»Search Engine Optimization Best Practices and Guidelines

On-Page – factors we can control directly on the web page

Meta title (Title): 

  • Create unique, relevant titles  - we add "| Chapman University" to all page titles
  • 70 characters (with spaces) are shown in Google before truncating, but longer page titles are still indexed/read 

Meta Tags (Description):

  • Should both inform and interest viewers and be relevant to page topic
  • Used as a snippet paragraph for the page
  • 160 characters (with spaces) are shown in Google before truncating

URLs (System Name):

  • Create clear URLs with relevant words to the page
  • Keep within the folder structure Chapman CMS has put together. This helps with site navigation and breadcrumb navigation
  • Use Lowercase lettering and dashes for spaces between words
  • If URL is too long create a redirect

Keywords:

  • No longer crucial to search results, but for internal searching be descriptive about page content.
  • List no more than 10 keywords or phrases

Content

  • Create easy-to-read text with proper spelling and grammar. 
  • Embed keywords into content so it flows. No keyword padding. Make it naturally flow in the content.
  • No images for textual content.
  • Create pages that are specific to a topic. Don't try to fit a bunch of topic on one page.
  • Don't duplicate content from other pages. Each page should be relatively unique.
  • Write for the user, not for search engines.

Images

  • Create alt tags that are short and relate to page topic/keyword
  • organize in a clear file for organization. We use "_files"

 



Off-Page – outside factors like user behavior, social engagements, visitors, and other publishers 

SEO Checklist:

 1. Create a value statement for the page/section – What makes your product service different. Make sure your message in still inline with the overall University value statement

2.


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