While Google Scholar is useful to find reliable research sources, it is increasingly used also to evaluate the academic output of individuals and higher education institutions. For an article published in 2013, the author investigated the criteria utilized by eight prominent higher education ranking organizations. Online factors, providing data that are convenient and economical to gather, such as the number of pages found by Google in a university’s domain on the open Web, were found to play an increasing role in the ranking criteria. When institutions, particularly in Japan, punch below their weight in national and international rankings, they could benefit from optimization strategies to align their Web presence with the algorithms by which their academic output is measured. Moreover, Google Scholar has the added dimension of data on individual authors who can, in the aggregate, contribute to the ranking of their institutions. Citations in particular, the gold standard of peer recognition, are utilized in rankings as counted by Google Scholar, but its automatic algorithms may find only a fraction of the citations to individuals’ publications. To remedy what individuals can affect, certain online formats and campus research repositories are recommended, while each individual author can develop a Google Scholar Profile for fuller recognition. The presenter has observed how new additions to a campus repository soon result in an uptick of citations found by Google Scholar. Participants will thus learn how to customize Google Scholar Profiles and other optimization strategies to raise their academic profile and that of their institutions.