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Engaging Parents in A Digital World- Session 3 - SEO and Reputation Management

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Engagement Strategies, LLC
Engagement Strategies, LLC

Presented to the Office of Child Care, Region V, Tribal Administrators

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Strategies SEO, Rating Sites For Tribal Early Childhood Settings in a Digital World Engaging Parents September 25, 2012 OCC, Region V Fran Simon, M.Ed.
Agenda • Memory Refresh- Websites and Getting Found • SEO – (Search Engine Optimization) • Local listings •Consumer referral sites • Consumer listings • Reputation Management © Fran Simon Copyright, 2012 2
Memory Refresh How did we get here? © Fran Simon Copyright, 2012 3
Engaging Parents Engaging Word of mouth They prospective find you 1 customers/families They Re- You enroll or engage refer them Engaging current 2 You parents They engage enroll them
To engage, families have to find you © Fran Simon Copyright, 2012 5
Why are social media and websites so important? © Fran Simon Copyright, 2012 6
Digital natives expect everything at their fingertips © Fran Simon Copyright, 2012 7
Information moves at the speed of light • Phone books are tossed out • Newspapers are obsolete • Enrollment is slowing down • Parents are overwhelmed • More difficult to compete © Fran Simon Copyright, 2012 8
Why Engage families who are already enrolled? Family-School Engagement Research Says … * positive outcomes * school-readiness * * better attendance * increased motivation * * higher self esteem * * lower suspension rates * * decreased substance use * * less violent behavior * * better graduation rates * © Fran Simon Copyright, 2012 9
Word of mouth Then Now
Social Media Tools Facebook Twitter LinkedIn Pinterest YouTube Google+ Ning Meetup Other Digital Tools Websites Email Marketing Blogs Text/Mobile YouTube Child Care Directories Digital Ads © Fran Simon Copyright, 2012 11
Social media will not help increase enrollment, but…
…it will help engage… …and monitor what people are saying
And, social media will enhance SEO
Everything works together Website is the hub! © Fran Simon Copyright, 2012 15
What makes a great website? © Fran Simon Copyright, 2012 16
What every child care site needs • Address & directions • Licensing/Accred info • Email & Phone • Applications • Ages & programs • Contact form • Philosophy • Forms • Fees • Testimonials • Info about management • References • Info about staff • Content • What makes it special • Links to social media © Fran Simon Copyright, 2012 17
Keep the pages clutter-free Too much text and too many gizmos are too much! © Fran Simon Copyright, 2012 18
Search engine friendly Formula for Credibility © Fran Simon Copyright, 2012 19
What is SEO?
Search engines help searchers find the most relevant sites in a crowded Internet © Fran Simon Copyright, 2012 21
No one will find your website without Search Engine Optimization
Search Engine Friendly Means • Make it easy for search engines to search – Submit sitemap – Logical navigation – Meta descriptions – Metatags • Keywords • Use images with alt tags and titles • Add media • Links • Reputable, up to date content
Links To Increase organic rankings your site must: • Link to many (credible) • Be linked to from other (credible) sites Takeaway: Include links to credible sites in your content and make sure your site is listed on others © Fran Simon Copyright, 2012 24
Optimize to be found and crawled To Increase organic rankings your site must be optimized for search engines to find search every page of your site • Use media (photos, videos) • Submit a site directory • Use titles and alt tags on images • Use keywords in content and in metatags • Add meta descriptions to your pages • Make the titles of your pages different © Fran Simon Copyright, 2012 25
Update your site frequently Fresh content attracts search engines and lets them know the site is credible New content- media, images, text frequently added, and for this reason, © Fran Simon Copyright, 2012 having a blog is important! 26
How parents search
Search Like a Parent What is SEO?
Local Search: Google Places
Local Search
How to get a local listing User’s Guide to Google Places
Local Search • Claim business listings through Google's, Yahoo!'s, or Bings's respective local business centers. • Claim free local listing with Google Places • Regular street addresses displayed in machine-readable text, not images
How do you know if your website is effective
What is in a Child Care Program or Referral Website? © Fran Simon Copyright, 2012 36
Parents are searching FOR and connecting ABOUT child care © Fran Simon Copyright, 2012 online 37
© Fran Simon Copyright, 2012 38
Some sites © Fran Simon Copyright, 2012 39
Care.com © Fran Simon Copyright, 2012 40
What are people saying? The only way to know: Monitor the web © Fran Simon Copyright, 2012 41
What if it’s bad (but false) news? Reputation Management Companies There’s no defense against licensing citations, closures, or lawsuits © Fran Simon Copyright, 2012 42
© Fran Simon Copyright, 2012 43
Questions for me? Fran.Simon@ESbyFS.com © Fran Simon Copyright, 2012 44

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Engaging Parents in A Digital World- Session 3 - SEO and Reputation Management

  • 1. Strategies SEO, Rating Sites For Tribal Early Childhood Settings in a Digital World Engaging Parents September 25, 2012 OCC, Region V Fran Simon, M.Ed.
  • 2. Agenda • Memory Refresh- Websites and Getting Found • SEO – (Search Engine Optimization) • Local listings •Consumer referral sites • Consumer listings • Reputation Management © Fran Simon Copyright, 2012 2
  • 3. Memory Refresh How did we get here? © Fran Simon Copyright, 2012 3
  • 4. Engaging Parents Engaging Word of mouth They prospective find you 1 customers/families They Re- You enroll or engage refer them Engaging current 2 You parents They engage enroll them
  • 5. To engage, families have to find you © Fran Simon Copyright, 2012 5
  • 6. Why are social media and websites so important? © Fran Simon Copyright, 2012 6
  • 7. Digital natives expect everything at their fingertips © Fran Simon Copyright, 2012 7
  • 8. Information moves at the speed of light • Phone books are tossed out • Newspapers are obsolete • Enrollment is slowing down • Parents are overwhelmed • More difficult to compete © Fran Simon Copyright, 2012 8
  • 9. Why Engage families who are already enrolled? Family-School Engagement Research Says … * positive outcomes * school-readiness * * better attendance * increased motivation * * higher self esteem * * lower suspension rates * * decreased substance use * * less violent behavior * * better graduation rates * © Fran Simon Copyright, 2012 9
  • 11. Social Media Tools Facebook Twitter LinkedIn Pinterest YouTube Google+ Ning Meetup Other Digital Tools Websites Email Marketing Blogs Text/Mobile YouTube Child Care Directories Digital Ads © Fran Simon Copyright, 2012 11
  • 12. Social media will not help increase enrollment, but…
  • 13. …it will help engage… …and monitor what people are saying
  • 14. And, social media will enhance SEO
  • 15. Everything works together Website is the hub! © Fran Simon Copyright, 2012 15
  • 16. What makes a great website? © Fran Simon Copyright, 2012 16
  • 17. What every child care site needs • Address & directions • Licensing/Accred info • Email & Phone • Applications • Ages & programs • Contact form • Philosophy • Forms • Fees • Testimonials • Info about management • References • Info about staff • Content • What makes it special • Links to social media © Fran Simon Copyright, 2012 17
  • 18. Keep the pages clutter-free Too much text and too many gizmos are too much! © Fran Simon Copyright, 2012 18
  • 19. Search engine friendly Formula for Credibility © Fran Simon Copyright, 2012 19
  • 21. Search engines help searchers find the most relevant sites in a crowded Internet © Fran Simon Copyright, 2012 21
  • 22. No one will find your website without Search Engine Optimization
  • 23. Search Engine Friendly Means • Make it easy for search engines to search – Submit sitemap – Logical navigation – Meta descriptions – Metatags • Keywords • Use images with alt tags and titles • Add media • Links • Reputable, up to date content
  • 24. Links To Increase organic rankings your site must: • Link to many (credible) • Be linked to from other (credible) sites Takeaway: Include links to credible sites in your content and make sure your site is listed on others © Fran Simon Copyright, 2012 24
  • 25. Optimize to be found and crawled To Increase organic rankings your site must be optimized for search engines to find search every page of your site • Use media (photos, videos) • Submit a site directory • Use titles and alt tags on images • Use keywords in content and in metatags • Add meta descriptions to your pages • Make the titles of your pages different © Fran Simon Copyright, 2012 25
  • 26. Update your site frequently Fresh content attracts search engines and lets them know the site is credible New content- media, images, text frequently added, and for this reason, © Fran Simon Copyright, 2012 having a blog is important! 26
  • 27. How parents search
  • 28. Search Like a Parent What is SEO?
  • 29.
  • 32.
  • 33. How to get a local listing User’s Guide to Google Places
  • 34. Local Search • Claim business listings through Google's, Yahoo!'s, or Bings's respective local business centers. • Claim free local listing with Google Places • Regular street addresses displayed in machine-readable text, not images
  • 35. How do you know if your website is effective
  • 36. What is in a Child Care Program or Referral Website? © Fran Simon Copyright, 2012 36
  • 37. Parents are searching FOR and connecting ABOUT child care © Fran Simon Copyright, 2012 online 37
  • 38. © Fran Simon Copyright, 2012 38
  • 39. Some sites © Fran Simon Copyright, 2012 39
  • 40. Care.com © Fran Simon Copyright, 2012 40
  • 41. What are people saying? The only way to know: Monitor the web © Fran Simon Copyright, 2012 41
  • 42. What if it’s bad (but false) news? Reputation Management Companies There’s no defense against licensing citations, closures, or lawsuits © Fran Simon Copyright, 2012 42
  • 43. © Fran Simon Copyright, 2012 43
  • 44. Questions for me? Fran.Simon@ESbyFS.com © Fran Simon Copyright, 2012 44