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Les Roches Chicago

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Les Roches Chicago

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  1. SEO Training for Les Roches Team September 2016

  2. Contents

  3. Most important ranking factors

  4. SEO 101 – How search engines operate

  5. SEO 101 – Most important ranking factors Factors overview

  6. SEO 101 – why these factors matter On-site

  7. SEO 101 – why these factors matter Off-site

  8. How to benefit from this knowledge? Key points: • On-site: we can control a lot: • Texts; • Headings; • Metatags, images, multimedia etc. • Off-site: we can add more SEO value to PR & SMM activities we do.

  9. Daily SEO 101: Toolkit for daily content creation routine SEO perspective

  10. Things to focus at

  11. Topics vs Keywords Source: Searchmetrics

  12. Topics vs Keywords

  13. How to find topics & keywords A quick way:

  14. How to find topics & keywords Google Keyword Planner tool

  15. How to find topics & keywords

  16. How to find topics & keywords

  17. How to find topics & keywords

  18. How to find topics & keywords

  19. How to find topics & keywords

  20. How to check keywords density SEOBook.com – Keywords Density toolhttp://tools.seobook.com/general/keyword-density/

  21. Why Topics matter MBA-related keyword - OK

  22. Why Topics matter Masters-related keyword – not in Top-5

  23. Why Topics matter BBA page

  24. Why Topics matter

  25. Content structure Key points for higher ranking: H1…H6 tags matter a lot as they help communicate the purpose of the page. Content with bullet points, interactive elements and good structure ranks better. Readable, marked-up content ranks better. Pages with video & images content rank better.

  26. H1..H6 tags Source: Searchmetrics

  27. H1..H6 tags Source: Searchmetrics

  28. H1..H6 tags – key points H1 tag: • Key message of the page; • Primary keyword is a must; • Only 1 H1 tag per page. H2-H3 tags: • Key sections on the page; • Ideally need to have primary keywords; • Need to keep the structure flow (same tags for same level elements).

  29. How to find and check the tags Go to source code of the page. Search for h1 (or h2..h3). Check what can be improved.

  30. H-tags & keywords

  31. Bullets, lists, interactive elements Source: Searchmetrics

  32. Bullets, lists, interactive elements Pages with structured content tend to rank higher. Recommendations: • Use lists & bullets where relevant; • Embed interactive elements not only in Programmes section but also on blogposts; • Use widgets not only for photos but for other media (i.e. Slideshare for presentations).

  33. Metatags Why metatags are important: • The easiest way to inform search engines about page topic(s) and keyword(s); • One of the most important ranking factors (still); • Fully in your control; • Help you present your pages in SERP in the way you need:

  34. Search CTR

  35. Metatags Rulesfor Title tag: • 70 characters • Highly relevant to the page content; • Contains primary keywords (the most important keyword comes closer to the beginning); • Descriptive, informative; • Unique across the website (!). Rules for Description metatag: • 130-160 characters; • Contains keywords; • Usually 1-2 sentences; • Contains call-to-action; • Unique across the website (!).

  36. Metagags- example http://chicago.lesroches.edu/programs-admissions/academic-programs/bachelor-degree-in-hospitality-management Title: Hospitality Management Degrees - Bachelor Programs - Les RochesChicago Description: Les Roches Chicago offers bachelor degree in hospitality management which combines management theory with hands-on hospitality courses and business specialization

  37. Metatags Preview tool: http://www.seomofo.com/snippet-optimizer.html

  38. Optimizing images

  39. Optimizing videos

  40. Optimizing user experience

  41. Time on site & bounce rate

  42. Time on site & bounce rate

  43. Users flow

  44. Users flow Every page/group of pages can be explored here and pages with high drop-offs can be revised to better keep visitors on the pages.

  45. Top pages (Organic traffic)

  46. Top Landing pages Here’s where visitors start their journey

  47. Top Exit pages And here’s where they drop off.

  48. What to do with this data • Check pages with high bounce rate and exit rate. • Try to offer the visitors something to keep them, e.g.: • Add Programs widget or simple links to programs pages to Rankings page; • Add more info about how to get a scholarship on Fees page.

  49. Example: Rankings page

  50. Example: more info on Scholarship page

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