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Why Search Engine Optimization matters to Higher Ed Today

Posted by Chelsea Phillips on Apr 28, 2015 9:41:00 AM
Have you ever wondered, “How do search engines choose what websites to list on the first search pages?” It isn't the luck of the draw. It’s actually much simpler than that – search engine optimization
What is Search Engine Optimization?
Search engine optimization, or SEO, is the algorithm based on keywords, titles, meta descriptions and more. Search engines, such as Google, Bing or Yahoo use this method to find a specific page a user is searching for, thus improving search engine rankings. Consider the search engines as the librarians and SEO as the barcode to find what a user is searching for. While this may sound detailed, SEO is quite simple!

Why is SEO Important?
SEO is not the icing on the cake; it is actually one of the most important ingredients for the success of your website. Making sure that your website is “SEO approved” will land your page at the top of search engines. Higher SEO rankings not only allow more people to find you, but also more people to read and share your content.

How does SEO Work?
Great question! These search engines assess how relevant a website is by the content included. Search engines identify the title, quality of content, internal links, meta tags and keywords. You’re probably wondering what the heck all these terms mean. Let’s explain!

Title: Be sure that your title is related to the content in the body of your content, telling the search engine what the page is about. The title should be under 70 characters, and it is important to remember that titles that are unrelated will not help in your optimization.

Quality of content: The content of your writing should answer all of the questions that someone searching your website is looking for. Do not leave any questions unanswered, leading them to another website. The more reliable content, the better.

Internal links: Internal, inbound links are fuel to a successful webpage. These links drive even more traffic than a website without internal links. These links should have keywords in the anchor text.

Meta Description: The description should be no longer than 155 characters, including unique information about your content, containing keywords

Keywords: Unlike Meta tags, keywords are in the actual body of the text, in the title and in the Meta tags. The keyword(s) are the basis of what your content is about, and luckily you can have more than just one!

Why does SEO Matter in Higher ED?
Drum roll please! Finally, the question you have probably all been waiting to be answered. SEO is vital for higher education inbound marketing. Students who search for universities online will not click further than the first search page, so this is where you want your university to be. It is that simple! Do not let your university get lost in the tens of thousands of search pages from search engines. Utilizing SEO will keep viewers clicking on your higher ed page, making your university more favorable in search engines!
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Topics: higher education

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