Influencers: Your SEO
Is Your Website Helping, or Hurting, Your SEO?
Most institutions view websites as a way to digitally inform and communicate with key audiences. But did you know websites also play a key role in search engine optimization? What you do, or don’t do, with the website can affect where your institution ranks among potential students who are searching for the right college. Evaluate your website and see if you are missing these key actions.
Engagement on Home Page
The home page is the most visited web page on a website and search engines “reward” sites with information-rich experiences. This doesn’t mean more content = more SEO. It means a balanced blend of content, visuals and calls to action.
Evaluate the home page from the perspective of a first-time visitor who will only visit this page and leave. What would you want them to see, know or feel? Does your home page have photos of students, chunks of information that lead the visitor to “learn more?” Is there a place for key dates or events, are there obvious calls to action? Does it “feel” like a place where I, or my child, would want to go? This will guide the layout of the home page.
An easy way to add dimension without creating more work is to create space on the home page for shared content. Work with the university newspaper to highlight top stories. Ask students to write about a research experience, or campus experience that can be featured in a “student life” section of the home page. Bonus, these stories can also be used on inside pages and social media for additional views.
Create Clear Call to Actions
Calls to action can track interest and collect information. It also increases engagement and time spent on the page, which gets higher marks in SEO. First define what you want the visitor to do. For example, download an application or schedule a campus tour. Once defined, CTAs need to be prominently placed across website (header, sidebars, within blog posts, footer, navigation, pop-up, etc.)
Don’t forget the mobile version of the website. Does it have a “click to call” button on the header? What about a “schedule a tour” button with a pop-up form with autofill? The easier it is to take action, the better response. The better response, the better your SEO.
These two recommendations are fast and relatively easy ways to help improve your institution’s SEO. There are many more ways to improve performance without breaking the marketing budget. Contact Enroll-U for an evaluation of your institution’s website and to learn more about we can improve your SEO.