Information to help us decide how we'll handle HTML titles and meta descriptions for postgraduate pages.

Note: These are only needed on the About tab 

Existing guidance

Writing metadata - web team training guidance

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Writing metadata

Metadata

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 - web team training guidance

Metadata descriptions and page intros - WIP guidance

Proposed approach

HTML title

Recommended length: 55-60 characters including spaces (longer than 55 makes it more likely Google will chop off the end in search results) 

We should confirm that we want to confirmed in the WIPII meeting that, with one exception, we'll keep the same formula we're using for UG. I think this is:

Page title from Gather | Victoria University

e.g. Master of Professional Accounting | Victoria University

Note that this is different to what is done on the current siteThe one change is that for programmes we'll include the programme code:

e.g. Master of Professional Accounting (MPA) - School of Accounting and Commercial Law - Victoria University of WellingtonI don't think the school or "of Wellington" is key information users need to see in the search results but the programme code might be useful and won't eat into the character limit much.– MPA | Victoria University

Meta description

Based on the existing guidance the meta descriptions should be:

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• Key benefit, ideally as direct address/imperative – the banner overview intro should be a good starting point
• Programme name
• SynonymsKey words/key words that synonyms that are commonly used, e.g. 'MBA' for the 'Master of Business Administration'
• The kind of content users will find, the tasks they allow users to complete (optional of there's room)

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Programme name: Google wants to include the search term in the description so sometimes truncates the description to stuff the search term into the snippet, or uses other content on the page for the snippet. The most common search term that will bring people to a programme page is the programme name, so to avoid having Google chop off important parts of our description we should include the programme name in the search termdescription. The name can be scattered amongst other words, e.g. “This Master’s degree will make you an expert in Public Policy”

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Examples

Thinking of doing a Master of Tourism Management? Build on your Bachelor's degree with advanced study and research into the dynamic world of tourism.

Study the Master of Business Administration and boost your performance as a manager and a leader with a broad-based, globally-recognised MBA programme.

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• Key benefit, ideally as direct address/imperative – the banner overview intro should be a good starting point
• Kind of content (in order of priority):
  1. Postgraduate qualifications/programmes/degrees (must mention that this is what the page covers, don’t need to list them though)
  2. Contacts and staff
  3. Stories

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Choose from a range of postgraduate qualifications giving you deeper insight into the latest management thinking. Get staff contacts and read graduate stories.

Develop advanced theoretical knowledge, independent research skills and technical ability in economics. Find the postgraduate degree to achieve your goals.

Elements I don't think the description needs

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Search “bachelor of tourism management”:

 1.Bachelor of Tourism Management | Victoria University
www.victoria.ac.nz/btm
The Bachelor of Tourism Management (BTM) is a three-year undergraduate degree designed to set you on the path to a senior role in the tourism industry.

 2. Tourism Management | Victoria University
www.victoria.ac.nz/explore/study-areas/tourism-management/about
The tourism industry offers a world of opportunities. A Bachelor of Tourism Management from Victoria will help you on your journey towards a senior role in this ...

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 3. Bachelor of Tourism Management | Victoria University
www.victoria.ac.nz/btm
The Bachelor of Tourism Management (BTM) is a three-year undergraduate degree designed to set you on the path to a senior role in the tourism industry. ... You'll study how tourism works, how tourism businesses operate, tourist behaviour and the impact visitors have on their ...

 4. Tourism Management | Victoria University
www.victoria.ac.nz/explore/study-areas/tourism-management/about
Study for your Tourism Management degree at Victoria University of Wellington, in New Zealand. Discover Vic Uni now.

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For 4. The snippet is the meta description in Gather but Google isn’t using it.