Writing for Search Engines
Meta-DataMeta-data describes the who, what, where, when and how, of your content. Metadata may include heading/title, summary/description, author name, date of publication, subject, and keywords.
When you prepare a page, fill in the box titled 'meta-data' because those are the words and phrases that show up in a search engine listing. Meta-data helps users decide whether your page is the right page for them to visit.
Here is meta-data from the Alumni Web site:
<meta name="keywords" content="Alumni, Northeastern Alumni Association, NU, alumni directory, Northeastern University, Northeastern alumni">
Here is how the page appears on a Google search:
Meta-data affects search engine rankings, but ultimately it's your wording that counts. Use the same key phrases to emphasize your point.
Consider the following passage:
Register for a free Alumni Association card and take advantage of our many alumni benefits. Unlike other universities that charge annual membership fees, NU includes all graduates in its Alumni Association free of charge. Free admission to select Alumni Association events, discounted tickets to University performances, and alumni-only pre-game parties are just some of the benefits you'll enjoy.
Remember also that emphasized text, like headlines, sub headlines and boldface, are considered important coding properties for search engines.
Consider the following passage:
Join thousands of NU graduates and take advantage of alumni benefits and services.
Making "Alumni benefits and services" a link will get a search engine's attention.
Exercise
Writing for Search Engines
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