using cascade technology to increase seo/landing page optimization

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!!

Google Analytics Advisor

Linda Watsonlmwatson@rollins.edu

We Are Committed To:Academic excellence

A tradition of innovation

Applied liberal arts

Lifelong learning

International experiences