How to make the most out of search for an education org? Check out these criteria, tools and process to get the fundamentals right.

1. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Growing Enrolments Maximizing
your Search Visibility

2. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO I PublishI Share
BITLY.COM/LIBROSEOALEYDA
#educationseo at #EMCdigital by @aleyda from @orainti

3. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
I Blog I Speak I’m Featured
#educationseo at #EMCdigital by @aleyda from @orainti
I’m Aleyda Solis

4. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Organic Search is the main traffic driver
for the online Education industry

5. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
However not many educational organizations
are also organic search leaders

6. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
You’re losing the opportunity to connect &
attract your audience through SERPs

7. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Maximizing your rankings & visibility in a multi-
device, platform & format search world
SNIPPETS
KNOWLEDGE GRAPH
MAPS
MULTIDEVICEAPPS

8. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Making the most out of search engines
functionalities

9. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
While aligning your SEO efforts along the ones
you do for other channels
SE
PRODUCT BRANDING
USABILITY
CONTENT
DESIGN
DEVELOPMENT
PPC
SOCIALEMAIL
SEO
AFFILIATES
DISPLAY

10. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
With the goal of supporting the path towards
conversions across the customer journey

11. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
And achieve growth

12. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
like this

13. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Or this

14. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Here’s how to make sure your content is ready
to drive these results from SEO

15. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Understand how your potential
students search in order to
connect with them

16. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Always start by doing a “keyword research”
to identify your audience search behavior
USED
TERMS IN THE
INDUSTRY
SUGGESTIONS
COMPETITORS
TERMS
CURRENTLY
RANKED TERMS
FOR CONTENT
YOUR
TERMS, TOPICS
& CONTENT
TARGET
BUSINES
GOALS, VOLUME
& PROFITABILITY
CURRENT
VISIBILITY &
CONTENT
EXISTENCE
SEARCH
VOLUME,
SEASONALITY AND
COMPETITION
RELEVANCE &
INTENT

17. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Understanding which are your current best
performing site categories, programs, etc.
GOOGLE
ANALYTICS &
SEARCH
CONSOLE

18. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Your most linked and shared site pages
BUZZSUMO
& COGNITIVE
SEO

19. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Obtaining the terms that have been used to
search for them
URL PROFILER +
GOOGLE SEARCH
CONSOLE

20. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Do the same with the ones providing already the
highest share of visibility to your competitors

21. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Identifying the existing gaps and where they are
outperforming you

22. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Verifying the visibility & queries specific from
each type of device

23. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
As well as search functionality & feature
that is providing additional visibility

24. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Organize the terms by topics & areas and expand
each one to identify synonyms & related topics

25. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
… as well as more permutations & granular
phrases & questions around each

26. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
… as well as more permutations & granular
phrases & questions around each
YEAR:
2017
MODALITY:
ONLINE, ABROAD
CHARACTERISTICS:
CHEAP, CERTIFIED,
SHORT-TERM

27. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
That will allow you to establish your Website
personas
BACKGROUND
CHARACTERISTICS
ACTIVITIES &
MOTIVATIONS
CONTEXT
SCENARIOS

28. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
To Establish & Prioritize those topics, areas &
queries that you will target in your SEO process
BEHAVIOR
relevance
volume
competition
seasonality
persona
intent
scenario
BUSINESS
availability
profitability
STATUS
content existence
content format
rankings
traffic
conversions
growth

29. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Develop a Web structure &
content that fulfills the
identified search need

30. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Main issue with today’s Websites content is that
they’re not relevant, unique and it’s “too thin”

31. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Specially if you’re competing with these players:
Online, Free offering & community content.

32. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
This is why you need to use the established
terms to drive your Web architecture & content
map topics
with web
architecture
identify
content type
& format to
target each
topic
optimize
content (pages,
images, videos) for
targeted
keywords
use
structured
markup to give a
meaning to
your content
verify that
your content is
correctly seen by
search
engines
make sure
your content is
correctly shown
in all devices
facilitate
your content
share-ability

33. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Map your different topics & queries with your
already existing or to-be-created Web areas
x
communi
ty
product
category
2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category
a
category
b
blog
product
category
1
product
category
n

34. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
As well as content format
x
communi
ty
product
category
2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category
a
category
b
blog
product
category
1
product
category
n
www.distilled.net/blog/the-content-matrix/

35. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Allowing you to develop highly targeted content
that will fulfill your search audience needs
Informational
queries
Transactional
queries

36. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
If you’re targeting multilingual & country markets
select one of these options based on pros & cons
FOR COUNTRY TARGETING
ccTLDs
Sub-directories
Sub-domains
Sub-directories
Sub-domains
FOR LANGUAGE TARGETING
www.yourbrand.es
www.yourbrand.es/categoria-a/
www.yourbrand.com/es-es/
www.yourbrand.com/es-es/categoria-a/
es-es.yourbrand.com/
es-es.yourbrand.com/categoria-a/
www.yourbrand.com/es/
www.yourbrand.com/es/categoria-a/
es.yourbrand.com/
es.yourbrand.com/categoria-a/

37. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
FOR COUNTRY TARGETING
ccTLDs
Sub-directories
Sub-domains
Sub-directories
Sub-domains
FOR LANGUAGE TARGETING
Ideal alternative to geolocate if competition
is not too high
More technical resources
More efforts to grow popularity
Less technical resources
Less efforts to grow popularity
More chances to get all versions penalized
if something goes bad
More efforts to geolocate
Require more technical resources
Require more efforts to grow popularity
Better than sub-directories to organize
larger & more complex sites
More efforts to geolocate
Less technical resources
Less efforts to grow popularity
Deeper url structure
More chances to get all versions penalized if one of
the versions has issues
More technical resources
More efforts to grow popularity
Shorter URL structure which can be better for
larger sites
If you’re targeting multilingual & country markets
select one of these options based on pros & cons

38. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
#educationseo at #EMCdigital by @aleyda from @orainti
Each page should be optimized with unique,
relevant, useful content
Meta description
Headings
Title
Body text
Images
URL
Terms or topics in
Videos

39. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
Making the most out of each page element to
maximize its relevante, like titles & metas
#educationseo at #EMCdigital by @aleyda from @orainti
title
meta description
url
Begin with targeted term
~ 55 characters for desktop &
~ 60 for mobile
descriptive and attractive
expanding title, inviting users to click
~150 characters for desktop &
~115 characters for mobile
short & descriptive
targeted terms in url

40. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
Add your USP in them in order to attract
attention from user and increase CTR
title
meta description
url
Begin with targeted term
~ 55 characters for desktop &
~ 60 for mobile
descriptive and attractive
expanding title, inviting users to click
~150 characters for desktop &
~115 characters for mobile
short & descriptive
targeted terms in url
http://www.siegemedia.com/seo/title-tags
#educationseo at #EMCdigital by @aleyda from @orainti

41. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
Optimize your Images
surrounding text
alt description
file name
optimize w/ the targeted terms
structured markup
#educationseo at #EMCdigital by @aleyda from @orainti

42. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
and Videos too
caption or description
title
file name
optimize w/ the targeted terms
structured markup
Not conversion but awareness and
informational oriented? Publish it in Youtube
#educationseo at #EMCdigital by @aleyda from @orainti

43. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
Use structured markup to give meaning to your
content & increase your SERP visibility
#educationseo at #EMCdigital by @aleyda from @orainti

44. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
From breadcrumbs to reviews and business
information
https://developers.google.com/search/docs/guides/intro-structured-data
#educationseo at #EMCdigital by @aleyda from @orainti

45. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
Too technically complex? Use GTM to do it
#educationseo at #EMCdigital by @aleyda from @orainti
http://www.simoahava.com/analytics/enrich-serp-results-using-gtm/

46. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
This content should be now also mobile first
#educationseo at #EMCdigital by @aleyda from @orainti

47. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
Making sure it follows search accessibility and
usability best practices
#educationseo at #EMCdigital by @aleyda from @orainti

48. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
This is a whole specific topic!
Check out this preso I did about it
#educationseo at #EMCdigital by @aleyda from @orainti
http://www.slideshare.net/aleydasolis/mobile-visibility-to-the-max-2016-edition-bigdigitaladl

49. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
-All this is so much effort just for content already
-Follow this flowchart to make it profitable
#educationseo at #EMCdigital by @aleyda from @orainti

50. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
And remember balance your optimization efforts
based on your context to focus on growth
Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
Your
Competition
Current
Organic Search
Performance
Audience Search
Behavior &
Industry Potential
#educationseo at #EMCdigital by @aleyda from @orainti

51. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
Check out this preso I did to drive your SEO efforts
Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
Your
Competition
Current
Organic Search
Performance
Audience Search
Behavior &
Industry Potential
#educationseo at #EMCdigital by @aleyda from @orainti
http://bit.ly/auditgrowth

52. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
Remember it’s all about this ;)
#educationseo at #EMCdigital by @aleyda from @orainti

53. SEO FOR
EDUCATIONAL SITES
#educationseo at #EMCdigital by @aleyda from @orainti
Must follow Steps, Criteria &
Tools to Grow Enrollments
Thank you!
#educationseo at #EMCdigital by @aleyda from @orainti