A number of trainings will be offered next week that focus on optimizing UAF's web presence and improving its search engine optimization, or SEO. The training will be offered by consulting firm Ruffalo Noel Levitz. Registration is not required.

Research shows that university websites are often the first communication experience for prospective and returning students and their primary source of information. Via the strategic enrollment planning process, funding was approved to drive more traffic to UAF websites and ensure the sites are user-friendly and valuable for new and continuing students, and that they focus on clear pathways for enrollment and engagement. Improved search engine optimization drives more traffic to the site, and improved content increases conversions for applicants and ultimately enrollment.

SEO 101
Monday, Oct. 28, 2-4 p.m.
BP Design Theater, ELIF 401

Overview training geared toward marketing and web team members, including writers, website managers and marketing/communications specialists. Covers the basic components of SEO, including:
·      Parameters search engines use in deciding which pages/sites rank highest
·      Major Google changes/updates in recent years
·      Conducting keyword research
·      Writing page title tags and descriptions, urls and alt tags
·      Developing a content strategy
·      Managing internal links, external links, and backlinks
·      Assessing SEO performance
·      Keyword research practice exercises

SEO writing
Tuesday, Oct. 29, 8-10 a.m.
BP Design Theater, ELIF 401

Writing-focused session designed for team members who will be responsible for writing or editing content. Participants will learn how to develop and implement search engine optimized content from start to finish, including:
·      Planning your page content
·      Conducting keyword research
·      Writing benefits-focused copy
·      Using keywords effectively
·      Insights on campus approval process
·      Practice writing exercises

Performance metrics and technical SEO
Tuesday, Oct. 29, 10:30-11:50 a.m.
BP Design Theater, ELIF 401

Focused on assessing the effectiveness of content investments by measuring its impact on site traffic and engagement and making improvements to the overall website that will improve how search engines crawl and assess your site. Topics will include:
·         Assessing SERP rankings at the keyword level
·         Using Google Analytics to assess organic site traffic
·         Engagement measures relating to search engine traffic
·         Establish and assessing site Goals for organic visitors
·         Review of off-page errors that can impact SEO performance
·         Prioritizing SEO site fixes
·         Analyzing your backlink profile

For more information, contact Samara Taber, director of the Office of Admissions, at setaber@alaska.edu.