Meta data exists "behind the scenes" on a website and most people don't realize it's there.


However, meta data is critical because it's helps search engines find your pages and makes a webpage more accessible.


Page Title


Webpage titles are used in several ways:

  • Appear in the title bar of a web browser window
  • Appear as the hyperlinked text in search results
  • Displayed as labels when pages are saved in browser favorites or bookmarks
  • Displayed as labels to create the history list that shows users their recently visited pages
  • Factored into search engine rankings

Expectations for Page Titles


Each page should have a unique title and contain keywords when possible


A unique, keyword-rich page title increases the chances that people will find that specific page at the top of their search results list.


Titles follow this format: Page Name | Winona State University 


Titles should be between 35-65 characters


If a title is longer than 65 characters, it will get cut off in the entry on a search results page. This makes it harder for people to understand what the page is about and decide whether it's worth their time to visit the page.


If a title is shorter than 35 characters, it will not provide much SEO value and the lack of description may hinder people looking for information.


Page titles should match the breadcrumb and reflect the URL name


Humans and search engine bots both appreciate matching page titles, breadcrumbs, and URLs. It shows consistency and reinforces the relevance of keywords.


Titles should accurately and succinctly describe the information provided on the page


Misleading page titles are frustrating to people who clicked on a link in the search results or from another webpage looking for specific information. 


If they don't find the answers they expected, they will have a bad impression of WSU. Similarly, search engine bots will penalize a webpage if the page title doesn't connect to the content.


Meta Description


A meta description is a brief and concise summary of a page's content. They are used by search engines and may appear in search results. If meta descriptions are not entered properly, it's a missed opportunity for easy SEO. 


In WordPress, the meta description text is used for as the page excerpt as well. The page excerpt is shown in our site search results page. 


Expectations for Meta Descriptions

  • Each page has a unique meta description
  • Meta description is written in one or more grammatically correct sentences
  • Meta description is between 80-160 characters
  • Meta description must contain the phrase "WSU" 
  • Other relevant keywords should also be used when possible


Page URL


A URL is the address of webpage (https://www.winona.edu for instance). People can see a webpage's URL in search results and in the address bar of their browser when they visit the webpage.


When properly named, URLs help site searchability, navigation and audience comprehension. It also helps boost credibility when users can see and understand what a webpage is about before ever reaching it.


Expectations for URLs


URLs should incorporate keywords that directly reflect the meaning and purpose of the webpage


Put important keywords first without disturbing the meaning and intent of the webpage. Ultimately, URLs should always semantically make sense.


Avoid numbers, dates, abbreviations, jargon, and nonsensical mash-up words


Search engines struggle with indexing URLs that contain abbreviations and nonsensical words. Numbers and dates dilute the overall value of other keywords and the webpage will not be optimized as you update the content in the future.


Do: www.winona.edu/financial-aid

Don't: www.winona.edu/finaid


Do: https://www.winona.edu/advising/registration-day

Don't: https://www.winona.edu/advising/2022-registration-day


Use hyphens to separate up to 5 keywords in the URL


Do not use underscores, plus signs, periods, spaces or run words together.


Hyphens help with readability for humans and signal keywords to search engine bots.


However, too many hyphens and keywords make a URL are appear “spammy” and can hurt SEO efforts. Plus, it's easier for people remember or write down a shorter URL.


Do not use case-sensitive names. All URLs should be lowercase.


Uppercase letters in the URL cause difficulties in some browsers and users could receive a "Page Not Found" 404 error.


Featured Image


Each webpage must have a featured image assigned. Featured images are shown in the search results and when a link is shared on social media and messaging apps.


Choose an image from the page as the featured image. If a page has no images, choose a relevant image from the Media Library.