Loyola University Maryland

Content Owners Network

SEO and Accessibility Guidelines

As a content owner, you are responsible for maintaining the content of your website as well as ensuring it follows our SEO (search engine optimization) and accessibility standards. Accessibility ensures that all individuals accessing the site, including those with phsyical disabilities, visual or hearing impairments, or technology limitations, can access the site. Below are some basic guidelines that you should follow to help your site show up in search engines and to help support accessibility.


If you create new pages or upload documents, keep the Sitecore tree naming convention all lowercase and separate keywords with hyphens. Good examples of file names are “student-development” or “faculty-resources.” Do not include words that have no keyword value, such as "and," "of," "the," etc.


  • Never use “click here," "learn more," "continue reading," etc. All links should be descriptive.
  • Do not repeat the same link text multiple times on a page.


  • Add "Alt Text" for every single image that you upload into Sitecore. Alt Text is a brief description of the image (less than 60 characters).
  • Never upload an image that has text in it. For example, never post an image of a flier because text in an image cannot be read by search engines or screen readers. Instead, re-key the content from the flier into a web page.
  • Resize images before uploading into Sitecore. Refer to the image resizing instructions for recommended dimensions and file sizes.

Page Content

  • Write clear and accurate page content.
  • Use "heading 2" and "heading 3" sub-heading styles within your content.
  • Populate the "HTML Title Tag" field for every page. It should follow this format: [description of page] - [department name] - Loyola University Maryland. For example: Request Form - Marketing and Communications - Loyola University Maryland. The HTML Title Tag should be 65 characters or less and should be unique from any other page on your site.
  • Populate the "HTML Meta Description" field for every page. It should be less than 300 characters. This content should be a brief description of the page. It does not help with search engine rankings, but it does give users some context as to what they'll find on your page which will help your click-through and bounce rate (which do impact rankings). Make sure this is unique from any other page in your site.


If you are posting a PDF, please contact the office of marketing and communications at ext. 5042 or www.loyola.edu/marcomm/webupdate and we can help optimize it for search engines and accessibility.


If you are posting or linking to a video, it must have either captioning or a transcript. Contact the office of marketing and communications at ext. 5042 or www.loyola.edu/marcomm/webupdate for assistance.

See How People Benefit from Accessible Content

Learn More

Visit the Section 508 compliance website
Learn more about accessibility efforts at Loyola