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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