CASE STUDY: The University of Texas at Tyler Complex SEO and CMS Strategy

In the ever-evolving digital landscape, universities are increasingly relying on effective websites to attract and engage prospective students. The University of Texas at Tyler recognized the need for a comprehensive website revamp in 2013, led by the dynamic duo of Robin Kelly and James MBewe. Their mission was twofold: to create organic academic landing pages that excelled in Google search rankings and to overhaul the entire website, implementing a system-wide CMS, OU Campus (now Omni CMS). Let’s delve into their remarkable journey and the outstanding results achieved.

Background: The UT Tyler website revamp was driven by a vision to improve traffic, enhance user experience, and ultimately boost student enrollment. Robin and James collaborated with OmniUpdate (now Modern Campus) and received invaluable support from Ruffalo Noel Levitz. Together, they embarked on an ambitious journey to transform the university’s online presence.

The Strategy: One of the key objectives was the creation of approximately 85 academic landing pages. These pages were meticulously designed to align with Google’s search algorithms, enabling them to rank prominently for numerous keyword combinations. The initial results were incredibly promising, with a majority of the landing pages securing first-page rankings within months of their launch.

Sustained Growth and Optimization: UT Tyler’s success story didn’t end there. Over the following years, Robin Kelly led the efforts to tirelessly massage the SEO strategy. This included detailed keyword planning, unique metadata, a carefully planned website structure, implementation of both short-tail and long-tail links, individual file naming conventions, and the creation of engaging and organically written content. Additionally, consistent site auditing and information sharing with campus departments ensured ongoing optimization.

Notable Achievements: The impact of the UT Tyler website revamp was nothing short of extraordinary. The website witnessed a steady increase in conversions, while student enrollment soared from 6,800 in 2013 to over 10,000 by fall 2017, with an impressive average semester growth rate of 8%. By 2018, nearly 90% of all keywords for the academic programs successfully crossed over to each respective college, facilitated by internal backlinks. The website’s external backlinks also experienced significant growth, surpassing 750,000 by 2018. Most importantly, a majority of the keywords unique to each academic program consistently ranked on the first page of Google, leading to a remarkable surge in click-through rates.

Conclusion: The UT Tyler website revamp and SEO strategy led by Robin Kelly and James MBewe proved to be a resounding success. By embracing a holistic approach to website optimization and leveraging cutting-edge SEO techniques, the university experienced substantial growth in student enrollment and significantly enhanced its online presence. The project’s impact continues to reverberate, with ongoing efforts to further strengthen the academic landing pages and maintain their first-page rankings. The UT Tyler case study serves as a testament to the transformative power of strategic website revamps and the importance of staying ahead in the digital realm.

“Even though I am no longer directly involved with UT Tyler, the years of hard work and dedication put into refining their SEO strategy continue to pay off. The website has sustained its growth and success, maintaining its prominent position on search engine rankings and attracting a steady flow of organic traffic. It’s gratifying to see that the efforts invested in detailed keyword planning, optimized content, and a well-structured website are still reaping rewards for the university. The story of UT Tyler’s website serves as a testament to the long-term impact of effective SEO practices and the lasting value they bring to an organization’s online presence.”

Robin Kelly