Search engine optimized (SEO) content

Optimizing Athabasca University’s content for search engines is essential to allow users to find us. By optimizing our on-page content for search engines, we can increase a page’s rank, and reach a wider relevant audience. Here are some SEO aspects to pay attention to when writing content for the Athabasca University website:

Write with the user in mind

Search engines provide users with a list of links that offer the most relevant content and, hence, the best user experience. Help your reader quickly complete a specific task, or offer a clear solution to a problem, by staying concise and relevant and structuring your content in a reader-friendly way.

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Naturally include keywords

Keywords are the words and phrases in our web content that enable people to find Athabasca University’s pages via search engines. To understand what your keywords could be, imagine what a Google user would have to type in the search bar to find your page.

Phrases like “online university Canada” or “accredited online degrees” are keywords that are highly relevant for Athabasca University overall, but, depending on what you are writing about, your content will likely include more specific keywords. For example, when writing content about an AU learner’s successful career after completing a social sciences master’s degree, “social sciences master’s,” “social sciences career,” or “social sciences success story” would be applicable keywords to use within the story.

The Semrush Keyword Magic Tool is a simple tool to use for keyword research, and it provides a good deal of information. Free account users can perform 10 requests per day.

Each query allows you to see broad match keywords, phrase match, exact match, related, and questions about the keywords.

To help search engines contextualize your content, there are various places to strategically incorporate keywords:

Page title

Page titles are limited to 50 to 60 characters by Google. For pages with marketing focus, include primary keyword(s) instead of page name and always include our brand name.

Option 1

Informational page deemed low priority for search ranking

Format: [Page title] | [Top navigation section name] | Athabasca University

Example: Writing online exams | Exam services support | Athabasca University

Option 2

Informational page within a folder site/subsite or top section page

Format: [Page title] | [Site name] | Athabasca University

Example: Contact us | Support Services | Athabasca University

Option 3

SEO/marketing focused page (needs to rank high on search engines for recruiting future students)

Format: [Page title or keyword] | [Site/section name or secondary keywords] | Athabasca University

Example: Leadership communications course | PowerED™ | Athabasca University

URL

Should include the keyword and be as close to the page title as possible. Keep the URL length short without losing context. Avoid filler words such as "and," "to," and "in" unless they are part of a proper taxonomy or title. 

Meta descriptions

Meta descriptions are like teasers that describe the page content in a user-enticing way.

Not only are the descriptions considered by Google for search keywords related to the page listed, the meta description is also used on other platforms:

• Internal site searches
• Social sharing previews
• Cross-page linking and aggregation of content

Here are some best practices for meta descriptions:

• Do not duplicate your meta description from page-to-page. Write something that is unique to the page, and if you don't have time, you can pull something from the page and tweak it.
• It’s recommended to keep your description to 150-160 characters. To check your character and pixel count and to see suggestions for writing a meta description, use this tool from Spotibo.
• Do your best to include keywords in your copy. Think of how a user would search for this content and use those keywords in the description.
• Be specific and interesting, no one needs a general cookie-cutter description. We are trying to help the user find what they're looking for.
• Write in first person, referring to the audience as YOU. Try to be persuasive and include an action or call to action in the writing to be as active (not passive) as possible.

Image title

Should include the keyword.

Alt text

Every image should include descriptive alt text, possibly including a keyword. This aids in accessibility as well as SEO for images contained on our site.

Headings and body copy

The main heading (H1) on a page should include the primary keyword. Including primary keywords throughout subheadings and copy can be beneficial as well. However, use with caution, as Google punishes intentional overuse of keywords, referred to as “keyword stuffing”.

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Write strong page titles and headings

Page titles appear both in search engines and when hovering over a browser’s title bar. They are the first and most important pieces of information a search engine or bot receives to interpret a page’s meaning and rank accordingly. Headings appear within the body text of the webpage, and are organized from main (H1) to subheadings (H2s, H3s, H4s and so on). Much like when writing an essay, while there may be multiple subheadings there should always only be one main heading that conveys the page’s content.

To help search engines match your content to a relevant Google user’s search term, make sure to write a page title and main heading (H1) that clearly reveals your page’s content, and includes a relevant keyword.

Example

You would like to publish a news or blog article about the advantages of online education.

Keyword(s)

Online education, online education advantages, learning online, top reasons to learn online

Page title

Advantages of online education | Blog | Athabasca University

Article main heading (H1)

The advantages of online education