{"id":858,"date":"2026-08-26T14:52:49","date_gmt":"2026-08-26T14:52:49","guid":{"rendered":"https:\/\/jsums.org\/webservices\/?page_id=858"},"modified":"2026-08-26T14:53:27","modified_gmt":"2026-08-26T14:53:27","slug":"search-engine-optimization-seo","status":"publish","type":"page","link":"https:\/\/jsums.org\/webservices\/search-engine-optimization-seo\/","title":{"rendered":"Search Engine Optimization (SEO)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"858\" class=\"elementor elementor-858\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7d2cfe5 e-flex e-con-boxed e-con e-parent\" data-id=\"7d2cfe5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-db97ea5 elementor-widget elementor-widget-html\" data-id=\"db97ea5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<!DOCTYPE html>\n<html lang=\"en\">\n<head>\n<meta charset=\"UTF-8\">\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0\">\n<meta name=\"description\" content=\"Search engine optimization guidance for Jackson State University websites &mdash; page titles, optimized URLs, HTML tags and metadata, and linking.\">\n<title>Search Engine Optimization (SEO) &middot; JSU Web Style Guide &middot; Jackson State University<\/title>\n<link rel=\"canonical\" href=\"https:\/\/www.jsums.edu\/webguide\/search-engine-optimization-seo\/\">\n<link rel=\"preconnect\" href=\"https:\/\/fonts.googleapis.com\">\n<link rel=\"preconnect\" href=\"https:\/\/fonts.gstatic.com\" crossorigin>\n<link href=\"https:\/\/fonts.googleapis.com\/css2?family=Sora:wght@300;400;500;600;700;800&family=Crimson+Pro:ital,wght@0,400;0,600;0,700;1,400;1,600&display=swap\" 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!important;text-decoration:none;font-family:var(--fh);font-size:.82rem;font-weight:600;color:#00629A;text-decoration:underline;text-underline-offset:2px;}\n.jsu-btt{position:fixed;bottom:28px;right:28px;z-index:900;background:#008ED6;border:none;border-radius:50%;width:44px;height:44px;display:flex;align-items:center;justify-content:center;cursor:pointer;color:#FFFFFF;font-size:22px;line-height:1;opacity:0;visibility:hidden;transform:translateY(10px);transition:opacity .25s,visibility .25s,transform .25s,background .15s;box-shadow:0 4px 16px rgba(0,142,214,.35);}\n.jsu-btt.is-visible{opacity:1;visibility:visible;transform:translateY(0);}\n.jsu-btt:hover{background:#007ABB;}\n.jsu-btt:focus-visible{outline:3px solid #5BAADC;outline-offset:3px;}\n.sr-only{position:absolute;width:1px;height:1px;padding:0;margin:-1px;overflow:hidden;clip:rect(0,0,0,0);white-space:nowrap;border:0;color:#1C2430;background:#FFFFFF;}\n.resource-list{display:grid;gap:.75rem;}\n.resource-item{display:flex;align-items:center;gap:1rem;padding:1rem 1.25rem;background:#FFFFFF;border:1px solid #C2D4E6;border-radius:8px;transition:border-color .2s;}\n.resource-item:hover{border-color:#008ED6;}\n.resource-icon{font-size:1.5rem;flex-shrink:0;}\n.resource-item__name{font-family:var(--fh);font-weight:600;font-size:.92rem;color:#002147;}\n.resource-item__desc{font-family:var(--fb);font-size:.9rem;color:#636B78;}\n.resource-item__link{font-family:var(--fh);font-size:.8rem;font-weight:600;color:#00629A;text-decoration:underline;margin-left:auto;white-space:nowrap;flex-shrink:0;}\n@media(max-width:900px){.about-grid,.contact-grid{grid-template-columns:1fr;}.footer__grid{grid-template-columns:1fr 1fr;}.hero__inner{grid-template-columns:1fr;}.hero__stat-band{flex-direction:row;flex-wrap:wrap;min-width:0;}}\n@media(max-width:600px){.footer__grid{grid-template-columns:1fr;}.cta-band__inner{flex-direction:column;}}\n\n    .contact-items{display:flex;flex-wrap:wrap;gap:2.5rem;margin-top:0;}\n    .contact-item{display:flex;gap:.85rem;align-items:flex-start;min-width:220px;}\n    .contact-icon{font-size:1.3rem;line-height:1;margin-top:.1rem;flex-shrink:0;}\n    .contact-item__label{font-family:var(--fh);font-size:.75rem;font-weight:700;letter-spacing:.1em;text-transform:uppercase;color:#636B78;margin-bottom:.15rem;}\n    .contact-item__val{font-family:var(--fb);font-size:1rem;color:#1C2430;}\n    .contact-item__val a{color:#00629A;text-decoration:underline;}\n\n\/* \u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\n   ELEMENTOR CONTAINMENT RESETS\n   Prevents Elementor wrapper styles from bleeding into our\n   custom HTML content blocks.\n\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550 *\/\n\n\/* Zero out all padding\/margin\/gap\/background on every Elementor wrapper *\/\n.elementor-widget-container,\n.elementor-widget-wrap,\n.elementor-widget-wrap > .elementor-element,\n.elementor-section .elementor-container,\n.elementor-section .elementor-row,\n.e-con,\n.e-con-inner,\n.e-child,\n.e-con > .e-con-inner {\n    padding: 0 !important;\n    margin: 0 !important;\n    gap: 0 !important;\n    background: transparent !important;\n    background-color: transparent !important;\n    background-image: none !important;\n    border: none !important;\n    box-shadow: none !important;\n    max-width: none !important;\n    width: 100% !important;\n}\n\n\/* Section-level Elementor wrappers *\/\n.elementor-section,\n.elementor-top-section,\n.elementor-inner-section {\n    padding: 0 !important;\n    margin: 0 !important;\n    background: transparent !important;\n    background-color: transparent !important;\n    background-image: none !important;\n}\n\n\/* Strip Elementor heading color overrides *\/\n.elementor-widget-container h1,\n.elementor-widget-container h2,\n.elementor-widget-container h3,\n.elementor-widget-container h4,\n.elementor-widget-container h5,\n.elementor-widget-container p,\n.elementor-widget-container a {\n    color: inherit !important;\n}\n\n\/* \u2500\u2500 Dark section hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\n   .hero and .cta-band.dk MUST stay dark regardless of\n   Elementor theme color injection.\n\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.hero,\n.hero * {\n    color: #FFFFFF !important;\n}\n.hero__inner {\n    justify-items: center !important;\n    text-align: center !important;\n}\n.hero__inner > div {\n    display: flex !important;\n    flex-direction: column !important;\n    align-items: center !important;\n    text-align: center !important;\n    max-width: 780px !important;\n    margin: 0 auto !important;\n}\n.hero__btns {\n    justify-content: center !important;\n}\n.hero__desc {\n    max-width: 640px !important;\n    margin-left: auto !important;\n    margin-right: auto !important;\n}\n.hero__tag {\n    display: inline-block !important;\n}\n.hero {\n    background-color: #00152E !important;\n    background-image: linear-gradient(135deg, #00152E 0%, #002147 60%, #003366 100%) !important;\n    position: relative !important;\n}\n.cta-band.dk {\n    background-color: #002147 !important;\n    background-image: linear-gradient(135deg, #00152E 0%, #002147 100%) !important;\n    color: #FFFFFF !important;\n}\n.cta-band.dk * {\n    color: #FFFFFF !important;\n}\n.cta-band.dk .btn--primary {\n    background-color: #00659E !important;\n    color: #FFFFFF !important;\n}\n.cta-band.dk .btn--outline-white {\n    border-color: rgba(255,255,255,0.6) !important;\n    color: #FFFFFF !important;\n}\n\n\/* \u2500\u2500 Section background hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.sec {\n    background-color: #FFFFFF !important;\n    color: #1C2430 !important;\n}\n.sec--off {\n    background-color: #F3F7FB !important;\n    color: #1C2430 !important;\n}\n.sec--surface {\n    background-color: #E6EEF6 !important;\n    color: #1C2430 !important;\n}\n\n\/* \u2500\u2500 Text color hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.sec .sec-title,\n.sec .sec-eyebrow,\n.sec h2,\n.sec h3 {\n    color: #002147 !important;\n}\n.sec p,\n.sec li,\n.sec dd,\n.sec dt {\n    color: #4A5060 !important;\n}\n.sec a {\n    color: #00629A !important;\n}\n\n\/* \u2500\u2500 About section hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.about-facts {\n    background: #E6EEF6 !important;\n    border-radius: 8px !important;\n    padding: clamp(1.5rem, 3vw, 2.5rem) !important;\n}\n.about-facts__title {\n    color: #00629A !important;\n    font-weight: 700 !important;\n}\n.about-facts dl dt {\n    color: #636B78 !important;\n    text-transform: uppercase !important;\n    font-size: .72rem !important;\n    letter-spacing: .08em !important;\n    font-weight: 700 !important;\n}\n.about-facts dl dd {\n    color: #1C2430 !important;\n    font-size: .97rem !important;\n}\n\n\/* \u2500\u2500 Card hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.card {\n    background: #FFFFFF !important;\n    border: 1px solid #C2D4E6 !important;\n    border-radius: 8px !important;\n}\n.card__eyebrow { color: #00629A !important; }\n.card__title   { color: #002147 !important; }\n.card__text    { color: #4A5060 !important; }\n.card__link    { color: #00629A !important; }\n\n\/* \u2500\u2500 Faculty card hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.faculty-card {\n    background: #FFFFFF !important;\n    border: 1px solid #C2D4E6 !important;\n    border-radius: 8px !important;\n}\n.faculty-card__name  { color: #002147 !important; }\n.faculty-card__title { color: #636B78 !important; }\n.faculty-card__contact, \n.faculty-card__contact a { color: #00629A !important; }\n\n\/* \u2500\u2500 Resource list hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.resource-item {\n    background: #FFFFFF !important;\n    border: 1px solid #C2D4E6 !important;\n    border-bottom-color: #C2D4E6 !important;\n}\n.resource-item__name { color: #002147 !important; }\n.resource-item__desc { color: #4A5060 !important; }\n.resource-item__link { color: #00629A !important; border-color: #00629A !important; }\n\n\/* \u2500\u2500 Program card hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.program-card {\n    background: #FFFFFF !important;\n    border: 1px solid #C2D4E6 !important;\n    border-radius: 8px !important;\n    color: #1C2430 !important;\n}\n.program-card__name  { color: #002147 !important; }\n.program-card__level { color: #636B78 !important; }\n.program-card__dot   { background: #008ED6 !important; }\n\n\/* \u2500\u2500 Tab hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.tabs__btn {\n    background: transparent !important;\n    color: #002147 !important;\n    border-color: #C2D4E6 !important;\n}\n.tabs__btn[aria-selected=\"true\"] {\n    background: #002147 !important;\n    color: #FFFFFF !important;\n    border-color: #002147 !important;\n}\n\n\/* \u2500\u2500 Accordion hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.accordion__trigger {\n    background: #FFFFFF !important;\n    color: #002147 !important;\n    border-color: #C2D4E6 !important;\n}\n.accordion__trigger[aria-expanded=\"true\"] {\n    background: #002147 !important;\n    color: #FFFFFF !important;\n}\n.accordion__body { \n    background: #FFFFFF !important; \n    color: #4A5060 !important;\n}\n\n\/* \u2500\u2500 Nav drawer hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.fnav-drawer {\n    background: #002147 !important;\n    color: #FFFFFF !important;\n}\n.fnav-drawer__header {\n    background: #00152E !important;\n    border-bottom-color: rgba(0,142,214,0.3) !important;\n}\n.fnav-drawer__title { color: #FFFFFF !important; }\n.fnav-drawer__eyebrow { color: #3DB4F0 !important; }\n.fnav-item { color: rgba(255,255,255,0.85) !important; }\n.fnav-item.is-active,\n.fnav-item:hover { color: #FFFFFF !important; background: rgba(0,142,214,0.2) !important; }\n.fnav-group__label { color: #3DB4F0 !important; }\n.fnav-drawer__footer { color: #FFFFFF !important; }\n.fnav-footer-link { color: #FFFFFF !important; text-decoration: none; }\n.fnav-footer-link:hover { color: #3DB4F0 !important; }\n\n\/* \u2500\u2500 Hero text hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.hero__tag     { color: #3DB4F0 !important; }\n.hero__title   { color: #FFFFFF !important; }\n.hero__desc    { color: rgba(255,255,255,0.85) !important; }\n.hero__btns .btn--primary       { background-color: #00659E !important; color: #FFFFFF !important; }\n.hero__btns .btn--outline-white { border-color: rgba(255,255,255,0.6) !important; color: #FFFFFF !important; }\n\n\/* \u2500\u2500 Breadcrumb hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.breadcrumb { background: #002147 !important; }\n.breadcrumb a, .breadcrumb span { color: rgba(255,255,255,0.75) !important; }\n.breadcrumb [aria-current=\"page\"] { color: #FFFFFF !important; }\n\n\/* \u2500\u2500 Contact section hardening \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.contact-items { color: #1C2430 !important; }\n.contact-item__label { color: #636B78 !important; }\n.contact-item__val   { color: #1C2430 !important; }\n.contact-item__val a { color: #00629A !important; }\n\n\/* \u2500\u2500 Skip link \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.skip-link:focus {\n    background: #008ED6 !important;\n    color: #FFFFFF !important;\n}\n\n\/* \u2500\u2500 BTT button \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.jsu-btt {\n    background: #00659E !important;\n    color: #FFFFFF !important;\n}\n\n\/* \u2500\u2500 Menu toggle \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.fnav-toggle {\n    background: #002147 !important;\n    color: #FFFFFF !important;\n}\n.fnav-toggle:hover { background: #007ABB !important; }\n\n\/* \u2500\u2500 WCAG: Ensure minimum contrast on all body text \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\nbody { \n    background-color: #FFFFFF !important; \n    color: #1C2430 !important;\n}\n\n\n\/* \u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550 TICKER STRIP \u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550 *\/\n.ticker-wrap{\n    background:#00152E;\n    border-top:1px solid rgba(0,142,214,.25);\n    border-bottom:1px solid rgba(0,142,214,.25);\n    overflow:hidden;\n    padding:.55rem 0;\n    position:relative;\n}\n.ticker-wrap::before,\n.ticker-wrap::after{\n    content:'';\n    position:absolute;\n    top:0;bottom:0;\n    width:80px;\n    z-index:2;\n    pointer-events:none;\n}\n.ticker-wrap::before{\n    left:0;\n    background:linear-gradient(to right,#00152E,transparent);\n}\n.ticker-wrap::after{\n    right:0;\n    background:linear-gradient(to left,#00152E,transparent);\n}\n.ticker-label{\n    position:absolute;\n    left:0;top:50%;\n    transform:translateY(-50%);\n    background:#008ED6;\n    color:#FFFFFF;\n    font-family:var(--fh);\n    font-size:.65rem;\n    font-weight:700;\n    letter-spacing:.12em;\n    text-transform:uppercase;\n    padding:.35rem .75rem;\n    z-index:3;\n    white-space:nowrap;\n}\n.ticker-track{\n    display:flex;\n    align-items:center;\n    gap:0;\n    width:max-content;\n    animation:ticker-scroll 40s linear infinite;\n    padding-left:160px;\n}\n.ticker-track:hover{animation-play-state:paused;}\n.ticker-item{\n    display:inline-flex;\n    align-items:center;\n    gap:.5rem;\n    white-space:nowrap;\n    padding:0 1.5rem;\n    font-family:var(--fh);\n    font-size:.78rem;\n    font-weight:500;\n    color:rgba(255,255,255,.75);\n    transition:color .2s;\n    text-decoration:none;\n}\n.ticker-item:hover{color:#3DB4F0;}\n.ticker-item::before{\n    content:'';\n    display:inline-block;\n    width:4px;height:4px;\n    border-radius:50%;\n    background:#008ED6;\n    flex-shrink:0;\n}\n@keyframes ticker-scroll{\n    0%{transform:translateX(0);}\n    100%{transform:translateX(-50%);}\n}\n@media(prefers-reduced-motion:reduce){\n    .ticker-track{animation:none;overflow-x:auto;}\n}\n\/* \u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550 HERO CENTERING \u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550 *\/\n.hero__inner{\n    justify-items:center;\n    text-align:center;\n}\n.hero__inner > div{\n    display:flex;\n    flex-direction:column;\n    align-items:center;\n    text-align:center;\n    max-width:780px;\n    margin:0 auto;\n}\n.hero__desc{\n    max-width:640px;\n    margin-left:auto;\n    margin-right:auto;\n}\n.hero__btns{\n    justify-content:center;\n}\n\n\n\/* \u2500\u2500 Visually hidden elements \u2014 explicit colors for accessibility checkers \u2500\u2500 *\/\n.sr-only,\n.visually-hidden {\n    color: #1C2430 !important;\n    background-color: #FFFFFF !important;\n}\n\/* \u2500\u2500 Screen-reader-only toggle label \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.fnav-toggle__label {\n    color: #FFFFFF !important;\n}\n\/* \u2500\u2500 Skip link always has explicit colors \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.skip-link {\n    background-color: #00659E !important;\n    color: #FFFFFF !important;\n}\n\n\/* \u2500\u2500 Breadcrumb: sit flush below global header \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\nbody {\n    padding-top: 65px !important;\n    background-color: #002147 !important;\n}\n.breadcrumb {\n    margin-top: 0 !important;\n    scroll-margin-top: 65px !important;\n}\n#main-content {\n    scroll-margin-top: 65px !important;\n}\n.admin-bar body { padding-top: 97px !important; }\n.admin-bar .breadcrumb { scroll-margin-top: 97px !important; }\n\/* \u2500\u2500 Hero: full viewport height \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.hero {\n    min-height: 100vh !important;\n    height: 100vh !important;\n    display: flex !important;\n    align-items: center !important;\n    justify-content: center !important;\n    padding: 0 !important;\n    position: relative !important;\n}\n.hero__inner {\n    justify-items: center !important;\n    text-align: center !important;\n    padding: clamp(2rem, 4vh, 5rem) 0 !important;\n    width: 100% !important;\n}\n\n\n\/* \u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\n   JSU GLOBAL NAVIGATION \u2014 matches jsums.edu exactly\n\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550 *\/\n.jsu-global-nav {\n    position: fixed;\n    top: 0; left: 0; right: 0;\n    z-index: 1000;\n    background: #002147;\n    box-shadow: 0 2px 16px rgba(0,0,0,.35);\n}\n.jsu-global-nav__top {\n    background: #00152E;\n    padding: .3rem 0;\n    border-bottom: 1px solid rgba(0,142,214,.2);\n}\n.jsu-global-nav__top-inner {\n    max-width: 1340px;\n    margin: 0 auto;\n    padding: 0 clamp(1.25rem,4vw,3rem);\n    display: flex;\n    align-items: center;\n    justify-content: space-between;\n    gap: 1rem;\n    flex-wrap: wrap;\n}\n.jsu-global-nav__util-links {\n    display: flex;\n    flex-wrap: wrap;\n    gap: .15rem .75rem;\n    list-style: none;\n}\n.jsu-global-nav__util-links a {\n    font-family: var(--fh);\n    font-size: .68rem;\n    font-weight: 500;\n    color: rgba(255,255,255,.65);\n    text-decoration: none;\n    letter-spacing: .02em;\n    transition: color .15s;\n}\n.jsu-global-nav__util-links a:hover { color: #3DB4F0; }\n.jsu-global-nav__ctas {\n    display: flex;\n    gap: .4rem;\n}\n.jsu-global-nav__cta {\n    font-family: var(--fh);\n    font-size: .72rem;\n    font-weight: 700;\n    letter-spacing: .05em;\n    text-decoration: none;\n    padding: .3rem .85rem;\n    border-radius: 4px;\n    transition: background .15s, color .15s;\n}\n.jsu-global-nav__cta--apply {\n    background: #00659E;\n    color: #FFFFFF;\n}\n.jsu-global-nav__cta--apply:hover { background: #007ABB; }\n.jsu-global-nav__cta--visit {\n    background: transparent;\n    color: rgba(255,255,255,.8);\n    border: 1px solid rgba(255,255,255,.3);\n}\n.jsu-global-nav__cta--visit:hover { background: rgba(255,255,255,.08); color: #FFFFFF; }\n.jsu-global-nav__cta--give {\n    background: #3DB4F0;\n    color: #002147;\n    font-weight: 800;\n}\n.jsu-global-nav__cta--give:hover { background: #6DC8F5; }\n\n.jsu-global-nav__main {\n    max-width: 1340px;\n    margin: 0 auto;\n    padding: 0 clamp(1.25rem,4vw,3rem);\n    display: flex;\n    align-items: center;\n    justify-content: space-between;\n    height: 64px;\n    gap: 1.5rem;\n}\n.jsu-global-nav__logo {\n    display: flex;\n    align-items: center;\n    gap: .65rem;\n    text-decoration: none;\n    flex-shrink: 0;\n}\n.jsu-global-nav__logo-mark {\n    width: 44px;\n    height: 44px;\n    border-radius: 6px;\n    background: #FFFFFF;\n    display: flex;\n    align-items: center;\n    justify-content: center;\n    flex-shrink: 0;\n}\n.jsu-global-nav__logo-mark span {\n    font-family: var(--fh);\n    font-weight: 900;\n    font-size: 1.05rem;\n    color: #002147;\n    letter-spacing: -.03em;\n}\n.jsu-global-nav__logo-text { line-height: 1.15; }\n.jsu-global-nav__logo-text strong {\n    display: block;\n    font-family: var(--fh);\n    font-weight: 800;\n    font-size: .88rem;\n    color: #FFFFFF;\n    letter-spacing: .01em;\n}\n.jsu-global-nav__logo-text span {\n    font-family: var(--fh);\n    font-size: .62rem;\n    font-weight: 500;\n    letter-spacing: .14em;\n    text-transform: uppercase;\n    color: #3DB4F0;\n}\n\n.jsu-global-nav__menu {\n    display: flex;\n    align-items: center;\n    gap: 0;\n    list-style: none;\n}\n.jsu-global-nav__menu > li {\n    position: relative;\n}\n.jsu-global-nav__menu > li > a,\n.jsu-global-nav__menu > li > button {\n    display: flex;\n    align-items: center;\n    gap: .3rem;\n    font-family: var(--fh);\n    font-size: .82rem;\n    font-weight: 600;\n    color: rgba(255,255,255,.85);\n    text-decoration: none;\n    padding: .55rem .75rem;\n    border-radius: 6px;\n    background: none;\n    border: none;\n    cursor: pointer;\n    transition: color .15s, background .15s;\n    white-space: nowrap;\n}\n.jsu-global-nav__menu > li > a:hover,\n.jsu-global-nav__menu > li > button:hover {\n    color: #FFFFFF;\n    background: rgba(255,255,255,.08);\n}\n.jsu-global-nav__menu > li > a::after,\n.jsu-global-nav__menu > li > button.has-sub::after {\n    content: '';\n    display: inline-block;\n    width: 0; height: 0;\n    border-left: 4px solid transparent;\n    border-right: 4px solid transparent;\n    border-top: 4px solid currentColor;\n    opacity: .6;\n    margin-left: .2rem;\n    transition: transform .2s;\n}\n.jsu-global-nav__menu > li:hover > button.has-sub::after,\n.jsu-global-nav__menu > li:focus-within > button.has-sub::after {\n    transform: rotate(180deg);\n}\n\n\/* Dropdowns *\/\n.jsu-global-nav__dropdown {\n    position: absolute;\n    top: calc(100% + 4px);\n    left: 0;\n    min-width: 220px;\n    background: #001736;\n    border: 1px solid rgba(0,142,214,.25);\n    border-radius: 8px;\n    box-shadow: 0 8px 32px rgba(0,0,0,.4);\n    padding: .5rem 0;\n    opacity: 0;\n    visibility: hidden;\n    transform: translateY(-8px);\n    transition: opacity .2s, visibility .2s, transform .2s;\n    z-index: 100;\n    list-style: none;\n}\n.jsu-global-nav__menu > li:hover .jsu-global-nav__dropdown,\n.jsu-global-nav__menu > li:focus-within .jsu-global-nav__dropdown {\n    opacity: 1;\n    visibility: visible;\n    transform: translateY(0);\n}\n.jsu-global-nav__dropdown a {\n    display: block;\n    padding: .5rem 1.1rem;\n    font-family: var(--fh);\n    font-size: .82rem;\n    font-weight: 500;\n    color: rgba(255,255,255,.8);\n    text-decoration: none;\n    transition: color .15s, background .15s;\n}\n.jsu-global-nav__dropdown a:hover {\n    color: #FFFFFF;\n    background: rgba(0,142,214,.15);\n}\n.jsu-global-nav__dropdown .drop-group-label {\n    display: block;\n    padding: .65rem 1.1rem .25rem;\n    font-family: var(--fh);\n    font-size: .65rem;\n    font-weight: 700;\n    letter-spacing: .12em;\n    text-transform: uppercase;\n    color: #3DB4F0;\n    border-top: 1px solid rgba(0,142,214,.2);\n    margin-top: .35rem;\n}\n.jsu-global-nav__dropdown .drop-group-label:first-child {\n    border-top: none;\n    margin-top: 0;\n}\n\n\/* Mobile menu toggle *\/\n.jsu-global-nav__mob-btn {\n    display: none;\n    background: none;\n    border: 1px solid rgba(255,255,255,.3);\n    border-radius: 6px;\n    color: #FFFFFF;\n    padding: .45rem .65rem;\n    cursor: pointer;\n    font-size: 1.15rem;\n    line-height: 1;\n    transition: background .15s;\n}\n.jsu-global-nav__mob-btn:hover { background: rgba(255,255,255,.1); }\n\n\/* Page body offset for fixed nav *\/\nbody { padding-top: 0 !important; }\n.breadcrumb {\n    margin-top: 104px !important; }\n.admin-bar .breadcrumb {\n    margin-top: 136px !important; }\n#main-content { scroll-margin-top: 104px !important; }\n\n\/* Sections scroll past nav *\/\n[id] { scroll-margin-top: 104px; }\n\n@media(max-width: 1024px) {\n    .jsu-global-nav__menu { display: none; }\n    .jsu-global-nav__mob-btn { display: flex; align-items: center; justify-content: center; }\n}\n@media(max-width: 600px) {\n    .jsu-global-nav__logo-text { display: none; }\n}\n\n\n\/* \u2550\u2550 PDF \/ Document Inline Viewer \u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550 *\/\n.doc-embed-wrap {\n    margin: 1.25rem 0;\n    border: 1px solid #C2D4E6;\n    border-radius: 10px;\n    overflow: hidden;\n    background: #F3F7FB;\n}\n.doc-embed-toolbar {\n    display: flex;\n    align-items: center;\n    justify-content: space-between;\n    padding: .6rem 1rem;\n    background: #002147;\n    gap: .75rem;\n    flex-wrap: wrap;\n}\n.doc-embed-toolbar__title {\n    font-family: var(--fh);\n    font-size: .82rem;\n    font-weight: 600;\n    color: #FFFFFF;\n    flex: 1;\n    min-width: 0;\n    white-space: nowrap;\n    overflow: hidden;\n    text-overflow: ellipsis;\n}\n.doc-embed-toolbar__actions {\n    display: flex;\n    gap: .4rem;\n    flex-shrink: 0;\n}\n.doc-embed-toolbar__btn {\n    font-family: var(--fh);\n    font-size: .72rem;\n    font-weight: 700;\n    letter-spacing: .04em;\n    padding: .3rem .75rem;\n    border-radius: 5px;\n    text-decoration: none;\n    transition: background .15s, color .15s;\n    white-space: nowrap;\n}\n.doc-embed-toolbar__btn--view {\n    background: #00659E;\n    color: #FFFFFF;\n    border: 1px solid #008ED6;\n}\n.doc-embed-toolbar__btn--view:hover { background: #007ABB; }\n.doc-embed-toolbar__btn--dl {\n    background: rgba(255,255,255,.12);\n    color: rgba(255,255,255,.9);\n    border: 1px solid rgba(255,255,255,.25);\n}\n.doc-embed-toolbar__btn--dl:hover { background: rgba(255,255,255,.2); color: #FFFFFF; }\n.doc-embed-frame {\n    width: 100%;\n    height: 560px;\n    border: none;\n    display: block;\n    background: #FFFFFF;\n}\n@media(max-width:600px){ .doc-embed-frame { height: 380px; } }\n\n\n.pdf-embed-wrap{border-radius:8px;overflow:hidden;box-shadow:0 2px 16px rgba(0,21,46,.1);margin:1.5rem 0;}\n.pdf-embed-header{background:#002147;padding:.75rem 1.25rem;display:flex;align-items:center;justify-content:space-between;gap:1rem;flex-wrap:wrap;}\n.pdf-embed-title{font-family:var(--fh);font-weight:700;font-size:.88rem;color:#FFFFFF;}\n.pdf-embed-actions{display:flex;gap:.5rem;flex-wrap:wrap;}\n.pdf-btn{font-family:var(--fh);font-size:.75rem;font-weight:600;padding:.35rem .85rem;border-radius:4px;text-decoration:none;transition:background .15s;white-space:nowrap;}\n.pdf-btn--view{background:rgba(255,255,255,.15);color:#FFFFFF;}\n.pdf-btn--view:hover{background:rgba(255,255,255,.25);}\n.pdf-btn--dl{background:#00659E;color:#FFFFFF;}\n.pdf-btn--dl:hover{background:#007ABB;}\n.pdf-embed-frame{display:block;background:#F3F7FB;width:100%;border:1px solid #C2D4E6;border-radius:0 0 8px 8px;}\n\n\n\/* \u2500\u2500 Card component \u2014 grid, spacing, typography \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\n   Base template ships .card* color hardening but no layout\n   rules. All hex literal. No CSS variables. \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.cards-grid {\n    display: grid !important;\n    grid-template-columns: repeat(auto-fit, minmax(300px, 1fr)) !important;\n    gap: 1.25rem !important;\n    align-items: stretch !important;\n}\n.card {\n    display: flex !important; flex-direction: column !important;\n    background: #FFFFFF !important;\n    border: 1px solid #C2D4E6 !important;\n    border-top: 3px solid #C2D4E6 !important;\n    border-radius: 8px !important;\n    overflow: hidden !important;\n    transition: border-color .2s, box-shadow .2s, transform .2s !important;\n}\n.card:hover {\n    border-top-color: #008ED6 !important;\n    box-shadow: 0 6px 24px rgba(0,33,71,.09) !important;\n    transform: translateY(-2px) !important;\n}\n.card--rule { border-top-color: #00659E !important; }\n.card--rule:hover { border-top-color: #00659E !important; }\n.card__body { display: flex !important; flex-direction: column !important;\n    flex: 1 1 auto !important; padding: 1.65rem 1.6rem 1.75rem !important; }\n.card__eyebrow {\n    font-family: 'Sora', sans-serif !important;\n    font-size: .7rem !important; font-weight: 700 !important;\n    letter-spacing: .1em !important; text-transform: uppercase !important;\n    line-height: 1.4 !important; color: #00629A !important; margin: 0 0 .7rem !important;\n}\n.card__title {\n    font-family: 'Sora', sans-serif !important;\n    font-size: 1.08rem !important; font-weight: 700 !important;\n    line-height: 1.35 !important; color: #002147 !important; margin: 0 0 .65rem !important;\n}\n.card__text {\n    font-family: 'Crimson Pro', Georgia, serif !important;\n    font-size: 1rem !important; line-height: 1.65 !important;\n    color: #4A5060 !important; margin: 0 !important;\n}\n.card__link {\n    font-family: 'Sora', sans-serif !important;\n    font-size: .8rem !important; font-weight: 600 !important;\n    color: #00629A !important; text-decoration: underline !important;\n    text-underline-offset: 3px !important; align-self: flex-start !important;\n    margin-top: auto !important; padding-top: 1.15rem !important;\n}\n.card__link:hover { color: #002147 !important; }\n.about-body ul { list-style: disc !important; padding-left: 1.4rem !important; margin: .9rem 0 0 !important; }\n.about-body li {\n    font-family: 'Crimson Pro', Georgia, serif !important;\n    font-size: 1.02rem !important; line-height: 1.7 !important;\n    color: #4A5060 !important; margin-bottom: .5rem !important;\n}\n.about-body p a, .about-body li a {\n    color: #00629A !important; text-decoration: underline !important; text-underline-offset: 2px !important;\n}\n.about-body h3 {\n    font-family: 'Sora', sans-serif !important;\n    font-size: 1.06rem !important; font-weight: 700 !important;\n    color: #002147 !important; margin: 2.1rem 0 .45rem !important;\n}\n.about-body h3:first-of-type { margin-top: 0 !important; }\n.about-body p {\n    font-family: 'Crimson Pro', Georgia, serif !important;\n    font-size: 1.05rem !important; line-height: 1.75 !important;\n    color: #4A5060 !important; margin: 0 0 1.1rem !important;\n}\n\n\/* Font specimen line inside a card *\/\n.specimen {\n    display: block !important;\n    font-size: 1.45rem !important; font-weight: 600 !important;\n    color: #002147 !important; line-height: 1.3 !important;\n    padding: .85rem 1rem !important; margin: 0 0 .8rem !important;\n    background: #F3F7FB !important;\n    border: 1px solid #C2D4E6 !important;\n    border-radius: 6px !important;\n}\n.specimen--oswald { font-family: 'Oswald', 'Sora', sans-serif !important; letter-spacing: .01em !important; }\n.specimen--arial  { font-family: Arial, Helvetica, sans-serif !important; }\n\n\/* Photo figure *\/\n.photo-fig { margin: 0 !important; border: 1px solid #C2D4E6 !important;\n    border-radius: 14px !important; overflow: hidden !important; background: #FFFFFF !important; }\n.photo-fig img { width: 100% !important; height: auto !important; display: block !important; }\n.photo-cap { font-family: 'Sora', sans-serif !important; font-size: .8rem !important;\n    color: #636B78 !important; padding: .75rem 1rem !important;\n    background: #F3F7FB !important; border-top: 1px solid #C2D4E6 !important; }\n\n@media (max-width: 640px) {\n    .cards-grid { grid-template-columns: 1fr !important; }\n    .card__body { padding: 1.35rem 1.3rem 1.45rem !important; }\n}\n<\/style>\n<\/head>\n<body>\n\n<a href=\"#main-content\" class=\"skip-link\">Skip to main content<\/a>\n\n<nav class=\"breadcrumb\" aria-label=\"Breadcrumb\">\n<div class=\"w\"><ol class=\"breadcrumb__list\">\n  <li><a href=\"https:\/\/www.jsums.edu\/\">JSU Home<\/a><\/li>\n  <li><a href=\"https:\/\/www.jsums.edu\/webguide\/\">JSU Web Style Guide<\/a><\/li>\n  <li><span aria-current=\"page\">Search Engine Optimization (SEO)<\/span><\/li>\n<\/ol><\/div>\n<\/nav>\n\n<main id=\"main-content\" class=\"jsu-main-content\">\n\n  <!-- \u2500\u2500 HERO \u2014 full viewport (100vh) \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n  <section class=\"hero dk\" aria-labelledby=\"hero-h\">\n  <div class=\"w\"><div class=\"hero__inner\"><div>\n    <span class=\"hero__tag\">JSU WEB STYLE GUIDE<\/span>\n    <h1 class=\"hero__title\" id=\"hero-h\">\n      Search Engine <em>Optimization<\/em>\n    <\/h1>\n    <p class=\"hero__desc\">\n      Increase traffic from search engines by optimizing internal and external aspects of your\n      site.\n    <\/p>\n    <div class=\"hero__btns\">\n      <a href=\"#fundamentals\" class=\"btn btn--primary\">Fundamental Elements<\/a>\n      <a href=\"#contact\" class=\"btn btn--outline-white\">Contact Us<\/a>\n    <\/div>\n  <\/div><\/div><\/div>\n  <\/section>\n\n  <!-- \u2500\u2500 WHY SEO MATTERS \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n  <section class=\"sec\" id=\"overview\" aria-labelledby=\"overview-h\">\n  <div class=\"w\">\n    <div class=\"about-grid\">\n      <div class=\"about-body\">\n        <span class=\"sec-eyebrow\">Search Engine Optimization (SEO)<\/span>\n        <h2 class=\"sec-title\" id=\"overview-h\">Why SEO matters<\/h2>\n        <p>\n          The goal of SEO is to increase traffic from search engines by optimizing internal and\n          external aspects of a website. A few fundamentals can help you generate search-engine\n          results for your site.\n        <\/p>\n        <p>\n          SEO is particularly important because many visitors will use a search engine to navigate\n          to your site, whether it is from an actual search-engine page or the site search tools\n          used on JSU websites.\n        <\/p>\n        <p>\n          SEO hinges on keywords and specific spots on a page where they show up. In addition to\n          other elements, search engines recognize keywords in determining what should show up in\n          search engine result pages for a given keyword or term.\n        <\/p>\n      <\/div>\n      <div class=\"about-facts\">\n        <dl>\n          <div><dt>Page Length<\/dt><dd>Between 300&ndash;500 words per page<\/dd><\/div>\n          <div><dt>Page Focus<\/dt><dd>One primary focus per page<\/dd><\/div>\n          <div><dt>Page Titles<\/dt><dd>Fewer than 70 characters<\/dd><\/div>\n          <div><dt>URLs<\/dt><dd>Short, intuitive permalinks; hyphens between words<\/dd><\/div>\n          <div><dt>Images<\/dt><dd>ALT tags with topic-related keywords<\/dd><\/div>\n          <div><dt>Plugins<\/dt><dd>Yoast SEO or All-in-One SEO Pack, via the JSU webmaster<\/dd><\/div>\n        <\/dl>\n      <\/div>\n    <\/div>\n  <\/div>\n  <\/section>\n\n  <!-- \u2500\u2500 BEST PRACTICES \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n  <section class=\"sec sec--off\" id=\"best-practices\" aria-labelledby=\"best-practices-h\">\n  <div class=\"w\">\n    <div class=\"sec-head\">\n      <span class=\"sec-eyebrow\">When creating content<\/span>\n      <h2 class=\"sec-title\" id=\"best-practices-h\">Here are just a few best practices to consider when creating content:<\/h2>\n    <\/div>\n    <div class=\"cards-grid\">\n\n      <div class=\"card\">\n      <div class=\"card__body\">\n        <div class=\"card__eyebrow\">Length<\/div>\n        <div class=\"card__text\">\n          Text should be between 300-500 words per page.\n        <\/div>\n      <\/div>\n      <\/div>\n\n      <div class=\"card\">\n      <div class=\"card__body\">\n        <div class=\"card__eyebrow\">Focus<\/div>\n        <div class=\"card__text\">\n          Each page should have one primary focus; keywords or phrases related to the page topic\n          should be used.\n        <\/div>\n      <\/div>\n      <\/div>\n\n      <div class=\"card\">\n      <div class=\"card__body\">\n        <div class=\"card__eyebrow\">Outbound links<\/div>\n        <div class=\"card__text\">\n          Some links to other sites can be a good thing, but outbound links should not dominate a\n          page.\n        <\/div>\n      <\/div>\n      <\/div>\n\n      <div class=\"card\">\n      <div class=\"card__body\">\n        <div class=\"card__eyebrow\">Photos<\/div>\n        <div class=\"card__text\">\n          Photos should be used to add interest to pages. Make sure to use ALT tags on photos with\n          topic-related keywords.\n        <\/div>\n      <\/div>\n      <\/div>\n\n    <\/div>\n  <\/div>\n  <\/section>\n\n  <!-- \u2500\u2500 FUNDAMENTAL ELEMENTS FOR SEO \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n  <section class=\"sec\" id=\"fundamentals\" aria-labelledby=\"fundamentals-h\">\n  <div class=\"w\">\n    <div class=\"sec-head\">\n      <span class=\"sec-eyebrow\">Four elements<\/span>\n      <h2 class=\"sec-title\" id=\"fundamentals-h\">Fundamental Elements for SEO<\/h2>\n    <\/div>\n\n    <div class=\"about-body\" style=\"max-width:900px;\">\n      <h3>Page Titles<\/h3>\n      <p>\n        Some say that a page&rsquo;s title&mdash;what shows up centered along the top edge of a\n        browser window&mdash;is the single most important SEO element. The page title also serves\n        as the search result. If it&rsquo;s not relevant or says something as basic as\n        &ldquo;HOME,&rdquo; then it fails to distinguish itself for a search engine or a user.\n      <\/p>\n      <p>\n        Page titles should describe what each page is about in less than 70 characters (the limit\n        for many search results). Use the important keywords closer to the front of the title,\n        and, when possible, put the name of the site towards the end.\n      <\/p>\n\n      <h3>Optimized URLs<\/h3>\n      <p>\n        A URL is a web address, but like a page title, it should tell users what to expect if they\n        click on it or paste it into the browser. In much the same way, a URL can also tell a\n        search engine what the page is about. JSU&rsquo;s websites use automatically-generated and\n        optimized permalinks that keep the URL short and include an intuitively named page title.\n        Hyphens may be used for URLs that use more than one word (&hellip;\/homecoming-2013).\n      <\/p>\n\n      <h3>HTML Tags and Metadata<\/h3>\n      <p>\n        This step takes search engine optimization from on-page text into the code. Be sure to use\n        your title tags and H1, H2, and H3 tags for ranking the first-, second-, and third-most\n        important keywords on your page. Search engines can be particularly interested in text\n        tagged as or . Be sure to use hyperlinks in your actual text, avoiding generic phrases for\n        linked text such as &ldquo;click here.&rdquo;\n      <\/p>\n      <p>\n        Most search engines have stopped using metadata, or meta keywords and descriptions, as\n        criteria in a search. However, use of the tags remain a best practice because the tags can\n        help your page be more appealing in the summary section of search-result pages.\n      <\/p>\n      <p>\n        Within your site, using the same metadata for numerous pages can actually have a\n        detrimental impact on search results. So use it strategically. WordPress plugins such as\n        Yoast SEO or All-in-One SEO Pack can be added to your site in order to provide SEO tools\n        within the WordPress admin. Please contact the JSU webmaster for more information or to\n        add these features to your site.\n      <\/p>\n\n      <h3>Linking<\/h3>\n      <p>\n        The number of pages linking to your home page and the number of pages you link to can\n        affect search results. Link to other pages within your site and within the overall JSU\n        installation whenever possible. In addition, encourage external websites to link to yours,\n        which will help you both.\n      <\/p>\n    <\/div>\n  <\/div>\n  <\/section>\n\n  <!-- \u2500\u2500 RELATED SECTIONS \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n  <section class=\"sec sec--off\" id=\"resources\" aria-labelledby=\"resources-h\">\n  <div class=\"w\">\n    <div class=\"sec-head\">\n      <span class=\"sec-eyebrow\">Related sections<\/span>\n      <h2 class=\"sec-title\" id=\"resources-h\">Elsewhere in the web guide<\/h2>\n    <\/div>\n    <div class=\"resource-list\">\n\n      <div class=\"resource-item\">\n        <div class=\"resource-icon\" aria-hidden=\"true\">&#9997;<\/div>\n        <div>\n          <div class=\"resource-item__name\">Writing for the Web<\/div>\n          <div class=\"resource-item__desc\">Guidance for writing clear, usable web copy.<\/div>\n        <\/div>\n        <a href=\"https:\/\/www.jsums.edu\/webguide\/writing-for-the-web\/\" class=\"resource-item__link\">View &#8594;<\/a>\n      <\/div>\n\n      <div class=\"resource-item\">\n        <div class=\"resource-icon\" aria-hidden=\"true\">&#9855;<\/div>\n        <div>\n          <div class=\"resource-item__name\">Accessibility<\/div>\n          <div class=\"resource-item__desc\">ALT tags and conformance with accessibility standards.<\/div>\n        <\/div>\n        <a href=\"https:\/\/www.jsums.edu\/webguide\/accessibility\/\" class=\"resource-item__link\">View &#8594;<\/a>\n      <\/div>\n\n      <div class=\"resource-item\">\n        <div class=\"resource-icon\" aria-hidden=\"true\">&#128203;<\/div>\n        <div>\n          <div class=\"resource-item__name\">Required Content Elements<\/div>\n          <div class=\"resource-item__desc\">Content every JSU site must carry.<\/div>\n        <\/div>\n        <a href=\"https:\/\/www.jsums.edu\/webguide\/required-content-elements\/\" class=\"resource-item__link\">View &#8594;<\/a>\n      <\/div>\n\n      <div class=\"resource-item\">\n        <div class=\"resource-icon\" aria-hidden=\"true\">&#129517;<\/div>\n        <div>\n          <div class=\"resource-item__name\">Navigation<\/div>\n          <div class=\"resource-item__desc\">Navigation standards for JSU websites.<\/div>\n        <\/div>\n        <a href=\"https:\/\/www.jsums.edu\/webguide\/navigation\/\" class=\"resource-item__link\">View &#8594;<\/a>\n      <\/div>\n\n      <div class=\"resource-item\">\n        <div class=\"resource-icon\" aria-hidden=\"true\">&#128221;<\/div>\n        <div>\n          <div class=\"resource-item__name\">JSU Style Guide<\/div>\n          <div class=\"resource-item__desc\">The university-wide brand style guide.<\/div>\n        <\/div>\n        <a href=\"https:\/\/www.jsums.edu\/styleguide\/\" class=\"resource-item__link\">Visit &#8594;<\/a>\n      <\/div>\n\n    <\/div>\n  <\/div>\n  <\/section>\n\n  <!-- \u2500\u2500 CTA BAND \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n  <section class=\"cta-band dk\" aria-labelledby=\"cta-h\">\n  <div class=\"w\"><div class=\"cta-band__inner\">\n    <div>\n      <h2 class=\"cta-band__title\" id=\"cta-h\">Need SEO tools on your site?<\/h2>\n      <p class=\"cta-band__sub\">Please contact the JSU webmaster for more information or to add these features to your site.<\/p>\n    <\/div>\n    <div class=\"cta-band__btns\">\n      <a href=\"https:\/\/www.jsums.edu\/webguide\/\" class=\"btn btn--primary\">Web Guide Home<\/a>\n      <a href=\"https:\/\/www.jsums.edu\/webguide\/writing-for-the-web\/\" class=\"btn btn--outline-white\">Writing for the Web<\/a>\n    <\/div>\n  <\/div><\/div>\n  <\/section>\n\n  <!-- \u2500\u2500 CONTACT \u2014 always the last section in main content \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n  <section class=\"sec sec--surface\" id=\"contact\" aria-labelledby=\"contact-h\">\n  <div class=\"w\">\n    <div class=\"sec-head\" style=\"margin-bottom:1.5rem;\">\n      <span class=\"sec-eyebrow\">Get in Touch<\/span>\n      <h2 class=\"sec-title\" id=\"contact-h\">JSU Web Guide<\/h2>\n    <\/div>\n    <div class=\"contact-items\">\n      <div class=\"contact-item\">\n        <div class=\"contact-icon\" aria-hidden=\"true\">&#9993;<\/div>\n        <div>\n          <div class=\"contact-item__label\">Mailing Address<\/div>\n          <div class=\"contact-item__val\">\n            P.O. Box 17199<br>\n            Jackson, MS 39217\n          <\/div>\n        <\/div>\n      <\/div>\n      <div class=\"contact-item\">\n        <div class=\"contact-icon\" aria-hidden=\"true\">&#128222;<\/div>\n        <div>\n          <div class=\"contact-item__label\">Phone<\/div>\n          <div class=\"contact-item__val\"><a href=\"tel:+16019792244\">601.979.2244<\/a><\/div>\n        <\/div>\n      <\/div>\n      <div class=\"contact-item\">\n        <div class=\"contact-icon\" aria-hidden=\"true\">&#128424;<\/div>\n        <div>\n          <div class=\"contact-item__label\">Fax<\/div>\n          <div class=\"contact-item__val\">601.979.8246<\/div>\n        <\/div>\n      <\/div>\n      <div class=\"contact-item\">\n        <div class=\"contact-icon\" aria-hidden=\"true\">&#169;<\/div>\n        <div>\n          <div class=\"contact-item__label\">Copyright<\/div>\n          <div class=\"contact-item__val\">Copyright 2012, Jackson State University&reg;<\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n\n    <figure class=\"photo-fig\" style=\"margin-top:2.5rem;margin-bottom:0;\">\n      <img decoding=\"async\" src=\"https:\/\/www.jsums.edu\/webguide\/files\/2024\/04\/DSCF3038.jpg\"\n           alt=\"The Jackson State University campus.\"\n           loading=\"lazy\" title=\"Search Engine Optimization (SEO)\">\n      <figcaption class=\"photo-cap\">Jackson State University<\/figcaption>\n    <\/figure>\n  <\/div>\n  <\/section>\n\n<\/main><!-- end #main-content -->\n\n<!-- \u2500\u2500 DRAWER NAV \u2014 JSU Web Style Guide \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n<button class=\"fnav-toggle\"\n        aria-label=\"Open page navigation menu\"\n        aria-expanded=\"false\"\n        aria-controls=\"fnav-drawer\"\n        type=\"button\">\n  <span class=\"fnav-toggle__icon\" aria-hidden=\"true\">&#9776;<\/span>\n  <span class=\"fnav-toggle__label\">Menu<\/span>\n<\/button>\n\n<div class=\"fnav-overlay\" id=\"fnav-overlay\" aria-hidden=\"true\"><\/div>\n\n<nav class=\"fnav-drawer\" id=\"fnav-drawer\" aria-label=\"Page navigation\" aria-hidden=\"true\">\n\n  <div class=\"fnav-drawer__header\">\n    <div>\n      <span class=\"fnav-drawer__eyebrow\">Jackson State University<\/span>\n      <span class=\"fnav-drawer__title\">JSU Web Style Guide<\/span>\n    <\/div>\n    <button class=\"fnav-close\" aria-label=\"Close navigation menu\" type=\"button\">&times;<\/button>\n  <\/div>\n\n  <div class=\"fnav-drawer__body\">\n    <div class=\"fnav-group\">\n      <ul class=\"fnav-group__items\" role=\"list\">\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Introduction<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/jsu-homepage\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">JSU Homepage<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/accessibility\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Accessibility<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/identity-elements\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Identity Elements<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/required-design-elements\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Required Design Elements<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/uo-signature-use-standards\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">UO Signature Use Standards<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/typography-standards\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Typography Standards<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/navigation\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Navigation<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/style-sheets\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Style Sheets<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/color-palette\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Color Palette<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/required-content-elements\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Required Content Elements<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/browser-compatibility-use-of-flash\/\" class=\"fnav-item\" aria-current=\"false\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Browser Compatibility &amp; Use of Flash<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a href=\"https:\/\/www.jsums.edu\/webguide\/search-engine-optimization-seo\/\" class=\"fnav-item\" aria-current=\"page\">\n            <span class=\"fnav-item__dot\" aria-hidden=\"true\"><\/span>\n            <span class=\"fnav-item__text\">Search Engine Optimization (SEO)<\/span>\n          <\/a>\n        <\/li>\n        <li>\n          <a 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