using cascade technology to increase seo/landing page optimization
DESCRIPTION
#CSUC14TRANSCRIPT
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OFFICE OF: Marketing and Communications
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Using Cascade Technology to
Increase SEO /
Landing Page Optimization
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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.)
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Data Driven Marketing
• Data
• More Data
• And even More Data
Data Smart Marketing
• Data
• Industry Knowledge
• Content
• Best practices of
data
analysis
Smart Marketing Using Big Data
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The State of the Site SEO Concerns
Bad URL’s/rollins.edu/cdc
Bad Picture Names
Multiple H1 tagsH1
H1 Missing Meta Data
Questionable Alt tags
High page Bounce rates/Poor ContentSite Search Results / Page Not Found
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Best Site SEO Practices
URL naming
Redirects
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Keyword-Rich URL’s
From:
To:
/
rollins.edu/cdc
rollins.edu/child-development-student-research-center/
rollins.edu/child-development-student-research-center/early-childhood-program/
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301 Redirects - .htaccess
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In Summary: Site SEO Practices
URL naming
Redirects
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Best Page SEO Practices
H1 tag
Meta description tag
Page Title
Meta Keyword tag
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Anatomy of a Page
ULH1
H2
Department Folder Display Name
Page Heading in wysiwyg
Page Description
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<title>Faculty</title>
Automated Page Titles
New Automated Page Title
Rollins College | Winter Park, FL = Added in Format
using-the-collections
Using the Collections | = Page Heading (H1)
Archives | = Sub-Folder Title
Olin Library | = Department Folder Title
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Olin library collections
Meta Keywords
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Google Search - Description
New Template Page
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Section SummaryH1 tag
Meta description tag
Page Title
Meta Keyword tag
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Image SEO
Image size
File Name
Image Captions
Alt Text
Meta Data
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Image Size
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Image Key Word Rich File Names
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Image Captions
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Alt Text
An example would be <img src="rollins-college-child-development-center-painting.jpg" alt=" rollins college child development center painting " />.
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Image Meta Data
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Image Meta Data
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Section Summary
Image size
File Name
Image Captions
Alt Text
Meta Data
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In Conclusion• Search engines can't see and understand a web page the same way a human does.
• SEO helps the engines figure out what each page is about, and how it may be useful for users.
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Payoff!!
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We Are Committed To:Academic excellence
A tradition of innovation
Applied liberal arts
Lifelong learning
International experiences