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What is SEO?

seo for higher education

You probably know that SEO stands for search engine optimization…but what is SEO?  It is the process of optimizing your website to look as good as possible to the search engine crawlers that determine how to rank websites.  Good SEO is the difference between being the first or second link on a page of Google search results or being buried on page 3.

Your SEO team and a web developer can use several different strategies to help your site rank higher up the page in search engines like Google and Bing. A good SEO strategy starts with keyword research. This research results in a keyword list that shows keywords ranked by competition and search volume. Using these keywords, your SEO will write tags, descriptions and headlines for your content and optimize the backend code of your site. They will also create new pages incorporating your search terms and optimize your existing site copy for your SEO terms. All of these SEO strategies will help your site rank higher for the selected keywords. Your site will be more visible to people searching the web, get more pageviews, and should ultimately bring in more sales leads.

Your SEO needs regular TLC to keep ranking well for your keywords. Google looks for new and updated content, and factors that into your search ranking. If the Google crawlers see that you have not added any new content in awhile, that will negatively affect your SEO. Regularly adding fresh content in the form of keyword optimized pages, blog posts, videos and photos is all key to maintaining your SEO.


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