{"id":526,"date":"2022-10-25T08:32:10","date_gmt":"2022-10-25T12:32:10","guid":{"rendered":"https:\/\/www.rochester.edu\/communications\/?page_id=526"},"modified":"2025-11-14T15:25:12","modified_gmt":"2025-11-14T20:25:12","slug":"web-seo","status":"publish","type":"page","link":"https:\/\/www.rochester.edu\/communications\/resources\/web-seo\/","title":{"rendered":"Digital resources"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":6,"featured_media":0,"parent":466,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":"","_members_access_role":[],"_members_access_error":""},"class_list":["post-526","page","type-page","status-publish","hentry"],"acf":{"lead_in":"","display_title":"Digital strategy resources","subtitle":"Training, tips, and best practice guides for creating memorable and accessible digital experiences at the University of Rochester","call_to_action":"","hero_image_placement":"full_image","hero_media":"video","hero_pattern_option":"","hero_video":25162,"hero_image_landing":"","hero_image_landing_two":"","hero_image_landing_three":"","content_modules":[{"acf_fc_layout":"table_of_contents","anchor_id":"","css_classes":"","title":"

Create digital experiences that bring URochester to life<\/h2>","content":"This collection of resources is here to empower you with everything you need to design, manage, and optimize impactful digital projects. Whether you\u2019re building a new website, refining your content strategy, or ensuring accessibility, these tools are tailored to meet the unique needs of the University of Rochester community. From customizable website templates to in-depth training materials, you\u2019ll find practical tips and proven best practices to help you deliver professional, inclusive, and on-brand digital experiences.","bg_color":"#ffffff","layout":"standard_width","image":"","call_to_action":"","aceppted_headings":["h2"],"ignored_headings":"Getting started on a digital project?"},{"acf_fc_layout":"media_text_new","anchor":"","class":"","overline":"Website template","title":"

University WordPress Theme: Rochester Core<\/h2>","content":"Rochester Core is the University's primary WordPress theme. Built and maintained by University Marketing and Communications, the theme consists of customizable component blocks that can be used to share content with audiences in an accessible, on-brand way.\r\n\r\nExplore the Rochester Core WordPress theme in action. Access sample executions, demo components, and comprehensive training guides to create stunning, on-brand websites.","cta":{"title":"Discover Rochester Core","url":"https:\/\/www.rochester.edu\/communications\/resources\/web-seo\/wordpress-theme\/","target":""},"bg":"#f4f4f4","type":"image","image":26842,"embed":"","video":"","layout":"right","animation":"animation-false"},{"acf_fc_layout":"card_grid","anchor":"","css_class":"max-text-center","title":"","description":"

Training and resources<\/h2>\r\nUniversity Marketing and Communications has created training courses in the University's learning management system, MyPath<\/a>. We highly recommend completing each course before working on a University WordPress website.","background_color":"#FFFFFF","width":"width-large","columns":"2","cards":[{"card_title":"

WordPress administration and Rochester Core<\/p>","card_text":"Learn how to effectively use Rochester Core\u2019s components to build, style, and optimize pages in WordPress.\r\n\r\nSearch \u201cWordPress Administration\u201d in MyPath<\/a>\u00a0to get started. Check out the instruction guides<\/a> for each component.","card_background_color":"#f4f4f4","card_hover_color":"transparent","card_link":"","card_hover_arrow":"","card_image":"","card_image_size":"image_thumbnail","card_image_placement":"image_left","card_image_hover_state":"hover_fade","card_image_link":""},{"card_title":"

Digital accessibility for content creators<\/p>","card_text":"Learn the importance of digital accessibility and gain the essential knowledge to make your digital content accessible.\r\n\r\nSearch \u201cDigital Accessibility\u201d in MyPath<\/a>\u00a0to get started.","card_background_color":"#f4f4f4","card_hover_color":"transparent","card_link":"","card_hover_arrow":"","card_image":"","card_image_size":"","card_image_placement":"","card_image_hover_state":"hover_fade","card_image_link":""}]},{"acf_fc_layout":"media_text_new","anchor":"","class":"","overline":"Five for five: Tips for digital","title":"

Getting started on a digital project?<\/h2>","content":"We've compiled five tips for each of the five areas you need to consider when starting a new web project: content strategy, writing for the web, user experience, digital accessibility, search engine optimization, and analytics.<\/strong>","cta":{"title":"Review the tips","url":"#tips","target":""},"bg":"#ffc70a","type":"image","image":25122,"embed":"","video":"","layout":"left","animation":"animation-false"},{"acf_fc_layout":"card_grid","anchor":"","css_class":"","title":"

Getting started<\/p>\r\n\r\n

Digital accessibility<\/h2>","description":"Digital accessibility ensures people of all abilities and situations can access our University\u2019s web and digital experiences. This includes those with disabilities (visual, motor-control, auditory, and cognitive), as well as different technical circumstances (limited internet speeds and different browsers, screen sizes, and device types).","background_color":"#f4f4f4","width":"width-medium","columns":"1","cards":[{"card_title":"

Explore resources for digital accessibility<\/p>","card_text":"Our Digital Accessibility team, as part of the Office of University Marketing and Communications, supports the University in creating accessible digital experiences.","card_background_color":"#FFFFFF","card_hover_color":"#283faf","card_link":{"title":"","url":"https:\/\/www.rochester.edu\/digital-accessibility\/","target":""},"card_hover_arrow":"hover_arrow","card_image":25112,"card_image_size":"image_thumbnail","card_image_placement":"image_left","card_image_hover_state":"hover_fade","card_image_link":""}]},{"acf_fc_layout":"media_text_new","anchor":"","class":"","overline":"Generative AI","title":"

Artificial intelligence<\/h2>","content":"The Marcom AI Committee is part of the larger AI Council and is established to guide and support the ethical, safe, and effective adoption of generative artificial intelligence (AI) technologies within the University\u2019s marketing, communications, and digital teams.","cta":{"title":"Marcom AI Committee","url":"https:\/\/www.rochester.edu\/communications\/ai-committee\/","target":""},"bg":"#00205b","type":"image","image":22862,"embed":"","video":"","layout":"right","animation":"animation-false"},{"acf_fc_layout":"accordion_new","anchor_id":"tips","classes":"","title":"

Best practices and tips<\/h2>","description":"Keep these topics in mind when creating content for University websites.","background":"plain","background_color":"#ffffff","style":"row_numbered","expand":"no","accordions":[{"acf_fc_layout":"title","sub_heading":"Content Strategy"},{"acf_fc_layout":"accordion","accordion_title":"Define your audience and goals","icon":"","row_content":"Tip:<\/strong> Identify your target audience and set clear, measurable goals for your content.\r\n\r\nWhy it matters:<\/strong> Understanding your audience and what you want to achieve allows you to tailor your content to meet both user needs and business objectives. This focus ensures your strategy is purposeful, engaging, and effective.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Map out a content plan","icon":"","row_content":"Tip:<\/strong> Create a content calendar that outlines topics, formats, and publishing schedules.\r\n\r\nWhy it matters:<\/strong> A well-structured plan helps keep content consistent and organized. It also allows you to align your content with seasonal events, product launches, and user demand, maximizing relevance and impact.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":" Choose the right content formats","icon":"","row_content":"Tip:<\/strong> Use diverse content types (blogs, videos, etc.) to reach different audience segments and learning preferences.\r\n\r\nWhy it matters:<\/strong> Different formats can engage a broader audience and cater to various consumption habits. A mix of formats keeps your content fresh and can increase engagement across platforms.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Focus on value and relevance","icon":"","row_content":"Tip:<\/strong> Prioritize content that addresses user pain points, answers questions, or provides solutions.\r\n\r\nWhy it matters:<\/strong> Value-driven content positions your brand as helpful and trustworthy, building loyalty. Relevant content is more likely to be shared, which can extend your reach and boost engagement.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Measure and refine based on analytics","icon":"","row_content":"Tip:<\/strong> Use data to assess content performance and identify areas for improvement.\r\n\r\nWhy it matters:<\/strong> Analytics provide insight into what content resonates with your audience. Regularly reviewing metrics allows you to refine your strategy, optimize future content, and achieve your goals more effectively.","accordion_anchor":""},{"acf_fc_layout":"title","sub_heading":"Writing for web"},{"acf_fc_layout":"accordion","accordion_title":"Write for scannability","icon":"","row_content":"Tip:<\/strong> Break up your content into headings, subheadings, and bullet points to make it easy for readers to scan.\r\n\r\nWhy it matters:<\/strong> Online readers tend to skim rather than read every word. Structuring content for scannability helps users quickly find the information they need, keeping them engaged.\r\n\r\nTip:<\/strong> Trim unnecessary words and edit for clarity, flow, and accuracy.\r\n\r\nWhy it matters:<\/strong> Tight, polished content is easier to read and more impactful. Editing not only improves readability but also ensures that every sentence adds value, making your content more compelling and professional.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Use clear and simple language","icon":"","row_content":"Tip:<\/strong> Avoid jargon and complex terms, and aim for concise, straightforward language.\r\n\r\nWhy it matters:<\/strong> Clear language makes your message accessible to a broader audience. By avoiding overly complex terms, you create a more inclusive experience and ensure that readers understand your content quickly.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Front-Load important information","icon":"","row_content":"Tip:<\/strong> Place the most crucial points at the beginning of paragraphs and sections.\r\n\r\nWhy it matters:<\/strong> Online readers lose interest quickly, so getting your main points across early helps capture attention. This technique, known as the \u201cinverted pyramid\u201d style, ensures readers absorb key information even if they don\u2019t finish reading.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Optimize for Search Engine Optimization","icon":"","row_content":"Tip:<\/strong> Use relevant keywords, meta descriptions, and alt text for images to improve your content\u2019s searchability.\r\n\r\nWhy it matters:<\/strong> SEO techniques help your content rank higher on search engines, making it easier for people to find. Proper optimization drives more organic traffic to your content and increases your visibility.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Use engaging and actionable language","icon":"","row_content":"Tip:<\/strong> Write in a conversational tone, and use actionable words to guide readers to the next steps.\r\n\r\nWhy it matters:<\/strong> Engaging language builds a connection with the reader, making the content feel personal and approachable. Actionable language\u2014like \u201cdiscover,\u201d \u201ctry,\u201d and \u201cexplore\u201d\u2014encourages readers to take desired actions, like reading further or signing up.","accordion_anchor":""},{"acf_fc_layout":"title","sub_heading":"User experience"},{"acf_fc_layout":"accordion","accordion_title":"Prioritize user-centered design","icon":"","row_content":"Tip:<\/strong> Focus on users\u2019 needs, preferences, and pain points at every stage of design and development.\r\n\r\nWhy it matters:<\/strong> Putting users first ensures that the experience is relevant, engaging, and satisfying. By understanding your audience\u2019s motivations and behaviors, you can tailor the product to meet their needs more effectively.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Simplify navigation","icon":"","row_content":"Tip:<\/strong> Design a straightforward and intuitive navigation structure.\r\n\r\nWhy it matters:<\/strong> Clear navigation reduces frustration and helps users find what they need quickly, leading to a smoother and more enjoyable experience. Keep menus simple, group related content, and use clear labels to enhance usability.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Focus on clear and concise content","icon":"","row_content":"Tip:<\/strong> Use plain language, break up large blocks of text, and place important information where users can easily find it.\r\n\r\nWhy it Matters:<\/strong> Users engage with content that is easy to read and quickly understandable. Concise content reduces cognitive load, making it easier for users to process information and take action.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Design for speed and performance","icon":"","row_content":"Tip:<\/strong> Optimize images, reduce load times, and ensure smooth transitions.\r\n\r\nWhy it matters:<\/strong> A fast, responsive experience keeps users engaged and reduces the likelihood of drop-offs. Performance is crucial for mobile users and contributes significantly to user satisfaction and conversion rates.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Make accessibility a priority","icon":"","row_content":"Tip:<\/strong> Design with accessibility in mind to ensure that your digital experience is usable by people of all abilities.\r\n\r\nWhy it matters:<\/strong> Accessible design not only broadens your audience but also demonstrates inclusivity and adherence to standards. This includes using proper color contrast, providing alt text for images, and ensuring keyboard navigability.","accordion_anchor":""},{"acf_fc_layout":"title","sub_heading":"Accessibility"},{"acf_fc_layout":"accordion","accordion_title":"Use descriptive alt text for images","icon":"","row_content":"Tip:<\/strong> Provide clear, concise alt text for every image, describing its content and purpose.\r\n\r\nWhy it matters:<\/strong> Alt text enables screen readers to convey visual information to users with visual impairments, making content more inclusive. Thoughtful descriptions ensure that all users can engage with the full context of your content.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Ensure keyboard navigability","icon":"","row_content":"Tip:<\/strong> Design all interactive elements\u2014like menus, forms, and buttons\u2014to be fully operable using just a keyboard.\r\n\r\nWhy it matters:<\/strong> Many users rely on keyboards or alternative devices for navigation. Ensuring keyboard accessibility allows these users to interact with your content without needing a mouse, enhancing usability for those with mobility impairments.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Use sufficient color contrast","icon":"","row_content":"","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Provide closed captions for multimedia","icon":"","row_content":"Tip:<\/strong> Add closed captions or transcripts for video and audio content.\r\n\r\nWhy it matters:<\/strong> Captions make multimedia accessible to users with hearing impairments and benefit users in sound-restricted environments. They also improve content comprehension and engagement, broadening your reach.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Structure content with headings","icon":"","row_content":"Tip:<\/strong> Use proper heading levels (H1, H2, H3) and ARIA landmarks to create a logical document structure.\r\n\r\nWhy it matters:<\/strong> Screen readers rely on structured headings and landmarks to help users navigate and understand content quickly. A well-organized structure saves users time and reduces frustration, enhancing their experience.","accordion_anchor":""},{"acf_fc_layout":"title","sub_heading":"Search engine optimization (SEO)"},{"acf_fc_layout":"accordion","accordion_title":"Conduct keyword research","icon":"","row_content":"Tip:<\/strong> Identify and target relevant keywords that your audience is searching for, using tools like Google Keyword Planner or Ahrefs.\r\n\r\nWhy it matters:<\/strong> Knowing which keywords are popular with your audience allows you to create content that directly addresses their needs. This increases your chances of ranking higher on search engine results pages (SERPs) and attracting more visitors.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Optimize title tags and meta descriptions","icon":"","row_content":"Tip:<\/strong> Write compelling, keyword-rich title tags and meta descriptions for each page.\r\n\r\nWhy it matters:<\/strong> Title tags and meta descriptions are often the first things users see in search results. Well-crafted tags and descriptions improve click-through rates, driving more traffic to your site and signaling to search engines that your content is relevant.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Focus on quality content","icon":"","row_content":"Tip:<\/strong> Create valuable, informative, and well-researched content that thoroughly addresses user queries.\r\n\r\nWhy it matters:<\/strong> High-quality content increases user engagement, keeps visitors on your site longer, and encourages sharing\u2014all signals that improve SEO. Quality content also establishes your site as an authority, boosting rankings over time.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Use internal and external links strategically","icon":"","row_content":"Tip:<\/strong> Include internal links to guide users to related content on your site and add external links to reputable sources when relevant.\r\n\r\nWhy it matters:<\/strong> Internal links help search engines understand the structure of your site, while external links to authoritative sites boost credibility. Both linking strategies support a strong SEO profile and help users discover more valuable content.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Make your site mobile-friendly","icon":"","row_content":"Tip:<\/strong> Think about and test how your site looks and functions on all device types, especially mobile.\r\n\r\nWhy it matters:<\/strong> Mobile-friendliness is a ranking factor, and with a growing number of users browsing on mobile devices, it's essential for a good user experience. Optimizing for mobile helps improve your rankings and keeps mobile users engaged.","accordion_anchor":""},{"acf_fc_layout":"title","sub_heading":"Analytics"},{"acf_fc_layout":"accordion","accordion_title":"Set clear goals and KPIs","icon":"","row_content":"Tip:<\/strong> Define specific, measurable goals and key performance indicators (KPIs) that align with your business objectives.\r\n\r\nWhy it matters:<\/strong> Clear goals and KPIs help you focus on the data that truly matters, providing direction and context for your analysis. This ensures your analytics efforts are aligned with business priorities and provide actionable insights.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Use segmentation to understand your audience","icon":"","row_content":"Tip:<\/strong> Break down your audience data into segments, such as demographics, location, behavior, and device type.\r\n\r\nWhy it matters:<\/strong> Segmentation allows you to see patterns and preferences among different user groups, offering deeper insights into how to tailor content and marketing efforts. Understanding audience segments can help you make data-driven decisions that improve targeting and engagement.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Track behavior across the user journey","icon":"","row_content":"Tip:<\/strong> Analyze user interactions at different stages, from awareness to conversion, using tools like funnel analysis and heatmaps.\r\n\r\nWhy it matters:<\/strong> Tracking behavior across the journey reveals where users drop off, where they engage most, and what content resonates. This insight helps identify points of friction and opportunities to optimize the user experience, increasing conversions.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Monitor real-time analytics","icon":"","row_content":"Tip:<\/strong> Use real-time analytics to understand current traffic patterns, popular content, and emerging trends.\r\n\r\nWhy it matters:<\/strong> Real-time insights are especially useful for monitoring campaigns, launches, or time-sensitive content. By seeing what\u2019s working (or not) in the moment, you can adjust quickly and maximize results.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Use reports to drive continuous improvement","icon":"","row_content":"Tip:<\/strong> Create regular reports that summarize key metrics and insights, and review them with your team.\r\n\r\nWhy it matters:<\/strong> Reporting keeps everyone informed, aligned, and accountable. Consistent reviews of analytics data help you spot trends, evaluate performance, and adjust strategies to improve outcomes continually.","accordion_anchor":""}]}]},"yoast_head":"\nDigital resources and guides - 糖心传媒<\/title>\n<meta name=\"description\" content=\"Explore guidelines, instructions, and resources for web editing, content strategy, analytics, accessibility, SEO, and website templates.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rochester.edu\/communications\/resources\/web-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital resources and guides - 糖心传媒\" \/>\n<meta property=\"og:description\" content=\"Explore guidelines, instructions, and resources for web editing, content strategy, analytics, accessibility, SEO, and website templates.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.rochester.edu\/communications\/resources\/web-seo\/\" \/>\n<meta property=\"og:site_name\" content=\"University Marketing and Communications\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-14T20:25:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.rochester.edu\/communications\/wp-content\/uploads\/2025\/10\/URochester-Link-Preview-Marcom-ImageRight.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/resources\\\/web-seo\\\/\",\"url\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/resources\\\/web-seo\\\/\",\"name\":\"Digital resources and guides - 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