SEO and GEO Guidance

A search result is typically made up of: 

• Meta title: The clickable blue headline in Google results. Keep between 50-60 characters. 
• Meta description: The descriptive text underneath meta titles. Aim for 150-160 characters. 
• URL: Short, descriptive address aligned with the page title. 
• Rich snippets: Search engines may show FAQs, star ratings, events or other structured data. Use schema markup when appropriate. 

Generative engines (AI tools) may use: 

• Direct answer quotes: Short, clear text segments pulled from Purdue pages. 
• Contextual summaries: Overviews created from structured headings, FAQs and authoritative tone. 
• Source citations: Links to Purdue pages when engines verify authority and trust. 

Search engines and generative engines consider many signals: 

SEO factors 

• Page speed and mobile responsiveness 
• Keyword relevance in meta title, headings and body copy 
• Accessibility (alt text, proper heading structure, contrast) 
• Internal links to related Purdue pages 
• External backlinks from trusted domains 
• Freshness (recently updated content) 

GEO factors 

• Clear, concise Q&A-style content 
• Strong headings, bulleted lists and FAQs 
• Transparency and authority (faculty, research, official data) 
• Consistency with other Purdue sources 
• Avoiding jargon or filler text that dilutes clarity 

SEO goals 

• Improve rankings for strategic keywords (e.g., “Purdue engineering programs,” “Purdue Global degrees”) 
• Increase organic traffic to priority sites (Admissions, Graduate School, Research, Newsroom) 
• Enhance click-through rates with compelling meta titles and descriptions 

GEO goals 

• Ensure Purdue content is accurately cited in generative AI answers 
• Position Purdue as an authoritative voice in education, research and innovation 
• Adapt content so it is answer-oriented, readable and future-ready 

• Google Keyword Planner: Helps communicators understand what prospective students, parents and researchers are searching for by providing keyword volumes and trends, making it easier to prioritize relevant terms for Purdue content.
• SEMrush: Offers keyword tracking, competitive analysis and SEO audits, allowing units to monitor rankings and identify opportunities to improve visibility against peer institutions.
• Ahrefs: Provides insight into backlinks and keyword performance, helping Purdue measure domain authority and discover opportunities for trusted external references that enhance both SEO and GEO credibility.
• Siteimprove: Monitors accessibility, broken links and SEO quality, ensuring every site meets compliance standards while also strengthening search visibility.
• Looker Studio and GA4: Work together to measure organic traffic, engagement and user behavior, giving communicators data-driven insights into which content strategies are driving discovery.
• OpenGraph.xyz: Allows teams to preview and validate open graph metadata, ensuring Purdue stories and pages display correctly when shared on platforms like LinkedIn, Facebook or X.

Measurement and Reporting 

Optimizing for SEO and GEO is only effective if results are tracked. Purdue communicators should regularly review GA4 dashboards and Looker Studio reports to measure organic traffic, engagement and conversion trends. SEMrush can track keyword rankings against competitors, while Siteimprove monitors SEO quality and accessibility issues. Together, these tools ensure that strategies are working and highlight where adjustments are needed.