How PBSKIDS.org “grew up” with SEO!

March 2011

Scott Cummings

Identifying Opportunity

Identified High Value Keywords

•Identified search terms with high to medium volume traffic for our major content buckets.

•Researched PBSKIDS.org search rankings and total search volume for these terms.

•Determined edge ranking keywords with high search volume.

Examples, Fall 2007:

Sources and Tools: Visual Sciences (pbskids.org stats), Google Search Results, Google AdWords, Rank Checker Plugin

Keyword PBSKIDS.org Traffic PBSKIDS.org Google Results Rank Total Google Monthly Search Volume

games 10,095 18 200,000,000kids games 9,600 22 4,000,000

Initial Efforts and Success

Initial SEO Efforts:

•Optimized on site (Titles, Descriptions, Links, Non-Flash Content, etc)

•Leveraged partner sites (PBS.org, PBSPARENTS.org, etc)

•Corrected errors such as 404’s (Google Webmaster Tools)

•http://bit.ly/KIDSSEO

Results (over several months):

•Higher Rankings

•Increased Click Through Rate

•Traffic!

Post Optimization, Average Monthly Traffic:

Keyword PBSKIDS.org Traffic PBSKIDS.org Google Results Rank

games ~600,000 3-4

kids games ~180,000 4-8

Optimizing For Traffic Quality

All clicks are not equal!

One visitor that “converts” is worth more than 1,000 who don’t.

Results:

•Reassessed keywords

•Re-Optimized

•Repeat

“games” search results and traffic dropped, but more PBSKIDS.org ranked for more relevant terms.

Keyword Bounce Rate Average Time on Site

games ~60% 1:30

kids games ~20% 15:00

Being the SEO Advocate

Using success stories to advocate for SEO

• Use the numbers to tell a story.

•Incorporate stats reviews into regular meetings.

• Remember that organic search is a long term strategy, not a short term campaign.

•Educate, Empower, Encourage and PRAISE!

SEO in the Development Process

SEO as Part of the PBSKIDS.org Development Culture

•SEO best practices are included in all development requirements and standards.

•SEO is part of the regular development review process.

•Ultimately, everyone had to buy in to make it a success.