Search Engine Optimization (SEO)

Good SEO practices help digital content perform well with different search engines.

SEO stands for Search Engine Optimization, and USAGov applies SEO practices to improve (optimize) online content to rank/perform well on different search engines:

1. Put primary keywords in the:

  • URL (such as
  • First words of the page <title>
  • Meta description (summary), which is readable, plain language, and inspires clickthroughs from Bing, Google, Yahoo, etc.
  • Page title, tagged as an <H1> 
  • Body (at least two or more times)
  • Link titles or nouns that are descriptive of what you are offering the user, but not the verbs (for example, download passport forms; not download passport forms)

2. When appropriate, use secondary keywords in the fields listed above, plus in the asset heading, which is tagged as <H2> and secondary headings, which are tagged as <H3> and <H4>. Examples:

  • Scam, scheme and swindle are secondary keywords for fraud.
  • Arrendar and rentar are secondary keywords for alquilar

3. Keep key page elements short:

  • Titles: fewer than 75 characters with spaces.
  • URLs: fewer than 90 characters with hyphens.
  • Meta description/summary: fewer than 160 characters with spaces.

4. Link to authoritative sites, and avoid broken links.

For additional information, go to Search Engine Land’s Guide to SEO.

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