Introduction
In this digital age, having a strong online presence is a crucial aspect for businesses and organizations to thrive. Law schools, which are not exempted from this trend, need to have an effective digital marketing strategy to attract potential applicants and establish their reputation. One way to achieve this is through search engine optimization (SEO) which is the process of optimizing a website to rank higher in search engine results pages (SERP). In this report, we will discuss the work done to SEO promote a law school website in Fairview, Tennessee to the top SERP.
Objective
The objective of this SEO promotion was to improve the ranking of the law school website on SERP, increase its online visibility, and attract more prospective applicants.
SEO Activities
To achieve the objective, the following SEO activities were executed:
- Keyword Research: In-depth research was done to identify keywords that prospective students and parents would use to find the law school website. Keywords were selected based on their relevance, search volume, and competition.
- On-page Optimization: The website’s content and HTML source code were optimized in accordance with the selected keywords. This included optimizing page titles, meta descriptions, headers, and image alt texts.
- Site Architecture: The website’s navigation and structure were improved to make it more user-friendly and easy to navigate. This included internal linking, breadcrumb navigation, and sitemaps.
- Mobile Optimization: The website was optimized to be mobile-friendly since most people access the internet using their mobile devices. This included implementing responsive design and mobile-specific features.
- Content Creation: Fresh and high-quality content was created to attract and engage prospective students and parents. This included blog posts, FAQs, and landing pages.
- Link Building: The website was promoted through link building to improve its credibility and authority. This included acquiring high-quality backlinks from relevant and reputable sources.
- Social Media Integration: The website was integrated with the law school’s social media profiles to expand its reach and engagement. This included sharing content and updates on various social media platforms.
Results
The SEO activities yielded positive results as evidenced by the following:
- SERP Ranking: The law school website achieved a top SERP ranking for relevant and competitive keywords. This resulted in increased online visibility and organic traffic.
- Engagement: The website’s engagement metrics such as bounce rate, time on site, and pageviews improved significantly. This indicated that visitors were finding the content useful and engaging.
- Lead Generation: The website’s lead generation significantly increased as prospective students and parents were more likely to fill out inquiry forms and submit applications.
- Brand Awareness: The law school’s brand awareness improved as more people were exposed to its website and social media profiles. This resulted in increased brand recognition and reputation.
Key Takeaways
The following are the key takeaways from this SEO promotion:
- Keyword research is a crucial step in developing an effective SEO strategy.
- On-page optimization and content creation are critical factors in improving SERP ranking and engagement.
- Site architecture and mobile optimization are essential in improving user experience and engagement.
- Link building and social media integration are effective in promoting the website and expanding its reach.
- Regular monitoring and analysis of metrics are necessary to measure the effectiveness of the SEO activities.
Conclusion
In conclusion, search engine optimization is an effective digital marketing strategy that can help law schools improve their online presence and attract more prospective applicants. This SEO promotion for the Fairview, Tennessee law school website yielded positive results and provided insights on key SEO activities. By implementing similar SEO strategies and continuously monitoring and improving, law schools can achieve a top SERP ranking and establish their reputation in the digital arena.