If content is relevant, rich, and connected to related content, search engines bring it to the top of search listings. Think of top keywords people will associate with your content and what questions would be answered after reading it. Use those keywords to optimize your titles, headlines, meta titles, and tags.

Another effective SEO strategy is to include links to other content–both internal (within the Northeastern website) and external (to sites outside the university). But only do so if the links are truly relevant. In general, it’s best not to overpopulate your content with links.

Images are searchable. If the content contains images, make sure you include metadata with them. Don’t just drop them into your CMS. On the website back-end, you will have a way to give images a description, a caption, and a title tag. Use those options. Make sure you give them a descriptive file name like “CuteNortheasternHuskyPuppy.jpg” instead of “dog1.jpg.”

As a general rule, don’t let SEO parameters bog down your content. Here are some tips on how to be most effective when writing for the web:

Focus on long tail keywords that support your organization and content goal. You want to attract a specific audience using multiple descriptors, not just general terms. Be more descriptive with keywords. Use “university with co-op program in engineering” rather than just “university with co-op.”

Make use of geographically relevant SEO. For example, use the keyword “co-op university in Boston.”

Link to more high-level pages, rather than other pages that are buried in a website. There are exceptions to this when using links as a citation.

Optimize your content for a mobile experience by being concise and organized. Be sure that both the visual and text content are easy to digest on any device.

Avoid linking to external websites too often. Doing so takes the reader away from your content (and brand) and delivers them to another website (brand). If you do send people off-site, make it easy for them to get back.

Beware of stuffing keywords into your stories and webpages. Best practice is to include keywords naturally throughout the content and in the most relevant places (headlines, subheads, and first paragraphs).

Move beyond just words. Downloads, images, and videos play a valuable role and add SEO points to your pages.

Avoid keywords that mislead audiences searching for specific content. Your content should have a purpose and deliver on it.