Jan. 2012 presentation to the Marketing Committee explaining SEO for the precision machining program at Metropolitan Community College.

1. Search Engine Optimization
Metropolitan Community College

2. Precision Machining

3. Three areas of interest:

4. Three areas of interest:
1. Clean, consistent code

5. Three areas of interest:
1. Clean, consistent code
2. Focused, engaging copy

6. Three areas of interest:
1. Clean, consistent code
2. Focused, engaging copy
3. A linked & liquid strategy
Coca-Cola Marketing 2011

7. Marketing conducts
internal and external
research on
keywords, search terms
and pro terms to develop a
working vocabulary.
The first step

8. CLEAN, CONSISTENT CODE
URL, Title Tags, Descriptions, Anchor Text

9. Title Tags
1. Clean, consistent code

10. Meta
Description
1. Clean, consistent code

11. Photos and Alt
Text
1. Clean, consistent code

12. Navigation, sit
emap and
XML Sitemap
1. Clean, consistent code

13. FOCUSED, ENGAGING COPY
Who are we creating this copy for — and why?

14. — Use research and analytics
to determine the audience of
the site.
— Create manageable goals
for metrics and understanding
what we want users to do.
— Use the same vocabulary
list from our Title Tags and
Meta Descriptions.
— Ensure consistency
throughout our website
(Anchor text).
2. Focused, engaging copy

15. — Headers and subheads
need to be descriptive
and useful.
— Photos and graphics
needs alt text and
descriptive file names.
2. Focused, engaging copy

16. — Make sure copy is
actually useful and not
just filler.
2. Focused, engaging copy

17. LINKED & LIQUID STRATEGY
Using social media to bolster page rank.

18. Blogging Social Media
3. Linked and liquid strategy

19. Blogging Social Media
3. Linked and liquid strategy

20. Our SEO and online
marketing efforts should
be folded into existing
physical marketing
efforts.
1. Printed/physical
2. Blog/Social media
3. Internal web pieces
All should use similar
Anchor Text and
Keywords pointing back
to Precision Machining.
3. Linked and liquid strategy

26. Similar:
— Keywords
— Search Terms
— Anchor Text
— Hash-tags
— Links back to main website

27. We can create new
content or re-purpose
already existing
content with our new
goals and keyword
strategy in mind to
bolster search results,
page rank and usability
on the mcckc.edu
website.
Content will feed SEO over time

28. Mike Ekey
Mike.Ekey@mcckc.edu — 816-604-2090