If content is relevant, rich, and connected to other 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.

Other effective SEO strategies involve including links—to both internal (within the Northeastern website) and external (to sites outside the university)—within the body of the content. 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 supports your organization and content goal. You want to attract a specific audience using multiple descriptors, not just general terms. For example, use “university with co-op program in engineering” rather than “university.”

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

Link to more top-of-funnel 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 properties too often. Doing so takes the reader away from your content (and brand) and 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 web pages. 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 video 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.