Use a long tail keyword strategy in PPC and SEO to promote your college

67 %
33 %
Information about Use a long tail keyword strategy in PPC and SEO to promote your college
Education

Published on February 27, 2014

Author: highereducationmarketing

Source: slideshare.net

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 1

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Overview The Struggle of Small or Niche Colleges 2) Long Tail Keywords 3) The PPC Side of Things 4) The Organic Search Side of Things 5) What Does It Change For Your College? 1) Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 2

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 1. The Struggle of Small or Niche Colleges It’s common for small to mid-size colleges with excellent programs to struggle against larger colleges online.  Never a lot of marketing budget to invest in one single program.  Momentum of a larger competitor’s website, SEO, PPC and social media activities means:       Minimal traffic Low leads Fewer registrations Low search rankings How do you get around this? Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 3

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 2. Long Tail Keywords  One strategy is to invest in “the long tail of search”, specifically long tail keyword tactics with PPC campaigns and SEO. Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 4

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 2. Long Tail Keywords  In this example “logistics management software case studies” is a long tail keyword phrase, occurring on the green section of the curve.  The farther to the right a term appears the further out on the “ long tail” it moves, having lower cost per click and lower search frequency. Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 5

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 2. Long Tail Keywords  As your keyword phrase gets longer and more specific, the phrase’s total search frequency drops, along with it the competition for that phrase and the approximate cost per click.  So if the searches are so scarce and the numbers are so low, why should you pursue them? Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 6

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 2. Long Tail Keywords  Because:  1. Not many others are targeting them so they're generally more cost effective to acquire.  2. These searches align more closely with your program.  This means they generally turn out to be higher quality prospects and convert at a much higher rate than the average.  If we can agree that these are people that we would like to have visit our site how do we improve the odds that we are seen by them and that we hopefully get clicked on? Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 7

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 3. The PPC Side of Things   Pay per click (PPC) ads are targeted at specific keyword phrases. The main variables affecting PPC campaigns are specificity of keyword phrase, the volume of searches and cost per click (CPC).  Long tail keywords target traffic of well-aligned searchers and generally convert at higher rates.  Because of the very low search volume on these terms, most people skip over them and concentrate on ones with higher volume.  They convert at a higher rate (approximately 4-6%) but you still need a large number of searches to make the numbers work.  The key to this strategy is to research, identify and pull together hundreds of long tail keyword phrases. Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 8

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 3. The PPC Side of Things  Here are a few strategies and sources to get you started:  Start with your Adwords Search Query Report for any general campaigns you are running, identify and pull out the long tail keyword terms.  Use the AdWords Keyword Tool and research keyword volume and costs  Add qualifying terms (i.e. part-time, full-time, online) to your keyword phrases  Add a localizing terms ( i.e. Toronto, Chicago) to your keyword phrases  Identify keywords being used by your competitors and incorporate them into your keyword phrases  Check your traffic reports in Google Analytics for new keywords  Check your internal site search for new keywords Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 9

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College 4. The Organic Search Side of Things   Search engines rank your pages highly if your content is of high quality. Incorporate content on your site that uses these long tail keyword phrases.  You must blog about it, publish questions and answers about it, or include a forum about it.   As your content grows and improves, your organic ranking for these long tail keywords will naturally improve. This “organic” engagement with your audience, along with your use of targeted keywords will position youhighly for the long tail terms you have prioritized for. Source: Higher Education Marketing – How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Slide 10

Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College Questions? 1.514.312.3968 info@higher-education-marketing.com FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+ Visit our Website: Higher Education Marketing Slide 11

Add a comment

Related presentations

Related pages

How to Use a Long Tail Keyword Strategy in PPC and SEO to ...

How to Use a Long Tail Keyword Strategy in PPC and SEO to Promote your College’s Priority Programs. Date posted: September 3, 2012. It is common for ...
Read more

Keyword Strategies for PPC and SEO Campaigns | WordStream

Keyword strategies require extensive keyword research, grouping, and analysis. Learn how WordStream's keyword strategy tools can help optimize your search ...
Read more

Long-Tail Keywords: A Better Way to Connect with Customers ...

Long-tail keywords are cost ... Learn how to research and and use long tail keyword terms in your ... SEO Basics; Best Keyword Research Tools; PPC ...
Read more

How To Effectively Work With A PPC Long Tail When The Tail ...

The trick for a successful and comprehensive long-tail PPC strategy is ... On-Page SEO; Off-Page SEO; Keyword ... your way, here's a strategy I often use ...
Read more

6 Ways to Leverage the Long Tail in Your Marketing

Tips and tricks to leverage the long tail in all of your ... use SEO to tackle keywords in the head ... PPC up, a long tail strategy will ...
Read more

Are Keywords Relevant to SEO in 2015? | SEW

How to use PPC in a PR crisis; ... as we’re witnessing the resurgence of long-tail keywords. ... 2015 - SEO Specialist ...
Read more

How to effectively combine SEO and PPC | Web SEO Analytics

How to effectively combine SEO and PPC. ... and to export the results of the targeted keywords into your SEO strategy and ... So use PPC to promote your SEO!
Read more

8 Ways to Find the Best Long-Tail Keywords | Inc.com

... long-tail keywords for your ... PPC campaign in AdWords, don't forget to use ... long-tail keyword research. They use ...
Read more

Long Tail Versus Short Tail Keywords - Marketing Hub ...

Long Tail Versus Short Tail Keywords Keywords ... to describe the strategy of targeting less ... Design’ while a short tail keyword is ...
Read more