How HEMs Multilingual SEO Framework Impacted our ur Web Traffic and - - PowerPoint PPT Presentation

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.

• 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

CAPS-I’s International Search Traffic in 2018

The 2018 Website was not Very Mobile-Friendly

Homepage on Mobile 2018

Page elements not displaying properly Alignment issues 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

HEM created a version of the new sitemap for each language

Portuguese (Brazil)

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

Slideshow banner scaled to reduce load time Cleaner, less cluttered header design School finder is above the fold Member list button added

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

• rganization 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

• ften 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

Slide 62

• 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 Weibo: Chinese Microblogging

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

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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