Best Practices for Web Publishing

Use Relevant Keywords

• Keywords are words or phrases that people type into search engines when looking for information online. These keywords help search engines understand what your content is about and connect it to users who are searching for topics related to your website. Using the right keywords can help your site show up higher in search results, making it easier for people to find your content.
• Here’s how to use keywords effectively:
  • Page Title: Include important keywords in your page titles.
  • Headings: Use keywords in the headings to organize your content.
  • Body Copy: Mention keywords naturally in the text of your page.
  • Image and PDF File Names: Name your files with relevant keywords (e.g., “campus-building.jpg”).
  • Alt Text: Describe your images with keywords, which helps both accessibility and SEO.

*For assistance with keyword optimization and content, please contact the Web SEO Content Specialist.

Keep Text Concise and Scannable

• Web users typically skim through content, so it’s vital to write in a clear, concise manner. Make sure your content is easy to read and quickly digestible by following these tips:
  • Chunk Information: Break up long paragraphs into smaller, manageable chunks.
  • Bullet Points: Use bullet points and lists to highlight key information.
  • Be Concise: Remove unnecessary words or phrases.

Use Descriptive Filenames for Files

• Always use clear, meaningful filenames for your images and PDFs, such as “campus-view.jpg,” instead of generic names like “IMG_001.JPG.” Descriptive filenames not only improve SEO but also make it easier for users to understand the file’s content.
  • Use hyphens (e.g., “campus-view.jpg”) to separate words, not underscores.
  • Avoid including specific dates in filenames, as this can make future replacements difficult without breaking the URL.

Add Alt Text to All Images

• Alt text (alternative text) is critical for both SEO and accessibility. It provides a description of images for screen readers, helping visually impaired users understand the content. It also allows search engines to index images properly, boosting your SEO.
  • Always include an alt tag when uploading images.

Maintain Brand Consistency in Media

• Ensure that all media used on your website, from images to videos, adheres to The Citadel’s visual identity. If you need assistance with image selection, please consult the Creative Director or Graphic Designer.

Limit the Use of PDFs

• Whenever possible, avoid uploading PDFs to your website. PDFs can hinder accessibility for users relying on screen readers and negatively impact SEO. If necessary, provide alternative formats that are more accessible.

Simplify Permalinks by Removing Unnecessary Words

• The structure of permalinks (the URL Link) for pages on The Citadel’s website follows the convention where hyphens are inserted between words and small, unimportant words are removed.
  • Example: The slug for “Office of Communications and Marketing” would be “communications-marketing.”

Use Headings to Organize Content

• Headings (H1-H6) help organize your content, making it more digestible for users and easier to navigate. Well-structured headings also improve SEO by helping search engines understand the hierarchy and relevance of your content.
  • Use a single H1 tag for the main title of the page.
  • Organize your content using H2 and H3 tags for subheadings and subsections.
  • Ensure your headings are clear, descriptive and aligned with the content they represent.

Include Call to Actions (CTAs)

• CTAs are key to guiding users toward the next step. They should be clear, concise and actionable.

Add Helpful Links

• Links are a great way to connect your users to the information they are looking for. When using links, here are a few things to remember:
  • Use links strategically: Users often scan webpages for underlined or highlighted text, so include links when they lead to valuable or related content.
  • Be descriptive: Ensure link text clearly conveys where the link will take users. Avoid using generic phrases like “Click here,” which lack context and require users to read the surrounding text for clarity.
    • Example: Instead of “Click here for more information about Matriculation Day,” use “Explore Matriculation Day Details.”
  • Prioritize accessibility: Descriptive links improve usability for all visitors, including those using screen readers or assistive technologies.