You are viewing an old version of this page. View the current version.

Compare with Current View Page History

« Previous Version 3 Next »

What is Search Engine Optimization (SEO)?

Search Engine Optimization (SEO) is the process of improving a website’s visibility in search engines in order to drive more qualified traffic.

What PBS LearningMedia fields are important for SEO?

NameDefinitionExample
SlugText that appears at the end of the page URL.
Page ContentContent that appears in the body of the page.
SEO Settings (page title, description, keywords)Page information used in the search engines' ranking algorithms and displayed to users in search results and other places (like Facebook).

 

Where these fields appear in the PBS LearningMedia admin tool.  

SEO Title Tags

The Title tag is a piece of metadata on a webpage that tells users and search engines about that page.  The Title tag, along with the meta description, are also displayed when you or a user post a link to your content on social sites such as Facebook.  Therefore, it should be descriptive, specific, concise and compelling.  In addition, a well-written title tag is one of the most important “on page” ranking factors for getting visibility in search rankings. 

Description Text

The Meta Description is displayed in search results (and Facebook postings) as the page description (Figure 1).

(info) The description is not a ranking factor, but can impact click-through rates.

Tips on writing Description text

  1. When writing your meta description, be sure to make it compelling and relevant to your target keywords so people will want to click on your result.
  2. Descriptions should not exceed 155 characters in length. 
  3. Be sure your description text reads well, makes sense, and is engaging to readers.  You have one sentence to get users interested in viewing your website.
  4. Don’t duplicate your descriptions across website pages.
  5. Make an effort to add keyword(s) at the beginning of the Meta Description while still retaining a sensible sentence structure that is easy to read.
  6. Avoid using any unusual characters, unless they are included in the keywords you are using. Try to use basic text, without unnecessary symbols.
  7. Try to include your station or program name within the Description so that people will see recognizable text in search results.
  8. Always try to add in a variant of your main keywords or key phrase. Try to choose broadly used terms that people may use when searching.

Keywords

Keywords have no impact on SEO ranking and can be kept blank, however, you can add two or three phrases as a reminder of editorial intent.