Michigan State University and Search Engine Optimization

ICS Product/Service Area:  Search Engine Optimization, Web Analytics
The Challenge
ICS and its strategic partner, Netvantage Marketing, engaged with Michigan State University’s (MSU) School of Labor and Industrial Relations (LIR) on a consulting project with the goal of gaining better visibility for LIR on search engines (a.k.a., Search Engine Optimization or SEO). The client wanted to increase visitors to its Web site and attract attendees to various programs and workshops.
The Solution
The solution provided a benchmark of how keywords pertaining to LIR were ranking. We conducted an assessment of the Web site's ability to be indexed by search engines and developed an action plan for ongoing SEO.
To improve keyword saturation, specific keyword variations were identified. MSU LaborTarget pages and addressed meta titles, meta descriptions, body content, link structure and alt tags were also established.
Upon delivering the audit and recommendations, we also began working to improve off-site optimization through maintenance and back linking.
The Results
Rankings for critical keywords are expected to gradually rise; thereby, increasing traffic to LIR’s Web site and increasing program interest/attendee registrations.
As the campaign progresses, we will employ a continuous improvement model for site optimization through Web analytics, keyword benchmarking and overall attendee rates.