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Search Engine Optimization (SEO)

Contact Info

Adam Sapp

Web Manager

It’s Not About Tricks, It’s About Great Content

Search engines like Google reward authentic, well-written content that answers user needs, not keyword stuffing or shortcuts.
Your goal is to create clear, useful, and accurate information that reflects Georgia Southern’s mission and helps users find what they need quickly.

When developing or editing content, always ask:

  • Who is my audience?
  • What do they need to know?
  • How can I make this information easy to read and understand?

For more guidance, visit Writing for the Web.

Understanding Keywords

Keywords are the words or phrases people type into search engines to find your content.
Your goal is to identify what users might search for and naturally include those words in your page copy.

Example:
If you manage content for the Department of English, someone might search for:

  • english degree at georgia southern
  • english major in georgia
  • online english degree georgia southern

Avoid keyword overload. Write for people first. Search engines recognize context and relevance, not repetition.

Poor Example (Keyword Stuffing)

Small business CRM software can help small businesses improve small business sales and small business operations.

Better Example

Customer relationship management (CRM) tools help small businesses organize customer data and improve communication.

How to Find Good Keywords

Use free research tools such as:

Think like your audience. Be specific. Instead of “programs,” use “bachelor’s programs in computer science at Georgia Southern.” Searchers often include details such as location or degree type, so specificity improves visibility.

Using Keywords Effectively

Once you have identified your keywords:

  • Use them in page titles, headings, and opening paragraphs.
  • Add them to link text, such as “Learn more about nursing programs.”
  • Include them in image alt text and captions.
  • Write clear meta descriptions (about 155 characters).
  • Add relevant multimedia to keep users engaged, which can support SEO.

Sharing Content to Build Reach

Search visibility improves when content is shared and linked from trusted platforms.
Encourage your department or division to share web content on official channels:

  • Facebook for departmental news or events
  • Instagram for visual storytelling
  • X (formerly Twitter) or LinkedIn for academic or professional updates

Active, regularly shared content signals to search engines that your pages are relevant and credible.

SEO in Georgia Southern WordPress Sites

Metadata

Each WordPress page title automatically follows the university format:

Page Title – Unit Name – Georgia Southern University (Georgia Southern University is automatically added, your H1 only needs to include Page Title – Unit Name. Do NOT duplicate Georgia Southern University in the H1)

You can customize your page description in the “Excerpt” or “Yoast SEO” field.
If left blank, WordPress will use the first sentence of your content, which can cause problems if your page begins with menus or tables.

Tip: Always write a short summary of your page (1–2 sentences, under 160 characters).

Page URLs

Your page URL (slug) is created from the title, but you can edit it. Keep URLs:

  • Short and descriptive (for example, /faculty-resources/ rather than /resources-for-faculty-members-and-administrators/)
  • Lowercase and separated by hyphens
  • Consistent once published to prevent broken links

Accessibility & SEO Work Together

Accessible content is search-friendly content. Follow these practices:

  • Use proper heading structure (H1, H2, H3).
  • Include descriptive alt text for images.
  • Avoid vague link text like “click here.”
  • Ensure all links and buttons make sense out of context.
  • Maintain readable color contrast and legible font size.

Maintaining Content & Monitoring Performance

SEO is an ongoing process. To maintain visibility and user trust:

  • Review content each semester.
  • Remove outdated files and PDFs.
  • Use Siteimprove reports to correct broken links and spelling errors.
  • Monitor traffic and engagement in Google Analytics 4 (GA4) or University dashboards.

Regular updates help both users and search engines view your site as active and reliable.

Quick Checklist for Every Page

  • Clear, descriptive title and meta description
  • Well-structured headings and keyword use
  • Accurate alt text for all images
  • Internal links to related content
  • Current, mobile-friendly layout

Need Help?

For SEO or content assistance, contact the University Web Team through the Web Support Request Form. Requests are reviewed in the order received. Please allow at least two business days for a response.