Sustainability at NYIT

Recently, I was asked by the Director of the sustainability program at NYIT to analyze their site from an SEO perspective. Belows follows a summary one-sheeter given to executive management.

Metric Score/Ranking Diagnosis
Page Rank 4 This is a relatively low score for an education institution. Steps should be taken to improve the results. The most important of which would be a link-building campaign, along with some basic improvements to the html mark-up.
Incoming Links 2 This is incredibly low and steps must be taken to improve. Only two known sites are linking to NYIT’s sustainability page, specifically and Research should be undertaken to identify sites that should be linking to and have yet to do so. Here is one example: This would be in addition to submitting to important directories on Google, Yahoo and Bing of course.
Keyword Ranking Non-existent A search for ‘sustainability education’, ‘green education’,’education for sustainable development’ and ‘environmental technology education’ yielded results where NJIT was not in the top 30 of results. Less than 1% of all searchers look beyond the top 30 listings. It is interesting to note that the page being investigated does not even show up for a specific search such as ‘nyit green education’.
Source Code Poor None of the meta tage (<title>, keywords, and description) make use of what should be targeted terms. This is an easy step in SEO improvement. In addition, the site does not make us of ALT text in any of its images. Use of header tags (<h>) around targeted keywords would help organic results as well. On the positive side, the site is primarily text, which is still favored by search engines.
Analytics Non-existent? It does not appear as if any analytics have been installed on these pages. This would make it difficult, if not impossible, to discern traffic to the site and the most popular paths within it. Typically web analytics help the site management team choose additional keywords and design features to optimize page views and traffic to the site.
Keyword Density Low The most dense word on the page is ‘nyit’ followed by ‘energy’ and ‘green’. Sustainability is fifth. We recommend keyword density being one of the last things to focus on as it does not yield significant improvements in organic search results. However, there are very simply editorial elements needed to improve keyword density and after other recommendations are implemented, these should be followed as well.

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