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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.
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.
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:
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.
Once your keyword phrase is chosen for a given page, consider these questions:
4. Have a link-worthy site.
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.
Follow these suggestions to improve your search engine optimization (SEO) and watch your website rise the ranks to the top of search-engine results.
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.
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.
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 .
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.
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.
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.
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.
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.
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.
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.
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.”
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:
Relevant : Just like keywords, the alt text should be used sparingly. This means that you should only use alt tags to explain the image and its relation to the content.
SERP Features : Whether there’s a likelihood of you ranking for a Featured Snippet.
Consider the query “top 10 boat brands.” The result is an actual list that users can view quickly or visit to find out more information. If you look at the source code for the article that generates the Featured Snippet, you can see that all of the boat brands are nested within H2s instead of a simple bullet list in the article.
Content : Suggestions for your content based on the top 10 ranking pages.
When using alt text, follow these rules:
7. Make Sure Your Site Is Mobile-Friendly.
While creating your content marketing plan, consider what kind of content will resonate with your audience. From there, you can examine what headlines would do well with that topic and if there are any spinoff topics that you can create.
The type of backlink : Generally, your backlink will be a dofollow or nofollow, with a dofollow carrying more weight.
Low organic search traffic.
An auditing tool can be a valuable resource to gain an understanding of your website’s speed. With a page speed auditing tool, you can learn about what might be slowing your website down and how you can better address that. It can also scan for common SEO mistakes so that you can improve your website content for an SEO boost.
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.
Over time, Google Analytics can be a great tool to better target your customers. Some of the metrics you can learn about your site visitors include:
Backlinks : Specific domains where you’ll want to earn backlinks.
Light content (meaning low word count)
Creating concise content that can bridge the gap between small mobile screens and desktop monitors.
This article will focus on how to produce better SEO in 2021 and rank higher on Google. It will break down and explain 10 tactics to improve SEO in the new year:
9. Decrease Load Times on Top-Performing Pages.
Descriptive : All alt text should describe the image in as much detail as you can. Information should describe the image itself and provide context as to how it relates to the content. When you add specific details regarding the image, this will help the image rank in Google Image Search.
Referral traffic : Google Analytics also provides you with data about where your website viewers are coming from. You can use this data to see which social media platforms your viewers are using to get to your site. This information is helpful when you pay for social media advertising campaigns.
We offer an On Page SEO Checker that can help you track much of what was discussed in this article and offer actionable solutions. For specific pages, you can learn more about:
Backlink diversity come can come from two sources, specifically:
Content marketers have found that they can target question keywords to boost SEO. This means that keywords will include question indicators such as who, what, where, when, why, and how. For this reason, you should list keywords or key phrases that include these question indicators and create content that is more conversational in tone.
When you are producing mobile-optimized content, you should consider:
Slow loading times are one of the primary causes of high bounce rates. According to Google, “speed equals revenue,” which essentially means that slow loading times increase the odds that your site visitors are going to leave your website page. For this reason, your SEO ranking is dependent on the speed of your website.
4. Diversify Your Backlink Portfolio.
Semantics : Any semantically related keywords your content should also target.
Average time spent on a page : Looking at the amount of time visitors spend on a page provides you with valuable insight into their reading habits. For instance, if the time that your users spend on a page is lower than others, it can show you what content is liked by your audience.
For instance, when images are poorly optimized, you may have slow webpages and end up ranking badly. Ultimately, the problem may not have been the images or the accompanying alt text. The slow loading speed would be enough to affect the overall rating.
Targeting readers with mobile-optimized keywords.
Helps break up a wall of text.
One of the best ways to improve your SEO is by optimizing your alt text. The best way to tackle writing alt text is not to overthink it too much. Alternatively, you should consider the content of the image. Writing good alt text is essentially being able to describe what the image shows.
Some ways to grow your backlink portfolio include:
Strategically using header tags helps search engines understand your content better. Identifying headers when writing your content helps search engines when analyzing your content. Headers let search engines know what your content is about, and if you insert keywords into headers, the search engines will have an even better understanding of your content.