1. Search Engine MarketingTechniques to Achieve Greater Visibility Gary Steel | Search Specialist 484-680-9236 gsteel@carnegiecomm.com

2. Introduction Gary Steel Search Specialist and Google Advertising Professional You can just call me Gary The Google Guy. A Google Qualified Individual. Google Certified Partner companies must meet eligibility criteria which includes passing certification exams, illustrating practical expertise in managing accounts, and agreement to Googles terms and conditions.5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 2

3. Introduction Todays objective is to give you a peek inside the process of Search Engine Marketing and Search Engine Optimization. After todays session, we hope you will come away with some ideas, hints, tips and techniques to improve your schools visibility in Search.5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 3

4. Agenda Search Engine Research Search Engine Marketing Terms Pay Per Click Keyword Research Ad Copy Techniques to Save You Money Search Engine Optimization 6 Steps To Achieve Greater Visibility in Search Link Building5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 4

5. 5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 5

6. Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

7. Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

8. Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

9. Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

10. Search Engine Marketing Search Engine Marketing (SEM) Search Engine Pay Per Click Optimization (PPC) (SEO)5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 10

11. Search Engine Marketing5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 11

12. Search Engine Marketing Terms Search The broad term that categorizes SEM Conversion A visitor completes a successful action SEO Search Engine Optimization or Search Engine Optimizer Refers to Organic Search Keyword A word or phrase a search engine looks for in its index SERP Search Engine Results Page The Blended SERP Lots of different kinds of search results on the SERP5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 12

13. SERP Search Engine Results Page5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 13

14. Blended SERP5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 14

15. Search Engine Marketing Terms PPC Pay Per Click or Sponsored Search Results Adwords = Google, Ad Center=Microsoft/Yahoo Google Instant Googles Suggested Queries Algorithm The math that the search engine uses to determine the results CMS Content Management System White Hat SEO Using only ethical methods to increase a sites visibility in search Black Hat SEO Gaming the search engines to5/1/201 increase a sites rank2 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 15

16. Search Engine Marketing Process 5. 1. Determine Measurement New Goals 2. Keyword 4. Execution Brainstorm5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission. 3. StrategyAlloyEducation, 16

17. Paid Search Pay Per Click (PPC)5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 17

18. Pay Per Click (PPC) Advertising Targeted advertising Reach the prospect when they are looking for you Direct the prospect precisely to the destination for their answer. Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

19. Campaign Structure Account: My University Billing Info, Contact Info Campaign: Big Picture Theme (ex: Health Masters Degrees), Target Geography, Run Dates, Daily Budget Ad Group: Sub Themes (ex. Masters of Health Science Keywords: Master of Health Science Masters of Health Science Masters Degree in Health Science Health Science Masters Ads: Several Versions Triggered By Keywords Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

20. Ad Groups Group similar keywords together -- such as by a common theme. Each grouping reflects an ad group. For example, if your campaign goal is to sell more coffee beans, logical ad groups might include: Gourmet coffee beans Organic coffee beans French roast beans Specialty coffee Organic coffee beans Decaf French roast coffee Gourmet coffee Decaf organic coffee French roast coffee beans Gourmet coffee beans Natural coffee French coffee beans Suggest around 20 keywords per Ad Group5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 20

21. Writing Keywords Relevant Keywords: Accurately reflect products/services being offered Match what your audience is looking for5/1/201 Target the audience without being too general2 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 21

22. Keyword Research Google Insights For Search5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 22

23. Keyword Research Google Keyword Tool5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 23

24. How do I write an effective ad? Ad text distinguishes you from the competition Communication, appearance, and style are important Be persuasive and informative First thing the user sees5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 24

25. Keywords in Ad Text Catch your customers eye by making sure your headlines match the keywords. Use multiple ads to test messages and see which on works best. Include a Call-To-Action Chemical Engineering Chemical Engineering Get A Degree From Gary University 100% Placements After Graduation www.GaryU.edu/Engineering Engineering Degree Chemical, Mechanical, Electrical 100% Placements After Graduation www.GaryU.edu/Engineering Matching terms show up in bold text on the Google results page.5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 25

26. Controlling Costs No minimum spend You choose your own maximum daily spending limit (daily budget) Choose how much you want to spend per click for every keyword Pay Google for users who click on your ad Conversion tracking = real-time return-on-investment data5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 26

27. Controlling Costs - Keyword Match Types Ads are continuously matched to Internet users interests based on your keywords Use keyword match types to your advantage Broad Match Phrase Match Exact Match Negative keyword - Ads are placed as buying decisions are made The Result: Reach your audience at the right time, with the right message5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 27

28. Negative KeywordsGarys Rose Shop Garys Rose ShopScenario # 1 Scenario #2 Shopper is looking to buy Student is looking for pictures of roses for Mothers Day. roses Queries Roses Queries Pictures of Roses Sees My Ad And Clicks Sees My Ad And Clicks Buys Roses Copies An Image of Roses for their paper. Good Click! Bad Click! Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

29. Negative Keywords By adding the word picture as a Negative Keyword, in the future the ad wont be shown and therefore will not be clicked on. Choose Search Terms in the Keywords Tab to see actual queries.5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 29

30. Relevancy Decreases Your Cost The ad rank depends on the relevance of the ad and your maximum bid Rank = Quality Score * Maximum CPC It is possible for the higher ranked ad to have a lower cost per click than its competitors If your ad is more relevant, you can still compete against someone with more money5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 30

31. Organic Search - SEO5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 31

32. SEO Code of Ethics A .edu TLD is reserved for postsecondary institutions accredited by an agency on the US Department of Educations list of Nationally Recognized Accrediting Agencies and is registered only through Educause. As such, we are held to a higher standard because the major search engines rely on those with .edu TLDs for information that is clean of web spam and high on authority.5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 32

33. SEO Code of Ethics Make pages primarily for users, not for search engines Avoid tricks intended to improve search engine rankings Dont participate in link schemes designed to increase your sites ranking or PageRank. In particular, avoid links to web spammers or "bad neighborhoods" on the web, as your own ranking may be affected adversely by those links Dont use unauthorized computer programs to submit pages or check rankings5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 33

34. SEO Pyramid5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 34

35. Algorithmic Ranking Factors You have to do these right, before you can do these right5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 35

36. 5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation,

37. Anything the Search Engine Can Measure is Considered 200 Signals5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation,

38. 6 Basic Steps To Better Visibility In Search Site Architecture Put Your Site Together Logically Search Friendly URLs Proper Title Tags Proper Meta Description Tags Keyword Rich Copy Anchor Text Links (The Secret Sauce)5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 38

39. Building A Visible Site / Link Architecture Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

40. www.academyart.edu/computer-arts-school/index.html Keyword Rich, Shallow Structure URL Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

41. Web Design & New Media Schools | Academy Of Art UniversityKeyword Rich, DescriptiveTitle Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

42. Web Design & New Media Schools | Academy Of Art University Keyword Rich, Descriptive Title Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

43. Keyword Rich, Call To Action - Description Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

44. Description is in page source code Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

45. Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

46. Keyword Rich Page CopySensibly includekeywords on the page.Avoid Keyword Stuffing. Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

47. Building Links To Your SiteWithout links, the engines might never find this page Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

48. Anchor TextLinksLink Keywords ToPagesThe Secret SauceGoogle takes that tomean:Keyword = PageAvoid Click Here Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

49. Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.

50. 5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 50

51. Search Engine Research Students Search early and often. Keyword Research Keyword Tool and Insights Ad Copy Use Keywords For Your Headings Techniques to Save You Money Negative Keywords and Relevance Search Engine Optimization Link Building Use Anchor Text5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 51

52. Thank You! Questions and Answers Please send via Webex chat Gary Steel 609-975-8289 gsteel@carnegiecomm.com5/1/2012 Alloy Education, Confidential and Proprietary. Not for reproducing or distributing without permission.AlloyEducation, 52