Search Engine Optimization

Search engine optimization (SEO) serves as a compass to guide users to find our online experiences. This section outlines key UX and marketing guidelines and highlights strategies to bolster our SEO performance and user engagement.

Incorporate relevant keywords naturally into navigation labels, calls to action and microcopy to enhance SEO without sacrificing user experience. High-quality, relevant content attracts and retains users and signals to search engines that our website is a valuable resource. Unnatural or excessive keywords feel spammy and negatively affects reader engagement and Google rankings.

Ensure that SEO optimization adds to the clarity and usability of the copy.
Use keywords that resonate with users.
- eBooks
- Educators
- Training
Use keywords prioritized in the SEO strategy/playbook.
Do not overstuff keywords or unnaturally force keywords into content.
Optimize metadata and on-page elements.

Optimizing meta data and on-page elements helps search engines understand the content and structure of your website, improving the likelihood that our content will appear in our customers’ search results.
Do
Optimize title tags, meta descriptions and URLs to accurately describe the content of each page and include relevant keywords.
Example:
- URL: https://www.cengage.com/instructors/
- Title: Instructors Browse and Search
- Meta description: Instructors browse and search Cengage catalog of textbooks and online learning platforms
Do
Use descriptive anchor text for internal and external links to provide context and improve accessibility.
Don't
Neglect on-page elements like image alt text, ARIA proprties, heading tags, and structured data markup.