52 CONTENT SEO Content elements optimized for SEO include titles and meta descriptions, well-chosen internal links, and images with descriptive alternative text. The easier it is for search engines to find your content, the easier it will be to expand audience. • Page Title: 50-55 characters limit including spaces Title case. No special characters. • Short descriptions/Meta descriptions 250 character limit, including spaces. • Use main keywords early on in title and content. • Write unique titles, descriptions and content. - Not having duplicative content is one of the most important SEO best practices. This applies to titles, meta descriptions and alt text. • Proper use of a nested structure for section headings (e.g. from H1 to H6) - H1: Limited H1 heading to one per page. The H1 heading should be the name/title of the page. - Use H2 – H6 headings to introduce different sections. • Use clear section headers to define sections. (H2-H6) • “Front-load” titles, meaning you start your title/h1 tag with your target keyword. • PDFs contain metadata (title and 3 -5 keywords) and PDF file name should be consistent with actual the title. Text/Writing Writing for the web is not the same as writing for a print publication. A page on the web should be half the length of a similar print document. (webpage should not be a duplication of the PDF) • Avoid large blocks text. Ideal ranges between 40 and 55 characters per line (4-5) - Especially helpful on mobile devices. • Avoid marketing speak: - “Click here”. “Free...” - Avoid repetition of MSCI ex: msci.com/factor-investing (MSCI is mentioned 69 times on this single page) - Domain is MSCI.com repeating MSCI numerous times doesn’t increase SEO. - MSCI within the title hurts SEO (first words in the title are weighted more heavily) • Do not underline body text unless it’s a hyperlink. • Body text hyperlinks should be underlined on hover. Meets accessibility requirement. Call-to-Action (CTA) Buttons Buttons used to guide users towards your goal conversion. Make it clear to users what they should do and why they should. CTA should directly reflect the message of the content that came before it. (i.e. ‘Download Annual Report”) • Title case or caps should be used for CTAs. • Assistive technology needs help in differentiating between CTAs that are close in proximity. - ‘Learn More’ doesn’t provide context. • Offer users context before offering a CTA. (i.e. a description/intro copy before offering a download option) Best practices for user experience (UX) MSCI brand guidelines