Web Optimization Project Presented By Stephanie Bluth, Elisa Crossland and Diane McCormick September 24, 2012

Key Student Insights Students make decisions about schools based on what they find on the Web Online students expect total online modality - often driven by legitimate geographic, professional and family needs SHSU does not have an adequate presence on search engines such as Google It is generally difficult for a student who physically cannot come to campus or communicate during traditional business hours to navigate our processes from beginning to end. Overall, SHSU has a shortage of Web content writers to ensure timely, accurate and engaging content across our collection of websites.

About The Project The Competitive Marketing Team was formed to address the following: Establish a high ranking for SHSU programs on search engines. Optimize the SHSU collection of websites to drive enrollment, beginning with online and graduate programs. Eliminate process barriers for students who cannot physically come to campus or engage during traditional business hours.

Key Insights – Header Links Above Logo The links above the SHSU logo get a lot of traffic. At the same time, they are cluttered consequently obscuring a clear focal point. For example: The link received approximately 275,000 clicks in May, 2012 The search box was used 40,000 times in May, 2012 The fast links drop-down list is used approximately 30,000 clicks per month The apply link received approximately 900 clicks in May 2012 Our challenge is to find a way to keep those tools accessible, but de- clutter the website header to create a clearer focal point.

Key Insights – Header Links Below Logo Some links beneath the university logo are more effective than others. For example, 9/1/11 – 6/1/12: PageClicks from Home Page Majors & Programs 172,767 Admissions127,036 Campus Life & Culture 72,663 Services & Resources 60,680 Research & Recognition 7,489 About SHSU28,092

Key Insights – Most Popular Pages Top Ten Most Popular Pages (YTD FY12) : PagePage Views (Total) Majors & Programs408,698 Admissions337,486 Campus Life & Culture173,600 Catalog (Degrees)131,576 Services125,945 Admissions (Undergrad)106,473 Admissions (Graduate)95,048 Housing (Rates)84,097 Scholarships79,950 Housing (Main Housing Page)79,685 Admissions Cost76,649

Key Insights – Monitor Size Web analytics data shows that most of our visitors see this much or less when they visit our site. Wise use of this space is imperative.

University Web Site – Approved Proposal Home Page Refresh Cascading Menus Rearrange Items Navigation De-clutter the Header Focus key information ‘above the fold’ Interior Page Refresh Make the main image area smaller Rearrange links on secondary pages based on web analytics data Content Refresh Finish Converting Old Websites to University Templates Focus on Academic sites Redesign SHSU Online Website Provide a comprehensive site for online students Separate recruiting information from information for current online students

Home Page Mock Up Refreshed home page will look like this:

Help Is On The Way Websites are never finished They are an ongoing responsibility Content updates Web Technology Updates DELTA Center is in the process of hiring 6 Web Content Specialists to assist with College and University website content development. Similar operationally to the Instructional Designers now assisting each college

Academic Program Pages Currently, academic programs often have multiple pages. The information on these pages is inconsistent and not always written with a marketing/recruiting focus. This creates challenges in optimizing our website for search engines (SEO). SEO is an intentional process to direct search engines to our pages. If we have 4 versions of the same content, to which page do we direct searchers?

Academic Program Pages We have recommended creating academic program landing pages for every SHSU program to serve all University websites. These will be optimized for search engines and would be used in all online and traditional marketing materials. While the template will be consistent across programs, the content itself will be developed in collaboration with each college. Example: For a Creative Writing program page The photos, page text and other content would be developed with input and approval from Creative Writing department staff. If page text or photos were needed, we would work together to write the text and take photos for the department.

Academic Program Page Mockup A starting point for discussion with advisory committee… /~ucs_www/w ebdev/clients/p rograms/ /~ucs_www/w ebdev/clients/p rograms/

College Web Pages Proposal We have recommended creating guidelines for College websites that support the goals of this initiative. Guidelines to be created by the advisory committee and may include: Consistent nomenclature for linking to academic program pages, catalog and course schedules. Content on key pages optimized for search engines (recommended key words, meta data, page titles, page URLs). Content on key pages updated monthly Key content/links always placed above the fold This way, Colleges have the flexibility and autonomy needed while still ensuring that the goals of the University are met.

Current State of SEO for Online Programs Partial list using key words that should ideally refer to our online programs: TermGoogleBingYahooAskAOL Online Degree Criminal Justice Page 4Page 17Page 16Page 10Page 13 Online MBA71 max pages (no match) Page 12Page max pages (no match) 40 max pages (no match) Online Degree Education Administration 71 max pages (no match) Page 24Page 21Page 3 Online Teacher Certification 58 max pages (no match) 62 max (no match) Page 18Page 8Page 3 Online IT Degree 77 max pages (no match) 99 max pages (no match) 92 max pages (no match) 200 max pages (no match) 45 max pages (no match)

Keywords Matrix A keywords matrix has been completed (will be ongoing) Based on data from Google Key words that people are searching for on the Google Landing pages where visitors should be directed Includes keywords/phrases that people are NOT searching for (take care not to optimize for internal jargon) Example: Key WordsCompetitionGlobal Monthly Google Searches Local Monthly Google Searches Recommended Landing Page Online Bachelors Degree High49,50033,100distance.shsu.edu/ majors Online UniversityHigh1,830,000823,000distance.shsu.edu/ majors MBA OnlineHigh201,000110,000shsu.edu/mba Online Degree Instructional Leadership None--Not being searched for on Google

Search Engine Optimization Utilize vendor services to assist with Search Engine Optimization and online marketing Focus to also build a strong link profile on directories such as Develop targeted communication plans for engaging prospective students

On-Campus Strategy Create Advisory Board to include faculty, staff and current students Project will include two pilot colleges: College Criminal Justice College of Education Conduct various focus groups, usability studies and surveys Continue to engage with campus stakeholders with meetings and discussions. Create a project website to house research and screenshots

Advisory Committee Goals Serve as a liaison, keeping college/department, informed of ongoing project activities Provide the faculty, college or department perspective Provide input on various project activities including but not limited to: Academic Program Page Template Guidelines for College and Department Websites

Thank You Stephanie Bluth – Graduate Studies Elisa Crossland - DELTA Diane McCormick – Enrollment Management