An effective search engine optimization, or SEO, strategy needs to align with the overall strategic plan and communications strategies for the university and the specific unit.
As such, the first step in developing an SEO strategy is to gather any information related to the broader unit strategy and goals, including:
Content authors can use the above information to guide thinking on where to start with a unit SEO strategy. Define a goal and the target audience. Once these have been identified, move on to keyword research.
Keyword research takes place in three phases: brainstorming, research and refine, and organize.
Start by brainstorming any relevant topic. List core topics related to the unit’s strengths and target audience. What does the unit do well? What should the unit be known for? Include academic programs, research topics, student activities, areas of faculty expertise, etc.
Next, think like a member of the target audience. What questions might they search? How do these relate to the unit?
These initial keywords become seed keywords. The unit’s keyword list will grow from these “seeds.”
Using the seed list from the brainstorm, start expanding the list of terms. Use tools, such as the free Google Keyword Planner, to look for related keywords based on the seed keyword list. Answer Socrates allows users to explore what questions people ask related to a keywords or topics. Allintitle offers free and paid tools to explore keyword suggestions, keyword gap analysis, related search queries and more. The keyword finder tool is free. Answer the Public and Semrush are paid alternative research tools.
Content authors also can use these tools to investigate search volume and competition level. If a term has a high competition level, it will be hard for the website to rank for that term. If a term has a low search volume, it may not provide much return on effort.
Finally, analyze the unit’s top competitors’ websites. What keywords are they ranking for? Are there any keyword gaps that the unit can fill with content relevant to the unit?
Evaluate the terms in the list for both search volume (how often it is searched) and competition level. It’s best to have a balance of high-volume and lower competition keywords.
Consider the search intent behind keywords. Are users looking for information, comparing options or are they ready to make a decision? Units will want to target keywords that align with unit goals. Units will also want to use relevant keywords on pages that align to an appropriate stage of the user journey.
Organize the keywords. Grouping them by theme, goal and audience can make it easier to plan content. Prioritize the keywords based on potential impact on unit goals. If the unit will be doing any paid ads based on keyword search, also consider resources available. Highly competitive keywords will cost more to target.
Consider the unit content strategy. Determine the content needed to target each keyword, keeping search intent in mind. There may be gaps in the content. Flag these as areas where new content is needed. In other cases, content authors might be able to rework some existing content to include priority keywords.
Make sure any keywords sound natural in the context of the website. The language should flow organically and still sound appropriate for the MSU brand voice. Don’t force keywords to fit. Ensure content remains readable and provides a good user experience. Review the Content Best Practices for SEO and Technical Factors Impacting SEO pages for additional guidance on implementing SEO strategy.
Track results over time with tools like Google Search Console. Units can monitor website traffic, traffic source and keyword rankings over time. Run experiments and optimize. If keywords aren’t performing well, do not be afraid to adjust them.
Documentation updated: May 2, 2024