PASSAGE BASED INDEXING: Oftentimes, it’s difficult for Google to produce accurate search results for complex queries. Answers to these queries can be buried deep in a web page and can get lost among the other content. Google’s latest technology allows it to index more than just web pages as a whole — now, individual passages from a webpage can be indexed separately. A passage could be a particular paragraph, sentence, or quote. Passage indexing will help Google find the answers to needle-in-the-haystack search queries.
Why you should care: According to Google, this technology will improve 7% of search queries across all languages. The potential benefit to enrollment marketers? Your school’s website may have a better chance at ranking and surfacing for long tail keywords and queries (think queries posed by prospective students about specific program application deadlines, financial aid, and transfer credits).
WHAT IS STRUCTURED DATA AND SHOULD YOU USE IT? Structured data is an organized and standardized way of communicating information about a web page to a search engine. While structured data is not an SEO ranking factor, there are many benefits to adding it to your site, including rich results and Google’s Knowledge Graph. Rich results produce rich snippets – supplemental bits of information associated with your site’s search result listing that can help improve click-through rates. Google’s Knowledge Graph can help your brand achieve a Knowledge Panel that provides more brand visibility and authority, sometimes located in the right margin of the Google search engine results page.
Why you should care: Structured data is the Cliffsnotes version of a website. It allows search engines to quickly understand the purpose and goal of your program page or financial aid page, for example. Structured data provides easily interpretable information to search engines that comes with the reward of enhanced brand visibility for your school on the Google search engine results page in the form of rich results and the Knowledge Panel.
THE PROPER USE OF LANDING PAGES (ACCORDING TO HUBSPOT): Landing pages have one key purpose: to generate qualified leads for your school. They present a digital medium where an exchange of personal information for content or experiences takes place. For example, landing pages are great for eBook and program guide downloads, newsletter sign ups, eCourse enrollment, open house RSVPs, and even app downloads.
Why you should care: Landing pages enable enrollment marketers to measure data that’s linked directly to enrollment goals like lead, inquiry, and applicant generation. With landing pages, you can determine which pieces of content are more likely to generate new contacts that are qualified and meaningful to your enrollment funnel. Landing pages are also an excellent way to make a lasting first impression with a prospective student. A landing page can be tested and constantly optimized in order to provide the best experience and interaction for those first-time visitors.
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