Search Engine Optimization

Your Search Engine Ranking

Search Engine Optimization is also known as SEO.
You want to rank highest in search engines like Google, Bing, Yahoo, etc.
Utilize metadata to help with our SEO ranking.
- Metadata field is the description that shows up in gray when you do a Google search. It should be the length of a tweet and use marketing text that will incline viewers to click on the page and continue their user-journey.
- Learn more about Inserting Meta Descriptions and Keywords.
Think about how a user will actually search, what words and terms will they use – Google Keyword Planner (cybersecurity or cyber security)
Use unique page names when possible, everyone has a Contact Us or About Us. Instead, use specific page names (About the History Department instead of About Us)
Avoid redundant content/redundant page titles which divides search traffic and confuses users
Link to official sources of information rather than replicating it, i.e. Admissions requirements, directions to campus, etc.
Avoid FAQs which create redundant content (and are a list of "not my question")
- Find a 'home' for each FAQ within your current information architecture or create a new page.
Use keywords in headings, subheadings, and link names
- Search bots crawl pages in order of priority: page title, subheaders, and hyperlinks.
Don’t have to optimize for Fordham but include some key info
Create pages that aren’t too short, not too long. 300-700 words.