CMS 5 Resource Guide

What They Are
Keywords help search engines understand your content and match it to what people are searching for. They’re the foundation of SEO and affect how your page ranks in search results.

How to Choose Them
Use tools like Google Keyword Planner or Ubersuggest to find terms your audience is searching for. Look for a balance of search volume, low competition, and high relevance. The Web Team can assist with personalized keyword research.

Local Keywords
Include terms related to GVSU’s campuses, programs, and Michigan locations to show up in local search results.

• Example:
  • Broad: MBA programs
  • Localized: GVSU MBA programs in Grand Rapids

How to Use Them
Place your primary keyword in the page title, meta description, and URL. Use it naturally in body content, image alt text, and headers — but don’t overdo it. Focus on clear, helpful writing first.

AI Search & Keywords
Search is evolving with AI tools (like Google’s SGE and ChatGPT). Instead of just matching keywords, AI looks for well-structured, relevant, human-centered answers.

• To optimize:
  • Write naturally and answer common questions.
  • Use longer, conversational phrases.
  • Keep content scannable with clear headers and lists.

What They Are
Meta titles and descriptions appear in search results and help users decide whether to click your page. They’re also key signals to search engines about your content’s topic.

How to Write Them
Keep meta titles under 60 characters and make them clear, specific, and keyword-relevant.
Meta descriptions should be around 150–160 characters and summarize what the page is about, using a natural tone and call-to-action if appropriate.

• Example
  • Meta Title: “GVSU Nursing Program – Apply Today”
  • Meta Description: “Learn about GVSU’s top-rated nursing program, admission requirements, and how to apply. Start your career in healthcare today.”

AI-Generated Metadata in CMS5
GVSU’s CMS5 includes an automated metadata system that uses AI to generate a meta description for each new page. This ensures every page has a baseline description to help with search engine visibility — but we recommend reviewing and editing it for clarity, tone, and accuracy.

Best Practice
Always double-check your auto-generated metadata. Customizing it ensures alignment with your page goals, keywords, and audience expectations.

Content Is Key

• High-quality, useful content is the backbone of SEO. Write for people first — clear, engaging content that answers user questions will perform better than keyword-stuffed text. Keep it original, relevant, and focused on your audience’s needs.
• Maintain your pages: Update outdated info, fix errors, and remove content that’s no longer useful. Even unlinked pages can still be found by Google, so delete what’s no longer needed.

Page URL

• Include your primary keyword or phrase in the page URL.
• Keep it short, descriptive, and easy to read.
  • Example: /gvsu-nursing-application is more effective than /page12345.

Page Title

• Your page title appears in the browser tab and signals your content topic to search engines.
• Include your primary keyword early and keep it under 70 characters.
• If you don’t set a meta title, Google may default to your page title or H1 heading.

Page Content

• Write at least 300 words to give search engines enough content to understand. 
• Naturally include your keywords in:
  • Headings
  • Paragraphs
  • Alt text for images
  • Internal links
• Avoid keyword stuffing — quality and clarity always come first. Well-written content with natural keyword placement leads to higher rankings and better user engagement.