
listings or “Free” listings on the search engines result
page
• SEO generates organic traffic to your site
• SEO = FREE LISTINGS compared to Sponsored Pay per
Click Ads

17. On Page and Off Page Optimization
On Page: Off Page:
–URL –Press Releases
–Title Tag –Social Networking Sites
–H1 Tag (Facebook, Youtube, Blogs, RSS...)
–Description Tag –Directory Listings
–Keyword Tag –Link Exchanges
–Page Content
–Keyword Density

18. Page Rank
source: http://en.wikipedia.org/wiki/PageRank

19. Link Building Tactics
• Press Releases
• Paid Directories
• Reciprocal Directories
• Free Directories
• Deep Link Directories
• Search Engine Submissions
• Forum Participation
• Articles and Newsletters

20. Why Keyword Research?
• Keywords are critical for the development of SEO, PPC
campaigns and site content
• Establish which keywords provide a good balance
between popularity and competitiveness
• Determine which keywords generate the most leads
• Determine which keywords provide the highest ROI
• Find out what keywords are used to research your
courses

21. 4- Pay per Click Marketing
• What is Pay per Click Marketing?
• Pay per Click Benefits

22. What is Pay per Click Marketing?
• Pay-Per-Click advertising is a means of advertising on
the Internet where the advertiser pays a certain
amount of money each time someone clicks on their
ad and is taken to a page on their website
• 3 major pay per click providers
– Google Adwords
– Yahoo Sponsored Search
– Microsoft Ad Center

23. Pay per Click Benefits
• Generate Instant Traffic and Results
• Use PPC Campaigns to identify new keywords you
should be including in your SEO Campaigns
• You can pause them, change them, increase or
decrease the budget, control the landing page, set
the target market (geographic)
• PPC campaigns are your Keyword R&D Efforts

24. 5- Web Analytics with Google Analytics
• Why Google Analytics?
• Google Analytics Configuration Basics
• Sample Google Analytics Dashboard
• Enable Conversion Tracking: Setup Goals
• Track Various Website Traffic Segments
• Measure your Website Conversion Rate
• Keyword Conversion Report
• Lead Generation Key Performance Indicators

25. Why Google Analytics?
• Google Analytics is Free and Widely used
• Measure your Marketing ROI
• Understand which keywords your visitors are searching to get
to your site
• Monitor the impact of all your internet marketing campaigns
including:
• Pay per click campaigns
• Search Engine Optimization
• Print Advertising
• Referral sites
• E-mail Newsletters
• Social Media
• Etc…
• This will allow you to understand which content of your website
is most visited

26. Google Analytics Configuration Basics
• Install Google Analytics Tracking Code on all pages
• Enable Conversion Tracking: Setup Goals
• Create IP filters for internal traffic
• Create various Website Profiles to track specific
website traffic: Organic, Paid, Newspapers, Email, Etc.

27. Example of Google Analytics Dashboard

28. Enable Conversion Tracking: Setup Goals
• All websites need to have a defined goal to be
completed by its visitors
• For schools that goal could be a “web lead” or
“Internet lead”
• A web lead is a prospective student who contacts
you through your website.
• The student fills a form or sends an e-mail

29. Measure your Website Conversion Rate
• The number of internet
leads your website
generates divided by the
number of visits your
website received for the
same period. This is a
critical Key Performance
Indicator

30. Track Various Website Traffic Segments
As you can see not all traffic is created equally

31. Keyword Conversion Report
As you can see not all Keywords provide the same value

32. Lead Generation Key Performance Indicators
• Conversion Rate by: Source, Medium, Campaign &
Keywords
• Average Cost per Lead
• Average Time to Respond to Email Inquiries
• Landing Page Bounce Rate
• Ratio of New to Returning Visitor
• % of Time Spent Segments
• % of Click Depth Segments
For more on KPIs visit: www.webanalyticsdemystified.com

33. 6- Social Media Marketing
• Social Media – so what?
• Possible Social Media Diagram

34. Social Media – so what?
• Allows you to listen and/or influence what people are
saying about you
• Can help generate a viral effect
• Makes it easy for people to refer to you and talk
about you

35. Possible Social Media Diagram
Flickr
School School
Facebook YouTube
Groups Website
Student
Facebook
Profile

36. Recap
• Internet Marketing Diagram
• Critical Steps to Increase Internet Leads
• Free Internet Marketing Audit

37. Internet Marketing Diagram

38. Critical Steps to Increase Internet Leads
• Step 1 - Install Google Analytics to start tracking
• Step 2 – Optimize your site using On Page and Off Page
SEO techniques
• Step 3 – Use PPC Campaigns to generate instant traffic
and leads from keywords your are not ranking well for

39. Sign up for your Free Internet Marketing Audit
• Page Rank
• Number of pages indexed
• Number of inbound links
• Rank of your website for your program keywords
• Recommendations to increase the performance of
your Internet lead flow
• Are you measuring the ROI of your internet
marketing?
• Are you using Google Analytics properly?
• And much, much more!

40. Contact us:
• Philippe Taza
514-312-3968
ptaza@canadianschoolguide.com
www.CanadianSchoolGuide.com