Search Engine Optimization

This required 160-character plain text field appears in multiple places across the site and provides important context to users. It should briefly describe what the page is about, what users can expect to find, and any key actions they can take. Avoid repeating the page title or using marketing language—focus on clarity and usefulness. Keep it under 160 characters to avoid being cut off in search engine results.

The Body field is where the main content of your page lives. It plays a central role in search engine optimization (SEO) because it's where most of your keywords, links, and relevant information will appear.

To make the most of this field:

• Be clear and specific: Use language that matches what your audience is searching for. Avoid vague or overly general text.

• Incorporate keywords naturally: Include relevant terms and phrases that reflect the topic of the page, but avoid keyword stuffing.

• Use headings and subheadings: Break up content using H2s and H3s. This improves readability for users and helps search engines understand your content structure.

• Add links: Linking to related internal or external pages builds authority and improves navigation.

• Avoid fluff: Visitors can quickly tell when content lacks substance. Deliver useful, trustworthy information that answers real questions.

• Provide sufficient text-based information: Don't rely too heavily on images to convey information. Pages with a low word count are harder for search index crawlers to analyze and rank. There's no magic number, but 300 words is a good minimum to strive for.

A well-written body field increases your chances of ranking higher in search results—and keeps users engaged once they land on your page.

The URL alias determines the web address (URL) for your page. A clean, keyword-rich URL helps both users and search engines understand what the page is about. In GW Drupal, URL aliases are automatically created based on the title of the page; however, they can be modified manually using by using the URL Alias section of the sidebar panel. 

To modify the URL alias, click the Generate automatic URL alias toggle. The URL Alias text box will then turn white, allowing you to edit the text within.

Image

Best practices for setting a URL alias:

• Use plain language and keywords: Include relevant terms that reflect the page topic (e.g., /financial-aid/resources instead of /node/123 or /office-info).

• Avoid unnecessary words: Keep it short and focused. No need to include articles like "the" or "a."

• Use hyphens, not underscores: Hyphens improve readability and are preferred by search engines.

• Match the title, when appropriate: The URL should closely reflect the page title, but can be shorter if needed.

A clear and concise URL helps with SEO, improves user trust, and makes your content easier to share and link to.

Images enhance the visual appeal of your content, but they also impact SEO and accessibility.

To use images effectively:

• Add descriptive alternative text (alt text): This helps screen readers convey image content to users with visual impairments and provides context for search engines. Making your pages more accessible can also increase their rankings. Be specific and avoid repeating the page title or using phrases like "image of."

• Use meaningful filenames: Rename files before uploading (e.g., financial-aid-guide.jpg instead of IMG_1234.jpg) to give search engines more context.

• Compress for performance: Smaller file sizes help your pages load faster, which improves SEO and user experience.

• Use relevant visuals: Choose images that support the content and help convey your message clearly.

• Avoid decorative clutter: Unnecessary or overly stylized images can distract users and dilute your page’s clarity.

• Balance the use of images with text. Too little text on the page may result in poor ranking, as there won't be enough information for search engine crawlers to analyze and rank

Well-optimized images improve your site's accessibility, increase page engagement, and contribute to better search rankings.

Proper navigation structure and breadcrumbs improve usability and help search engines understand how your site is organized.

Navigation

Adding your page to the site’s main or sidebar sub-navigation menu ensures it’s easy for users to find and signals to search engines that the content is part of your site’s hierarchy. Pages not linked in navigation are harder to discover—for both users and search engines.

Breadcrumbs

Breadcrumbs appear near the top of a page and show users where they are in your site structure (e.g., Home > Academics > Financial Aid). They:

• Help users navigate back through the site easily

• Reinforce site structure for search engines

• Can appear in search results, improving visibility

To support SEO and user experience, always place important pages in the navigation and ensure breadcrumbs reflect your site’s logical structure.

Adding clear dates and locations can help users and search engines find your content more easily. This applies especially to the Article and Event content types, which both have date and location fields.

Dates

Including structured dates (like event or publish dates) improves SEO by:

• Signaling freshness to search engines
• Appearing in search results as rich snippets
• Helping users find timely content

Locations

Mentioning locations boosts local SEO and helps your content show up in searches like “events in DC.” The more precisely you communicate where something is happening, the more likely it is to show up for users nearby.