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This Search Engine Optimization for Higher Education, is a whitepaper that provides recommendations on how colleges and universities may improve search engine rankings by focusing on proper site structure, strategic use of keywords and phrases, and good content development skills.. The search query which end users enter into a search engine to find content A successful SEO program will take into account all of these factors by ensuring web pages are accessible and easy to index, by writing good content and meta data that gets indexed, and lastly by understanding the search terms prospective audiences are using to find content and optimizing pages to match those terms.. The popularly and authority of the external pages that that link to the page The relevance of a web page based on its contents and meta data or information about the information, as well as the relevance of the external or “inbound” links pointing to the page as expressed in the anchor text of those links 4) The location of a web page based on where it lives in the overall information architecture of the site and how well it can be indexed by a search engine spider or bot (the higher up a page is on your site better it will rank).. When the Google-bot reads the page it sees something like the following. College is an independent and highly selective liberal arts college with a diverse and exceptionally able student body, a talented faculty whose first priority is teaching, and a continued commitment to the liberal arts.