HighEdWeb Assocation October 10-13, 2010

Session Details


How to Build an Effective Keyword List for SEO/SEM

WRK9 Workshops Track

Salon D, 4th Floor


If the age of Internet search has taught us anything, it’s that we humans are amazingly similar in the way we think. In the world of search engine optimization and marketing, this homogeny can be used to develop an effective list of keyword search terms. By sorting and filtering through Google Analytics and using other real-time data sources, we can glimpse inside the minds of our target audience to reveal the common words and patterns they use to find us. These bits of insight, if captured and utilized properly, are the foundations of effective SEO/SEM strategies. This is a hands-on workshop. A sample scenario will be utilized for in-class exercises, but attendees may bring a real situation from their institutions to use instead. Attendees can expect to leave with a thorough understanding of techniques and a preliminary list of keywords. A laptop with Wi-Fi and Excel 2007 is required for the full workshop experience. Attendees wishing to customize the exercises will also need access to Google Analytics or other website statistics reporting package capable of exporting data. The presenter will supply each attendee with a jump drive containing the workshop presentation and sample files to use for exercises.


Doug Clark
Principle, Collegiate Web Solutions

Doug Clark is a 15-year veteran of website management. He has been a Web designer, developer, and director over his career. He now consults with colleges and universities through Collegiate Web Solutions.