Quality content is the number one thing that decides your ranking and there is no substitute for great content. It is important to create content that is specific for your intended user or customer, this will improve your site's authority and relevance. Make sure you have good copywriting knowledge.
Every business has a specific set of target keywords or a "keyword phrase". This goes for every page on your website. Think about how your reader might search for that specific page with search terms and use those to create your web pages.
It is very difficult for a webpage to achieve search engine rankings for multiple keyword phrases, unless those phrases are very similar. A single page might be able to rank for "Civil Engineering Jobs" and "Civil Engineer Careers". However ranking for "student affairs" and "dean of students" or "gender discrimination" and "violence reporting procedures" with a single page is unlikely.
If you want to rank for multiple keywords phrases with your website, you will need to make a separate webpage for each keyword phrase you are targeting.
Beyond page URL, title, and headings, content is most influential on search engine rankings. Repeat your keyword phrase several times throughout the page—once or twice in the opening and closing paragraphs, and two to four more times throughout the remaining content.
Don't forget to use bold, italics, (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.
You'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. Audit your content on a set schedule (semesterly for example) and make updates as needed.
When 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 originally produced by the UMC web team will have pre-populated this data for you. However, it is important for you to review and update Metadata as your site changes over time.
Focus on creating links that fit within your 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.
Always 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.