Search Engine Optimization (SEO)

/ Tags: Creating, Google, Bing, Properties, SEO, Search Engine Optimization, Search Ranking

What is SEO?

SEO stands for Search Engine Optimization. SEO is the process of optimizing a website's technical configuration, content relevance and link popularity to improve page ranking and speed for search engines. SEO allows web pages to become easily findable, more relevant and align with users鈥� search inquiries, resulting in a better user experience.

What is Metadata?

Metadata is unseen HTML code on a webpage that directly communicates and clarifies website information for search engines. Metadata is critical in effective search engine optimization (SEO) as it informs search engines about the content of a page.

The title tag and meta description are the information that is typically shown on a Google search result.

Title tags should not exceed 60 characters.
Meta descriptions should not exceed 155 characters.

If you do exceed the character limits, the text beyond the allowable count is truncated.

SEO Keyword Research

Keyword research is used to discover keywords related to your page. Keywords should align with user search terms. Identifying keywords and implementing them in your title tag, meta description, headings and content are some of the most important elements of SEO.

Without proper keywords in your metadata, headings and content, it will be difficult for search engines to determine your page content and therefore, the page will not be served in search results. Google recognizes when proper keywords are used and rewards your site by increasing page search rankings.

Use Google Trends to determine which keywords are searched more than others.

How to Apply Metadescription and Title to Your Pages in Modern Campus Omni CMS

Make sure the page is checked out.
Navigate to the Properties tab
Then, click 鈥減arameters,鈥� and the title tag and meta description fields will appear.
Enter a title with no more than 60 characters. Add a pipe 鈥渱鈥� to seperate the title name.
Enter a meta description that includes 2-3 relevant keywords determined by keyword research.

Title Tag Examples

The title tag is the highlighted text separated by a pipe 鈥渱鈥�

Title tag example in Google

1. Top-Level

A top-level web page is a subfolder that exists off the root domain.

www.fgcu.edu/about/
Title: 蘑菇TV | 蘑菇TV

/cob/
Title: Lutgert College of Business | 蘑菇TV

College and department homepages fall under this category.

2. University Specific

A university-specific web page is any web page that contains branded content about the university.

/about/accreditation
Title: Accreditation | 蘑菇TV

www.fgcu.edu/advancement/waystogive/givenow
Title: Give Now | 蘑菇TV

3. Entity Specific

An entity-specific web page is any web page that contains branded content about an entity at the university. 蘑菇TV should not be used in these examples.

/cob/about/
Title: 蘑菇TV Us | Lutgert College of Business

/cob/giving/
Title: Giving | Lutgert College of Business

/cob/institutes-and-initiatives/
Title: Institutes and Initiatives | Lutgert College of Business

Sub-pages of colleges and departments fall under this category.

4. Non-Branded

A non-branded web page is any web page that has an opportunity to rank for competitive keywords in the search engine.

www.fgcu.edu/graduatestudies/degreesandprograms
Title: Degrees and Programs | 蘑菇TV

www.fgcu.edu/cob/programs/mba
Title: Lutgert College of Business | 蘑菇TV

/cob/programs/fin-econ/economics-minor
Title: Minor in Economics | 蘑菇TV

Degree pages and other university competitive pages fall under this category.

Meta-description Examples

Meta description example Meta-description example in Google

Keywords examples are underlined for what users may want to search to discover the pages.

The Water School Homepage:

The Water School is uniquely positioned in Southwest Florida to learn about water-based issues with our undergraduate and graduate degree students at 蘑菇TV.

University Marketing & Communications:

蘑菇TV University Marketing and Communications supports the objectives of the University and engages the 蘑菇TV community through print, digital and media channels.

蘑菇TV 蘑菇TV:

蘑菇TV is located in Southwest Florida and opened in 1997. The University offers more than 95 degree programs with over 40,000 alums.

Note: A well-formed Metadescription contains 2-3 keywords, 155 Characters max.
Google will cut any descriptions above 155 characters.