Skip to main content

Search Engine Optimization

Search engine optimization (SEO) helps people find content through search engines. More than 50% of users are referred to from commercial search engines.

Below are the key best practices that all pages on must follow.

Create unique, accurate page names or H1s

Accurately describe the page's content

  • Choose a name that effectively communicates the topic of the page's content.
  • Avoid using vague names, jargon, or marketing slogans.
  • Each page should have a unique name (H1), which makes it clear to users what the page is about and how the page is distinct from the others throughout the site.

Create unique title tags for each page

On, the page name (H1) is used to create the title tag for your page. Titles list the page name first. See title tag formats for below.

Corporate page: Mission and Programs | NREL

Research page: Publications | Energy Systems Integration | NREL

If the title tags uses "and" it is spelled out versus & — with R&D as an exception

Provide alt text for images and transcripts for video

Providing alt text for images and transcripts for video are best practices in ensuring Section 508 compliance and also gives search engines a text description of the visual content. Provide alt text for all images and a transcript for video and audio content to ensure words and phrases used are indexed by search engines and picked up by screen readers.

To learn more about search engine optimization, read the Moz Beginner's Guide to SEO and Google's best practices for SEO.