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University Marketing and Communications

Overview of SEO and How to Improve Google Rankings

Develop Effective Content

  1. Authoritative content. Can鈥檛 game Google. Need focused, organized content that meets the needs of your users. Keep it fresh. Don鈥檛 need to optimize every web page. Focus on these:
    • Top-level pages for each website and听the听main sections of a website听
    • Degree/program pages
    • Accreditation pages
    • Rankings, awards, or recognition pages
    • Financial aid pages
    • Pages about online programs
  2. Put user first. The less they bounce, the better your ranking. Give them what they want and answer their questions.
  3. Research and use keywords.
    • Do Google searches for things your users might search for. Look at what shows up on page 1 and visit their sites to analyze them.
    • Using long-tail keywords (3 or 4 words) will improve rankings more than single keywords that have high competition
    • 3-5% keyword density; 3 or 4 phrases, 9 to 12 words
    • No keyword stuffing. Google will punish you for it. (more than 10% keyword density)
    • Keyword search tools:
      • Google AdWords tools (must be signed into an AdWords account)
      • Google Search Console (aka Google Webmaster Tools)听
      • Google 鈥渞elated鈥� searches -- see the bottom of a Google results page for "related to..."
      • Google
      • Google Analytics (current and past data)
      • Higher Education
  4. 听 听 听High-quality links.
    • Internal 鈥� links to other pages on your website; use about 3 on a long page
    • External 鈥� links outside of your website; be careful about taking folks away from your website
    • Backlinks 鈥� One of the best ways to improve rankings: Get others to link to your page.
  5. 听 听 听Avoid duplicate content. Confuses Google.听
  6. 听 听 听Include images and videos.
    • Videos and photos engage users. The less they bounce, the better your rankings.
    • Can optimize both, using alt tags, etc.
    • Try for at least 2 images per page.
    • Google only finds videos from YouTube.
  7. Write long 鈥� 500-2000 words. This makes you more authoritative in Google鈥檚 eyes. But be judicious. If you don鈥檛 have something to day, don鈥檛 pad it.

Do Search Engine Optimization checkups regularly.

Measure results

Use Google analytics. Are you meeting your goals?

SEO and Modern Campus

Bonus 鈥� all these steps make your page more useful for disability and听fulfill听ADA compliance听

Folder name听

It matters what you call it.听 This will be your URL for the page.

  • Department of听Kathleen is Awesome听
    • Yes: utoledo.edu/kathleen-awesome听鈥� search engine friendly
    • No: utoledo.edu/dka

Site structure听

  • Clear site structure听navigation听
  • Think听buckets - content areas, audience structure听
  • Google uses this structure to help visitors find relevant content听

Page title听

  • Name your page something short and appropriate. This will be your H1 hed.听听
  • This will show up on the browser tab.听听

Meta Keywords听听

  • Words that categorize your webpage for a search engine.听听

Meta Description听

  • A sentence or two (50-160 characters) that describes your page and is rich in key words听
  • This is likely to show up in the description of your webpage when searching.听听

听Make your听page听powerful听

  • Authoritative, descriptive text听听
  • Fresh content on a regular basis听
  • Clear topics that match site structure听
  • Use H1, H2, H3 tags听-听help Google understand page structure, topics听
  • Use images听and videos听with descriptive alt-tags that reinforce your听message听
  • Write out website name in links听
  • Drive traffic to top-level听pages听for ultimate optimization听

听H1 Heading

  • Google gives more weight to words when they appear in H1 headings.听
  • You can only have one H1 tag on a page. The H1 heading is whatever title you use in your department info file.

听H2 and H3 Headings听

  • H2 and H3 headings can be used to break up large blocks of text, and they鈥檙e also a great place to insert keywords. Google gives more weight to words when they appear in H2 and H3 headings.听
  • Think outline style, must be in logical order听
    • Yes -听H1, followed by an H2, followed by an H3.听
    • No 鈥� H1, H3, H2

Links听

  • Keywords can be inserted into the anchor text.听

No -听Click here听for more information.听听听听听听听听听听听听听 Yes - Learn more about听financial aid听at 兔子先生传媒文化作品.听

Images听

  • Keyword can be inserted into image description听

No 鈥� students on campus听听听听 听听听听听 Yes 鈥�听兔子先生传媒文化作品听students learning about their financial aid at Rocket Solution Central.听听