SEO Cheat Sheet - Graduate Center, CUNY

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SEO Cheat Sheet

Goal Search engine optimization (SEO) makes your webpage the most appealing to search engines, thereby improving your search engine rankings. SEO is a free way to garner more relevant traffic to your website.

Keywords Keywords are the words or phrases that people might search for to find your site. For example, you might target the keyword phrase "english doctoral program nyc" so people are more likely to find the GC's Ph.D. program in English page.

Determine the keywords (or keyword phrases) you want to target by:

- Think like your page visitors ? what are they searching for? - Manually cull keywords based on your webpage ? how would you describe the information on your

page? - Check out your competitors' sites - Look at possible keywords' popularity (using a tool like Google Trends or Ubersuggest) ? you do not

want a keyword that is too popular or it gets diluted, but you also do not want a keyword that is not popular at all; look for a keyword that ranks high in search volume but is not too competitive

Target a few keywords/phrases per page. The keywords you decide upon should be:

- Extremely relevant to your page - Frequently searched for but not overused by competitors - Powerful enough to draw people in - Be relevant to your page

On Page SEO Incorporate the keyword into your content without "stuffing" it into your content. Google will recognize if you are just trying to mention your keyword as many times as possible ? instead try to seamlessly integrate it into your content. Your content needs to be relevant or Google will quickly learn that it is unrelated and lower your ranking accordingly making it harder for search engine users to find your page. Content must address the intent of keyword searchers.

A few ways to incorporate keywords:

- Include in your page Title and URL

o In Kentico, when you create a page, you give it a "Page name" which is the Title, and the title is automatically part of the URL (with the exception of news/event/policies & procedure items, due to the use of "Detail" pages).

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- Include in your image file names and "alt" tags o In Kentico, when you add an image (or edit an image already on the page), you can include an "Alternate text"

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- Include in your headers/subheads - tags o In Kentico, you can select Heading 1, Heading 2, or Heading 3 when you are editing your text. Highlight the text you want to be a heading and select it from the "Styles" or "Format" dropdown.

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With a distinguished faculty of scholars a nd writers, a dynamic cohort of graduate students, and a n abundance of cultural resources in New York Cit y, the Ph .D. Program in English provides students w ith a stimulating environme nt in which their intellectua l interests can thrive.

I I A Wide-Ranging Curriculum

We offer ov er 50 seminars a y ear in both establ ished and emergi ng f ields- ev erything from medieval l iterature to digital hu m anities. Particular strengths of our wide- ranging curriculum include feminist, gender, and sexuality studies; crit ica l theory; poetics and a esthetics; crit ical race studies; popular culture; life w riting; a nd Composition a nd Rhetoric.

Our large faculty features prominent scholars, creative writers, biographers, cult u ral critics, d igital humani5ts, and memoirists

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We encourage our students to follow ind ividualized and interdisciplinary courses of stud y. Ma ny students take courses in other doctoral programs at the Graduate Center or complete one of t he Graduate Cent er's Certificate Programs. Th rough the lnteruniversity Doctoral Consortium, students can register for courses at such institutions as Colum bia Unive rsity, Princeton University, New York Univers ty, and Rutgers University.

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Other info to note:

- The meta "Description" tag is often used as the snippet in search results pages (160 characters) o "Description" can be viewed and altered in Kentico via the Properties > Metadata tab. It is listed as "Page description" and by default inherits the GC description. If you'd like to alter the Description, unclick Inherit and type in a new Description.

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Jraduate school. doctoral progr:1m;. master's rurn:,r;im\, n,::,w y,"lrlc nty, c?rt tJC~IP c;t11ri1P Metadata tab. It is listed as "Page keywords (separated by comma)" and by default inherits the GC keywords. If you'd like to alter the Keywords, unclick Inherit and type in a relevant Keywords.

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The Graduate Center. The City University of New York

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Page keywords: (separated by comma}

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graduate school. doctoral programs. master's programs, new york city, certificate studies.

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- Text links should be descriptive, e.g. don't use "Click here" but instead "Read about The Graduate Center's Psychology Faculty"

- Content "size" matters ? ensure you have a decent amount of copy on your page (at least 300 words is recommended) and it is all relevant to the topic at hand

- Content quality matters ? check for spelling and grammar, make your content unique and keep it current with regular updates

- Add links between pages within your site

Additional Off Page SEO

- Encourage other sites to link to your site using descriptive words/keywords as the anchor link text - Links from "trusted sites," eg .edu sites, government sites, newspapers, weigh more than from

typical sites

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