Search Engine Optimization (SEO) is a set of technical and contextual principles working in tandem to boost your webpage's visibility on search engine result pages (SERPs). SEO involves mastering elements like keyword research, crafting compelling meta information, producing high-quality content, building a network of meaningful links, and presenting captivating images. Beyond mere ranking, effective SEO is about answering the questions your audience is posing to search engines.

On-Page SEO

Keywords

Metadata

Writing for SEO

SEO Assistance Request Form

Internal Links

Internal links are hyperlinks that connect different pages within your website. They play a crucial role in SEO by facilitating website navigation, distributing page authority, and enhancing the overall user experience, contributing to improved search engine rankings. Additionally, internal links help keep users engaged by guiding them seamlessly through relevant content, ultimately extending their stay on your website.

Backlinks

Backlinks, also known as inbound links or incoming links, are hyperlinks from external websites pointing to your site. They significantly impact SEO by serving as a vote of confidence in your content, signaling to search engines that your site is credible and authoritative. Not only do backlinks contribute to higher search engine rankings, but they also generate referral traffic and expand your online reach by connecting your website with other reputable sources across the web.

Alternative Text

Optimize your images by incorporating relevant keywords into the ALT field. Opt for distinctive visuals, steering clear of generic stock photography or clipart. Explore GVSU's extensive photo repository on the Widen Collective for a diverse range of images. Remember to maintain a balance and refrain from overwhelming your pages with unnecessary visuals.

File Names

Enhance your SEO score by recognizing that search engines analyze file names. When naming your image files, strategically incorporate researched keywords where relevant. While maintaining accuracy in describing the image, seize opportunities to creatively include a keyword or two in the file name. Consider the clarity of "welcome-student-leaders-and-friends.jpg" compared to the cryptic "asset/AC120EEE-D5E0-7F80-3AA9F4A/module/56CE4F55-D444-8BC9-EC920AF061C9-625862DFB7994205.jpg." Striking a balance between clarity and keyword inclusion can significantly impact your SEO efforts.

Optimizing Images

Pages that load swiftly receive favor from search engines, resulting in higher rankings for your site. Opting for a super high-resolution .tiff image file, while visually appealing, can extend your site's loading time by a few seconds—a delay with a significant impact on user interaction.

For online use, JPEG stands out as the most widely used and recommended image file type. Adjusting quality settings during the saving process allows you to strike a balance between compression and the required image quality. Aim for the maximum compression option that maintains the desired image quality.

In situations where image quality is paramount, PNG files closely resemble the original source images. However, it's crucial to note that PNG files tend to be larger in size than JPEG files. Considering the nearly half of your audience accessing your site on smaller mobile screens, finding the right balance between image quality and compression becomes essential.

What are Keywords and How Does Google Use Them?

Keywords serve as essential indicators for search engines like Google to understand the content and relevance of webpages. When a user initiates a search query, Google's algorithms analyze these keywords to identify and rank the most relevant pages. Pages with well-optimized and strategically placed keywords are more likely to rank higher in search results. Essentially, keywords act as the foundation of the search engine optimization (SEO) process, guiding both users and search engines to the most pertinent online content

How do I know what keywords to target?

Identifying keywords involves researching terms and phrases relevant to your content and target audience using tools like Google Keyword Planner or Ubersuggest. Consider the search volume, competition, and relevance of each keyword to your content. While targeting multiple keywords per page can broaden your reach, it's essential to maintain a clear focus on the primary topic to avoid diluting your page's relevance. 

In addition to using the tools mentioned earlier, please don't hesitate to contact the Web Team for assistance in identifying keywords suitable for your content. We can conduct comprehensive research by examining your website and competitor sites, offering a curated list of recommended keywords to guide your content strategy effectively.

Localizing Keywords

Localizing keywords for SEO on GVSU sites ensures that the institution's online presence resonates with its local community and target audience. By incorporating terms related to campus locations, academic programs, and surrounding areas, GVSU can attract prospective students, faculty, and community members who are actively seeking information about the university. This focused strategy enhances visibility in local search results, strengthens engagement with the university's stakeholders, and reinforces GVSU's position as a leading institution within its geographic region.

How and where do I use keywords?

• Start by incorporating keywords naturally into the page's meta title, meta description, and URL to signal its content to search engines.
• Sprinkle keywords organically throughout the body content, ensuring they seamlessly blend with the context.
• Utilize headers, image alt text, and internal links as additional areas to strategically insert keywords to enhance SEO performance.
• Avoid overstuffing keywords, as this can lead to a poor user experience and potential penalties from search engines.
• Prioritize creating high-quality, engaging content that serves the user's intent while leveraging keywords to bolster visibility and accessibility.

SEO Assistance Request Form

Meta Title

The meta title, or title tag, is the clickable text on a search engine results page (SERP) and serves as a user's initial interaction with your site. A well-crafted meta title significantly influences a user's decision to visit your site and directly impacts your page's SEO; if no meta title is provided, search engines may default to using the page title.

How to Edit a Meta Title in the CMS

Meta Description

A meta description is a concise summary of your webpage displayed on a search engine results page (SERP). Although it doesn't directly affect page SEO, including keywords in the meta description is crucial, as it influences a user's decision to engage with your content by providing a preview of its relevance.

How to Edit a Meta Description in the CMS  

CONTENT IS KEY

• Quality content is paramount for SEO. Ensure your content is well-written, unique, and valuable to your target audience.

PAGE URL

• When building your page, make sure that you have the primary keyword or phrase included in the URL. 

PAGE TITLE

• Include your keyword or phrase. Aim for 8-12 words (maximum of 70 characters).
• When you miss adding a meta title, Google will automatically use the page title or heading (H1) to display in search results.

PAGE CONTENT

• Aim to have at least 300 words in the content of your page, use your keywords throughout your content.
  • Ideally, find ways to naturally include your keywords in various styles: headings, paragraphs, alt image descriptions, etc. 
• Write for humans, not robots or search engines. The goal of SEO is to answer the questions that your audience is asking. The better you do that, the more people visit your page, the higher your ranking will be.
• Make sure your content is free of spelling and grammatical errors.  Keep it up to date. Search engines love fresh content (news sites, Wikipedia, or blogs often rank very high)
• Delete old pages. If you have a content item in your CMS that is no longer relevant, delete it. Just because you don't have links to it anymore doesn't mean Google can't find it.

Content Types to Increase Website Traffic Guide