Content Strategy & SEO

You might notice that you cannot edit the "Page Title" or "Description" fields in the CMS. That is by design—but you still play the most important role in how your page ranks on Google.

Who controls the SEO?

Editing page properties (like Meta Titles and Descriptions) is restricted to Level 5 users and higher (the PR & Marketing Web Team) to ensure technical optimization.

However, our system relies on YOU. Our office utilizes AI tools to scan the content you write on the page, generating these titles and descriptions.

• If your content is clear, structured, and descriptive, the AI creates a high-quality search listing.

• If your content is vague or unstructured, the search results will be vague.

The bottom line: You provide the quality content; we handle the technical tag-teaming with Google.

Using Headings

Headings are not just for making text big. They are the structure of your page. Google reads your headings to understand what your page is about.

How to Add a Heading

In Modern Campus CMS, you must set headings manually:

1. Type your text (e.g., "Program Requirements").

2. Highlight the text.

3. Go to the Blocks Dropdown (second row of toolbar, usually says "Paragraph").

4. Select the Heading level you need (Heading 1, Heading 2, etc.).

The "Outline" Rule

Think of your page structure like an outline for a term paper. You must keep them in order.

• Heading 1 (H1): The Main Subject. (There should only be one H1 at the very top of the page).

• Heading 2 (H2): The major sections that fall under the main subject.

• Heading 3 (H3): Sub-topics that fall inside an H2.

What NOT to do:

• Never skip levels: Do not jump from an H2 to an H4 just because you "like the size better." This confuses screen readers and search engines.

• Do not Bold headings: Headings are already styled to be larger and darker. Bolding them makes them harder to read.

Pro Tip: Changing the Look without Breaking the Rules If you have an H3 section, but you want the text to look smaller (like an H4), you can cheat visually without breaking the code structure:

1. Set the block to Heading 3 (to keep the outline correct).

2. With the text highlighted, go to the Styles Dropdown.

3. Select the style that matches the look you want.

Writing for the Web (Scannability)

People do not read webpages like books; they scan them to find the specific answer they need.

How to make your page "Scannable"

• Chunk your content: Break large topics into smaller sections, each with its own descriptive Heading.

• Use Lists: If you are listing 3 or more items (like requirements or steps), use a Bulleted or Numbered List instead of a sentence.

• Short Paragraphs: Keep paragraphs under 3-4 sentences.

• Avoid "Walls of Text": A giant block of text is intimidating. Users will often click "Back" immediately if they see one.

Use Natural Language

Write conversationally. Avoid stiff academic jargon or internal office slang.

• The Student Test: If you call a process "Matriculation," but a new student calls it "Registering," use the word "Registering."

• Using the words your audience actually uses helps them find your page via search.

The "Duplicate Content" Trap

It is tempting to copy important info (like Tuition Rates or the Academic Calendar) and paste it onto your department's page. Please do not do this.

Why is this bad?

1. Google Penalty: Google hates duplicate content. It forces the search engine to guess which page is the "real" one, often hurting the rankings of both pages.

2. Trust Issues: If the official Tuition page updates, but you forget to update your copy, your page is now lying to students. This makes the site look unprofessional and untrustworthy.

The Solution: Instead of copying the text, write a short summary and link to the source.

• Bad: [Copying the entire tuition table onto your page]

• Good: "For the most current tuition rates and fee schedules, please visit the [Student Account Services page]."