OU Web Communications

    Web Guide - Search Engine Optimization

    Search Engine Optimization

    Understanding How Search Engines Work

    The top search engines are currently Google, Yahoo, MSN, and Ask. While all search engines are a little different, they all work in a similar manner. There are three components that make up the search engine:

    • Spider (or Crawler): Scans the Web looking for pages and new content to add to the index.

    • Index: Collection of all content found by the spider.

    • Query: The front-end search tool used to find results. Searches the index to find content, not the Web.


    Optimize

    Not only will search engine optimization (SEO) help your pages be found in internal searches (searches within the OU domain), but also on the free external searches (e.g., google.com). Points to consider:

    • Search engines do not reveal exactly what they’re looking for when crawling the Web. The tips and tricks we cover here are widely recognized as the most important. However, there are many other opportunities to optimize a site which may not be agreed upon by everyone in the SEO industry.

    • The “easy way out” is usually caught and penalized by most search engines. For example, the technique of “trading links” is an easy way to gain links to your site (a proven SEO benefit). But, major search engines can now track this practice and may even penalize sites for these “quick and dirty” techniques.

    • Optimize for the words and phrases your target audience is searching. This may not be the University-speak terms you use currently in your site.

    • Essentially, search engines are looking for reputable, reliable content, and a lot of it. So, here are the things you already have going for you:

      • The .edu domain is favored over .com, .biz, .info, etc.

      • Most sites within the university have a lot of content.

      • Many higher-ed institutions have not begun an SEO campaign, so competition is as small.

    How to optimize

    Keywords

    Start with a list of 5-10 keywords/phrases you think your target audience would use while trying search for your site. If you have Google Analytics, add the top 5 keywords visitors have used to find your site.

    • Visit www.wordtracker.com and sign up for a free trial. Some of the search engines offer a similar search, but so far this is the best free keyword generation software we’ve found.

    • Use the list of keywords you’ve generated and enter (separately) into the “Step 1” of word tracker and follow the proceeding steps. “Count” = actual traffic for this word in Wordtracker partner search engines (60 day period). “Predict” = estimated traffic for this word across search engines (per day).

    • Use the information found through this exercise to understand what your best keyword options may be. Pick the top 5-10 words/phrases you found through this search and optimize for these.


    Page Titles/Title Tags

    Limit to 65 characters (including spaces). Include keywords, but not as a listing. Title tags display as the headline in search results – make them compelling if possible.
    Recommended formula:

    • Descriptive Keywords | University of Oklahoma (or, OU)

    • Title Tag Examples:

      • Faculty page for the Chemistry Department Meet Chemistry Professors and Researches | Chemistry | OU

      • Human Resources benefits explanation page Understand your benefits | HR | University of Oklahoma


    Integrate 2-3 different keywords (multiple instances) into a page’s content while still maintaining readable and concise content. Writing well should be the first priority – keywords second.

    Encourage links back to your site. Within, and especially outside the University, find reasons for other sites to link to you. However, avoid “trading” and buying links.

    Avoid deep site structures and include a link to a site map of your site from your home page. This ensures the crawlers will find all your pages.

    How to track progress

    Note that it can take weeks or even months for some optimizations to make a difference in your rank or results. This is due to the time it takes the crawler to add new content to the index.

    • Of the 5-10 keywords you’ve chosen, do weekly searches on all these words (internal and external searches) to see where your site displays in results.

    • To find out how your site ranks (how reputable search engines view your site), download the free Google search bar. View any Web page’s rank according to Google.


    Register Your Department the in OU directory search

    The OU search page provides an alphabetical listing of Web page accounts. This directory is populated by the individual owners of the Web sites. To have your site added to the search directory you must first register it.

    • To register your site go to: http://search.ou.edu/

    • You will need to login using your 4+4 ID to add your site.


    When you login, you will be prompted to enter information about your Web site including the description that will appear in the directory. After you submit your site, it will be reviewed to make sure it is a valid OU Web site, and then added to the directory.