Search Engine Optimization (Google/Bing/Yahoo Search)

Search Engine Optimization


What is Search Engine Optimization?

Search Engine Optimization (SEO) is the process of improving the visibility of website content in organic (i.e. non-paid) search engine results. The main purpose of optimizing for search engines is to improve rankings and thus drive more traffic to a website. 

SEO focuses on two main areas: on-page and off-page optimization. On-page optimization refers to website elements which comprise a web page (e.g. HTML, content and images). Off-page optimization, on the other hand, refers to building backlinks with other relevant websites on the Internet.

A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms.  

The Horae Gene Therapy Center success story 

Here at the UMass IT department our team is working everyday with different customers (i.e. departments, centers, PI labs, etc.) on improving thier web pages for better search results placements. 

One of our recent projects involved helping the Horae Gene Therapy Center to improve their pages for search engines and place them in the top 3 results. After working closely with them for a few months we were happy to see that our collective efforts paid off. Now whenever someone searches for "Gene Therapy Massachusetts" their website is shown as top result on Google Search. 


How to optimize your website for top search results placement 

Optimizing your webpages for better search results placement is not an easy task. It requires commitment and dedication and may take up to a few months before you see improvement in your search results placement. However, once optimized, you will be sure that people will be able to find you on the internet and thus drive traffic to your website. 

To help you with that, we came up with a list of steps that you can follow and thus work on your SEO. Follow the steps below and feel free to reach out to us if you need any help along the way:

Step 0: Familiarize yourself with the main areas for improvement (SEO Checklist) 

Step 1: Define important web pages and target keywords 

Step 2: Optimize your web pages

Step 3: Find and fix broken links (404s pages) 

Step 4: Drive traffic to your website

Step 5: Analyze web traffic data for insights for improvement


Still need help with SEO?

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