On-page search engine optimization (SEO) refers to using certain kinds of content on a webpage, or formatting it in a certain way, to appeal to search engines. The goal of on-page SEO is to help a webpage rank higher on a search engine result page (SERP). By following best practices for on-page SEO for NIU websites, you can enhance the visibility of our content and create a consistent, positive experience for visitors.
Readability
When people read online, they scan for information instead of reading every word. That’s why it’s important to provide content that’s easy to read and understand. This not only aligns with NIU brand voice, but also has the benefit of improving SEO.
Users are more likely to spend time with easily readable content than dense blocks of text. When a user spends a few minutes or more on a page, it indicates to Google that the page is relevant to their search, helping it rank higher for similar searches in the future.
Readability Best Practices
- Write at a fifth through eighth grade reading level, using short sentences and paragraphs.
- Write in the second person (call the reader “you”).
- Use active voice (“you can complete the program in four years”), not passive voice (“the program can be completed in four years”).
Keywords
Keywords are words or short phrases that people are likely to use when searching. By including specific keywords on a page, you let users and search engines know it contains desired information. This encourages users to visit your page and search engines to rank it higher in search results.
Keyword Best Practices
- Determine and use keywords that best align with users’ search intent.
- Include the most important keywords toward the top of the page.
- Don’t overuse keywords. It’s more important to write easily understandable text.
Pro Tip
To appeal to local search, use variations of NIU’s location in your keywords/phrases and include them in content where they fit naturally.
Headings
Headings are like signposts that guide users through a page. They make it easy to find desired information by providing an overview of page content. In addition to their contributions to readability, headings offer opportunities to increase SEO.
Heading Best Practices
- Use simple language that gives a clear idea of the content to follow. Include keywords.
- Aim for a maximum length of four to eight words.
- Don’t use duplicate headings.
- Don’t overuse headings. Ensure they introduce substantial chunks of content.
Pro Tips
- Avoid slogan-like headings, which don’t provide enough information to be effective. Include such language in p class=”lead” or an alert class instead.
- Consider formatting headings as questions to appeal to voice search. This works best with short, intuitive questions.
Page Titles
The page title, or title tag, tells users what a webpage is about and provides context about its location within a site. If a title indicates that a page has desired information, a user is more likely to visit it. Search engines also use page titles to determine page content.
Each page in the NIU website should have a unique title to help guide users and search engines. Duplicate titles can confuse users and make it difficult for search engines to know which page to prioritize in search results.
For consistency, follow this title format: [Page Name] | [Website Name] | Northern Illinois University
Example: Fairs and Events | Career Services | Northern Illinois University
Page Title Best Practices
- Use a unique title tag for every page.
- Include keywords at the beginning of the title.
- Describe page content accurately and briefly (no more than 60 characters). Google cuts off titles that are too long.
Meta-descriptions
Meta-descriptions are the snippets of text that appear along with web addresses on search engine result pages (SERP). They give users an idea of what a page is about. If a meta-description leads a user to believe a page contains desired information, there’s a good chance they’ll visit it.
Use NIU brand voice when writing meta-descriptions:
- Address audience as “you.”
- Use a welcoming tone.
- Make every word count — use strong, compelling language.
Meta-description Best Practices
- Use a unique meta-description for every page.
- Include keywords and a call to action.
- Describe page content accurately and briefly (around 150 characters, with spaces). Google cuts off meta-descriptions that are too long.
Internal Links
Internal links are links on a page that go to other pages in the same website. They reveal more of the niu.edu domain to users and search engines. They also help establish a page’s relevance by showing its connections to other pages — and relevant content is important for SEO.
NIU websites templates include breadcrumbs and side navigation blocks, which are good sources of internal links. You can also include internal links in page content by linking buttons or snippets of text to relevant pages.
Internal Linking Best Practices
- Use internal links to nudge users to a desired action or to provide additional information.
- Write link text that is easy to understand and, as appropriate, creates a sense of urgency for a desired action.
- Don’t overuse internal links, which can hinder readability and distract users from taking a desired action.
