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OFFICE OF: Marketing and Communications
Using Cascade Technology to
Increase SEO /
Landing Page Optimization
Linda M. Watson, MBA Web Technology Manager
Cascade Training and all other web based training
Cascade Admin : Setting up users/sites and tweaking of code
Google Analytics (maintain the accounts, webmaster tools, reports, html tracking codes)
Adjunct (web classes, Photoshop, etc.)
Data Driven Marketing
• Data
• More Data
• And even More Data
Data Smart Marketing
• Data
• Industry Knowledge
• Content
• Best practices of
data
analysis
Smart Marketing Using Big Data
The State of the Site SEO Concerns
Bad URL’s/rollins.edu/cdc
Bad Picture Names
Multiple H1 tagsH1
H1 Missing Meta Data
Questionable Alt tags
High page Bounce rates/Poor ContentSite Search Results / Page Not Found
Best Site SEO Practices
URL naming
Redirects
Keyword-Rich URL’s
From:
To:
/
rollins.edu/cdc
rollins.edu/child-development-student-research-center/
rollins.edu/child-development-student-research-center/early-childhood-program/
301 Redirects - .htaccess
In Summary: Site SEO Practices
URL naming
Redirects
Best Page SEO Practices
H1 tag
Meta description tag
Page Title
Meta Keyword tag
Anatomy of a Page
ULH1
H2
Department Folder Display Name
Page Heading in wysiwyg
Page Description
<title>Faculty</title>
Automated Page Titles
New Automated Page Title
Rollins College | Winter Park, FL = Added in Format
using-the-collections
Using the Collections | = Page Heading (H1)
Archives | = Sub-Folder Title
Olin Library | = Department Folder Title
Olin library collections
Meta Keywords
Google Search - Description
New Template Page
Section SummaryH1 tag
Meta description tag
Page Title
Meta Keyword tag
Image SEO
Image size
File Name
Image Captions
Alt Text
Meta Data
Image Size
Image Key Word Rich File Names
Image Captions
Alt Text
An example would be <img src="rollins-college-child-development-center-painting.jpg" alt=" rollins college child development center painting " />.
Image Meta Data
Image Meta Data
Section Summary
Image size
File Name
Image Captions
Alt Text
Meta Data
In Conclusion• Search engines can't see and understand a web page the same way a human does.
• SEO helps the engines figure out what each page is about, and how it may be useful for users.
Payoff!!
We Are Committed To:Academic excellence
A tradition of innovation
Applied liberal arts
Lifelong learning
International experiences
