Search Engine Optimization (SEO) Tips & Resources

SEO tutorial

For more, view or download our SEO tutorial with visuals and examples.

Search Engine Optimization (SEO) is the act of improving your website in order to attract more visitors and boost search engine results.

Practicing good SEO will make more search-friendly, helping visitors find the information that they need quickly and easily. Getting people engaged will drive them to do more business with Emerson, such as apply for admission, donate money, look for jobs at the College, and more. 

Your Audience

When writing content for your webpages, keep your audience in mind. Think of what a person might type into a search bar, and use these descriptive keywords on your pages. Write engaging copy and with clarity, and be as succinct as possible. If a person can understand your webpage, so can a search engine!

How Search Engines Work

Search engines, like Google and Yahoo!, try to find the results that are the most relevant to whatever you’re searching for. Search engines are even able to recognize related terms that might be relevant to your search (for example, if you’re searching for “dog crates,” you might also see results for “pet carriers”).

SEO Basics

  • Write to your audience, not what you think search engines will be looking for.
  • Write short page titles for search-friendly URLs.
  • Link to related pages instead of repeating the same content on multiple pages.
  • Cut down on page length whenever possible as web readers skim large blocks of text.
  • Supplement text with other types of visually appealing content, such as images and videos.
  • Maintain your pages regularly. Keep content up-to-date and relevant.
  • Use proper grammar; you can check with our Editorial Style Guide


  • Use headings to break up content, making it easier to read.
  • Only use bold and italics on important keywords or phrases.


  • Make sure content has your important keywords within the text.
  • Find related keywords and make sure they are on the page, especially close to the title and headings.


  • Optimize Link Text: Use action words, not unnecessary words. The text you're linking from should be descriptive of whatever you're linking to.
  • Link Titles: For every link on each page, add an advisory title, as you do with images.


  • Optimize Images For SEO - Search engines cannot "see" images. They can only read text, which is why images should have:
  • Descriptive filenames: Image file names need to be descriptive of what the picture is an image of.

  • Alt text and advisory title: These should both describe the image.

Social Media

  • If you've got it, use it! People won't necessarily find your pages on their own. If you have social media accounts for your department, get the word out and promote your pages to increase website traffic.