Search Engine Optimization for Continuing Education and Lifelong Learning

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18 Νοε 2013 (πριν από 3 χρόνια και 7 μήνες)

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Search Engine Optimization for
Continuing Education and Lifelong
Suzanne Kart, M.A., CeP
Director of Marketing, LERN
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Today’s Presenter: Suzanne Kart
• Been with LERN six years
• Spent 9 years at a
community college in
• M.A. in public
administration and B.A. in
• Writer/ presenter/
practitioner on marketing
and eMarketing for
continuing education and
lifelong learning
What is SEO?
• Search engine optimization is the science/art of increasing
your search ranking position.
• People search, or Google, information by searching for a
certain word or phrase. In the business, that word or
phrase is called a “keyword” or “keyword phrase” because
it is the focal point around which a search ranking is built.
• When someone searches, or Googles, a certain word or
phrase, a series of web pages appear. Having your web
page appear in the top ten returns is pretty much critical to
gaining attention. The percentage of people who then look
at the second, third and additional pages of returns is very
slight, so much so that appearing in the top ten positions is
the ballgame.*

*LERN eMarketing Manual
Poll Question 1
Why do SEO?
• People online are confused. If they have a question
that we have the answer to, we want them to find us.
• All search engines use social media signals (how
current your content is, the frequency to which you get
linked to) in their ranking processes
• 78% of Internet users do product research online*
• 89% of Americans search the Internet before making a

When they search for eMarketing for lifelong learning, I
want them to find LERN.

* Inbound 2012, Gary
And they do
find LERN
But why does it work?
• 78% of Internet users do product research
• 89% of people in the US search the Internet
before making a purchase*

* Vaynerchuck, 2012
Think about it
• If nearly 90% of people who are going to
purchase a conference/seminar/course are
going to search the Internet before they do,
don’t you want to be at the top of the search
The effectiveness of SEO for our field
has been established

• Jacob Ensign and Jon Horn, working for the Paralegal Certificate program
offered by the continuing education unit at Emory University in Atlanta,
researched 20 different possible promotion techniques (radio advertising,
online advertising, etc.) and found that increasing the search position of
their website was the most effective strategy to increase registrations and
• They found that a one-position improvement in the average search engine
rank (for example, ranking 3rd instead of 4th) for paralegal-related search
terms correlated to approximately 7.5 additional registrations.
• Subsequently, they launched an initiative to redesign the program’s
website so that it includes better optimization features. The redesign
launched and in two months resulted in a 64% increase in the number of
visitors to their website and a 51% increase in our conversion rate.
• With each registration worth over $5,000, improving the search position
rank just one position resulted in additional lifetime income of close to a
quarter of a million dollars.
Three things to focus on in SEO
• Keywords – where to find them, and where to
put them
• Link building – how to get other sites to link to
you and why you need to do this
• The role of social media
• Search engines have changed the way people
• People use search engines to find products or
services by typing in keywords relevant to
what they are looking for.
Poll Question 2
Generate a list of keywords
• Brainstorm
• Talk to your customers – what do they search
• Look at your competitors’ sites
• Add geographic variations (i.e. Ann Arbor art
• Take everything and enter them into Google
AdWords Keyword Tool
Look for keywords with low competition,
but higher number of searches
You can find your rankings at
Where do I use my keywords, once I’ve
selected them?
• Every headline needs to have a keyword in it
• Every description and all “body” copy needs at
least one keyword in it
• Include a keyword in your meta descriptions
What is a meta description?
• The meta description tag serves the function
of advertising copy, drawing readers to a
website from the results and thus, is an
extremely important part of search marketing.
This is the
Link building strategies
• Once your page is optimized, you want other
sites to link to you.
• Inbound links are not just good for referral
traffic, they now influence your rankings.
Ways to get others to link to you
• Produce quality content
– Relevant information (i.e. blog posts on best practices, etc.)
– Giveaways (i.e. white papers, eBooks, discounts)
• Ask people to share your links (one study showed when
Twitter users asked others to “please retweet,” it resulted
in 4X more retweets.)
• Outreach (i.e. get bloggers, journalists to write about you.)
• Guest bloggers – when someone writes something for you,
they will share the link with their network.
• Ask your satisfied customers to promote you, including
putting “share” buttons on your site.
Poll Question 3
Integrating SEO with social media
• Both Google and Bing care about social media
sharing when they determine rankings.
• The authority of those who share your stuff
matters, too.
– How many followers do they have?
– What is the quality of those followers?
The key
• Get quality people to share your information

What platforms should we focus on?
• Top 3 most used social media sites are
Facebook, Twitter, and Pinterest*
• The sheer number of people who interact with
these sites make them a marketing force that
cannot be ignored.
• Two other networks that are a must are
LinkedIn and YouTube.
*Direct Marketing News,
April 6, 2012
Social media is a two-way street
• If you want others to share your information,
you need to:
– Share quality content
– Share (or retweet) quality content that your
connections post
– Post often
What does a search-optimized site
look like?

Searched for
“Ann Arbor
art classes”
This ranked first
in organic search

• “Art News” means
this page is updated
often (good content)
• Social media icons
mean they have a
presence there
(customers can
• This link to an article
written about the
Center means that
they have inbound
links from
independent sites
• They use the words
“art,” “classes,” and
“Ann Arbor” often.
• Result - #1 search

Thank you!
• Suzanne Kart

• Connect with via social
media at
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A recording of this webinar and copy of the
presentation will be available online at