How HEM’s Multilingual SEO Framework Impacted our ur Web Traffic and nd Strategic Recommendations fo for Continued Growth
Today’s Presentation • Part 1: The Website Project - Defining the issues facing the CAPS-I website - Implementing our plan - The results • Part 2: Opportunities for Future Growth - Localizing CAPS- I’s school directory and member list - Increasing awareness on social media
Part 1: The Website Project
Defining the Issues Facing the CAPS-I Website
CAPS- I’s Organic Traffic in 2018 vs. 2017 The CAPS-I website lost 85% of its organic traffic between Q1 of 2017 and Q1 of 2018
78% of CAPS- I’s organic traffic in 2017 was international.
CAPS- I’s International Search Traffic in 2018 • 42% of CAPS- I’s organic traffic in 2018 was international. Why? • The former hosting company negatively impacted CAPS- I’s international traffic by blocking access to the site in certain countries
The 2018 Website was not Very Mobile-Friendly Homepage on Mobile 2018 Alignment issues Page elements not displaying properly Most important page info is ‘below the fold’
Implementing Our Plan
Creating New WordPress Templates for the CAPS-I Site Desktop Mobile
Putting Together a Sitemap of the 2018 Site HEM duplicated each page of CAPS- I’s existing website on its development site
Recreating the Original CAPS-I Website before the crash
Comparing the Websites 2016 2018 Comparing both versions of the CAPS-I site allowed us to identify any missing pages/content or other inconsistencies
Planning the new Sitemap
Cleaning up the Sitemap and the URLs HEM proposed a new, streamlined architecture and removed any unnecessary URLs
Mapping the Multilingual Site Portuguese (Brazil) HEM created a version of the new sitemap for each language
Localizing URL Strings
New School Subdirectories by Province
New School Subdirectories by City
On-Page Optimization Page Title URL H1
Implementation of WPML to Support the Multilingual Requirements https://wpml.org/features/
Improvements in responsiveness – Old vs. New
Improvements in Responsiveness Cleaner, less cluttered header design Slideshow banner scaled to reduce load time Member list button added School finder is above the fold
Launching the Site After extensive QA testing, the content was migrated from the HEM development site and the new website went live on December 28, 2018…
The Results
Search Impressions Almost Doubled Within a Month
Improved Visibility Across a Number of Key Markets
Improved Click Rates
Organic Traffic Increases Year Over Year
Organic Traffic in 2019 vs. 2017 While traffic has improved, it has not fully recovered yet. There is still work to be done!
Part 2: Opportunities for Future Growth
Further Website Improvements
Localizing CAPS- I’s School Directory and Member List
Localizing CAPS- I’s School Directory and Member List
Menu Items all Need Translation
Online Reviews
The Importance of Online Reviews Reviews can help to increase traffic and build trust
Developing the Reviews Section on Google Reviews are found in your Google My Business Listing
Claim Your GMB Listing to get Reviews CAPS- I’s GMB listing is unclaimed. It should appear here
Claim Your Business and Address on Google Maps Adding your organization to Google Maps will help you attract reviews
Earn More Reviews on Facebook CAPS-I only has 4 reviews on Facebook to date
Social Media
Creating a More Regular Social Media Posting Schedule CAPS- I’s last 2 Facebook posts On average, CAPS-I currently posts on Facebook about once a week. You should be aiming to post 3-5 times weekly
Using Social Media to Drive Leads to the CAPS-I Website Posts which link to blogs, news pages, or other web pages can increase CAPS- I’s website traffic
Post Links to PDF Promotional Materials CAPS-I has a wealth of helpful resources that could be promoted to prospects on social media
Post Links to Upcoming Events Social media can be used to boost interest, attendance and awareness of events
Create Facebook Events Facebook event pages allow you to improve your event’s visibility, and promote interaction with participants
Create Fun and Informative Posts About Canada Schools targeting international students often post about life in Canada, tourist attractions, and Canadian culture
Feature Short Videos Showcasing Different Members This video on IHWO’s Facebook page spotlighted a member school in Palermo. CAPS-I could take a similar approach
Link Your Posts to Your Members’ Websites This post could link to the Riverside School Board website so that prospects can find out more
Repurposing CAPS-I Video Testimonials on Social Media CAPS- I’s student stories offer valuable social proof for your audience
Repurposing YouTube Content on Facebook The CAPS-I YouTube Channel has lots of content which could also be visible on Facebook
Repurposing Other Website Content on Social Media The tips about Canadian life and culture on CAPS- I’s website could be used to create great social content
Post Facts and Figures About Canadian Education CAPS- I’s website has plenty of content that demonstrates the value proposition of Canadian public schools
Be Consistent with Language Use Since you are posting in both English and French, CAPS- I’s About section should be bilingual
Consider Creating Content in Different Languages
Creating a Dedicated Page or Social Media Group for Agents Creating a Group on Facebook or LinkedIn could help CAPS-I engage agents more effectively
Chinese Social Media
Chinese Social Media CAPS-I has a Youku account but is not active on it Creating accounts on WeChat and Weibo could also make it easier to reach Chinese prospects
What is WeChat? • China’s “App for Everything” - includes instant messaging, a social network, and an e-commerce platform • Over 1 billion daily active users
WeChat Overview Slide 61
Weibo: Chinese Microblogging • Weibo is the Chinese word for “microblogging” • Very similar to Twitter • Sina Weibo is one of the most popular sites in China, used by over 30% of Internet users Slide 62
Weibo: Overview Slide 63
Social Media Advertising
Facebook Ads Can Drive Inquiries
Use Detailed Targeting to Reach Your Prospects
Conclusion • CAPS- I’s website redesign has been very successful in helping traffic recover • Further improvements to the site structure could help maintain growth • CAPS-I has the potential to do more with social • A more comprehensive social media strategy could be very beneficial
Have questions about this presentation? I’m easy to reach at: Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com https://twitter.com/PhilippeTaza
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