SEO Performance Analysis of Websites for Strategic Development A Case Study of Student Affairs Division, Mahidol University

Abstract

This study aimed to determine 1) how effective SEO is on websites; 2) what SEO’s advantages, disadvantages, and potential improvements are; and 3) how to improve SEO effectiveness through strategic development methods. Google Search Console and Google Analytics were used to gather a sample of 148,142 visitors to Mahidol University’s Student Affairs Division website between September 1, 2024, and May 31, 2025. The efficiency of keywords, organic traffic, technical SEO, On-page SEO, and Off-page SEO were the five main aspects that were analyzed in this study. Data analysis was conducted using statistics such as mean, percentage, and frequency. Standard SEO criteria were used to evaluate each area’s performance, pinpoint its advantages and disadvantages, and suggest ways to improve them. According to the findings, the website’s keywords were effective. The top keywords among the more than 1,000 that appear in Google Search are “Mahidol Scholarship” and “Mahidol Student Loan Fund”. The content’s high click-through rate (CTR), which ranges from 65.9% to 79.0%, indicates that it is in line with the search intent of the users. With regard to organic traffic performance, the website brought in 148,142 users, the majority of whom were new users, indicating that its user base is still growing and expanding through search engines. The most visited pages were the homepage, student discipline, and scholarships. The website was classified as having a Good Page Experience due to its technical SEO performance. In terms of On-page SEO, this reflected good usage of keywords, title tags, meta descriptions, and content structure management. The acquisition of 248,154 high-quality backlinks from www.mahidol.ac.th, a domain with a very high domain authority, is the Off-page SEO’s main strength and increases the website’s trustworthiness.