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Don’t forget to use bold , italics , heading tags (especially an H1), and other emphasis tags to highlight these keyword phrases—but don’t overdo it. You still want your language and writing style to read naturally. Never sacrifice good writing for SEO. The best pages are written for the user , not for the search engine. Read more about SEO marketing to help you find new content opportunities.
It is very difficult for a webpage to achieve search engine rankings for multiple keyword phrases—unless those phrases are very similar. A single page may be able to rank for both “biomedical engineering jobs” and “biomedical engineering careers”. Ranking for “student affairs” and “dean of students” or “gender discrimination” and “violence reporting procedures” with a single page is unlikely.
Identify and target a specific keyword phrase for each authoritative content page on your website. Think about how your reader might search for that specific page with search terms like:
2. Update Your Content Regularly.
A webpage which is content-rich, authoritative, unbiased, and helps visitors learn more about what they are interested in is most likely to attract links from other websites, which improves your search engine optimization.
Description metadata is the textual description that a browser may use in your page search return. Think of it as your site’s window display—a concise and appealing description of what is contained within, with the goal of encouraging people to enter. A good meta description will typically contain two full sentences. Search engines may not always use your meta description, but it is important to give them the option.
For those with a CMS website, the web team has developed an automated system for creating the meta title for each webpage based on your page title. This adds to the importance of using well-thought-out page titles rich with keyword phrases .
If you want to rank for multiple keywords phrases with your website, you will need to make a separate webpage for each keyword phrase you are targeting.
You’ve probably noticed that we feel pretty strongly about content . Search engines do, too. Regularly updated content is viewed as one of the best indicators of a site’s relevancy , so be sure to keep it fresh. Audit your content on a set schedule (semesterly for example) and make updates as needed.
Writing additional content, rich with keyword phrases, on your departmental news blog can also boost your search engine rankings. Blog posts can even be shorter updates about the specific topics you are targeting. Interlink your related CMS webpages and blog posts when it helps give the reader a better picture or additional information about the topic.
Improve your authority and credibility by adding relevant links within the text. Instead of having “click here” links, try writing out the name of the destination. “Click here” has no search engine value beyond the attached URL, whereas “Michigan Tech Enterprise Program” is rich with keywords and will improve your search engine rankings as well as the ranking of the page you are linking to. Always use descriptive links by linking keywords—it not only improves search engine optimization, but also adds value to your readers, including those with disabilities or who are using screen readers.
Title metadata is responsible for the page titles displayed at the top of a browser window and as the headline within search engine results. It is the most importan t metadata on your page.
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.
Beyond page URL, title, and headings, content is most influential on search engine rankings. Repeat your keyword phrase several times throughout the page—once or twice in the opening and closing paragraphs, and two to four more times throughout the remaining content. Be authoritative. Strategically link to relevant sources and additional information—both within your organizations broad website and even to other websites which are useful.
Quality, authoritative content is the number one driver of your search engine rankings and there is no substitute for great content—this is especially true when doing SEO marketing. Quality content created specifically for your intended user increases site traffic, which improves your site’s authority and relevance. Fine-tune your web writing skills and present yourself as an authority on the topic you are writing about.
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 originally produced by the UMC web team will have pre-populated this data for you. However, it is important for you to review and update metadata as your site changes over time.
Multiple Keyword Phrases.
Always describe your image and video media using alt tags, or alternative text descriptions. They allow search engines to locate your page, which is crucial—especially for those who use text-only browsers or screen readers.
Keyword metadata is rarely if ever used to tabulate search engine rankings. However, you should already know your keyword phrases, so it doesn’t hurt to add them into your keyword metadata. You’ll want to include a variety of phrases. As a general rule, try to keep it to about 3-7 phrases with each phrase consisting of 1-4 words. A great example would be “computer science degree.”
Once your keyword phrase is chosen for a given page, consider these questions:
Follow these suggestions to improve your search engine optimization (SEO) and watch your website rise the ranks to the top of search-engine results.
These are only a few of the many methods for improving your search engine ranking. If you want to learn more, we recommend the following resources:
With more than 3.5 billion Google searches per day, to rank high enough for potential visitors to come across your content, you will need to play by Google’s rules. One of the best ways to ensure that you are making full use of your content is by improving your search engine optimization ( SEO) efforts.
Semantics : Any semantically related keywords your content should also target.
Backlinks : Specific domains where you’ll want to earn backlinks.
1. Use a Program That Integrates With Google Analytics to Track Metrics.
Make them keyword-rich : Again, be sure that your URL and meta description include the keyword or keywords you’re targeting.
Technical issues : Technical SEO issues, including whether there is duplicate content and if you’ve used an effective meta tag.
Use a consistent structure that keeps future posts in mind : Whether you’re organizing specific content to one area of your site or creating similar content down the road, you’ll want to keep your URL and meta description structure somewhat similar for related content.
Our Keyword Magic Tool has an option where you can look up related keywords to your primary keyword. You’ll see how closely related a keyword is and its search volume to help you identify whether it is something you’ll want to add to your content.
What browsers they’re using : Google Analytics can provide you with powerful data about which browsers your customers are using. This will allow you to improve their experience by focusing web design on the most-used browsers.
Google-friendly writing is dependent on demonstrating a balance between keywords and everyday language. This means that your content should be written in such a way that it flows naturally. Keywords should naturally come up in your content so that you don’t have to stuff your content at the last minute. One way to do this is by identifying semantically related keywords to your primary keyword target.
9. Decrease Load Times on Top-Performing Pages.
We offer a Content Audit Tool that can help you identify low-performing content quickly through a variety of data points, including:
Look for directories or “best of” lists in your niche : Reach out to sites curating lists in your niche and offer yourself as an expert along with any high-quality content you’ve created.
Understand your competition : Google Analytics also offers insights into competitor traffic. This data can be useful when deciding how to improve your content and outrank competitors.
Targeting readers with mobile-optimized keywords.
8. Use Clean URLs and Meta Descriptions.
Distinctive : One important rule to follow is that you should not use your content keywords as the alt tag for every image on the page. Instead, the alt text should describe the contents of the image and how it relates to the content; however, it should not repeat the contents of the page overall.
Create newsworthy content and reach out to publishers : A successful content strategy should include creating data-driven content that tells a story. Whether through an original survey, public data, or your own internal data, create content around your results and share this with publishers. If you’re able to tie it to a trending news story, there is a high likelihood that the publisher will want to feature your data — and credit you back with a link.
Some content marketers find mind maps to be helpful. For visual people, using a mind map can help you present all of your potential topic ideas. It can assist you in creating larger topics that can be developed into smaller, complementary pieces. Sometimes, visualizing your content plan can help you fully understand it.
To get the most out of the keywords you’re targeting, consider adding jump links to the top of your page. This not only makes for a more enjoyable user experience, but it also allows you to use your header tags in more creative ways to go after Google Featured Snippets.
Bounce rate : This percentage indicates how many site visitors leave the page without visiting another page on the website. High bounce rates are a telltale sign that something with the page should be improved. In some cases, a long load speed or even a lack of call to action could cause a high bounce rate.