Search engine optimisation (SEO): top 10 tips for content editors

  • The methods search engines use to work out how to rank pages is not public knowledge and is always changing, but there are some well-established rules that will help improve your page's searchability. Many of these are important for accessibility too.

    1. Make sure your content is relevant to your audience


    The most important method a search engine uses to work out when and where to include your page in search results is to analyse the words and other content on the page.

    Take a step back and put yourself in a user's shoes. Are you writing for the audience you want to reach? It is all too easy to slip into the language of the organisation / peers, which may not make sense to your users.

    What is best practice?

    Write your page for your audience and try to use the words or phrases you think they will be using to search for it. However, try not to over saturate your page with keywords or use the same three-word phrase throughout - not only will your page read awkwardly but search engines may think you're trying to game the system and penalise it in search rankings. 

    Search engines are becoming adept at interpreting the intent behind a search query, even if the query doesn't include the exact keyword(s) that you're focusing on. This means you can use alternative wording that still addresses your user's needs in order to avoid your page becoming repetitive.

    Overall, the most important point to consider is the value your page brings to your audience. No one is going to link to your page, or stay on it for any amount of time, unless it is well written and meets their needs.
    Read more about this on Neil Patel's blog or the Crazy Egg website.

    2. Use descriptive title tags and include the keyword / phrase you want to be found for


    The title (<title>) tag of your page is used to populate the clickable line of text that is displayed within the SERPs (Search Engine Results Pages). It is one of many important ranking factors.

    Example search result showing the page title

    This highlights to search engines the relevance of your content to a search term. Matching terms on the SERPs are highlighted in bold, which helps users determine if a particular page is what they are looking for.

    A good title tag should enhance your click-through rate from search engines, which in turn could boost your page's position in search results.

    What is best practice?

    Keep your title concise, but descriptive. If it is too long, search engines may not display all of it.

    Make sure the title of your page accurately describes your page. If you have a page describing, for example, our ceramics courses in detail, you would want to call it something like 'Ceramics courses in detail' rather than 'In detail'.

    Make sure your title is unique to an individual page. If more than one page share the same title it will be confusing to users and search engines.

    How to do this in Ektron

    The <title> and <h1> are populated from the metadata title field.

    Creating new pages

    When you create your page you will be prompted to input a title:

    Metadata fields for new pages

    Editing existing pages

    To edit the metadata title for an existing page:

    • navigate to the page in the workarea (or click the 'Properties' link from pagebuilder 'edit design' view)
    • click 'Edit'
    • click the 'Metadata' tab and edit the title field
    • click 'Save'.

    3. Use engaging meta descriptions


    A meta description provides search engines with a summary of what your page is about, and is often used as the descriptive text (snippet) that you see beneath a search engine listing.

    Example search result showing meta description

    Most advice says that this doesn't directly affect the ranking of the page. However, a good meta description could improve the click through rate to your page as it reinforces to the user that it is what they are looking for. This gives you more visits, which in turn can improve the position of the page in search results.

    What is best practice?

    The content of the meta description should reflect the content of your page, and be concise and engaging. You could consider putting likely search queries in the description so a user's query shows up in bold. Try to keep your meta description to a maximum of 150 characters so it appears in full.

    Note that the meta description may not always appear in results pages. Depending on the user's search query, search engines may instead display alternative text taken directly from your page.

    How to do this in Ektron

    The meta description is populated from the metadata description field.

    Creating new pages

    When you create your page you will be prompted to input a meta description:

    Description field when creating a new page 

    Editing existing pages

    To edit the metadata description for an existing page:

    • navigate to the page in the workarea (or click the 'Properties' link from pagebuilder 'edit design' view)
    • click 'Edit'
    • click the 'Metadata' tab and edit the description field
    • click 'Save'.

    Until recently, Ektron didn't prompt you to do this when you set up your page so it may be that some of your pages do not have a meta description.

    You can find out if any of your pages are missing their metadata using Siteimprove.

    4. Use one <h1> tag on your page and structure your content using heading tags to emphasise important content


    Your page's main heading - defined by your <h1> tag - is treated as important by search engines when they are working out what your page is about.

    It is also often the first piece of text that readers see when opening your page, and should allow readers to understand the relevance of your page at a glance.

    Sub-headings (h2 h3 etc) are also treated as important (although less so than your <h1>) and help search engines (and people) to understand the structure of your page. Make sure they are used in the correct order and are relevant and descriptive.

    What is best practice?

    The <h1> should describe the page concisely and accurately. It should ideally be the first element within the body of your page, and you should only have one <h1> on a page.

    The next level of headings should use <h2>, and headings underneath each of those should use <h3> etc. 

    Make sure you use headings appropriately - it can help to think of them as providing an outline of the key topics your page covers. This will help users to scan your page and understand the main sections of content.

    Don't overdo it - having too many headings can make it harder for users to scan your page.

    How to do this in Ektron

    Your <h1>tag is generally created automatically and matches the <title> tag of your page.

    However, you can edit your <h1>/<title> tag at a later date without impacting the page's alias.

    You will find this in the 'Metadata' tab where your page is located in the pagebuilder folder of Ektron where it's identified as 'title'.

    The title attribute of a page in Ektron

    Other levels of heading can be applied to the text in the text editor by first highlighting the text then using the styles in the format tab.

    5. Think about your site's navigation structure and write good link text


    Internal links are those that point to other pages or resources on your site. They can be valuable as they send further signals to search engines about what the page is about.

    Your site's internal link structure will tell search engines which of your pages are important. In very blunt terms, a link to a page signals to search engines that a page has some authority.

    Providing links to pages will also make it easier for search engines to find them, so this is definitely something to consider when you publish new pages that search engines have not 'seen' before.

    From the user's point of view, including relevant internal links will help them find other pages on your site.

    What is best practice?

    Make sure your site is structured logically - see Google's guidelines for detailed recommendations.

    Use Siteimprove to check for and fix broken links regularly.

    When linking to other pages on your site, make sure the link text includes key words / phrases that describe the page you are linking to. This is good practice for accessibility too.

    For example, let's say you're linking to your MA Ceramics course page (page A) from another page (page B). Page B's link text should read: "Find out more about our master's degree in ceramics" rather than "To find out more about our MA Ceramics course, click here".

    You may have several pages that cover a similar subject and share many of the same keywords (e.g. overview pages, subpages, course pages etc.). To provide further clarity to search engines about which of these pages is the most important, choose the page that you particularly want users to find in search and make sure you have relevant internal links pointing to this 'important' page.

    A more detailed explanation of internal linking strategy is on the Econsultancy website.

    How to do this in Ektron

    To create a link in Ektron's text editor, highlight the relevant text, click on the 'chain link' icon (or use 'Ctrl+k'), and paste the URL of the page you are linking to.

    6. Manage your external backlinks


    An external backlink is a link from another website to yours. Good quality backlinks are a strong indicator to search engines that people think your page is valuable and will help increase its search rankings.

    The quality of the link refers to the authority of the website providing it. For example, if you are running a DIY blog, a link from an international DIY brand's website may have a greater authority than a local homewares store.

    Links to your site from irrelevant sites can potentially harm your search ranking (or at best won't do it any good). Search engines can treat this as an attempt to game the system and penalise you for it.

    What is best practice?

    Investigate which sites link to you

    It is worthwhile taking a look at which sites link to your page and check the link / link text is relevant. This includes any sites that you are paying to list your courses on or have a profile on.

    You can also check if there are any obvious sites you are missing from, and contact the owners of those sites to request they link to you.

    There are various tools available that will do this. Google Search Console provides some information (please email if you'd like access to this). Another option with a free service is Open Site Explorer and there are various other paid for tools available.

    Make sure your link text is good

    If you have some control over how links to your pages appear on external websites, make sure they follow the best practice for internal link text (tip 5).

    For example, the international team list Brookes' pathways courses on the website in the screenshot below. The text supplied to the website owner included clear links to the pathways courses pages.

    Example of a backlink showing good link text to our website

    7. Link to other websites where appropriate


    Some SEO advice suggests linking to other sites with authority reflect well on your page.

    What is best practice?

    Think about external resources that visitors to your pages may find useful, and where appropriate create links to them. Make sure the external sites are good quality and credible, and check your Siteimprove reports regularly to check for broken links.

    How to do this in Ektron

    Follow the advice for internal link text (tip 5). 

    8. Use relevant and descriptive alt text on images


    Search engines use alt text to assess the information about images on your page. It is also important for screen readers. 

    What is best practice?

    Describe the content of the image using the 'alt' attribute.

    For example, the alternative text for this image could say 'A Brookes bus driving past our Headington Campus'.:

    A Brookes bus driving past our Headington Campus

    The code of the image tag would look like this:

    <img src="" alt="A Brookes bus driving past our Headington Campus" />

    How to do this in Ektron

    The Title of the image in Ektron is used to populate its alt attribute if you use Ektron's 'library' option to add the image to a content module. 

    You can override this by editing the source code of the content module and manually changing the text in the 'alt' attribute for the image. 

    9. Get users to stay on your page (and site)


    The length of time a user spends on your page / site is another factor used by search engines to work out how valuable your page is to users. 

    However, this isn't a straightforward 'long time on page = good' metric because the optimal length of a user's visit will depend a lot on why they are visiting the page, what it is about etc. Even so, it is worth bearing in mind when creating and managing your pages.

    What is best practice?

    There are several ways your content can encourage users to stay on your page. 

    • Structure it so it is easy to read / scan using headings, short paragraphs of text, bullets, images, videos and designed elements as appropriate.
    • Make sure it provides value for your audience (see tip 1)

    How to do this in Ektron

    Refer to the Digital standards website for resources and training on designing and structuring your pages to make them easy to use.  

      10. Check your progress


      It is important to make sure the effort you have put in is making a difference and learn where it is worthwhile doing more or changing your approach.

      What is best practice?

      To test where your pages appear in search results you can't rely on searching for yourself as results will be based on your location and search history.

      There are several online tools you can use to see where your page appears for a given search term. You can even simulate searches from other countries.

      To check one search term you could use:

      To check multiple search terms you could use:

      Before you even start making any SEO changes, you should record where your pages currently rank. Then you may want to take monthly records of where your pages rank using a spreadsheet similar to this:

      Example spreadsheet for logging your position in search results

      Remember, you may not see immediate results. It can take a while for search engines to re-check your page and find the changes you have made so be patient and be prepared to experiment with different approaches to see what works best for your page.