Google changes their algorithm daily. Learn about important updates and how to best incorporate search engine optimization in your marketing strategy and website rebuild. Increase your google search rankings and grow traffic to your website. Determine how to analyze current data and traffic and focus on the keywords that drive revenue for your business. Presented by Agnes Stawicki (@AgnesStawicki) at the The Association of Boarding Schools 2011 conference in Boston, but general enough for any small business.

1. Search Engine Optimization
The basics to being found on Google
1

2. The Online Population
Do you know what’s happening?
North America’s online population is
highest in the world (78%).
Google is the #1 search engine
80% of online activity begins with a search engine
Everything begins with a keyword
156 million Facebook users in USA
70 million aged 35 to 55
40 million aged 16 or under
SOURCES: InternetWorldStats.com, November 2011
Facebook, November 2011

3. The Online Population
Do you know what’s happening?
Google it
Look for third party
comments and referrals
“
I
can’t
explain
it—it’s
just
a
funny
feeling
that
I’m
being
Googled.” Research teachers, staff,
owners, partners...etc.

4. Internet Marketing Strategy
SEO is only a part of the larger network
1. Listen
2. Keyword strategy
3. Optimize your website
4. Promote content via social media
5. Convert site traffic into leads
6. Nurture leads with email marketing
7. Be mobile friendly
8. Analyze and refine

5. Before you start
analytics.google.com
Visitor types
locations
top pages viewed
converting pages
referral sites
referral quality

6. Search Engine Optimization
What to expect today
1. Google is always changing
2. Google Places
3. Keyword opportunities
4. On-page SEO
5. Off-page or link building SEO
6. Analytics
7. 5 Point SEO Checklist

7. Google is always changing
Do you know what’s happening?
Website previews prior to clicking
Personalized results...there is no ‘norm’
Real time results and priority for new content
More prominent ‘Google Places’ results
Multiple results for individual domains

8. Google is always changing
Social comment Preview

9. multiple
results
Google
Places

10. Google Places
Local business listing
Priority placement in search results for location
based searches
Custom places page with description and
photos
Option for users to comment on or
recommend your ‘places page’
Google.com/Places

11. Google Places
Google Places
9

12. Identify Keywords
Think like a consumer
Know what your target market ‘searches’ for
Qualify keywords based on volume, relevance and
competition
Consider return on investment associated
with each keyword

13. Identify Keywords
TOOLS
adwords.google.com
google.com/trends
- annual trends
- competition
- monthly searches
- related phrases

14. Identify Keywords
Look at
your
analytics
Invest in
keywords that
have proven to
convert

15. Identify Keywords
Long tail vs short tail
In the USA, there are ??? searches every
month on Google for the terms:
823,000 Private Schools
450,000 Independent Schools
301,000 Boarding Schools
22,200 Girls Boarding Schools
>10 Girls Boarding Schools MA

16. Identify Keywords
Long tail vs short tail

17. Identify Keywords
Content brainstorming
Root words (boarding, prep, private schools...)
Study competitor websites
Add geographic locations (city, region, state...)
Add program variations (IB, hockey, best...)
Answer your most popular questions (blog)
What is boarding school?

18. Identify Keywords
Sample keywords to get you started
What is a boarding school? (anyone)
How to apply to boarding school? (admissions)
What is boarding school really like? (student)
School A verses School B - Hockey Rivals (coach)
School A ranks #1 in Math (academic head)
Involve your entire
school community

19. On-Page SEO
Build your relevance
The URL
Unique Page Title
Meta description Look at
H1 headings your
analytics
Keyword dense content
Related keywords You’ll see a
pattern of sub-
keywords

20. On-Page SEO
Where do your keywords go?
URL: add keywords specific to that page
Page Title: include keywords, 66 characters
Description: keyword heavy, 160 characters
ABC Private School is an independent private school in Boston, Massachusetts (MA). Offering
University Preparatory, boarding, AB and IP it is regarded as one of the best elementary and
high schools in the New England Area.
Keywords: 1 to 5 keywords per page separated
by commas
Content: Useful and original content is King!

21. On-Page SEO
Conversion Optimization
SEO is not only about traffic.You want
targeted visitors that convert into quality
leads on your website.
Check what pages have the highest new visitors
How can you increase leads from that particular page?
Add calls to action and direct conversion focused links
Tell people what you want them to do
400 at 25% = 1000 at 10%

22. Off-Page SEO
Build your authority
The number of quality links pointing to your
site is the most important element of SEO
Number of backlinks
Quality of backlinks
Anchor text

23. Off-Page SEO
Build your authority
Links to your site tell Google that your site is
important
Grow your SEO rank and your website traffic
Use your network to grow your backlinks

24. Off-Page SEO
Where to find backlinks
List your school with high rank directory websites
Research your partners / competitors
Connect with your current network
- Personal and work websites
- Blogs and community portals
- Free and paid directories
- Business and advertising partners

25. Off-Page SEO
Where to find backlinks
Provide giveaways, donations and contests
Guest blog as an expert
Build great sharable content (link bait)
- How to’s
- Reports or guides
- Checklists
- EX: The Truth About Boarding Schools

26. Off-Page SEO
Backlinks and link bait
Link Bait:
Content that entertains, informs and
attracts inbound links (blogs, photos, videos)

27. Off-Page SEO
How to best add a backlink
Anchor Text: Use descriptive text rather than
just your website.
(ABC Private School is an independent school offering grades 5 through 12. Visit
our website to learn more about ABC Private School in Lake Wales, Florida.)
Hyperlinks: Point to a specific page of
your site whenever possible.
(applying, tuition fees, international students)
Broken links: Negative effect on SEO. Fix them!
(Google.com/Webmaster/Tools)

28. Off-Page SEO
Tools for backlink research
OpenSiteExplorer.org
WebsiteGrader.com

29. Off-Page SEO
Tools for backlink research
OpenSiteExplorer.org
Tools for link research

30. Track your success
Quality | Quantity | Conversion
Know how your site is performing
Getting people to your website is only step #1
Expand on your best pages, and work on
improving underachieving pages
- Traffic (or visitors)
- Source (search, direct, referral)
- Visitor type (new, returning)
- Pages/visit
- Time on site
- Popular keywords x
- Location How
do
visitors
find,
navigate
&
convert?
- Bounce Rate

31. High bounce rates mean
Track your success
that page does not deliver Track your success
the information users
anticipate

32. 5 Quick SEO Takeaways
SEO Cheat Sheet
1. Review your website analytics
2. Add your school to Google Places
3. Check that every page of your website has a unique
page title, description, tags and varied keyword content
4. Seek out new quality backlinks from relevant and
highly ranked websites (partners, blog sites, free or paid directories)
5. Answer your customers questions and produce keyword content
and link bait. Inbound marketing.

33. Search Engine Optimization
The Basics
@OurKidsNet @AgnesStawicki
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YouTube.com/OurKidsNet
agnes@ourkids.net 1.877.272.1845 x31