Part 3: Optimizing your Website

Now that you have analyzed your website’s current Search Engine Optimization (SEO) performance using tools like Google Analytics and Semrush, let’s focus on actionable steps to improve its search visibility. 

Addressing technical issues identified in Semrush is a great way to start optimizing your website. Addressing errors found in the Website Audit, such as broken links, image errors, and title tag issues, is crucial for any optimized website. Cleaning up your backlink profile by disavowing harmful links can also contribute to a healthier website.

However, SEO is more than just technical fixes. Understanding your audience and creating high-quality, relevant content that meets their needs is equally important. In the following sections, we’ll go deeper into audience analysis, keyword research, and content optimization strategies to help you improve your website’s search engine performance and drive organic traffic.

Understanding your Audience

Understanding your target audience is crucial for effective SEO. By identifying your ideal reader, you can create and update your content to their specific needs and interests, increasing engagement and driving conversions.

Who is Your Target Audience?

• Demographics: Consider factors like age, gender, location, and education level.
• Interests and Hobbies: What are their passions and interests?
• Behavioral Patterns: How do they consume information? Are they more likely to read articles, watch videos, scroll through social media, or listen to podcasts?

What are Their Needs and Goals?

• Information Seeking: Are they looking for specific information, such as research papers or course catalogs? Are they trying to find an answer to an important question?
• Problem-Solving: Are they seeking solutions to specific problems, such as academic challenges or career advice?
• Decision-Making: Are they trying to make decisions, such as choosing a major or applying to a program?

Where Do They Spend Their Time Online?

• Social Media Platforms: Are they active on platforms like Facebook, Twitter, Instagram, or LinkedIn?
• Search Engines: How do they use search engines to find information?
• Other Websites and Blogs: What other websites do they frequently visit?

By carefully considering these factors, you can create content that resonates with your target audience and drives them to your website.

Keyword Research

Now that you understand your target audience, let’s look at keyword research, a crucial aspect of SEO. Keywords are the terms and phrases people use in search engines to find information. By strategically incorporating relevant keywords into your website’s content, you can increase your website’s visibility in search results for topics related to your audience’s needs.  

What are Keywords?

Keywords can be broadly categorized into two main types:

• Head terms: These are broad, high-volume keywords that represent general topics. For example, “higher education” is a head term. Ranking for head terms can be challenging because of their high competition.
• Long-tail keywords: These are more specific, longer phrases that users are more likely to use when they are closer to making a decision. “financial aid options for Washington state students” and “When is the deadline for financial aid” are examples of long-tail keywords. Long-tail keywords are generally less competitive and can be more effective for driving targeted traffic to your website.

Understanding the search intent behind keywords is also important. Search intent refers to the reason a user is conducting a particular search. Are they looking for information, trying to solve a problem, or ready to make a purchase? By considering search intent, you can choose keywords that align with the content you are creating and the goals you want to achieve.

Using Semrush for Keyword Research

Semrush offers powerful tools to help you conduct comprehensive keyword research:

• Keyword Magic Tool: Keyword Magic Tool (free) allows you to discover relevant keywords based on a seed keyword or topic. You can explore a wide range of keyword variations, including broad match, phrase match, and related terms. Additionally, you can filter results by search volume, competition level, and search intent. 
  
  By analyzing the top-ranking content for each keyword, you can better understand the type of content that resonates with search engines and your target audience.
• Keyword Gap Tool: Identify keyword opportunities by comparing your website’s organic search performance with that of your competitors. Filter results by “shared,” “missing,” and “untapped” keywords to uncover areas where you can gain a competitive edge. For best results, compare your website to specific competitor URLs to refine your analysis.
• Keyword Strategy Tool: The Keyword Strategy Tool allows you to group and prioritize keywords, making it easier to implement them effectively. Select keywords that are relevant to your target audience and align with your website’s goals in the Keyword Magic Tool. 
  
  Hover over the plus sign next to a keyword and select the 3 bar pop-out. Select “Create New Empty List”. Now, select the plus sign for every keyword you would like to add to that list in the Keyword Strategy Builder. Create a new list for every web page’s content you want to optimize. Here you can analyze each keyword and choose the ones that you want to optimize for. 

Optimizing Existing Content

Now that you’ve analyzed your website’s performance and conducted thorough keyword research, it’s time to optimize your existing content to improve its search engine visibility and user experience.

1. Reconsider your website layout
   • Is your website structure clear and easy to navigate?
   • Do your web pages try to say too much or are they specifically answering your audience’s search intent? 
   • If you need to restructure your website based on your audience’s search intent, then this is the time to do it. Think about what your audience needs and guide them to that content, using each web page intentionally to fully answer their intent and lead them to more of your content. 
2. Page Title Optimization
   • Ensure your page titles are concise, informative, and accurately reflect the content of the web page.
   • Include your primary keyword naturally within the title tag for each web page.
   • Avoid duplicate title tags across your website. Each web page should have a unique and descriptive title.
3. Meta Description Optimization
   Activate the WSUWP Social Media Tools plugin on your website. In WordPress, the meta description is stored in the excerpt (in the Editor Settings under Excerpt) or post snippet (in the Search and Social Share Settings in Editor Settings or at the bottom of the Editor Content).
   • Write compelling meta descriptions that entice users to select your search results. WordPress will do this automatically for you, but optimizing your meta descriptions gives you the chance to say what you want and encourage users to find the answer to their query in your content. 
   • Include your primary keyword naturally within the meta description.
   • Call to Action (Optional): Consider including a subtle call to action in your meta description to encourage clicks.
   • Keep your meta description to 150 characters. Place the most important information within the first 120 characters to optimize it for mobile users. 
   • Example: “Explore WSU’s renowned veterinary medicine programs. Learn about our curriculum, faculty, and career opportunities.”
4. Heading Tag Optimization
   • Use Heading Tags (H1, H2, H3, etc.) to structure your content and improve readability.
   • Include Keywords in Headings: Incorporate relevant keywords into your H1 and H2 headings.
   • Use heading tags in a logical order to create a clear hierarchy of information.
5. Image Optimization
   • Use descriptive alt text for all images that accurately describes the image content and includes relevant keywords.
   • Use descriptive filenames for images (e.g., “veterinary-student-examining-horse.jpg”).
6. Internal Linking
   • Create internal links to other relevant web pages within your website to improve navigation and distribute link equity. Internal links can guide your audience to other useful content that relates to your web page. They also help Google see how your content connects, showing the search engine that you are an expert on your topic. 
   • Use descriptive anchor text that includes relevant keywords. For example, instead of “Click here,” use “Learn more about WSU’s Civil Engineering program.”
7. Content Updates
   • Review your current content. Using the audience and keyword research, update your existing content to make it more relevant, engaging, and useful to your audience.
   • Regularly review and update existing content to ensure it is accurate, up-to-date, and engaging.
   • Regularly publish new content to keep your website fresh and attract new visitors.

Tips for Formatting Web Content

• Use short sentences and paragraphs: This improves readability and makes your content easier to scan.
• Break up text with headings and subheadings: Use H1, H2, H3, and H4 tags to structure your content and create a clear hierarchy.
• Incorporate white space: Use bullet points, numbered lists, and white space to break up large blocks of text and improve readability.
• Use visuals: Incorporate images, videos, and infographics to break up text and make your content more engaging.

Accessibility

By making websites usable for people with disabilities, such as those with visual, auditory, motor, or cognitive impairments, accessibility improves the overall user experience for all visitors.

When websites are accessible, they are easier for search engines to understand and index, leading to better search engine rankings.

Additionally, accessible websites often have higher user engagement, with lower bounce rates and longer time spent on website. These positive user signals indicate a valuable website to search engines, further boosting its visibility in search results.

WSU’s Digital Accessibility website offers a wide range of accessibility guides to optimize your content and create a positive user experience for all users. 

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Part 2: Assessing Your Website's Health

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