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Top 5 Ways to Boost Your Website's Ranking (SEO)

Easy Ways to Immediately Improve SEO Rankings

Follow these tips to improve your search engine optimization (SEO) and see your website rise to the top of search engine results.

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1. Disseminate Relevant, Authoritative Content

The number one driver of your search engine rankings is quality, authoritative content, and there is no substitute for great content. Quality content tailored to your target audience increases site traffic, which boosts your site's authority and relevance. Improve your web writing skills and position yourself as an authority on the subject you're writing about.


Choose and target a unique keyword phrase for each authoritative content page on your website. Consider how your reader might look for that specific page using search terms such as:

  • master's degree in engineering management online
  • What exactly is biomedical engineering?
  • Education resources under Title IX
  • capturing the northern lights
  • What is the procedure for applying for scholarships?
  • When is the FAFSA application deadline?
  • What exactly is the distinction between engineering and engineering technology?

Several Keyword Phrases

It is extremely difficult for a website to achieve search engine rankings for multiple keyword phrases—unless the phrases are extremely similar. A single page may rank for "biomedical engineering jobs" as well as "biomedical engineering careers." A single page ranking for "student affairs" and "dean of students" or "gender discrimination" and "violence reporting procedures" is unlikely.

If you want to rank for multiple keyword phrases with your website, you must create a separate webpage for each keyword phrase.

Inserting Keywords

Once you've decided on a keyword phrase for a specific page, consider the following:

  1. Can I use a portion or the entirety of the keyword phrase in the page URL (by using keywords in folders)?
  2. Can I use a portion or the entire keyword phrase in the page title?
  3. Can I use a portion or the entire keyword phrase in page headings and subheadings?
Answering yes to these questions can help you rank higher in search engines. However, be natural and user-friendly. For example, you don't want the word "engineering" to appear three or more times in the URL, nor do you want the phrase Northern Lights to appear in the page title and every heading. Readability and usability continue to triumph over search engine optimization.


Aside from the page URL, title, and headings, content has the most influence 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 times more throughout the rest of the content. Be commanding. Link to relevant sources and additional information strategically, both within your organization's main website and to other useful websites.

2. Keep your content up to date on a regular basis.

You've probably noticed that we care a lot about content. Search engines do as well. Regularly updated content is regarded as one of the best indicators of a site's relevance, so keep it up to date. Audit your content on a regular basis (say, every semester) and make updates as needed.


Writing more keyword-rich content for your departmental news blog can also help your search engine rankings. Blog posts can even be brief updates on the specific topics you're interested in. When it helps the reader get a better picture or more information about a topic, interlink your related CMS webpages and blog posts.

3. Data on Metadata

When designing your website, leave a space between the tags to insert metadata, or information about the page's contents. If you have a CMS site that was created by the UMC web team, this data will be pre-populated for you. However, as your site evolves, it is critical that you review and update the metadata.

Metadata for the Title

The page titles displayed at the top of a browser window, as well as the headline within search engine results, are controlled by title metadata. It is the most crucial piece of metadata on your page.

The web team has developed an automated system for creating the meta title for each webpage based on your page title for those who have a CMS website. This emphasizes the significance of using well-thought-out page titles that are rich in keyword phrases.

Metadata Description

The textual description that a browser may use in your page search return is referred to as description metadata. Consider it your website's window display—a succinct and appealing description of what's inside, with the goal of enticing visitors to enter. A good meta description will usually consist of two complete sentences. Although search engines may not always use your meta description, it is important to provide them with the option.

Metadata on Keywords

Keyword metadata is almost never used to compute search engine rankings. However, since you should already be familiar with your keyword phrases, it doesn't hurt to include them in your keyword metadata. You should include a variety of phrases. As a general rule, keep it to 3-7 phrases, with each phrase containing 1-4 words. "Computer science degree" is a great example.

4. Have a site that is worth linking to

A content-rich, authoritative, unbiased webpage that helps visitors learn more about what they are interested in is more likely to attract links from other websites, which improves your search engine optimization.

Add relevant links within the text to boost your authority and credibility. Instead of using "click here" links, try writing out the destination's name. "Click here" has no search engine value beyond the attached URL, whereas "Michigan Tech Enterprise Program" is keyword-rich and will improve both your search engine rankings and the ranking of the page to which you are linking. Always use descriptive links by linking keywords—this not only improves search engine optimization but also adds value to your readers, including those with disabilities or using screen readers.

5. Make use of alt tags

Always use alt tags, or alternative text descriptions, to describe your image and video media. They allow search engines to find your page, which is important for those who use text-only browsers or screen readers.