Search Visibility Standards: SEO and GEO for Georgia State Websites

Search visibility is essential to helping students, families, faculty, staff, alumni, partners and the public find accurate Georgia State University information when they need it.

This guide outlines best practices for search engine optimization (SEO) and generative engine optimization (GEO) for Georgia State websites. These standards are designed to help website managers create content that is useful to people, easy for search engines to understand, and clear enough for AI-powered search tools to summarize accurately.

GSU’s current guidance frames SEO and GEO together as part of modern content visibility, with GEO extending traditional SEO practices for AI-powered search experiences such as Google AI Overviews, ChatGPT and Microsoft Copilot. Google’s own SEO guidance similarly emphasizes helping search engines understand content while helping users decide whether to visit a page.

What are SEO and GEO?

Search engine optimization, or SEO, is the practice of improving website content so it can be more easily found, understood and ranked by search engines such as Google.

SEO helps Georgia State content appear in traditional search results when users search for information about admissions, academics, tuition, campus services, research, events, safety, student success and other university topics.

Generative engine optimization, or GEO, is the practice of structuring content so AI-powered search engines and answer tools can understand, summarize and cite it accurately.

GEO matters because more users now get answers from AI-generated summaries, search overviews and chatbot-style tools before they decide whether to visit a website. Strong GEO helps ensure Georgia State’s information is represented clearly, accurately and with proper attribution when these tools generate answers.

SEO and GEO are not separate strategies. GEO builds on strong SEO. Clear titles, useful summaries, descriptive headings, accessible content, accurate metadata and regularly updated pages all support both traditional search and AI-powered discovery.

Georgia State SEO/GEO Content Standards

1. Write for the user first

Every Georgia State page should help a real audience complete a real task.

Before publishing or updating a page, identify:

• Who the page is for
• What question does the page answer
• What action should the user take next
• What information must be accurate and current
• What office, unit or person owns the content

Avoid writing primarily for internal audiences, org charts or university jargon. Use plain language that reflects how students, families and other users actually search.

Instead of:

Enrollment Services processing timeline and Panther Access to Web eligibility requirements

Use:

How to check your financial aid status

Google’s guidance favors helpful, reliable, people-first content rather than content created mainly to manipulate search rankings.

2. Use clear, descriptive page titles

A page title should explain exactly what the page is about.

Strong titles:

• Use plain language
• Include the main topic
• Match the content on the page
• Avoid vague marketing language
• Make sense when seen out of context in Google or an AI-generated answer

Examples:

For WordPress pages, use the Yoast SEO plugin to review and refine the page title that appears in search results.

3. Write useful meta descriptions

A meta description is the short summary that may appear under a page title in search results. It should help users decide whether the page answers their needs.

A good meta description should:

• Be accurate
• Summarize the page in one or two sentences
• Include the main audience or topic when helpful
• Avoid keyword stuffing
• Include a clear next step when appropriate

Example:

Learn how to apply to Georgia State University as a first-year, transfer, international or graduate student, and find deadlines, requirements and next steps.

Meta descriptions are not a guarantee of what Google will display, but they are still useful because they clarify the page’s purpose and improve the quality of page metadata.

4. Structure pages for scanning and AI comprehension

Most users scan pages before reading closely. AI tools also rely on a clear structure to understand and summarize content.

Use:

• One clear H1 page title
• Logical H2 and H3 section headings
• Short paragraphs
• Bulleted or numbered lists for steps
• Tables when comparing options
• Descriptive link text
• FAQ sections when users have common questions
• Summary sections for long or complex pages

Avoid large blocks of uninterrupted text. A page should be easy to understand even when someone reads only the headings.

GSU’s guidance specifically notes that clear structure helps both users and AI tools parse, summarize and present content accurately.

5. Answer the main question early

For high-value pages, place the most important answer near the top of the page.

Users should not have to scroll through background information before they find:

• Deadlines
• Requirements
• Eligibility rules
• Costs
• Contact information
• Instructions
• Next steps

For GEO, this is especially important. AI tools are more likely to summarize content accurately when the page provides concise, self-contained answers under descriptive headings.

Example structure:

How to Apply as a Transfer Student

Georgia State accepts transfer students who have completed college coursework after high school graduation. Transfer applicants must submit an application, official college transcripts and any additional materials required for their program.

Then continue with sections for requirements, deadlines, documents and next steps.

6. Keep content accurate and current

Outdated content hurts users and damages trust.

Website managers should review important pages regularly, especially pages related to:

• Admissions requirements
• Tuition and fees
• Financial aid
• Academic programs
• Student services
• Safety information
• Policies
• Deadlines
• Events
• Contact information
• Forms and application processes

For pages where freshness matters, include a visible “Last updated” date when possible.

GSU’s guidance emphasizes regular review and updates because outdated content can mislead users and weaken trust; Google also treats crawlability, indexability and content quality as core parts of search performance.

7. Use keywords naturally

Keywords still matter, but keyword stuffing should be avoided.

Use words and phrases that match how users search. For Georgia State, this often means including both official terminology and common user language.

Example:

Official term: Student Financial Services
Common search language: financial aid, tuition, student account, FAFSA, payment deadline

A strong page may naturally include both:

Student Financial Services helps Georgia State students understand financial aid, tuition, billing, FAFSA requirements and payment deadlines.

Do not repeat keywords unnaturally. The goal is clarity, not density.

8. Make links descriptive

Avoid vague link text such as:

• Click here
• Learn more
• Read more
• This page
• Here

Use link text that describes the destination.

Better examples:

• Apply for admission
• View tuition and fees
• Contact Student Financial Services
• Register for orientation
• Review transfer credit requirements

Descriptive links help users, accessibility tools, search engines and AI systems understand relationships between pages.

9. Optimize non-text content

Images, videos, PDFs and embedded media should support the page’s purpose.

For images:

• Use descriptive file names when possible
• Add accurate alt text
• Avoid putting essential information only inside an image
• Compress images for faster load times

For videos:

• Include captions
• Add a short summary near the video
• Provide transcripts when appropriate

For PDFs:

• Use accessible PDFs
• Provide an HTML page when the content is important for search
• Avoid making PDFs the only source for critical information such as requirements, deadlines or instructions

Google notes that text remains the safest way to help Search understand page content, and structured data can provide additional context for eligible content types.

10. Support technical SEO basics

Website managers do not need to be technical SEO experts, but every Georgia State site should maintain a strong technical foundation.

Important technical standards include:

• Mobile-friendly pages
• Fast page load times
• Clean, readable URLs
• Proper heading structure
• Accessible color contrast
• Descriptive metadata
• Working links
• Secure HTTPS pages
• No unnecessary duplicate pages
• No broken forms or missing files

Google’s Search Essentials define the technical and quality basics that make web content eligible to appear and perform in Google Search.

11. Use structured content where appropriate

Structured content helps search engines and AI systems understand entities, relationships and page purpose.

When supported by the website platform, use structured approaches for:

• Events
• News articles
• Academic programs
• Faculty profiles
• FAQs
• Locations
• Contact information
• Breadcrumbs

Google uses structured data to better understand page content and, in some cases, support enhanced search result features.

12. Build authority and trust

Georgia State pages should make it clear that the information is official, current and owned by the appropriate university unit.

Where appropriate, include:

• Office or department name
• Contact information
• Related policies
• Last updated date
• Author or content owner
• Links to relevant official pages
• Clear next steps

For sensitive or high-impact content, such as financial aid, admissions, safety, health, legal, academic policy or student records, accuracy is more important than promotional language.

13. Optimize for AI-generated answers

To improve GEO performance, content should be easy for AI systems to extract and summarize.

Use:

• Plain-language definitions
• Short summaries
• FAQ sections
• Step-by-step instructions
• Clear eligibility requirements
• Tables for comparisons
• Specific dates and deadlines
• Official names of programs, offices and services
• Complete answers that can stand alone

Avoid:

• Unexplained acronyms
• Internal-only language
• Vague page titles
• Important details buried in PDFs
• Pages that require users to click multiple links to assemble one answer
• Outdated or conflicting versions of the same information

Example FAQ format:

When is the application deadline?
The fall application deadline for first-year students is [date]. Students should submit their application and required materials by this date to be considered on time.

How do I check my application status?
Applicants can check their application status through the Georgia State application portal using the login credentials created during the application process.

14. Use Yoast in WordPress

Yoast is installed on Georgia State WordPress websites and should be used to refine search display settings.

Website managers should use Yoast to review:

• SEO title
• Meta description
• Slug
• Readability
• Focus keyphrase, when appropriate
• Social sharing preview, when available

Yoast is a tool, not a strategy. A green score does not guarantee strong search performance. The quality, accuracy, structure and usefulness of the content matter most.

15. Measure and improve

SEO and GEO are ongoing practices.

Website managers should periodically review:

• Top search queries
• Page traffic
• Click-through rates
• Pages with declining visits
• Broken links
• Outdated content
• Pages with high exits
• Search terms users use on the site
• Questions received by email, phone, chat or social media

Use these signals to improve page titles, headings, summaries, FAQs and calls to action.

Our Philosophy: Search Visibility in Service of Institutional Trust

Georgia State manages a large and complex web presence, with more than 200 websites representing colleges, schools, departments, programs, research centers, administrative offices and student services. Search visibility is therefore a shared responsibility. Every content owner, editor and website manager plays a role in helping users find accurate, useful and current information.

SEO and GEO are important tools for improving discoverability, but they are not the only measures of effective institutional communication. Georgia State websites must also reflect the university’s mission, brand, academic standards, legal obligations, accessibility requirements, governance needs and responsibility to serve diverse audiences.

At times, the most search-optimized version of a title, page structure, URL, description or content approach may not be the best representation of the university. In those cases, modest sacrifices in optimization may be appropriate when they support clarity, accuracy, compliance, equity, user trust or institutional integrity.

Our goal is not to chase search rankings at the expense of good judgment. Our goal is to make Georgia State content findable, understandable, accurate and trustworthy.

When making SEO or GEO decisions, website managers should balance four priorities:

1. User need: Can the intended audience quickly find and understand the information?
2. Institutional accuracy: Does the content represent Georgia State correctly and officially?
3. Search visibility: Is the page structured so search engines and AI tools can interpret it?
4. Long-term trust: Would the page still feel credible, responsible and appropriate if quoted, summarized or surfaced out of context?

Optimization should strengthen the university’s message, not distort it. When there is tension between search performance and institutional responsibility, website managers should prioritize accuracy, clarity, accessibility and trust.

Georgia State’s search strategy begins with the university’s primary institutional presence. Centralized offices and official university websites should be prioritized for broad, high-value searches that affect institutional trust, enrollment, student services, public information, safety, academic policy and other shared university goals.

Colleges, schools, departments, programs and other sub-units play an essential role in search visibility, but their strategies should support—not compete with—the university’s central search presence. Sub-unit websites should focus on content they fully own, including students' experiences, department details, faculty expertise, research strengths, events, community stories, and audience-specific information.

The objective is to create a coordinated search experience in which users can find the most authoritative Georgia State information first, then move easily into more specific sub-unit content when that content provides the most relevant next step.

Required SEO/GEO Checklist Before Publishing

Before publishing a new or revised Georgia State webpage, confirm that:

• The page has a clear audience and purpose.
• The title accurately describes the page.
• The first section answers the user’s main question.
• Headings are descriptive and properly nested.
• The content uses plain language.
• Keywords are used naturally.
• Links are descriptive.
• Images have appropriate alt text.
• Critical information is not confined to a PDF or an image.
• The Yoast title and meta description are complete.
• The page includes a clear next step.
• Contact information is accurate.
• Dates, deadlines and requirements are current.
• The page works on mobile.
• The content owner is known.
• The page has been reviewed for accessibility.
• Review the page to support Georgia State’s broader institutional search strategy, and ensure it does not compete with a more authoritative central university page for the same topic.

Recommended Training

Georgia State website managers are encouraged to complete the following LinkedIn Learning courses using their CampusID:

SEO Foundations on LinkedIn Learning
This course introduces the fundamentals of search engine optimization, including search results pages, keyword attributes, non-text optimization, indexing, long-term content planning, internal links and local SEO.

Technical WordPress SEO on LinkedIn Learning
This course explains how WordPress tools, such as Yoast, support SEO settings and search result display.

Technical SEO on LinkedIn Learning
This course provides a deeper understanding of technical website performance, crawlability, structure and optimization.

View SEO Foundations on LinkedIn Learning (CampusID Required)

Community and Support

Georgia State website managers are part of a larger community working to improve digital experiences across the university.

Join the Website Managers Channel on Microsoft Teams to view upcoming events, receive announcements, ask questions and stay informed about system status updates.

For help with content strategy, SEO/GEO standards, website governance or WordPress best practices, contact the appropriate Georgia State web or digital strategy support team.

Modifying WordPress Page Titles and Descriptions for SEO

Technical SEO Performance