What is Search Engine Optimization and Why is it Essential?

Seo tips for University website editors

June 29, 2020 |

SEO_Website.jpg

University website editors, looking to target the right audience and increase your web page’s discoverability? Make sure to grasp the basics of search engine optimization (SEO) for increased website ranking.


SEO, or search engine optimization, increases the visibility of your website and attracts traffic. Search engine optimization helps to keep the web page relevant to the target audience and increase availability. When browsing, most will not go further than the first page that shows up on Google, so advancing your SEO and keeping it up to date is important for the website’s success.

Top SEO Tips:

  • Use keywords in your content: use your website’s theme-related words in the header, image names, and URL. Using keywords throughout your website will improve the web page’s find-ability.
  • Be descriptive: when entering keywords in your metadata, be as detailed as possible.
  • Check the URL: ensure the page's URL matches the title of the page. Though short URLs may be appealing to the eye, longer and more descriptive URLs are actually better for SEO. For marketing use, a shortened URL can be made.
  • Keep your content fresh: schedule time to refresh your website’s content and keep it up to date.

Learn more about web writing and ways to enhance SEO by watching our pre-recorded webinar.

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