PSU Graduate Business Masters of International Management Web and SEO Writing

Company Overview

Portland State University (PSU) is a public state urban university located in downtown Portland, Oregon, United States. Founded in 1946, it has the largest overall enrollment of any university in the state of Oregon, including undergraduate and graduate students. It is also the only public university in the state that is located in a major metropolitan city.

Opportunity

Portland State University (PSU)’s Graduate Business Programs (GBP) was seeking a copy editor to update the content on their Master of International Management (MIM) website. Although the MIM website has performed well, it is falling short of its potential. An editorial makeover will create a significant and immediate contribution to the program’s overall success by improving marketing efforts and fostering visitor loyalty.

After examining the MIM’s content, Swipht has identified several shortcomings related to message clarity and natural optimization. The overarching problem is that the website’s content appears to have been written without considering the unique needs of web readers. Studies have shown that only 16% of web readers read word-for-word. Instead, they scan text relying heavily on keywords and headers for quick information. Couple this reality with the fact that the general reader only comprehends 60% of what they read and it becomes clear that web content must be customized to meet the needs of this new type of reader.

Solution

Swipht works under the assumption that search engine spiders generally prefer useful, information-rich content that is clear and accurate. Our solution addressed the issues surrounding clarity for both human and search engine visitors.

With this purpose in mind, the current content was edited and reworked to preserve its accuracy and informational value while simultaneously improving its usability to web readers. In addition, relevant information on some pages was condensed to meet the code to content ratio requirements recommended by Google. During this editorial process, pre-identified keywords and phrases were organically integrated into the content to assist search engines crawl text. The final copy met both the needs of the search engine spiders as well as the web readers, thus boosting not only page ranking but also visitor loyalty to the site.

More Information

If you are interested in learning more about SEO Writing, please visit our "Web / SEO Writing" section on our website