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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.
  • 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.
  • Utilize metadata but not for SEO
    • Metadata field is the description that shows up in gray when you do a Google search.

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