Evaluating An Organization’s Web Site

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Search Engine Marketing Project

Search Engine Marketing Project

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  • 1. University Of Miami<br />Search Engine Marketing Overview<br />Executive Summary<br />The Agency has built a company based upon the belief that we are here to deliver technologies and marketing strategies relevant to adding value to your business. With that in mind we would like to take time to evaluate your business’s direct marketing platform and bring you meaningful metrics to better understand the quality and design of www.miami.edu. Our research is based on the following criteria:<br />
    • Document types | Obsolete & Deprecated HTML
    • 2. Page content
    • 3. Important | Unique words
    • 4. Title tags
    • 5. Meta description
    • 6. Images, video, flash, etc
    • 7. Links to the Web site
    • 8. Number of pages on the site indexed by Google
    • 9. MOZRank
    • 10. Domain Authority
    • 11. Download size/time
    • 12. Semantic structure
    • 13. Raking on Google for select keyword
    Market Potential<br />Miami is located in southeastern Florida between the Miami Everglades and the Atlantic Ocean. (u101, 2011) Miami offers a variety of recreational outdoor activities, as well as the cultural benefits of a thriving, diverse city. With a population of over 433,000 as of 2009, Miami is growing. The city has added nearly 70,000 residents in the past 10 years, according to the U.S. Census. (Census, 2010) University of Miami core market uses search engines as an informative tool which makes us believes that a higher number of visitor are refer from the most popular search engines to www.miami.edu. Refer to table 1. Keywords Related to “universities in Florida” to see the most often searched keywords (related to “universities in Florida”) in the industry. <br />Industry & Organization<br />Miami's unemployment rate was 12.1 percent in July 2010, which was above the national average of 9.5 percent. (Census, 2010) The mean annual wage for 2009 in Miami was $41,070, which is lower than the national average of $43,460. (Census, 2010) While the city had a slightly higher cost of living than the national average, Miami's cost of living compares favorably to many other major urban centers, making it a good place for city-loving graduates of schools in Miami to settle down. University of Miami is known as a private research university and has more than 15,000 students from around the world (Miami, 2010). The university’s biggest competitor is Florida International University, with a student body of more than 44,000; they’re one of the 25 largest universities in the nation. (Fiu, 2010) <br />Research<br />In this opportunity, the Agency will focus the market research on the education industry in the Miami-Dade Florida area. There are a number of universities and colleges in Miami. Florida International University, University of Miami biggest competitor, is Miami's first four-year research facility. In addition, Miami Dade College is the largest college in the nation, with 170,000 students. (u101, 2011) On the other hand, University of Miami is well-known as a private research university with more than 15,000 students from around the globe (Miami, 2010). <br />Analysis<br />University of Miami’s analysis based on the following criteria:<br />
    • Document types | Obsolete & Deprecate
    • 14. Document Types is XHTML 1.0 We found 2 instances where your Web page is using obsolete or deprecated HTML. The use of these HTML elements usually makes your Web pages larger (which increases download time), and they are no longer used in modern Web design.
    • 15. Page content
    • 16. Your home page contains 356 words. Having 356 words of original content per page enables search engines to better understand your website, and increases the chances of someone finding your page.
    • 17. Important | Unique words
    • 18. Your home page does not contain any unique words. The lack of unique words unable to target specific keywords, and decreases the chances of someone finding your page
    • 19. Title tags
    • 20. Your home page’s title tag is “University of Miami.” One of the most important pieces of copy for SEO is the title tag. Having a strong, keyword relevant, clickable title can have a major impact on rankings, click-through rates and overall traffic numbers.
    • 21. Meta description
    • 22. Your home page’s Meta description is:
    • 23. “The University of Miami is a private research university with more than 15,000 students from around the world located in Coral Gables, Florida. Established in 1925, the university is a vibrant and diverse academic community focused on teaching and learning, the discovery of new knowledge, and service to the South Florida region and beyond.”
    • 24. The purpose of the Meta description tag is to help the page rank highly for the keywords that were contained within it, as well as to provide a nice description in the search engine results pages (SERPs).
    • 25. Images, video, flash, etc
    • 26. Your home page’s images size is 274.24 KB and flash size is 18.02 KB. It's always important to pay attention to your total page size. If your other files (like images and scripts) are large, it may make your website load slowly for users who do not have broadband connections. In general, it's good practice to try to keep your Web pages as small as possible.
    • 27. Links to the Web site
    • 28. Your Web page has a total of 71,841 inbound links. It's important to verify inbound links, they must be related to the content of your Web page, and should not come from Web pages with low PageRank. Otherwise, search engines may penalize your Web page for links they deem to be untrustworthy.
    • 29. Number of pages on the site indexed by Google
    • 30. There are a total of 9,090 pages Google’s index. The website is in Google's index. This is a good sign and it shows that Google trusts the domain.
    • 31. MOZRank
    • 32. Your website has a good mozRank score, 6.27 out of 10, and should be a good site to obtain a backlink from. Remember, the higher the mozRank the better.
    • 33. Domain Authority
    • 34. Your website has a good Domain Authority score, 77 out of 100, and should be a good site to obtain a backlink from. Remember, the higher the Domain Authority score the better.
    • 35. Download size/time
    • 36. The size of your HTML is 21.13 KB with a total of 322.63 KB. The size of your Web page is perfect for search engine optimization. Search engines, like Google, reward Web designs that make an effort to reduce the size of their HTML content. Also, condensed content helps search engines better target your Web page for specific keywords.
    • 37. Semantic structure
    Your Web page appears to use headers elements, but they are not used properly. It's important to use header elements properly, because search engines use header elements to determine the context and purpose of your Web page.<br />
    • Raking on Google for select keyword
    • 38. Your Web site ranks 9th / first page on Google’s page results for the keyword “Universities in Florida” Remember most search engine user do not past the 3rd page of the search engines results. Refer to table 2. Traffic Usage Comparison to see rankings related to searched keywords in the industry.
    Evaluation<br />The Agency strongly believes the following factors are affecting University of Miami’s visibility on the search engines pages results: <br />
    • Use of obsolete and deprecated HTML coding
    • 39. Low home page content
    • 40. Lack of unique words and keywords on the home page content
    • 41. Lack of targeted keywords on the home page’s title tag
    • 42. Lack of the implementation of most often searched keywords
    • 43. Lack of targeted keywords on the home page’s Meta description
    • 44. Lack of inbound links management
    • 45. Improper use of headers elements
    • 46. Lack of keywords management
    Recommendations<br />The Agency recommends that the following action in order to increase University of Miami’s visibility on the search engines pages results: <br />Recommendation 1: <br />Only using a combination of validated XHTML and CSS — where all styles have been stripped from the XHTML and placed in the CSS.<br />Below is a list of obsolete or deprecated HTML. If an element is listed without an attribute, the element is considered obsolete or deprecated. If an element and attribute are shown together, the attribute is considered obsolete or deprecated.<br />script language<br />object align<br />Recommendation 2:<br />Proper use of header elements. Some examples of improper use include:<br />
    • Using a lower level header element before a higher level header element — <h2> before an <h1>.
    • 47. Starting a Web page with a header element other than an <h1> and/or not including an <h1> header element.
    • 48. Skipping header elements — jumping from <h1> to <h4> in your Web page.
    • 49. Recommendation 3:
    • 50. Inbound links, keywords, and Metatags audit. Some examples:
    • 51. Evaluate all inbound links
    • 52. Evaluate Internal Linking
    • 53. Include more meaningful keywords to home page content
    • 54. Include unique words to home page content
    • 55. Title tag needs to target more effectively
    • 56. Meta description needs to create unique Meta’s for main page
    Recommendation 4:<br />Implementation of a PPC and organic link building strategies focusing on the following keywords:<br />
    • universities in Florida
    • 57. universities in Florida USA
    • 58. colleges and universities in central Florida
    • 59. colleges and universities in Florida
    • 60. list of colleges universities in Florida
    • 61. universities and colleges in Florida
    Conclusions<br />The Agency strongly believes that the implementation of the recommended actions will help increase University of Miami’s visibility on the search engines page results. In addition, our team will be able to measure the progress of our efforts by adding Google Analytics to your web site.<br />References<br />Moran, M., & Hunt, B. (2009). Search engine marketing, inc.: Driving search traffic to your company's web site. (2nd). Upper Saddle River, NJ: International Business Machines Corporation.<br />SEO Centro (2008). SEO Centro Web Marketing Resources. Retrieved January 9, 2011, form http://www.seocentro.com/tools/search-engines/keyword-position.html<br />University of Miami (2010). University of Miami. Retrieved January 9, 2011, form http://www.miami.edu/<br />Florida International University (2010). Florida International University. Retrieved January 9, 2011 from http://www.fiu.edu/<br />U101 (2011). Universities and Colleges in Miami. Retrieved January 9, 2011 from http://u101.com/colleges/florida/miami/<br />Census (2010). U.S. Census Bureau. Retrieved January 9, 2011 from http://www.census.gov/<br />Raven (2011). Raven SEO Tools. Retrieved January 9, 2011 from https://raven-seo-tools.com <br />Appendix<br />Table 1. Keywords Related to “universities in Florida”<br />Table 2. Traffic Usage Comparison<br />