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On-page SEO and off-page SEO (links) determine how your pages rank in search engine results. Here we look at the basic on-page SEO elements that higher ed marketers need to understand and apply to ensure that their websites are getting respectable search rankings.
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On-Page SEO Basics for Higher Ed
Marketers
Slide 1
On-Page SEO Basics for Higher
Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 2
1. Introduction
2. Content
3. HTML
4. Info Architecture
5. Performance
Overview
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 3
On-page SEO and off-page SEO determine how your pages
rank in search engine results.
Managing the basic SEO elements can produce a very
positive ROI on your marketing investment and give your
page's higher search engine rankings.
SEO experts spend lots of time analyzing the search results
of their pages to try and understand the nuances of the
search engines ranking algorithms.
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 4
If you are looking for that level of detail, (and debate), there
are lots of other resources available online.
We will focus on basic SEO, where the 80:20 rule applies.
You can get 80 % of the benefits of on-page optimization by
focusing on the 20% of the factors that are critical.
So let’s take a look at these key on-page factors:
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 5
As you are certainly quite sick of hearing, high quality,
unique content is the most important element in your on-
page SEO strategy.
The search engines reward fresh, genuine, novel, finely
tuned content with high rankings.
Get you content strategy in place and start
regularly publishing high quality content and you will see
your results climb.
Content
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 6
Page Title tags
Title tags are the main text headings that describe your
pages.
They show up at the top of your browser, in your browser
tabs, and in search engine results as seen in the highlighted
text in the examples below.
Best practices recommend that you put your brand name
and the main keywords up front in the phase.
Maximum length should be about 70 characters.
HTML
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 7 Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 8
Meta description
The meta description is not important to your search engine
ranking per say, because search engine generally ignore this
tag
BUT it is key to describing what is on the page for the visitor
by bolding of the text in the visual snippet presented in the
search result as below.
HTML
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 9
Keywords
Please don’t stuff your pages with keywords to get higher
ranking. That will not work, and in fact, might get you
penalized.
The experts say to use them 2 – 3 time on a short page and
4- 6 times on a long page.
It also helps to get the main keywords positioned early in the
page.
In the example below, keywords, as defined by the page, <meta
name="keywords" content="BCIT, mechanical engineering, B.Eng,
design, manufacturing, systems, BTech in manufacturing"> are
seen as highlighted text;
HTML
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 10 Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 11
Internal links
Insert at least one link on each page within the content of the
page that links back to a higher level, related category page
on your site.
HTML
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 12
Your URLs
The URL titles of your pages should semantically represent
the information hierarchy of your page.
Here is a example.
Info Architecture
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 13
Your URLs
Good URLs make it simpler for search engines to determine
what search queries are most relevant to your pages.
Short, descriptive URLs are good:
for search engines rankings and from a user point of view, very
helpful when browsing your site.
Info Architecture
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 14
Crawl ability
This is probably self-evident but your site should not have
any crawl errors.
For example “404 page not found errors” are a pretty
serious no-no with respect to the search engine and
definitely have an effect on how they rank your site.
A current site map on your site also really helps out to make
sure your content is all searchable.
Performance
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 15
Page Load Speed
Page load speed seriously affects the user’s experience on
your website so it only makes sense that:
if your site is clunky and slow that the search engines will
penalize you with respect to your page ranking.
Users expect pages to load within 2 seconds and start
dropping off like flies for every second longer they have to
wait.
Performance
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 16
Page Load Speed
Page load speed can be tested with many freely available
tools so it is fairly easy to diagnose this if you have a
problem.
If you do have a problem, get to work to optimize those
pages to improve the load time.
Get your techies involved to help you out with this process if
it looks like you have serious load time problems.
Performance
Source: Higher Education Marketing – On-Page SEO Basics for Higher Ed Marketers
On-Page SEO Basics for Higher Ed
Marketers
Slide 17
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