Webmaster's Blog

Category: General Web

Putting UTM Tracking Into Practice

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UTM tracking parameters (also known as UTM codes) are small snippets of text added to the end of a webpage URL. When applied properly, they give marketers clear insights into where visitors originate and how different audience segments engage with a site. By leveraging this data, marketing teams can pinpoint the platforms and content that drive the strongest results, helping refine strategy and achieve marketing objectives.

Once you understand what UTM codes are and what to put into them, the next step is making implementation both easy and consistent. Below are some ways you and your team can streamline building, applying, and managing UTM tags in day-to-day marketing work.

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Writing Good ALT Tags

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Alt tags (also known as Image Descriptions or alt text) are very important for the accessibility of your webpage. Moz does a good job of explaining what alt tags are. Please take a moment to read up on what alt tags are and why they are important. Moz also provides some tips for how to write good ones.

There are many uses for alt tags. The most well-known ones are:

  1. Screen readers will speak the alt tag of an image for users who cannot see.
  2. If an image cannot be loaded due to some sort of network or IT error, the alt tag will display instead.
  3. Alt tags boost search engine rankings and can help your website’s images display in Google search results.
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Web, CMS, and Professional Development Resources

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With a decentralized model for web maintenance at Michigan Tech, each department is responsible for creating and maintaining its own website within the University’s requirements. University Marketing and Communications provides a content management system (CMS) for many departments on campus along with several resources for using the CMS, web best practices and strategies, writing guidelines and standards, and brand management. There are also external sources available for further professional development.

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Analytics and SEO Dashboards

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A dashboard for Google Analytics 4 (GA4) data and a Search Engine Optimization dashboard are now available for Modern Campus CMS websites, Michigan Tech Blogs, and Michigan Tech Events Calendar in Looker Studio. In the GA4 dashboard, you will find charts with analytics for:

  • Page traffic and users
  • Acquisition
  • User demographics
  • Device information
  • 404 hits
  • Vanity URLs
  • Files and outbound links
  • Anchor, call, and email links
  • Buttons, cards, and touts
  • Accordions
  • Pop-ups, forms, and gift box shares
  • Header media and image galleries
  • Lightboxes (pop-up images)
  • Tabs
  • Videos
  • Search terms

The SEO dashboard provides details on traffic coming from Google Search and how that traffic converts to prospective student leads.

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HTTP vs HTTPS URLs

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When using URLs on webpages, documents, or other files, it is important to pay attention to the first part of the URL—HTTP or HTTPS. This could apply to hyperlinks, iFrame code, embedded images and videos, etc.

The “s” in HTTPS means that the connection is secure. URLs that use HTTP are not secure and malicious parties could steal the data being sent. They may intercept usernames, passwords, or other information filled out in a form; credit card information; or other personal data. For details on how HTTP and HTTPS work, there’s an easy-to-understand article that explains it using a carrier pigeon example.

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Google Search

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The search functionality on the Michigan Tech website is powered by Google. It works the same way as a search on google.com, except it only searches within the mtu.edu domain, subdomains, and sites that we manually tell Google are also owned by Michigan Tech (such as superiorideas.org or michigantechhuskies.com).

Crawling, Indexing, and Ranking

In order for webpages to show up in search results, they must be crawled by the search engine’s bot. The bot navigates pages it has already crawled and follows links to find new pages. The new pages found are added to an index that the search engine pulls results from.

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How to Collect Good Student Testimonials

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Student testimonials are vital to university marketing content. When prospective students learn about the Michigan Tech experience directly from the source, it creates a deeper emotional connection. Students getting their hands dirty, doing the work, and sharing their experiences and excitement drives potential students to see themselves doing the same thing. They really want to be at our university doing what they love to do.

How do you grab those moments to share with prospective students? Ask current students to highlight the access, opportunities, experiences, and self-improvement they’re engaged in at Michigan Tech. You can capture their perspectives in person, virtually, or even by email.

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Web Liaison Role

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Each Modern Campus CMS website is required to have at least one designated web liaison to manage the daily maintenance of the site. The liaison is the main contact for the website for suggested edits, corrections, accessibility, etc. They also manage access requests. When a liaison is not designated, the dean, department head, or chair may be contacted in their place and is able to request access and perform other roles of the liaison.

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