The relationship between on-page SEO & content strategy — Lainey Graham // Clemson University
- Part 1Keyword research as a starting point for storytelling — Lainey Graham // Clemson University
- Part 2 The relationship between on-page SEO & content strategy — Lainey Graham // Clemson University
Show Notes
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03:14The relationship between on page SEO and content strategyThe link lies in aligning user needs with website content. Clemson.edu aligned keyword research with content mapping, strategically incorporating high-volume search terms into top landing pages to address user queries without content duplication and improve its rankings.
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06:25Improving the rankings of admissions related keywordsClemson University improved its rankings for admissions-related keywords via tailored how-to-apply pages for diverse student categories. This approach included high-level content for short-tail keywords and specific content for longer keywords, amplifying their organic visibility on the admissions SERP page.
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10:35Challenges with on page SEO and content strategy for a university websiteDeveloping trust between parties is key to overcoming bureaucracy and implementing an effective content strategy in large organizations. The main challenge is achieving alignment with campus partners to avoid duplication with new content and updates.
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15:27Navigating collaborative challenges during Clemsons website redesignNavigating collaborative challenges during the web redesign involved fostering understanding among team members with different perspectives. Open communication, seeking mutual understanding, and aligning viewpoints contributed to building strong, collaborative relationships.
Quotes
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"We address queries in diverse ways, avoiding content duplication. Placing admission-related queries in section headers on our respective pages within that section helped us secure the number one spot for those top queries." - Lainey Graham
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"We developed dedicated pages for various applicant types within our admissions section. This strategy secured the top five or six organic search results for application-related queries on the SERP. - Lainey Graham"
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"Trust is what cuts through the bureaucracy, levels of position hierarchy, and gets things done. You have to develop trust between different parties for collaborative success." - Lainey Graham
- Part 1Keyword research as a starting point for storytelling — Lainey Graham // Clemson University
- Part 2 The relationship between on-page SEO & content strategy — Lainey Graham // Clemson University
Up Next:
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Part 1Keyword research as a starting point for storytelling — Lainey Graham // Clemson University
Lainey Graham, Senior Digital Editor and SEO Manager at Clemson University, delves into keyword research for storytelling. Rarely does SEO sit within the storytelling team, but at Clemson University, this alignment empowers diverse functions with support and education. This unique setup ensures that every storytelling initiative commences with keyword research, effectively uniting the institution's message with the specific demands of the intended audience. Today, Lainey discusses keyword research as a starting point for storytelling.
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Part 2The relationship between on-page SEO & content strategy — Lainey Graham // Clemson University
Lainey Graham, an expert from Clemson University, delves into the connection between on-page SEO and content strategy. In the journey of redesigning clemson.edu, the fusion of content strategy and on-page SEO emerged as pivotal. Working in tandem with a content strategist, the focus zeroed in on aligning user needs with site content. Today, Lainey discusses the relationship between on-page SEO and content strategy.
