Search engine optimization (SEO) is a discipline focused on optimizing websites and individual webpages to improve their chances of appearing high in search results in search engines such as Google and Bing.
Remember that SEO is based on the searcher’s keyword or keyword phrase. E.g. “Lutheran college” or “College with communications major.” The job of the search engine is to list the pages that best match the specific search term for that user.
When creating a new page, consider for which keyword that particular page should be optimized. Never try to optimize a page for more than one keyword or keyword phrase.
It’s easier to rank for a longer keyword phrase than a shorter one. E.g. it would be pretty much impossible to rank for “sustainability,” however, we might be able to rank for “sustainable communities.” Note: Web Content has tools to measure keyword difficulty.
Once you’ve decided what keyword you want to try to rank for, make sure to include that keyword in the following places:
Also, make sure to include enough text for the search engines to take the page seriously (at least 300 words).
Search engine robots follow links to discover new content and also takes into consideration the number of links (and the quality of those links) leading to and from a page. Hyperlink text in your content as appropriate. It can be either internal links (links to other luther.edu page) or external links (links to other websites). Use meaningful text when hyperlinking. E.g. Learn more on the Web Content site. vs. click here to learn more.