CASE STUDY

The University of Texas at Tyler

BACKGROUND

In 2013, The University of Texas at Tyler web team lead by Robin Kelly and James MBewe teamed with OmniUpdate and Ruffalo Noel Levitz to completely revamp the university website. The goal was to incorporate a fully organic academic landing page section for the university academic programs which included approximately 85 landing pages. In addition, the website would undergo an entire overhaul.
 

This process was designed to improve traffic and increase click-through results from organic search ultimately contributing to an increase in student enrollment. Robin Kelly worked with OmniUpdate to develop the site structure and migration while developing the organic strategy and content creation with support by Ruffalo Noel Levitz.

 

RESULTS

By 2014, the UT Tyler website had successfully launched approximately 85 academic landing pages with the majority appearing on the first page of Google with hundreds of keyword combinations. The first-page term increases were automatic in the first few months.
 

Continued success and growth were achieved by the UT Tyler website over the next few years adopting detailed very keyword planning, unique metadata, carefully planned website structure, implementing both short-tail and long-tail links, individual file naming conventions, unique, organically written content, along with consistent site auditing and information sharing with campus departments.  The website was rebuilt to responsive design in 2016.  Additionally, web editor/user training across campus was adapted along with guidelines and help files.
 

SUCCESS

The website had a consistent increase in conversions while UT Tyler student enrollment increased from 6,800 students in 2013 to over 10,000 students by fall 2017 with an average of 8% growth each semester.
 

In early 2018, roughly 90% of all keywords for the UT Tyler academics site crossed over to each perspective college by using internal backlinks throughout the site. External backlinks had also continued to grow significantly over the years with over 750,000 backlinks by 2018.
 

Out of keywords unique to each academic program, the majority continued to rank on the first page of Google resulting in a consistent growth in click through rate. Therefore, the addition of the academic landing pages along with website restructures continues through 2018 to help the landing pages rank on the first page of Google consistently since the 2014 launch.