Search Engine Optimization - Strategic Communications and Marketing

Search Engine Optimization (SEO) at KSU

Search Engine Optimization (SEO) is an essential part of making Kennesaw State University’s web presence accessible and discoverable. Strong SEO ensures that students, faculty, staff, alumni, and community members can easily find the information they need through all major search engines and browsers like Google Chrome, Apple Safari, Mozilla Firefox and Microsoft Edge.

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Current SEO Trends and Insights

Optimizing search is constantly evolving, and our team keeps pace with industry best practices and search engine algorithm updates. Current trends include:

Mobile-first Indexing – Ensuring that mobile usability and speed are prioritized, as most users access KSU’s sites via mobile devices.
AI and search Intent – Optimizing for natural language queries and user intent rather than just keywords. Search engines like Google now use artificial intelligence (AI) and machine learning to understand why a user is searching (their search intent) instead of just matching exact keywords.

Search intent means the purpose behind a query:

Informational – The user wants to learn something.
Navigational – The user wants to find a specific site/page.
Transactional – The user intends to make a purchase, register, or sign up.

Instead of focusing only on exact keywords, good SEO content should answer the underlying questions people are asking in natural language. This makes content more likely to appear in voice search, Google’s “People Also Ask,” or featured snippets.

Example
Target keyword = “KSU MBA program cost”
- User intent: The person wants to know how much it costs to pursue an MBA at KSU and what that includes.
- Optimized content might say:
  “The KSU MBA program tuition is $X per semester. This cost covers courses, program fees, and student resources. You can explore scholarships and assistantship opportunities here [link].”
This directly answers the user’s intent (finding tuition info in context), not just repeating the keyword.

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SEO Best Practices for KSU Content

When creating or updating content for KSU websites, consider the following best practices:

Use clear, keyword-rich titles and descriptive metadata (page titles, meta descriptions, alt text).
Structure pages with H1, H2, and H3 headings for both readability and search engines.
Optimize images by compressing them and including descriptive alt text.
Alt text should be concise, meaningful, and ideally under 125-150 characters to be effective for screen reader users and search engines.
Ensure content is mobile-friendly and loads quickly.
Write content with the audience in mind – informative, accessible, and aligned with what users are searching for.
Use internal links strategically to strengthen connections across KSU pages.
Avoid duplicate content and keep information current.

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