Content Best Practices for SEO

Webpage titles (also called title tag or meta title) are like a headline of the webpage. These inform users what the webpage is about. Titles also signal to search engines what the page topic is and how relevant it may be to search queries.

Here are some suggestions to keep in mind when writing page titles:

• Include relevant keywords and integrate them naturally. This helps search engines understand the content on the page. 
• Prioritize the primary keyword at the start of the title.
• Avoid cramming in too many keywords. Focus on those that are most important and make sure the title reads naturally.
• Keep titles concise, informative and free of unnecessary words. Most search engines display around 50 to 60 characters in search results. 
• Optimize for mobile. Ensure the title remains clear and readable on small screens.
• Include the brand name to leverage the benefits of an established brand like Michigan State University, but prioritize clear titles over cramming in extra terms if the brand is not needed.

Best practices for images, in terms of SEO: 

• Use relevant images to break up text, provide visual appeal and improve user engagement.
• Optimize image file sizes using a tool like ImageOptim, as websites typically do not need to use an image’s highest resolution or original size. Modifying file sizes can help improve page load times, which are a factor in SEO rankings. See the image guidelines for the particular content management system, such as Sitecore XM Cloud, for more information. 
• Include descriptive alt text for images. This is a necessity for accessibility purposes. Alt text fields also provide an opportunity to use keywords for SEO benefits, but do not pack alt text with keywords to the detriment of the user experience.