Google ranking has been a corner stone in any business’ marketing strategy. Especially after the corona pandemic in the United States it has become detrimental for any business to improve on online presence, creating leads, building their brand. Our experience in google ranking has showed us there is still much a American business can do to rank in Google. Through Search Engine Optimization (SEO) any business can imprve on Google ranking to rise to the top of search-engine results.
1. Publish Relevant Content
Identify and target a specific keyword phrase for each page on your website. Think about how your reader might search for that specific page with search terms like:
- masters in engineering management
- what is biomedical engineering?
- title IX resources
- northern lights
- how to apply for scholarships?
- application deadline
There are many keyword tools to explore keywords your customer would use. Google Keyword Planner is such a tool and is free.
Multiple Keyword Phrases
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 “Business Insurance” and “Insurance careers”. Ranking for “Engineering” and “medical equipment” or “medical practice” and “ergonomic chairs” with a single page is unlikely.
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.
Once your keyword phrase is chosen for a given page, consider these questions:
- Can I use part or all of the keyword phrase in the page URL (by using keywords in folders)?
- Can I use part or all of the keyword phrase in the page title?
- Can I use part or all of the keyword phrase in page headings and subheadings?
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 medical equipment repeated in the page title and 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.
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.
2. Update Your Content Regularly
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 (semester for example) and make updates as needed.
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.
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 important metadata on your page.
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.
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.
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.”
4. Have a link-worthy site
Focus on creating 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.
5. Use alt tags
Always describe your visual 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.
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:
- blogs.mtu.edu/webmaster—specific post about SEO and Usability
- www.moz.com—professional blog and SEO tools
- www.google.com/webmasters/tools—a great reference for understanding your Google site stats
Should you have any queries about your Google ranking for your business please feel free to contact us.