How do you improve your website’s SEO? Follow these suggestions to improve your search engine optimization (SEO) and watch your website rise to the top of search engine results.
1. Publish Relevant, Authoritative Content
The primary factor influencing your search engine rankings is high-quality and authoritative content, with no viable alternative to exceptional content, particularly in the realm of SEO marketing. Tailoring content to meet the needs of your target audience not only enhances website traffic but also elevates your site’s credibility and significance. Hone your skills in web writing, positioning yourself as an expert in the subject matter you address.
Keywords
Identify and target a specific keyword phrase for each authoritative content page on your website. Think about how your reader might search for that particular page with search terms like:
- Online masters in engineering management.
- What is biomedical engineering?
- Title IX education resources
- photographing northern lights
- How do you apply for scholarships?
- When is the FAFSA deadline?
- What is the difference between engineering and engineering technology?
Multiple Keyword Phrases
Achieving search engine rankings for multiple keyword phrases on a single webpage can be challenging, especially if the phrases are significantly different. For instance, it’s unlikely that a page can effectively rank for both “biomedical engineering jobs” and “biomedical engineering careers” or for “student affairs” and “dean of students.” To enhance your chances of ranking for diverse keyword phrases, create separate web pages dedicated to each specific keyword phrase you are targeting.
Placing Keywords
Once your keyword phrase is chosen for a given page, consider these questions:
- Can I use part or all of the keyword phrases in the page URL (by using keywords in folders)? Remember characters to avoid in URLs
- Can I use part or all of the keyword phrase in the page title?
- Can I use part or all of the keyword phrases in page headings and subheadings?
Answering yes to these questions can improve your search engine ranking. Be natural and user-friendly, though. For instance, you do not want the word “engineering” to show up three or more times in the URL or have the phrase Northern Lights repeated in the page title and also every heading—readability and usability still trump search engine optimization.
Content
While optimizing your webpage for search engine rankings, it’s crucial to go beyond mere considerations of the page URL, title, and headings. The actual content plays a paramount role in influencing search rankings. To enhance visibility, strategically incorporate your keyword phrase multiple times throughout the page. Aim to include it once or twice in the opening and closing paragraphs and scatter it two to four more times within the remaining content.
Additionally, emphasize authoritative language to establish credibility and expertise. Enhance the user experience by providing valuable information and insights. Don’t hesitate to link strategically to relevant sources and additional information, both within your organization’s expansive website and externally to other reputable websites. This approach not only improves your website’s SEO but also adds value for your audience by directing them to valuable resources.
Experience and Expertise
Crafting your content becomes notably impactful when you infuse it with your personal experiences and expertise tailored for your intended audience. This approach not only distinguishes your content from the vast array generated by artificial intelligence daily but also establishes credibility, captivates users, and cultivates enduring success. This strategy aligns seamlessly with search engines’ objectives of providing users with top-notch, pertinent information. Moreover, it plays a pivotal role in enhancing your online presence and elevating your SEO performance.
SEO Formatting
Remember to incorporate bold, italics, and heading tags—especially an H1—to emphasize key phrases. However, exercise moderation to maintain a natural reading flow. Always prioritize compelling writing over excessive SEO optimization. Optimal pages cater to users, not just search engines. Delve into SEO marketing for insights into discovering fresh content possibilities.
2. Update Your Content Regularly
Consistently refreshing your content is crucial, and search engines place great importance on it. Regular updates signal the relevance of your site. Establish a routine content audit on a semesterly basis to ensure its currency. Make necessary updates to maintain a vibrant and up-to-date online presence.
Blogging
Enhancing your departmental news blog with supplementary content strategically infused with relevant keyword phrases has the potential to elevate your search engine rankings. Consider crafting concise blog posts as brief updates on your targeted topics. Strengthen the connectivity within your content by interlinking related CMS webpages and blog posts, providing readers with a more comprehensive understanding and additional insights on the subject matter.
3. Metadata
When designing your website, each page contains a space between the <head> tags to insert metadata or information about the contents of your page. If you have a CMS site initially produced by the UMC, the web team will have pre-populated this data for you. However, you need to review and update metadata as your site changes over time.
Title Metadata
Meta title metadata plays a crucial role in shaping the page titles visible at the top of a browser window and as the headline in search engine results. Undoubtedly, it stands out as the paramount metadata element on your webpage.
For CMS websites, the web team has innovatively crafted an automated system to generate the meta title for each webpage, drawing inspiration from your page title. It underscores the significance of devising meticulously crafted page titles infused with pertinent keyword phrases.
Description Metadata
Metadata description serves as the textual showcase for your webpage in search results, akin to a storefront window display. It acts as a concise and enticing summary, aiming to prompt users to click and explore further. An effective meta-description usually comprises two complete sentences. While search engines may only sometimes utilize this description, providing them with the option is crucial for optimal visibility.
Keyword Metadata
While it’s true that keyword metadata may not play a prominent role in search engine rankings, it’s still advisable to incorporate relevant keyword phrases. Since you likely already know your key terms, it can be beneficial to include them in your metadata. Aim for a diverse selection of phrases, typically ranging from 3 to 7, with each phrase comprising 1 to 4 words. For instance, a well-constructed example could be a “computer science degree.”
Use alt tags
Ensure that you consistently provide alt tags or alternative text descriptions for your image and video media. This practice is essential as it enables search engines to index your page effectively. Moreover, it is crucial for individuals who rely on text-only browsers or screen readers to access and comprehend your content.
4. Have a link-worthy site
Creating a content-rich, authoritative, and unbiased webpage is essential for attracting links from other websites, thereby enhancing your search engine optimization. Elevating your authority and credibility can be achieved by incorporating relevant links seamlessly within the text. Instead of generic “click here” links, opt for descriptive links that articulate the destination’s name. Unlike “click here,” which offers minimal search engine value, using keywords like “Michigan Tech Enterprise Program” enriches your content with relevant terms, ultimately boosting your search engine rankings. Employing descriptive links not only improves SEO but also enhances the overall value for your readers, including those with disabilities or who rely on screen readers.
5. Optimize for mobile and execute technical SEO
Ensure your website boasts mobile responsiveness, delivering a flawless user experience on smartphones and tablets. Optimize all media, especially images, to expedite loading times on mobile devices. Verify your website’s mobile-friendliness with tools such as Google’s Lighthouse testing tool.
Collaborate with a proficient web development team to implement top-notch technical search engine optimization practices. Prioritize a swift, seamless user experience that is both intuitive and high-performing. Employ strategies like image compression, minimizing HTTP requests, and enabling browser caching. Establish a clean and organized URL structure that facilitates easy navigation for both users and search engines. Enhance the visibility of your content in search results by implementing schema markup to enrich rich snippets.
In conclusion, to improve your website’s SEO, focus on creating high-quality, authoritative content tailored to your audience, incorporating relevant keywords naturally. Regularly update your content, optimize metadata, and ensure a link-worthy site with descriptive links. Prioritize mobile responsiveness and execute technical SEO practices for a seamless user experience. By implementing these strategies, you can enhance your website’s visibility and rankings in search engine results.
