Co-written with Jennifer Croft. Jennifer is an SEO consultant with 30 years of marketing experience who has worked on more than 500 websites, including 50 higher education websites.
Over the past 20 years, search engine optimization (SEO) has transformed how organizations can get users to their web pages via search engines. Many successful strategies, metrics, and tools have been developed to help colleges and universities connect web visitors to relevant webpages. At its core, though, SEO is still all about keywords—the words and phrases users type into Google and other search engines to find links to websites. Each time someone types a search query, the search engine strives to understand the intent of the words, search a giant library of trillions of webpages, and deliver the most relevant results (all in a split second).
How does the engine know which links to put at the top of the search results? By matching the user’s query to the keywords on those webpages. To get your institution’s pages to the top of the search engine results, you need to understand how to choose the most effective keywords and where to put them on the page for maximum SEO impact.
We discussed some key strategies in our SEO 101 blog. The following six steps can further help you research and execute an optimal SEO strategy for your institution’s webpages.
1) Conduct keyword research
To attract the most clicks to your school’s website, you’ll need to include the words and phrases on your webpages that prospective students are most likely to type into a search engine. For example, few people search for “accountancy degree,” but thousands search for “accounting degree.” The keyword phrase “law and society degree,” is rarely used, whereas “criminal justice degree” is one of the most popular degree search terms. Sometimes the difference between a popular and unpopular term can be just a few characters, but without researching you’ll never know.
By performing keyword research, you can uncover the most popular phrases. You can also use keyword research to: