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On-line marketing of Flexible Learning by pengxuebo

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									    On-line marketing of
     Flexible Learning
             HEIR 2011

Dr Brendan Cleary, Dr. Mark Glynn,
Daryl Feehely, Cathy McGovern and Dr. Richard Thorn

Wednesday, June 29, 2011
                                                   Overview
Overview

             Higher Education in Ireland

             SEO

             Research findings

             SEO and BlueBrick.ie

             Next Steps & Conclusions



Presented By Mark Glynn Wednesday, June 29, 2011
                                           HE in Ireland
Ireland and Higher Education

             4.3 million people

             21 Higher Education Institutions

             60% proceed to full-time third level studies

             9% Lifelong learners




Presented By Mark Glynn Wednesday, June 29, 2011
               Lifelong learning data
Percentage of population aged 25-64 participating in education and training
             in the four weeks prior to the survey, 2000-2006




                                                                      4
          Trends in unemployment - Ireland and EU average rates over time

18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
  83

         85

                87

                       89

                              91

                                     93

                                            95

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                                                          99

                                                                 01

                                                                        03

                                                                               05

                                                                                      07

                                                                                             09
19

       19

              19

                     19

                            19

                                   19

                                          19

                                                 19

                                                        19

                                                               20

                                                                      20

                                                                             20

                                                                                    20

                                                                                           20
          c. 4% unemployment27in 2006 to 12.4% 5
                      EU 15 EU    Ireland
Flexible learning Project partners
Methodology:
     Quantitative
        Visits
        Traffic sources
        Bounce Rate
        Time spent on site

     Limitations
        No brand
        Not in isolation
    What is BlueBrick & Home page
BlueBrick.ie is a learner-focused information portal
                                   SEMANTIC SEARCH
                                   Expert users who know what they want to
                                   achieve and how to attain it


                                   ADVISOR
                                   Unsure users who know they want to do
                                   something but unsure how to go about it


                                   ROAD MAP
                                   Knowledgeable users who know about either
                                   their immediate needs or target but unsure
                                   how to build their roadmap


                                   PERSONAL EDUCATION
                                   MANAGEMENT
                                   Hosts profile and allows a learner manage
                                   their education trajectory on a continuing
                                   basis
                         SEO
Search Engine optimization

      Background
      Google
      Increasing Prominence




                               9
                      Friendly url
Friendly Url


    http://www.bluebrick.ie/ViewItem.aspx?ItemTypeID=2&ItemI
    D=465
    became
    http://www.bluebrick.ie/Applied-Social-Studies-(Level-
    8)/Health-and-Welfare/Social-Services/Social-work-and-
    counselling/ViewItem.aspx?ItemTypeID=2&ItemID=465




                                                          10
                            Long-Tail
Long Tail search term




     Month          April 2010   May 2010   Dec 2010   April 2011
     # of phrases       5           10        41          65
     targeted




                                                                    11
Link Building




                12
Additional content pages




                           13
               Site traffic
Site traffic
                             Key words
SE / Keyword                                Mar 10       Oct 10

          adult education                        -    - (56)
          adult education courses                -    - (27)
          adult education courses Ireland        -   19 (13)
          adult education Ireland                -    8 (11)
          click the brick                    3 (1)     1 (1)
          distance learning                      -    - (18)
          distance learning Ireland              -   25 (27)
          evening classes                        -    21 (8)
          evening classes Ireland                -     9 (7)
          further education                      -    - (29)
          further education Ireland              -   48 (26)
          online courses                         -    - (18)
          online courses Ireland                 -   17 (13)
          part time courses                 - (27)    18 (6)
          part time courses Ireland             75    10 (9)
                                                   Next steps

Conclusions

                     significant increases in traffic
                     user experience take priority
                     the “brand” of BlueBrick.ie.
                     make that “purchase”
                     More colleges and content




Presented By Mark Glynn Wednesday, June 29, 2011
Thank you




www.bluebrick.ie
markglynn@bluebrick.ie
 Additional slides



Additional Slides

Wednesday, June 29, 2011

								
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