Five Ways To Improve Your Websites Search Performance
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 RegularlyYou’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.
3. MetadataWhen 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, the UMC web team will have pre-populated this data for you: Title MetadataTitle 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.Description MetadataDescription 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 MetadataKeyword 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 6-8 phrases with each phrase consisting of 1-4 words. A great example would be "computer science degree."
4. Have a link-worthy siteFocus 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 tagsAlways 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.
- Reprinted from Michigan Tech University College of Marketing and Communications
