Monday, July 07, 2014

SEO Optimization

As my post-Columbia career is shifting to marketing and enrollment of major international schools in China, some of the future blogs will be focusing on how to apply the digital marketing strategies into specific areas of the overall marketing planning which starts to unfold in the next few weeks, from a very practical perspective. Our website is ready to be launched in mid-November while we have various groups of consultants working at different fronts of the marketing mix. It is crucial that we make the specific requirement of web optimization for a strong SEO.

According to the article- Improve your website’s search rankings in six steps[1], here is what we aim to formulate for our website planning.

1.     Meta descriptions - 150-160 character (including space) meta description that appeal to our audience, and make sure we include key search words such as global perspective, international education, innovation, world-class. Whether it should be done in Chinese, in order to be fully accessible by Chinese parents, is to be further discussed.

2.     Image Attributes – Buried in the source code, images also contribute to the content that the search engine. Use relevant key words as description for  images used on the website.

3.  Body Word -  a 300-word body word that includes not only key words, but also effective communicative messages to our audience.

4.     Page titles – make sure that the page title have accurate page tags so that search engine robots can read clearly.  Keep them concise, relevant and exactly aligned to what our audience is looking for. 

5.     Header Tags – Break up contents into specific categories, potential page titles including “about us, news & events, admission, learning, community, employment, and contact us”.

6.     Avoid Duplication- avoid low-quality duplication on our website which might suffer from penalty. Make a good user of syndication and boilerplates.   

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