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). 

Tips for an SEO friendly webpage:

Thanks to working with a UW vendor that specializes in SEO, we are now able to provide the following information and downloadable "primer."

  • A "crawler", basically, is used by search engines to determine which sites to display in the search results and then rank them by their relevance to the search terms.
  • Crawlers are programed 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 and similar formats. Although those formats can be crawled, it is given low importance and low rankings.
  • 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.
    • Kentico can now share blog posts to certain social media platforms - share link visible at the bottom of the blog post
Elements & Guidelines
Element Guidelines
Page title (Heading H1) <h1>Most Important</h1>
Headings (H2-H5)

All headings should be related to the heading 1

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

Page descriptions (Metadata) Full sentence structure with call to action encouraging click. No more than 170 characters total and avoid ampersands (&).
Images Include key terms in file names and alternate text
URL Levels No more than 4 levels deep (best practice) & 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)