As we first reported back in February, Google and Twitter started a new partnership allowing Google greater access to Tweets. How this partnership would impact search results was a mystery until recently, when Google started showing Tweets when searching for branded terms.
As a result, your Tweets now have greater visibility than ever before. This visibility represents powerful branding and lead generating opportunities for business schools.
Here’s an example of in-search Tweets for Chicago Booth:
This development, if used strategically, can add to your search and social marketing efforts, but the message you’re sending should be carefully considered. Here are a few things to keep in mind:
Tweets only appear for branded terms (“Chicago Booth” but not “Chicago Business School”).
Your Tweets now have massive branding power. Looking at the example above, Chicago Booth can control a very limited amount of information appearing in search results for their brand name. How do your Tweets explain the value of your MBA program?
Only your two latest Tweets will appear.
Tweets don’t show up for every brand. Google is still testing this inclusion, so your school may not benefit yet. There’s no on/off switch. Your best bet for inclusion is to ensure your Twitter profile is verified and you have links both on your school’s site and on your Twitter profile pointing to one another (you should already have these links in place, but this is another great reason why!).
How to Leverage Tweets in Google Search Results:
Stay on Brand (Repeatedly) – Even if you craft a Tweet that perfectly encapsulates your brand image, once you’ve published two more Tweets it will disappear from search results. So repeat your message (with different language) frequently to ensure the right message appears at all times.
Promote Lead Generation & Enrollment – Getting prospective students to the right landing page as quickly and easily as possible is key to maximizing lead generation. Here are a few ways to help your Tweets:
Link to the Right Page – Link to the top-converting pages on your site. Don’t make users navigate extra pages. Your conversion rates will skyrocket if you can get students to the right place from the start.
Employ Calls to Action – “Learn More,” “Advance Your Career” and “Apply Now” do wonders for conversion rates. “Learn More” in particular is effective as it’s short and to the point (hallmarks of any good Tweet). Here’s a great example from UCLA Anderson that promotes campus visits and mentions both signing up and checking out campus experiences (second Tweet):
Twitter has generally been limited to your number of followers. Now they’re front and center in Google search results for your brand. Make sure you’re driving users to the right place and with the right message.
Brand and product visibility, site traffic and lead generation are the goals of most business school digital marketing campaigns. While traffic can come from many sources, results generated by organic search yields the highest ROI. Here’s how to sort through mountains of data to assess your organic traffic success.
Depending on which analytics software you use (most schools use Google Analytics, but not all), you’ll find several ways to filter organic search traffic. Be sure it’s only organic search traffic, and not all search traffic (which can include paid search traffic).
Second: Pick Your Date Range
I suggest looking at two date ranges:
A graph with a single line for the last 3 years
This helps you avoid misinterpretations due to seasonality
A graph showing year over year traffic – the last twelve months vs. the same period a year before (e.g. September 2014 – August 2015 vs September 2013 – August 2014)
Helpful note: As you want to see the overall health of your SEO program, look at the data on a monthly basis instead of daily (the default).
Below are examples of these two graphs using dummy data. Note I’ve isolated organic search traffic (top left) and adjusted the scale to monthly (middle right).
You can see organic traffic for this dummy data is struggling. The first chart shows minimal growth during the past three years. Looking at year over year performance, there’s been a 2.49% decline. It’s time to call your SEO team and start asking questions.
Metrics to Consider, Their Meanings, and What You Want to See
When you open your analytics software, you’ll be inundated with metrics. They all serve a purpose, but three are most important:
What it is: A visitor. Sessions will include new & returning visitors, so 20,000 sessions does not mean 20,000 people. Still, it provides the best high-level overview of performance and is the default option for most graphs (including those above).
What you want to see: Traffic should be increasing by a minimum of 5% per year. 5% is essentially adjusting for inflation. There are more users online every year, so if your organic traffic is stagnant, your site is underperforming.
What it is: Google’s Definition: Bounce Rate is the percentage of single-page sessions.
Simpler: Percentage of people who came to your site and left almost immediately. This usually means they clicked on your search result, didn’t find what they were looking for, and clicked the back button on their browser. It also means they probably went to a competitor.
What you want to see: The average bounce rate is about 40%, but you may see anywhere from the 25% range (amazing) to the 60% range (not great). Look for changes. If the number is declining, you may be on the right track. If it’s increasing, users may not be finding your site useful.
Note: While lower is generally better, too high or too low are both potentially causes for concern. Too high (>60%) means you aren’t serving the right content to your users. Too low (<30%) may mean you aren’t capturing enough casual visitors (often the best lead prospects), who always leave websites at a higher rate than returning users.
What it is: Goals are manually set up in your analytics software and can track a large number of different things, from specific actions to time on site. Consult with your marketing team to understand what goals, if any, you have set up.
Tip: The best goals are directly related to lead-generation, such as form or application completions.
What you want to see: Goal completions should be increasing at about the same rate as traffic. Depending on site redesigns, you may see bigger improvements to goal completions than traffic, so consult with your team if you see extraordinary changes.
Consider these three metrics in relation to one another. The calibration you are seeking is steady traffic, a declining bounce rate and more leads. If you are there, congratulations. That’s a good sign your SEO program may be driving better traffic, not just more.