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Jessica DuPontJessica DuPontAssistant Director of Marketing Assistant Director of Marketing
and Communications and Communications
John ThompsonJohn ThompsonWeb Systems CoordinatorWeb Systems Coordinator
Catching & Captivating Catching & Captivating Students OnlineStudents Online
OverviewOverview
About OSU Extended Campus
Part IDriving them to your site… Search Engine Optimization (SEO) Search Engine Marketing (SEM)
Part IIE-Recruiting once they’ve arrived
Summary & tips
OSU Extended Campus ProgramsOSU Extended Campus Programs
Online Bachelors DegreesOnline Minors
Graduate Degrees and Programs OSU Summer Session (site based)________________________________
Professional Programs OSU Quick Skills Online OSU K-12 Online
Student DemographicsStudent Demographics(Online Students)(Online Students)
Average age 36, 65% female Majority from Oregon & Northwest Students from all fifty states, 12 countries Largest growing segment is on-campus students
WEB = #1 Marketing Source
--- --- Part I: Driving Them to Your Site Part I: Driving Them to Your Site ------
SEO: On Page OptimizationOccurs on your site pages
SEM: Off Page Optimization / MarketingOccurs on other website pages(Includes paid advertising)
Fundamentals of SEO / SEMFundamentals of SEO / SEM
Keywords Correspond with the Search Phrases that
Internet users type when searching
Ex: New Online Masters in Education website
We can use:- online masters in education- masters in education online- or some other phrase with our new site
… right?
Definition of “Surfer”Definition of “Surfer”
SEO: On Page OptimizationSEO: On Page Optimization
Do Not GAMBLE
Keyword “Keyphrase” (KEI) analysis:Identify a market “niche”
KEI: Keyword Effectiveness Index• What are Surfers typing when searching?• What are existing sites using as Keywords?• Is there an “Unused” Keyword?
A Good KEI number indicates a POTENTIAL “niche”.
SEO: On Page OptimizationSEO: On Page Optimization
Example of Market Niche:- online masters in education- No available opportunity
masters education online courses- Good KEI Score- Represents a Good opportunity or market “niche”
SEO: On Page OptimizationSEO: On Page Optimization
Content is KING: Add Keyphrasemasters education online courses META Tags, Page Title, H1 Tags, <body> content
Site Structure: Use KeyphraseFolder names, Internal site links
Keyphrase “density”:- What is the density of your Keyphrase in your site pages?- What is it in your competitor’s site pages?
SEM: Off Page OptimizationSEM: Off Page Optimization
Advertise that Keyphrase! Anchor Text
The clickable words in your Linkmasters education online courses
Organic: “FREE” Economical/Page Rank
Search Engine RegistrationsGet your LINK placed
SEM: Off Page OptimizationSEM: Off Page Optimization
Reciprocal Linking Link Partners
SEM: Off Page OptimizationSEM: Off Page Optimization
CPC: Cost Per Click BID on Cost Per each Click on your Banner Ad Pay that set fee to vendor (monthly, quarterly) Expensive option in most cases
Paid ListingsCosts are comparatively HIGH $$$ Directory Sites Paid Banner Ads Distance Education websites
Ex: alleducationschools.com
--- --- Part II: Once They’ve Arrived Part II: Once They’ve Arrived ------
Goal: hits registrations
Consider the following with conversion:
Will users get lost on your site? Can they get answers at 3 a.m.? Is your site “sticky”?
Examples….
Live ChatLive Chat
ForumForum
Searchable Searchable Knowledge BaseKnowledge Base
The 24-7 factorThe 24-7 factor
E-NewsE-News
Course DemoCourse Demo
Make it Dynamic!Make it Dynamic!
Make it Dynamic!Make it Dynamic!
Make it Dynamic!Make it Dynamic!
Summary & TipsSummary & Tips E-Marketing = combination of tactics
Results take time & lots of work!
Track your results via… Site statistics Volume of incoming inquiries Lead conversion Googling your own key words
….where do you show up? have you slipped?
Tips Continued…Tips Continued…
Beware of advertisers who claim “guaranteed top search engine results for $99.00.”
Take advantage of free offers or monthly billing
Stay abreast of changing SEM/SEO tactics
Dedicate staff & marketing budget for SEO/SEM
Thank you & Thank you & Good luck!Good luck!
