Fisher College of Business logo

Online Marketing

Fisher's web design lends a great deal of flexibility in featuring key content throughout the site.This will enrich the user-experience, enable prioritization, and feature relevant content across departments more effectively.

Paid online advertising is also utilized by the college aligned with the marketing strategy for the college, programs, and initiatives. Paid online ads are seen in the online version of the Dispatch, Business First, and targeted websites for recruitment and awareness to prospective students.

If you're interested in exploring options, need advice, or on-brand graphic design work, please email webmaster@fisher.osu.edu or contact External Relations at 292-2181.

 

Search Engine Optimization (SEO) Basics

The ultimate goal of SEO is to have a website appear among the top listings on search engine results pages (SERP). Search engines use very complex algorithms and consider hundreds of factors when gauging the relevance of a certain site or web page. Search engines are constantly updating their algorithms – sometimes significantly – in an attempt to list only the most relevant results.

An important component to any organization’s website success is to determine what words or phrases their target audience is likely to use when searching for content. The prevalence of a specific keyword or phrase on a web page is essential to influencing SERP ranking.

 

Simple SEO Tactics used by Default on Fisher's Website

Title Tags

Keyword usage in <TITLE> tags is perhaps the most important factor that a website administrator can control when it comes to SEO. Search engines weigh this factor heavily, so it is imperative to put keywords in title tags.

The words "Fisher College of Business" are automatically inserted on all college web pages utilizing the central content management system. Page title text will add to this text.

Meta Descriptions

The description field will populate the “meta” field with a description of the program that is crawled by search software. This description is most often used to display info on a site automatically in a search results list.

Google uses up to 158 characters in its web page descriptions. Using keywords in the description area is important to improve search results.

All descriptions must include “Fisher College of Business at The Ohio State University,” which will help increase our search relevance and capitalize on key words queried by users.

Meta Keywords

The keywords field should be about 50-100 characters in length including spaces. The keywords in this area are those that people will most likely type into a search engine find web pages on our site and complement the web page title.

Keywords are a good way to attract users searching on Yahoo! and Ask search engines; Google and Bing ignore the meta keyword tag and give more weight to the meta description tag.