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SEO (search engine optimization) is the practice of optimizing your website and its content to promote your site's visibility and ranking in organic search results. Websites that rank higher on a search engine results page (SERP) will get more traffic as users are more likely to click on the first few listings. The lower a website ranks, the less likely users are going to be able find your site, much less visit it. The goal of SEO is to get your webpages listed as high as possible on SERPs to increase your site and brand's visibility.
Search engine algorithms are constantly changing, so while there is no guaranteed method of ranking your site #1 in search results, there are standards and best practices you should follow to give your content the best chance of being ranked and discovered.
Your page title can provide search engines and users context to what your content is about. While not a major ranking factor, creating strong, unique page titles may help capture users' attention and lead to click-throughs.
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Example of a search engine results page
AEM considerations
When creating a new page in AEM, AEM will auto-generate your slug or page name (what will appear in the final URL) based on the page title you input. If your page title is too long, AEM will truncate the name after 64 characters. For pages titles that are longer, input a custom page name following these guidelines:
As a general best practice, follow the SEO recommendation of keeping page titles around 55 characters or less.
Good URL
https://www.stryker.com/us/en/about/news/2025/stryker-example-product-launch.html
Bad URL
https://www.stryker.com/us/en/about/news/2025/Stryker-example-PRODUCT--lau.html
Your page should have clear structure using html H tags (h1 - h6). These heading and subheading tags create structure and hierarchy on your page allowing search engines to understand the content on your page. Applying the heading tags to your page content also improves user experience and accessibility. For example, H tags can help users navigating a website with an assistive device jump to the sections they are interested in.
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Sample product page showing H1-H4 headings. Page title, with h1 tag applied, is outlined in green box
Every page should include a brief meta description describing the content on your page. The meta description does not directly impact a page's ranking, but it may inform the user of what the page is about when they are reviewing links in SERPs. A descriptive and compelling sentence can persuade a user to click through to a website. Note that search engines will not always use the meta description in the SERP, but it is still valuable to include as the descriptions can also be pulled in dynamically through out Stryker.com via certain components, Stryker.com search, and Open Graph Protocol for social media sharing.
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The meta description is applied in the page properties in AEM
Alt text is added to images to provide a description in case the image cannot load or a user is navigating a website with a screen reader/assistive device. While the primary use of alt text is for accessibility, search engines also analyze alt text, file names, and captions for additional information about your content. Alt text should be concise, descriptive words or short phrases to decribe the the subject matter or content of the image.
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Alt text is added in image components or the image properties in AEM
How you link to pages on your website is important and can help search engines better understand the website's structure and how content and pages are related to one another. Internal linking or linking to other pages on the same website can also pass on authority or "link equity" to other pages.
Internal links are easily established in AEM using the path selector in the RTE or other components. Other benefits to establishing internal linking in AEM are: 1) the platform's ability to recognize when pages are linking to other pages, and 2) built-in workflows to automatically update links when pages have been moved, minimizing broken links on your site.
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Use the path selector to select another page on your website to link to
Explore these pages on Connect for more internal resources and support information: