SEO Tips: Creating Content That People (and Search Engines) Can Find
Good website content should be easy to find, easy to understand, and easy to use. That is where SEO (Search Engine Optimization) comes in.
The good news is that strong SEO does not require technical expertise. The most effective SEO practices are really about creating clear, organized, helpful content for your audience.
Here are some simple and effective SEO tips to keep in mind when creating or updating website content.
1. Start with a Clear Purpose
Before writing a page, think about what the page is trying to accomplish.
Ask yourself:
- What information is the user looking for?
- What question does this page answer?
- What action should visitors take after reading it?
Pages that focus on one clear topic are generally easier for both users and search engines to understand.
For example, a page focused on “Undergraduate Scholarship Deadlines” is clearer and more search-friendly than a broad page called “Student Information.”
2. Write Clear and Descriptive Titles
Your page title is one of the most important SEO elements on the page. It is often the first thing users see in search results.
Good titles should:
- Clearly describe the page content
- Include important keywords naturally
- Be concise and specific
Avoid vague titles like: Home, Resources, or Information.
Instead, aim for titles that explain exactly what users will find on the web page.
Example
- Less effective: “Residence Information”
- Better: “Applying for Residence at Carleton”
Note
Note that the SEO title can be different from the page title in the cuTheme template. In many cases, they will be the same. However, there may be situations where you want the SEO title to be more descriptive or optimized for search engines while keeping the on-page title shorter or more audience-focused.
3. Use Headings and Sub-headings to Organize Content
Headings help structure your content, make pages accessible, and make it easier for visitors to scan and read.
They also help search engines better understand the content hierarchy on a page.
In WordPress, headings should follow a logical structure:
- H1 for the page title (this is the default set in the template, you do not need to chage anything)
- H2 for main sections
- H3 for subsections within those sections
Good headings are descriptive and help users quickly locate the information they need.
Large blocks of unbroken text can be difficult to read online, so headings are especially important for longer pages.
4. Write in Plain Language
University websites serve many different audiences, including prospective students, current students, faculty, staff, researchers, alumni, and community members.
Clear, plain language improves accessibility, readability, and SEO.
Some simple ways to improve readability include:
- Using shorter sentences and paragraphs
- Avoiding jargon and acronyms where possible
- Writing in active voice
- Using bullet lists to break up information
Writing clearly helps users quickly understand information.
5. Focus on Helpful Content
Search engines prioritize content that is useful and relevant to users.
When creating content, focus on answering real questions people may have. Think about the terms and phrases your audience would naturally search for.
Helpful content often includes:
- Clear explanations
- Specific details
- Up-to-date information
- Frequently asked questions
- Links to related resources
Avoid creating pages with very little content or repeating the same information across multiple pages.
6. Use Keywords Naturally
Keywords are the words or phrases people type into search engines.
A good approach is to consider how your audience would search for information on your page.
For example, prospective students might search for:
- “graduate application deadlines”
- “campus parking permits”
- “study abroad programs”
Include important keywords naturally throughout your content, especially in:
- Page titles
- Headings
- Opening paragraphs
- Link text
- Image alt text
Avoid overusing keywords. Content should always sound clear and human.
7. Add Meaningful Links
Internal links help users discover related content and improve site navigation.
When linking to other pages:
- Use descriptive link text
- Make it clear where the link will go
Avoid generic phrases like:
- Click here
- Read more
Instead, use descriptive text such as:
- “View undergraduate admission requirements”
- “Learn more about accessibility”
This improves both usability and accessibility.
8. Optimize Images
Images can support both accessibility and SEO when used properly.
Where appropriate:
- Add descriptive alt text to images
- Use images that support the page content
- Compress large images before uploading
Alt text should briefly describe the image and its purpose. Find out more about using alt text.
9. Keep Content Updated
Outdated information can frustrate users and reduce trust in a website.
Review pages regularly to ensure:
- Dates and deadlines are current
- Contact information is accurate
- Links still work
- Add news posts
Even small updates can improve the quality and reliability of content over time.
Remember: Good SEO Supports Good User Experience
At its core, SEO is about helping people find and understand information.
Creating clear, organized, accessible, and useful content benefits everyone:
- Website visitors
- Search engines
- Content creators
Small improvements, such as clearer headings, better titles, and simpler language, can make a significant difference in how effectively content performs online.
When creating content, focus first on helping your audience. Strong SEO will follow naturally.