UW Bothell Website

Search Engine Optimization

Search Engine Optimization

Search Engine Optimization (SEO) is the process of ensuring that a website appears high on the list of results returned by a search engine (like Google or Bing). The web team has recently contracted with an SEO vendor called D2 Creative Marketing, who most recently helped with the UW Seattle website. They will be giving the Advancement and External Relations web team and IT Web Services team suggestions on how to improve search results within the UW Bothell website as well as on various search engines.

Tips to make your webpages more SEO friendly:

  • A crawler, essentially, is a "tool" search engines use to determine which sites to display in the search results. Crawlers are programmed to look at specific features within a site and report back to the search engine which sites are the most relevant. Some features crawlers look at include the page title, page description, heading tags, and hyperlink names.
  • Key terms should be used in the Title and Headings. Think about what words users would choose to find the page and try to include those key terms in your main heading and title(s).
    Any title - 35 characters is ideal, no more than 70 total
  • Be sure to include the key terms into the copy at least once. Ensure the most important information stays above the fold (the part seen without scrolling down) and is between 150-500 words per page.
  • Ensure any vital content is available outside iFrames, JavaScript, and similar formats. Although those formats can be crawled, it is given very low importance by any search engine. This affects the webpage's rankings, which will display the pages low in the search engine results.
  • Sharing your content can increase SEO. For example, if a page was created in Kentico for an event, you can post the URL of that event page to your department's social media site; if your content is on various pages it can move up in the search engine result rankings.
    Currently Kentico does not have a specific "Share" feature
Elements and Guidelines
Page title (Heading H1) <h1>Most Important</h1>
Headings (H2-H5)

<h2>Main Sections of Page, Very Important</h2>
<h3>Sub Sections, Important </h3>
<h4>helps </h4>
          <h5>helps </h5>

Page descriptions Full sentence structure with call to action encouraging click. No more than 170 characters total and avoid ampersands (&).
Images Image filenames include key terms, alternate text should also include key term in description
URL Depth No more than 4 levels deep (best practice, not a rule). Kentico only displays 4 levels including the top level directory name.
Crawling Traps
  • Input forms (anything behind a login won't get crawled)
  • Frames (ex: iFrame)