The Art and Science of a Hashtag Strategy
File this post under the following: #HashtagStrategy Originally developed by Twitter users as a means to categorize messages, the # symbol has crept from platform to platform to become a universal way...
View ArticleHow to Use Social Media to Influence SEO
Social media is great for building community and fostering conversations. Some of social media’s most untapped potential lies in its ability to influence search engine result pages, where two-thirds of...
View ArticleAn Argument for the Value of a ‘Like’
Managing social media accounts for a college or university is not an easy task. Few care to discuss the role of strategy in social media, the pressure to get it right or the business objectives most...
View ArticleCreating a Post-Launch Checklist for Day Two and Beyond
A site launch is an exciting time. Months and months of labor culminate in turning live a new site the breathes fresh air into an institution’s marketing efforts. It’s time to celebrate. It’s also time...
View ArticleSuccess or Mess? It Could Depend on the Information Architecture
The primary benefits of a well-constructed information architecture (IA) are generally understood. A good information architecture creates clear paths for website visitors, makes a site easier to...
View ArticleGetting Started with SEO Keyword Research
Never underestimate the power of words. Search engines crawl the web one page at a time to answer the following: What are you talking about and are you an authority on the subject? The primary way they...
View ArticleManaging a Site of 1,000 Homepages
“Can you put this on the homepage?” Anyone who has spent any time managing a college or university website is sure to have received this question more than once. Perhaps the response should be “Which...
View ArticleHigher Ed Leaders on Social Media
Higher ed leaders are increasingly seeking support from their marketing and communications teams in order to more effectively engage and communicate on social media. Author and social media strategist...
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Why Do Some Pages Rank Higher on Google than Others?
Everyone wants their respective web pages to rank No. 1 on a Google search engine results page. But what does it take to get there? Ranking high on a results page requires more than killing it with...
View Article3 Things to Remember for a Web Team of One
It’s true there’s no “I” in team. But there’s also no “team” in solo manager. When I started working on the web in higher education, there wasn’t much of an organizational framework around me. Control...
View Article‘Content Marketing’ Is No Longer Enough
Most content marketing isn’t all that great. We talk about content marketing like it’s the something we just discovered, a new tactical approach to digital marketing that will draw a crowd, get people...
View ArticleYour Website Visitors Have a Need for Speed and So Must You
Plan an awesome backpacking adventure and start thinking about what you might bring. A tent? Sleeping bag? Stove? Extra water? Now consider that every 1 percent of your body weight in your pack makes...
View ArticleTalking About Measurement Is Just as Important as Doing It
There was a time when the web counter use to mean something. Tucked at the bottom of a freshly launched website in the early 1990s, the ever-growing number was a symbol of stature. It was the easiest...
View Article5 SEO Tactics Beyond Content and Keywords
Most people understand the fundamentals of optimizing a site for search engines – research and identify keywords, craft quality content, create better links. But the pursuit of better search results...
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