Download SEO - Rollins College

OFFICE OF:
Marketing and Communications
Linda M. Watson, MBA
Web Technology Manager
Cascade Training and all other web based training
Cascade Admin : Setting up users/sites and tweaking of code
Google Analytics (maintain the accounts, webmaster tools,
reports, html tracking codes)
Adjunct (web classes, Photoshop, etc.)
SEO: Search Engine
Optimization
SEO will help you position your website properly to be found at the most
critical points in the search process in Google or on the Rollins Site Search
Plan of Action
•
What are search engines looking for?
•
How can you build your website in a way that will please both your
visitors, as well as Google, Bing, and other search engines?
•
Most importantly, how can SEO help your web presence become more
Visible?
•
What Search Engines Are Looking
For?
User Experience: How does the site look? Is it easy to navigate
around? Does it look safe? Does it have a high bounce rate?
Content: The driver of SEO
Content: Is determined by
•
the text on the page,
•
the titles
•
descriptions that are given.
SEO and Images
•
•
Naming of images:

All small letters

No spaces or numbers use hyphens (-)

Add rollins-college at the end
Size of image
What is a good image?
Group shots are hard!!!!
What Search Engines Are NOT Looking For
•
Keyword Stuffing: Overuse of keywords on your pages.
•
Poor User Experience: Make it easy for the user to get around. Too
many links and making it too difficult for people to find content they’re
looking for will only increase your bounce rate.
Google Accounts
#’s Decisions
Some people might think that Google Analytics is just used to
crunch numbers.
While this is true, analytics can tell you so much more than just
how many people view your site.
Google Analytics offers a ton of data that you can use to drive
design decisions, as well as influence content and marketing.
A few metrics….
Sessions (visits)
Sessions and users are helpful statistics on
how many times people come to your website
or a total count of people who came to your
site in a given period of time
Desktop/Tablet/Mobile
•
Locations (City and Metro)
•
New and Returning Users
Bounce Rate (came, looked, left)
Do you ever get to a site and leave right
away? That counts as a bounce. Bounce
Rate is the percent of people who get to a
page on your site, and leave without any
further engagement.
Responsive Website
You can see by country, state, city, and
metro area. Source and Medium
Source and Medium
•
is the origin of your traffic (Organic
Search-Referral-Direct-Paid-email)
Smart Marketing Using Big Data
Data Driven Marketing
Data Smart Marketing
• Data
• Data
• More Data
• Industry Knowledge
• And even More Data
• Content
• Best practices of data
analysis
A look under the hood…
All Traffic – 1 Year/Previous
In Conclusion
Lots of Big Data
Under the hood of Google Analytics
Metrics defined
Metrics in pictures
Using the metrics
Rollins is Committed To:
Academic excellence
A tradition of innovation
Applied liberal arts
Lifelong learning
International experiences