Getting the Most Out of Google - Without Spending a Dime (ABHE 2023)

While paid campaigns garner the attention & budgets of college marketing teams, Google is still the primary way the public researches your school online. When done right, your school’s Google presence can generate more traffic and serve accurate, up-to-date information – without paying for ads.

- Learn how SEO helps avoid dependency on paid channels for student leads.
- Uncover long-term SEO strategies & tactics only available to colleges.
- Discover the key places on Google to monitor your school’s profile.
- Identify sources of truth – besides your website – Google relies on for information.

Presentation from Association for Biblical Higher Education (ABHE) at the 2023 Annual Meeting

Transcript

1. Getting the Most Out of Google – Without Spending a Dime Brandon Schmidt Director of Digital Strategy, YDOP
2. Digital marketing agency for colleges & universities.
5. Paid Options Free Options Showing Up on Google
6. Paid Advertising Free Options Benefits of Paid Advertising • Immediate impact on leads & admissions • Can show up on specific searches • Can measure ROI
7. Paid Advertising Free Options Downsides of Paid Advertising • Constantly need to pay for those leads • Expensive • Competing against big players • Short term wins over long- term growth • Not main driver of traffic
8. Where does your traffic come from?
9. Free Paid
10. Minimal Investment in Advertising
11. Significant Investment in Advertising
12. Organic is a Primary Driver of Traffic for Colleges & Universities
13. Ready to See More Results from Google?
14. Goal of Search Engine Optimization (SEO) for Colleges & Universities • Get found by more people on Google. • Create a source of traffic – without paying. • Influence how your school appears online.
15. Content Links Knowledge Panel SERP Map Tech Stack 6 Areas to Focus SEO Efforts
16. Give Google and your potential students something to read. 1. Content
17. Keywords in Headings & Content
18. Titles & Descriptions
19. Titles & Descriptions
20. Titles & Descriptions
21. Create Content That Google Likes ^ and People
22. Articles
23. Resources
24. Faculty Bios
26. Types of Content to Create for a College Website • Scholarships • Alumni Profiles • Events • Facility Rental • Partnering Organizations • Learning Resources
27. Building connections that make up the World Wide Web. 2. Links
30. PageRank Algorithm
31. Links are a Form of Endorsement Online
32. Faculty Speaking
33. Alumni
34. Events
35. High Ranking Pages
36. Types of Links to Generate for a College Website • Scholarships • Events • Partnering Organizations • Learning Resources • Alumni • Faculty Accomplishments
37. Internal Links to Relevant Pages
38. Is your website held together by duct tape and rubber bands? 3. Tech Stack
42. Technical Considerations for a College Website • Is it easy to update? • Is it fast? • Is it secure? • Does it look good on all size screens? • Is it accessible? • Does it clearly communicate to all audiences?
43. Google’s attempt at bringing order & structure to the world’s information 4. Knowledge Panel
45. The Original Knowledge Graph
49. Not all Colleges & Universities are Presented the Same on Google
50. Hybrid Knowledge Panel
51. Expanded Google Business Profile
52. 50.6% of ABHE Schools 46% of ABHE Schools
53. Hybrid Knowledge Panel
60. Expanded Google Business Listings • An expansion of Google’s free local business profiles • Data sourced from Knowledge Graph, Wikipedia, and other sources • Visible for 46% of ABHE schools
61. Can Show Google & Other Reviews
62. Beware of Bad Reviews
64. Linked to Knowledge Graph
65. Notable Alumni
67. When people search for your school, what do they find? 5. SERP
68. 75% of search traffic to colleges come from branded search terms Based on study of 1,000 colleges & universities
71. Google Ads
72. Your Website
73. People Also Asked
74. Other Websites
75. News & Stories
76. News & Stories
77. Additional Features
78. Related Searches
79. Regularly monitor your branded SERP & take action on anything that shouldn’t be there.
80. Are you giving your guests – and Google – enough info about your campus? 6. Maps
84. What can you include in Google Maps? • Library • Dining Commons • Fields & Sporting Facilities • Academic Buildings • Dorms • Café • Bookstore • Admissions Office • Departments or Schools • Public Facilities • Parking Lots • Walking Paths • Non-Profits/Related Orgs
85. Use Your Campus Map as Guide
86. Brand New Campus…
87. …Missing From Google
88. Need to Create Location and Road
90. Walking Directions Through A Cornfield
92. Success!
93. Content Links Knowledge Panel SERP Map Tech Stack 6 Areas to Focus SEO Efforts
94. Digital marketing agency for colleges & universities.
95. Connect with Brandon