Content Strategy & SEO
A well-crafted content strategy ensures your website delivers the right message to the right audience while maximizing visibility through search engines and measurable marketing efforts.
Our team provides guidance on content strategy development and search engine optimization (SEO) best practices. We also offer tools to help you perform content audits, implement keyword optimization and campaign tracking using UTM URLs to enhance user experience, improve search rankings, and allow for reporting and measurement of digital initiatives. We are also responsible for user research that guides the look, feel and content across the university's web presence. See how the university's web presence has evolved throughout the years.
Content Strategy
A strong content strategy helps you communicate effectively while keeping your site organized, engaging and accessible.
The Web Team’s Role
We work with you to structure your website in a way that best presents your content, while reminding you to prepare content that is clear, engaging and aligned with (accessible in the university's Marcom portal). Our team will review the core pages of your website to verify that your content:
- Follows best practices for readability, organization, and accessibility.
- Engages users effectively with strong calls to action and intuitive navigation.
- Is structured for SEO, making it easier to find in search engines.
Your Role
As the content provider, you are responsible for supplying copy, images and materials for your site. While we ensure that content is optimized and structured correctly, the core voice and message come from you. Together, we’ll showcase content that resonates with your audience and drives results.
Accessibility
Ensuring your website is accessible to all users, including those with disabilities, is essential for usability and compliance.
Accessible content improves the experience for everyone by following best practices in readability, navigation, and alternative formats for media. All public-facing websites, including those at Ñý¼§Ö±²¥ State University, must comply with WCAG 2.1 standards. Prioritizing accessibility not only ensures compliance but also enhances the overall user experience.
Learn more about Accessibility
Search Engine Optimization (SEO)
Our SEO tips are designed to help your website rank higher in search engine results, driving more traffic and increasing visibility. We focus on:
- Keyword Research – Identifying relevant terms and phrases to focus on for better search visibility.
- On-Page Optimization – Improving headings, metadata, content structure and internal linking.
- Technical SEO – Ensuring site speed, mobile responsiveness and accessibility compliance.
Whether you're launching a new site or enhancing an existing one, our SEO strategies will improve your site’s discoverability and user experience, helping you reach a broader audience.
UTM URL Support
Track and analyze your marketing campaigns with customized UTM parameters.
UTMs help you measure the effectiveness of social media ads, email campaigns, web promotions and more by capturing detailed performance insights. Our team ensures your UTM tracking is set up correctly, so you can make data-driven decisions to optimize your marketing strategy. While you may find other UTM generators, the university has a standardized nomenclature, so it is important to work with us to structure them properly.