2006 ECommerce Seminar

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2006 E-Commerce Seminar Decision to Participate

SEO Case Study for Joel Hall Dance Center
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It has put our destiny back in our own hands.
-Joel Hall, Founder Artistic Director
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Our Mission
The mission of the Joel Hall Dance Center is to
use the arts to enrich the lives of its communit
y members through dance education and
performance. It reaches out to the community, ta
rgeting those who would not otherwise be exposed
to the arts for classes, educational outreach
programs and local, national, and international
performances.
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Why Do We Need SEO ?

• To affect our audience in their Decision to
  Participate
  
• Redesigned Website
• Raised Visibility of Joel Hall Products
  classes, performances

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Original Site
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• Initial Site Redesign
• Graphics reduce SEO
• Results in fewer hits than old design

Graphic search engines cant use this
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• Making external changes to improve SEO
• Added content (words) that search engines can
  read
  

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Making Behind the Scenes changes to Improve
SEO

• First Step - Who is the Target Audience
• What did we know about our audience
• Conducted online survey with Survey Monkey
• Conducted interviews with current students and
  parents
  
• Audience analysis helped determine target
  phrases
  
• dance classes Chicago, youth dance school
  Chicago, kids dance school, dance school for
  kids, dance children Chicago, childrens dance,
  childrens tap, childrens ballet

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SEO Worksheet
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Evaluated Competition for Target Phrase

• Search Engine Analysis
• Searched target phrase on Google and Yahoo
• Looked at target pages returned, not
  organizations
  
• Looked at competition for phrases
• Used the Cached link to see keyword
  utilization
  
• Examined Competitive Pages
• Selected pages that ranked well and analyzed how
  they used the key phrase
  

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Behind the Scenes Writing the Page

• Included target phrase in the meta title tag and
  made it clickable
  
• Included target phrase in the meta description
• Included target phrase in the meta keywords
• Included target phrase in the title
• Included target phrase in subheads
• Included target phrase in the first paragraph and
  other locations on the page
  

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• Changes to improve SEO
• Behind the Scenes meta tags

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• Changes to improve SEO

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Results

• Went from 2147 hits to 125090 hits in one month