It can seem obvious that in today’s world, you should have a presence online. But what’s the point of being online if no one can find you? Enter Search Engine Optimization or SEO for short.
SEO ensures your brand shows up in a highly saturated search engine like Google or Bing by using specialized keywords embedded in the content of your site, monitoring your competition online, and providing updates based on the results of search habit reports. Our team at CIPR Communications knows that a strong SEO strategy is the best way to increase your reach while increasing new visits to your site.
So, where do we start when it comes to institutional SEO? CIPR Communications focuses on the following:
Register Your Business on Local Directories
It’s important that you get your institution’s name out there. The first step CIPR Communications takes is ensuring we register your business on local online directories. A couple tips here if you’re doing this on your own:
Make sure your institution’s address, hours, and name is accurate in your Google My Business Listing. And, you can even make your address invisible is you don’t want any unexpected visitors.
Ensure your customers are leaving positive reviews. The more reviews you have the better your ranking can become. Boost your institutions SEO by incentivising your team and your clients to leave reviews.
Make sure your business is listed in other online directories too. Local search is important, and people may be trying to find your business on another location-based platform like Trip Advisor or Facebook.
Do Your Key Word Research
In the world of institutional SEO – words matter. CIPR Communications does extensive research based on your area and market to see what how your audience will find you. We use tools to understand search volumes and trends. This allows us to make a content calendar and a keyword strategy that can resonate with your target market. (If you are starting this exercise on your own, brainstorm the key words you think your customers are using to search your institution.)
The CIPR Communications team uses Google Analytics, Adwords Keyword Planner, Google Trends, and SEM Rush. If you’re using a WordPress website you could try SEO Yoast which is a WordPress plug-in that helps you make SEO decisions that will be part of your keyword strategy.
By creating a keyword strategy, we can further identify words that are most important to your business goals and offerings. We look to make sure that we are using strong titles and headings when creating content and we pay attention to category and alt tags. This allows us to create content that will grab the attention of those searching.
Publish Relevant Content and Update Regularly
“Google only loves you when everyone else loves you first.”
CIPR Communications clients know that when we handle your institutions SEO we will be posting a new blog or content piece on the website each week. Content is based on those search terms that we know are important based on our keyword strategy and it is also based on industry news.
One of the most important things that you can do for your institutions SEO is to stay on top of current events, and content that is happening within the industry. At CIPR Communications we stay educated and know when a topic is trending and important for our clients’ SEO. If something is interesting or relevant, then your business should be talking about it!
When you stay on top of your updates and content, you become a resource for information, and you’re sure to become a go to source! When Google recognizes that users visit your site for articles and information, they pay attention to you too.
We’ve all been there, and all know the feeling of waiting for a webpage to load. You want immediacy and so does your audience! Focusing on a strong site speed is an important part of your institutions SEO strategy.
Ways CIPR Communications help speed up your websites load time include:
- Optimizing your images
- Fixing technical issues like broken links
- Minimizing spelling errors
- Ensuring plug-ins and security are up to date
Tools that we use for testing and improving your web speed include GTmetrix Report and SEM Rush. Need to start from scratch? CIPR Communications has a unique approach to developing websites for the institutional space.
Off Site Link Building
Developing a link building strategy is another important way to increase your institutions SEO and is another way the CIPR Communications team helps get you and your business out into the online world.
We start by considering partnerships with credible bloggers, content creators, and leaders in the industry or even in your area to start. We also look for potential media coverage and press opportunities.
If you’re interested in learning more about how CIPR Communications can help you reach your SEO goals, don’t hesitate to reach out!