Writing for search engine optimization (SEO) means knowing how to use keywords, header styles, page titles and meta descriptions effectively. Our resources will introduce you to the basics.
Search engine optimization (SEO) is the practice of increasing the quantity and quality of website traffic through non-paid—or “organic”—search engine results. Despite common misconceptions, SEO is not an area reserved for technical experts. Web editors and contributors can make an impact on SEO by learning how to write for search engines and users alike.
Our workshop and reference sheet resource will provide you with an overview of basic search engine functionality as well as fundamental SEO writing best practices to use throughout your site, including guidance on:
- Titles
- Meta descriptions
- Heading structures
- Image alternative text and file names
- Hyperlinks
You’ll also learn how to perform basic keyword research and optimal crosslinking that will encourage engagement and signal high-value pages to search engines.
Improving SEO with Siteimprove
All users of the YaleSites platform have access to Siteimprove, a usability and web analytics tool. All new sites are launched with the code needed to add a site to Siteimprove upon request, so we recommend setting this up as soon as your site is ready to launch.
To request your site be added, simply send an email to yalesites@yale.edu, making sure to mention Siteimprove in the subject line, detailing which site to add and which user(s) will need to be able to view its data. In order to be granted access to a site’s data, a user must first log into Siteimprove for the first time to activate their account. Yale users can log in with their university credentials at siteimprove.yale.edu.
Using Siteimprove’s SEO Tools
Siteimprove offers a variety of SEO tools, which you can find in the “SEO” section of the main navigation. On the “SEO Overview” page, you can view a scored evaluation of your site’s SEO (out of 100), along with a list of things you can fix to improve your score, issues you’ve already fixed, and a historical evaluation of your site’s search performance.
Not sure how to interpret the information Siteimprove provides, or unsure of how to act on it? Click the Question Mark button and navigate to the “Help Center” section to search through Siteimprove’s extensive help documentation on how to use their software. You can also access the Siteimprove help center outside of the application on the Siteimprove website.