Skip to main content

SEO and Metadata

Use these guidelines to boost your page’s ranking in organic search results. 

Unlike print materials, writing for websites has additional layers, some of which are involve “invisible” yet important information.

Follow these best practices to ensure your page deploys the strongest possible SEO strategy, remains accessible to all audiences, and maintains a highly engaging user experience.

Search Engine Optimization (SEO) 101

SEO Keyword Guidelines

SEO keywords are the words and phrases in your web content that make it possible for users to find your site via online searches. Identifying and using the right keywords ensures we are attracting the audiences we want and helping those audiences find the content they seek.

Walk in the user’s shoes when choosing keywords.

  • Keywords should match how people search for information online - typically short, quick phrases that may or may not be grammatically correct.
  • For example, “Penn Carey Law’s acceptance rate” is better than “University of Pennsylvania Carey Law School rate of acceptance.”

Use keywords in important parts of a page.

It’s extremely important to place keywords in a page’s Title tag, Url slug, and H1 (primary header).

Choose one primary and 2-3 secondary keywords.

  • A primary keyword should be most directly related to the overall content on the page.
  • Secondary keywords should be permutations of or tangentially related to the primary keyword.

Webpage Metadata Guidelines

Metadata is information that does not appear on the page but which search engines use to index a website’s content. Metadata must be completed for all new pages created and should follow these important guidelines.

 Calls-to-action (CTAs) Guidelines

Calls-to-action (CTAs) should always be added to articles. Despite their brevity, calls-to-action are enormously important to the success of our website. Use the following guidelines when writing CTAs to ensure they are consistent and effective.