How to improve SEO of Laurea University of Applied Sciences and make Laurea known abroad?
Le, Linh (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060915245
https://urn.fi/URN:NBN:fi:amk-2021060915245
Tiivistelmä
This thesis project is a case study about Search Engine Optimization in the international website of Laurea University of Applied Sciences, which is a higher education institution in Finland. This study aims to improve the rankings of Laurea’s websites in the Search Engine Result Pages (SERPs), to expand the school’s reach and increase prospective students’ awareness of the academy. Specifically, it investigates the factors that influence the school’s online visibility and ranking positions in the SERPs on Google. In this context, Search Engine Optimization (SEO) is a process of getting both the quality and quantity of website traffic from free, organic or natural search results on Google.
An analysis of the website was conducted using quantitative method through numeric data on Google Analytics and qualitative method through interviews with Laurea’s marketing manager and students to understand what factors needed to be improved in the SEO strategy. The results showed that quality content of the website should be developed based on the target searcher’s behavior and keywords relevant to them. The results suggested that other elements also contribute to build trust and credibility of the website including title and meta tags, URLs, heading tags, images file name and alternative text, as well as backlinks.
Technology, human behavior, media, machine and mindset is changing the future business of SEO and online marketing. However, it is certain that SEO strategy will always be human-centric and to understand the user's intent and the deeper levels of wants and desires that drive behaviors.
An analysis of the website was conducted using quantitative method through numeric data on Google Analytics and qualitative method through interviews with Laurea’s marketing manager and students to understand what factors needed to be improved in the SEO strategy. The results showed that quality content of the website should be developed based on the target searcher’s behavior and keywords relevant to them. The results suggested that other elements also contribute to build trust and credibility of the website including title and meta tags, URLs, heading tags, images file name and alternative text, as well as backlinks.
Technology, human behavior, media, machine and mindset is changing the future business of SEO and online marketing. However, it is certain that SEO strategy will always be human-centric and to understand the user's intent and the deeper levels of wants and desires that drive behaviors.