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