Advanced SEO Strategies for 2022

ABOUT THIS EPISODE

Faton Sopa, Co-founder and CEO of Manaferra, joins the podcast to discuss whether or not SEO still matters in 2022 and the advanced strategies that higher ed should utilize to increase the organic search rankings of their program pages.

Seo Still Matters, and the reason that it mattered is that people are still using search engines to ask questions and to express to look for answork one of their concerns. You're listening to enrollment growth university from Helix Education, the best professional development podcast for higher education leaders looking to grow enrollment at their college or university. Whether you're looking for fresh enrollment growth techniques and strategies or tools and resources, you've come to the right place. Let's get into the show. Welcome back to enrollment growth university, a proud member of the connect IDU podcast network. I'm Eric Olson with Helix Education, and we're here today with fat on Soapa, cofounder and CEO of Manifera. Faton, welcome to the show, welcome as to have you really excited to have you and talk to you today about Advanced Seo Strategies for two thousand and twenty two. But before we dig in, can you give the listeners a little background on both yourself and...

Manifera? Yeah, so I'm flat on my previous experience is envelopment and mort getting. We call fond of this agency. About seven years ago we help how education institutions and publishers to get more relevant tropic to their websites and increase their conversion on their website. We've been doing this for seven years now. We help universities in the United States mostly, but as well as in Switzerland. We want some wards on a higher education space. So I'm glad to be here with you and discuss all things that are related to higher education. I love that you have this seven years experience because so much has changed in a see on the last seven years. So, to kick us up today, how much does Seo still matter in two thousand and twenty two? Or have paid Google ads fully taken over organic search opportunities? Yeah, not yet for the last part. So the SEO still matters, and the reason that it matters is that people are still using search engines to ask questions and to...

...express, to look for answered one of their concerns, and this is relevant for education as well. The recent study that has been made from EAB with that fond that more than eighty percent of students are going to Google to search for university or program or just ask a question about the program that they would like to study. So it is important for universities to be present o where the future audience is but as well as to serve their current customers. On this part, it is important to make sure that you are or lists. There are some one of the options what comes to solving their their problem when it comes to helping them learn more about programs, learn more on on how to decide bold their school and educate your future students. But, as well as this, will help them on get more Brando warness and by time as...

...their move down to conversion. A final it is important to be there during each phase of the decision making process in order to increase the chances of getting more enrollment. It's very important to have a strategy on serve that combines organic as well as paid, in order to make sure that you are are owning as much real estate there as possible. It is important because, for example, if someone is searging on Google for MBA degree, you want to make sure that you are are having as much real estate as possible on paid part. On paid search, you might have, for example, a program page that is more tailored, more relevant and has last but more specific information, and I include a form about like searging, asking for more information. While done on organic shall, you might have a detail program page that has all the detail regarding program because right now, I mean for most of the years,...

...for the resting years, must of a surgery results or that are related to top surges or best surges or aggregators and not universities. So universes have less have left this opportunity behind and not invested a lot information that. They have a high presence on search engines. So there are quite opportunities on making sure that schools are being present or the future students are at asking questions, and eighty percent of them or doing this on Google search. There are other researchers, but have installed lots that. Web Surges and specific college websites are really a source of information. Are At top four sources of information when they come when it comes to surging for a specific degree or specific school, among them being parents and emailed from colleges. Web Surges and specific college websites are...

...still very healthful source or information for them. So it is important to have website is its highly optimize for their audience to get as much rather than traffic as possible to their website. Love the high level overview. Now was Gett into some kind of a rapid fire. Specific tactics that many of our colleges and universities aren't thinking about. Fat On. How should colleges use internal linking strategies to help their program pages rank higher? Yeah, in links are important for both students and search engines because they use links to find content. Basically, students use links to navigate your site and to find content they want to find. White search engines use links to navigate to your side. When we talk about contextual links, for example within a content, let's say it's a program page, they allow search engines to find out what content on your website is related to that particle program page. Use that information, along with other...

...factors, to specifying the page is value. The more links to program page receivers, the more important it will seem to search engines. So, when creating an Internet linking strategy for a higher education website, it is important to play attention to students Chermany. That's because the content that you will be producing is expected one swor question or concern lighting to two specific phase of their journey. For example, if you up, if you are top of the funnel and you haven't decided yet about a specific degree. A student my search, for example, for is a muster in business administration worth it or a monster in business administration, jobs and salaries? So on. This way, it's not still the time to sell them a specific degree, but what you can do in that particular content is to link to another education content that helps them to answer quest that they might have on the next phase of their journey, which is the consideration phase. So the idea I hear on me is to...

...link to, for example, to help them compare this program to another program for example, and I want to compare master and Business Administration and Master in Business Management. So the idea is to help them to understand more for specific degree and compare them to all the degrees and down to the funnel. Then you can link that page to a program page and this will help you website get more authority about a subject of expertise, about a category or programs and about a specific program as well, and by time this will increase your website is authority about the specific program and you have more chances to rank higher on search for that program for example, we have client that we have helped to rank first on Google for DBA or buster business administration or Bachelor in Business Administration, but this answers the question. On top of the funnel, and the...

...more that you are present on search, the more likely you authors Youve more traffic in the future. Let's talk technical see I really quick. Why is it so important to implement the correct Schema on our university websites? Google and other search engines need to have information as more structured as possible because they need to spend less time on your website as possible because there are billions of other websites. They are under an Internet to. The idea is how you can build a website and structure the information on that way that you make it easier for Google to understand all the formation that you have on the website and when it comes to Schema implementation. Universities can use this opportunity to structure all the formation that they have regarding the specific college, regarding all education programs that they are offering, guarding a specific course or the faculty members of the university, or a list of frequently ask questions they might have on their website, so...

...they can have all the content on their pages as well. But if they have this information structured as part of SCAMMA, it will help Google understand your content better and you have higher chances of getting this content shown higher on search engines. Are there any pandemic specific seo strategies that you're seeing universities utilize? Yes, all of these that has happened with the cop with with in the recent years have caused a skyrocket increase in the online programs. So we are seeing more and more university invest on adapting or creating new programs that are targeting people who want to study online or hybrid. So this is putting the verses in challenges regarding building new programs and adopting this program to new needs. We are seeing more more university into producing content that answer the question that are related...

...to affordable, cheap or free courses online for respectively programs, because all this that has happened with covered with pandemic has as changed a little bit and seeing the customer behavior in terms of what they are searching on search and regarding universities, and we are seeing more and more people are searching for free, cheap and affordable choices for their school. So we are seeing this happening with other schools as well. More and more students are searching for beast and top universities. So a stage the schools are using is that are producing content that unsw where all the questions and people are searching for regarding beast degrees or top programs on this degree or that degree, because Theyda is to be present us more on search engines and then, during the line to helping them answer all questions with the journey and them convert to to leads application and possibly to enrollments.

They are opportunities for university that on targeting new audiences and to establish themselves on the market as key players, because there are a lot of opportunities for this online market that is not being utilized by universities. So I see an increase in demand to have specific online courses that are related to a specific career. So less and less people are searching for general degrees and universities and some many verses are using this opportunity to get more students are related to a specify degree. For example, it might be an MBA, I mean it might be a degree engineering or healthcare or something related to a high specific degree. Love it, love it. And then finally, let's talk attribution. How do we know if SEO is working, if it's worth the investment that we're putting in. At first it is important to plan the measuring in at once,...

...define specific goals and metric and build the reports that measure the progress constantly. And it is very important as to link all the measuring Kpis with return on investment, because rankings and traffic and leads are important, but what is more important for universities is enrollment. So need to make sure that to website is highly optimized and has had the right content. That Anso People's questions. So at the end of the day, you will make an impact at versus business. Fat On, thank you so much for your time today. What's the best place for listeners to reach out if they have any follow up questions? Linkedin is the best place, and twitter us well, all the details about or processes or services and or case studies, and or at a website. So maybe the all the the other part, the all the channels they can reach out to me is a website US world. Awesome. Faton, thank you so much for joining us today. Welcome, and thank you for having me as well. Thank you. Attracting today's new post traditional learners means adopting...

...new enrollment strategies. Helix educations data driven, enterprise wide approach to enrollment growth is uniquely helping colleges and universities thrive in this new education landscape, and Helix has just published the second edition of their enrollment growth playbook with fifty percent brand new content on how institutions can solve today's most pressing enrollment growth challenges. Downloaded today for free at Helix Educationcom. Playbook. You've been listening to enrollment growth university from Helix Education. To ensure that you never miss an episode, subscribe to the show on Itunes or your favorite podcast player. Thank you so much for listening. Until next time,.

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