Leadership in Education: dominate your core keyword space

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1 Leadership in Education: dominate your core keyword space A case study for marketing professionals Test Phase: Sept Duplication, or use of any portion of the contents of these materials for any purpose may not be made without the prior express written consent of GWU and ActiveMedia. Online marketing case study - GWU

2 1. Introduction George Washington University s College of Professional Studies marketing team has selected ActiveMedia after a review process in the second half of 2006 to perform search engine optimization tasks. The goal of the program was to create a dominant presence for George Washington University two sub level sites: and The task was first to focus on the graduate certificate, undergraduate- and graduate level programs of College of Professional Studies at GW. These are also static pages, thus search engines index them easier. GW s College of Professional Studies marketing team considered the search engines as an integral part of their marketing message and brand positioning in the increasingly search-determined marketplace. The brand s traditional user base had already high expectations related to the web: a well respected university like GW simply must meet the demand of the online consumer by providing online visibility and convenience to its potential users. 2. The process ActiveMedia has conducted a detailed keyword analysis on all major search engines, reviewing potential traffic generating opportunities. The goal was to implement a search engine optimization program, and increase the number of visitors to the website and ultimately enrolling students to its professional studies programs. ActiveMedia is pleased to submit this report which details the results after about eight months optimization work. 3. Summary of Results After the optimization program has been completed, the campaign delivered a total of 384 top level placements on the main search engines results pages. The campaign has established a dominant position for GW s College of Professional Studies on all major programs that the GW s College of Professional Studies marketing team targeted in the planning phase. 4. Sample Details Search Positions for nearyou.gwu.edu and cps.gwu.edu

3 Google Keyword/URL Position Healthcare Corporate Compliance Graduate Certificate 1 PACs Graduate Certificate 1 Political Management Graduate Certificate 1 Service Firm Leadership Graduate Certificate 1 Service Firm Graduate Certificate 1 Data Analysis Graduate Certificate 1 Systems Engineering Graduate Certificate Program 1 Accelerated Master of Tourism Administration 1 AMTA Program 1 Legislative Affairs Graduate Programs 1 Doctoral Degree Policy Studies 1 Corporate Healthcare Graduate Certificate 1 Leadership Coaching Graduate Certificate 2 Graduate Certificate in Leadership Development 2 Leadership Development Graduate Certificate 2 High Technology Crime Investigation 2 School Counseling Master's Degree Program 2 Corporate Healthcare Compliance Program 2 Graduate Certificate Law Firm Management 2 Master's Degree Molecular Biotechnology 2 Police Science Certificate 2 Advanced Reading Program 2 Healthcare Corporate Compliance Online 3 Accelerated Master of Business Administration 3 Master of Tourism Administration 3 Doctoral Degree Engineering Management and 3 Paralegal Courses VA 3 Doctoral Degree Systems Engineering 4 Paralegal Courses MD 4 Molecular Biotechnology Degree 4 Police Science Degrees 4 Engineering and Technology Management Certificate 5 Paralegal Courses Washington DC 5 Publishing Master's Degree 5 Training and Development Program In Human Resource 6 Master's Degree in Organizational Management 6 Telecommunications and Computers Degree 7 Paralegal Education Washington DC 7 management information systems masters degree program 8 Legislative Affairs Program 9 Master's Degree in Management Information Systems 9 School Counseling Master's Degree 9 School Counseling Masters Degree 9 Doctor Education in Educational Administration 9

4 Paralegal Education MD 9 Paralegal Studies DC 9 HRM Program 10 management information systems masters degree 10 Secondary Education Masters Program 10 Doctor Policy Studies 10 Graduate Degrees Virginia 11 Human Resource Development Program 11 Paralegal Education VA 11 Accelerated MBA Programs 12 Law Firm Management Program 12 Graduate Programs va 14 Paralegal Studies Washington DC 14 Human Resource Development Master's 15 Master's Degree in Publishing 15 Educational Leadership Degree 16 Master of Forensic Science 16 Master's Degree in Human Resource Management 16 educational leadership degree 16 Doctoral Degree Educational Leadership 17 Educational Leadership Doctoral Degree 17 Educational Administration Degree 19 Masters in Engineering Management 19 Doctoral Degree in Educational Administration 19 Masters in Systems Engineering 20 MSN Keyword/URL Position Healthcare Corporate Compliance Graduate Certificate 1 Leadership Coaching Graduate Certificate 1 Executive Coaching Graduate Certificate 1 Data Analysis Graduate Certificate 1 Accelerated Master of Tourism Administration 1 Master of Tourism Administration 1 Human Resource Development Master's 1 Human Resource Development Program 1 human resource training program 1 Master's Degree in Management Information Systems 1 Master's Degree in Organizational Management 1 Master's Degree in Professional Service Firm Management 1 School Counseling Master's Degree Program 1 School Counseling Master's Degree 1 Doctoral Degree in Educational Administration 1 Doctoral Degree Engineering Management and 1 Masters Degree in Telecommunications and Computers 2 Doctoral Degree Systems Engineering 2 Paralegal Education Washington DC 2

5 Graduate Programs va 3 Healthcare Corporate Compliance Online 3 Leadership Development Graduate Certificate 3 Service Firm Leadership Graduate Certificate 3 Service Firm Graduate Certificate 3 Paralegal Courses Washington DC 3 High Technology Crime Investigation 4 Doctoral Degree Policy Studies 4 Doctor Education in Educational Administration 4 Graduate Certificate in Leadership Development 5 Systems Engineering Graduate Certificate Program 5 Accelerated Master of Business Administration 5 Masters in Engineering Management 5 corporate healthcare compliance program 7 Doctoral Degree Educational Leadership 7 Educational Leadership Degree 8 Masters in Systems Engineering 8 Doctor Policy Studies 8 educational leadership degree 8 Leadership Coaching Program 9 Accelerated MBA Programs 9 Master of Forensic Science 9 Educational Leadership Doctoral Degree 9 School Counseling Program 10 Paralegal Courses VA 10 human resource training and development 11 doctoral programs in educational leadership 11 management information systems masters degree 13 Engineering Management Program 14 Educational Administration Degree 15 HRM Program 15 management information systems masters degree program 17 Master Educational Leadership 18 Masters Degree Programs 19 Yahoo Web Results Keyword/URL Position Healthcare Corporate Compliance Graduate Certificate 1 Leadership Coaching Graduate Certificate 1 Leadership Coaching Program 1 Executive Coaching Graduate Certificate 1 Graduate Certificate in Leadership Development 1 Leadership Development Graduate Certificate 1 Data Analysis Graduate Certificate 1 Accelerated Master of Tourism Administration 1 Master of Tourism Administration 1 Human Resource Development Master's 1

6 Training and Development Program In Human Resource 1 Master's Degree in Management Information Systems 1 Master's Degree in Organizational Management 1 Master's Degree in Professional Service Firm Management 1 School Counseling Master's Degree Program 1 School Counseling Master's Degree 1 Graduate Programs va 2 Service Firm Leadership Graduate Certificate 2 Service Firm Graduate Certificate 2 Accelerated Master of Business Administration 2 Doctoral Degree Engineering Management and 2 Doctoral Degree Systems Engineering 2 Engineering and Technology Management 3 educational administration masters 3 Doctoral Degree in Educational Administration 3 Healthcare Corporate Compliance Online 4 management information systems masters degree program 4 management information systems masters degree 4 Paralegal Courses Washington DC 5 Human Resource Development Program 6 Accelerated MBA Programs 7 PACs Graduate Certificate 8 Engineering Management Program in Virginia 9 Engineering and Technology Management Certificate 10 Master of Educational Administration 11 Executive Coaching Program 12 Educational Administration Degree 12 corporate healthcare compliance program 13 degree programs educational administration 18 Doctoral Degree Educational Leadership 18 graduate programs in educational administration 20

A. Students who have completed an AA, AS or AA&S degree from a Virginia community college who desire to obtain a BSHS from GW; and

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