Google and other search engines read web text but don’t interpret it. The site that best matches the exact search of the user will show up at the top of the page. Google’s search algorithm is secret, so users cannot implement ‘dishonest’ measures to put their pages at the top of the list. As users gain a better understanding of how Google works, this algorithm is adapted to make the search results as organic, or ‘honest’, as possible.

Search Engine Optimisation (SEO) is making the content of web pages – specifically key words throughout a page – match key search terms of a given target audience within the context of known search engine trends. This often involves making small modifications to parts of a website. Individually these changes may seem like incremental improvements, but as a whole they have a noticeable impact on a site's user experience and performance in organic search results, both internally and externally. This has no effect on the paid search results, which typically appear at the top of a Google search results page.

SEO not only works for improving Google rank and driving traffic to a website, but also helps internal clients find information. Thus SEO should balance serving internal clients with driving new traffic to the site. There should also be a balance between SEO and making content attractive for visitors.

Generally speaking, the higher the position of a page in the navigation structure, the more simply you should present information. The higher pages are intended to help the visitor quickly find what he or she is looking for. Thus on the higher levels don't go too deeply into subjects.

Search engine algorithms are closely guarded secrets. Nevertheless, it has become clear that search engines look for:

“Keywords” are terms that concisely summarise a specific webpage. They are [ideally] the words search engine users input during a web search. When search terms contain multiple words, they are often called “keyword phrases”. Here, both keywords and keyword phrases are referred to as keywords. It is essential to include these words to the website yourself so that search engines like Google, Bing or Yahoo can find your pages and increase the web page ranking in search results.

Google does not interpret text or images: it scans your site and indexes text. This means, in principle, that the site using exactly the same keywords that users type into Google will be more successful than a site using related or synonymous keywords. Even if two given sites are equally useful and/or deal with the same material, Google may rank them differently based on keywords.

The title tag of a web page appears in the very top bar of a web page. In search results, it appears as the first line and links to your webpage.

Optimising the title tag for search engines:

• the title tag should be a maximum of 66 characters including spaces
• use keywords (see manual for keyword selection) and put the most important keywords closest to front of title
• use a unique title as much as possible (ex: ‘Contact: School of Business and Economics’ rather than ‘Contact’). If a website has more than one page with the same title, then those pages compete with one another for ranking
• the title tag is taken directly from the page title in Drupal

The navigation title overrides the page title, implying that the title tag is taken from the navigation title when used. Remember that 10 points are given to the navigation title and 7 points to the page title, which means that:

• if a navigation title is used, 10 points go to the keywords in the navigation title and 7 to the keywords in the page titled
• if no navigation title is used, 17 points go to the keywords used in the page title. This also holds if the navigation title and page title are equal

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A page's description Introduction gives Google and other search engines a summary of what the page is about. Invisible to website visitors, it is recognised and processed by search engines, appearing below the title tag in search results.

Optimising the description tag for search engines:

• the description should be a maximum of 150-170 characters including spaces, the approximate number of characters shown below the title in the search engine results page
• this text that shows up in the search results for Google. Keep in mind that your page’s description tag will need to persuade users to click on your page instead of others, so it should be both informative and attractive
• it should explain what the page is about in one or two sentences
• always use a unique description
• the description should contain all of the keywords and keyword phrases for the page

Typically the first 150 or so characters in the Introduction section of a page will be used in a Google Search result. If the Introduction page isn’t filled in, Google will use the first paragraph of the page instead.

A page with an Introduction looking like this:

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URLs

URLs should be as clean as possible. Search engines treat the words at the beginning of the URL as more important than those at the end. Shorter, friendlier URLs are also better for linking to your content.

The following tips can be used to optimise URLs:

• make URLs as short and clear as possible
• use one URL per page if possible
• use a minus sign instead of an underscore to separate words
• to view the number of URLs for a page, go to File > Properties > URL title

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Because search engines search through the links on a page and rank those higher than normal text, the linked text should contain keywords (for instance: “see the master’s programmes overview” rather than “click here for the overview”). This is also important for the visually impaired, as readers look through the links on a page first and then go back and read the text.

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Heading tags are used to present structure on the page to users. There are six sizes of heading tags, beginning with <h1>, the most important, and ending with <h6>, the least important. It is now widely believed that only H1 and H2 tags are ranked by search engines.

The H1 tags should be used for the page titles and the H2 tag for subheadings. Subheadings should be used as frequently as possible, as both search engines and viewers most often scan this text first.

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ALT text shows up when viewers mouse over an image and will appear if an image cannot be displayed properly. ALT texts are also used by search engines to rank pages. The ALT texts should be short, but use descriptions that contain keywords for the page. (ex: European Studies student Julian Bloker does his internship at the European Parliament in Brussels). ALT texts also help your images appear in the search results for Google Images.

Creating descriptive categories and filenames for the documents on the website can not only lead to better crawling of documents by search engines but can also help keep the site better organised.

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Adding keyword metadata may not help a page to rank higher if other websites have the same keywords in more prominent places on the page. However, it does help people to find what they are looking for. If a search term is not on the page itself or should not be used on the page, then put it as a keyword in the metadata.(ex: the term ‘bieb’ is often searched for in Dutch, but it’s not a word that can be put on the page itself, so it should go in the keywords section).

The UM Student Video Team

The UM Student Video team consists of experienced, highly skilled students who offer their services to produce videos, from filming and editing to the end product. The team is part of the UM Marketing & Communications department, which provides equipment and support. By hiring the UM Student Video Team, you grant us permission to share the final video on our website and social media platforms, as well as to use the footage for future videos.

Click here to request a video production by our team. You will receive a cost estimation in return.

The costs cover preproduction, filming and editing, post production, subtitling and the links and embed codes necessary to share the video. 

Indication Costs:

 Video message (without autocue) no b-roll: €300,- (€350,- with autocue) (Click here for an example)

 Short video (1-2 minutes) with one interview and b-roll: €800,-  (Click here for an example)

 Long video (3-8 minutes) with multiple interviews and b-roll: €1200,-  (Click here for an example)

The costs of subtitling are calculated per minute, and we expect the client to double-check them themselves.

If you have any specific questions or need further assistance regarding the Video Production Brief, feel free to ask!

videoteam@maastrichtuniversity.nl
+31 43 388 5206

Please keep in mind that the UM Student Video Team is not a professional production company: students work under your supervision and in cooperation with you, but you assume the risks of any delays that may occur as a result of errors or delays that result from the collaboration. Students sometimes need extra guidance or clearer instructions than a professional company does. You can also hire a professional video production company. A list of preferred suppliers is provided below. If you have any questions about this, please contact the manager of the video team:

Annabel Reker (Video Producer and Editor)
annabel.reker@maastrichtuniversity.nl
+31 43 388 52224

A production of a professional external company will guarantee good quality and less guidance from your side is needed. The costs of these kinds of productions depend on the assignment but a production usually costs more than €1000. Below you can find a list of third party production companies. All of the companies listed below are expected to sign an agreement with Maastricht University and have all the information required to produce beautiful videos that conform to UM House Style requirements related to:

• logo
• colours
• typography

Only videos with English subtitles are eligible for placement on the UM website or social media channels. With subtitles, your video might be easier to find in search engines (in case of open captions) and deaf people and people with a hearing impairment can also understand your video. Videos on social media often start playing without sound, so with subtitles you also support your social media followers. You can choose between open and closed captioning. Open captions always are in view and cannot be turned off, whereas closed captions can be turned on and off by the viewer and eventually switched to another language. We recommend closed captions since they provide a better user experience.

If you need captions you can fill in the video production brief. 

UM podcasts are published on this page. 

Did you make a podcasts and do you want to publish it in Blue Billywig and/or on the UM website, but you don't know how? These manuals can help you: 

 Publishing a podcast in Blue Billywig
 Publishing a Blue Billywig podcast in Drupal

To apply for proof of language proficiency, you have to register yourself to take a quick test. After the test, we state your level in a letter as PDF-document or, on request, fill out a form.

The quick test without writing takes roughly 30 minutes to complete and assesses your speaking, listening, and reading skills. The Language Centre can also test your written language skills, which takes a bit longer—about 1 hour in total.

• Fee Quick Test excl. writing: € 55 
• Fee Quick Test incl. writing: € 105 

For some of the languages, we also offer a full test in accordance with CEFR- criteria. Common European Framework of Reference (CEFR) describes foreign language proficiency at six levels. The speaking and listening skills tests are administered by the teacher, followed by an independent writing and reading test. The full test takes roughly 2,5 hours to complete.  

To apply for proof of language proficiency, you have to register yourself to take a full test. After the test we state your levels in a certificate with the independent skills as PDF-document or, on request, fill out a form.

To review the CEFR-levels, download Levels of the Common European Framework of Reference (PDF). 

• Fee CEFR-test: € 250 

Anyone wishing to work as a registered healthcare provider or medical professional in the Netherlands must be registered in the BIG register. Official CEFR Proof of language proficiency B1, B2 or B2plus is required for BIG registration. 

For physiotherapists, physician assistants, midwives, and registered dental hygienists a CEFR-certificate of language proficiency B2 is required for a BIG registration. 

For medical professionals (doctor, dentist, pharmacist, psychotherapist, remedial educationalist-generalist, health care psychologist, and clinical technologist) a CEFR-certificate of language proficiency in B2plus (combination of B2 and C1), is required.  

For an overview and elaboration of levels see Levels of the European Reference Framework (CEFR). 

The certificate you receive after successfully completing the test is proof of language proficiency and is valid for two years after it has been issued. Should you wish to receive an additional certificate, we will charge a fee. 

What does the test look like? 

A full test consists of four test sections: reading, listening, speaking, and writing. This can be taken in one day or spread over two days by arrangement. A full test takes 2.5 hours. 
 
You can register via the online registration form. After registration and payment, a tutor will contact you to set a date for the test. 

• Fee Language proficiency test B1, B2 or B2plus € 250 (including certificate)

   

After the level assessment, you will receive your certificate as a PDF file via email within 2 weeks after taking the last test part. The amount due must be paid online.

More information or an intake appointment? Please contact your-language-course@maastrichtuniversity.nl.  

UM values presenting itself professionally to Dutch and international audiences. Professional academic-style reports and proposals to international partners can enhance UM's position and reputation.  

To assist with this, UM provides a Terminology List and Style Guide. 

•  Consult our Terminology List 
•  Download the Style Guide 

If your department requests you to demonstrate your level in English and/or Dutch as part of the UM Language Policy requirements, please contact taalbeleid-lc@maastrichtuniversity.nl and mention in which language(s) you would like to get tested.

The Language Centre offers programmes to prepare for the Staatsexamen NT2, programme II: civic integration candidates with a higher level of education.

Please note: unfortunately, we can no longer accept new civic integration candidates.  

It is now easier than ever online to express and spread your opinion and gather and share knowledge. Social media is a collective term for all internet applications that allow you to exchange information with other people and draw attention to whatever you find important. This applies to information in the form of text, but also to sound and images. Typical examples of social media platforms include Twitter, LinkedIn, Facebook, YouTube, MySpace, Wikipedia and Pinterest.

Online ambassadors
Maastricht University is happy for its staff and students to be active users of social media; they are the online ambassadors of our institution. But it is important for staff to remember that social media is increasingly blurring the boundaries between our business and private lives. Social media gives a face to the people behind companies and organisations. This can be both an advantage and a disadvantage.

When you are using social media in a professional capacity, it is possible to be personal without sharing private matters. Before posting, ask yourself how you want to be seen, and know how what you say online reflects both yourself and your employer. Almost all social media platforms allow you to set up a separate profile for business purposes. Facebook has its ‘fanpages’, and both Twitter and Pinterest have now launched business accounts.

Social Media Guidelines

You are personally responsible for the messages you post and the information you share. Please remember to:

1. Be yourself - ...but always remember you represent the university. Be honest, but maintain your own privacy and respect that of others. Everything you put online remains online, and can be shared by others. Be careful with confidential information or information that is only suited for a particular context. If in doubt, consult with your manager or supervisor.
2. Be social - the rules of social etiquette apply online just as they do offline. Have respect for the people you’re communicating with and don’t be tempted to make statements that could be seen as offensive or aggressive. Say nothing you wouldn’t want your mother or boss to hear.
3. Focus on content & provide value - make sure the information you provide and share is valuable and interesting. Ask questions, leave comments and give answers. Don’t engage in unnecessary advertising, stay on topic with your contributions, and above all don’t spam people.
4. Respect copyright - respect other people’s work – don’t just copy it. Broadly speaking, you can only use someone else’s material if you have received explicit permission from the creator. Mention the source and provide links to the original.
5. If something goes wrong - contact your department head immediately to discuss your next steps. Deleting messages once they have been posted is not acceptable. So think before you post. What if something still goes wrong? Try to be the first to correct your own mistakes, without immediately changing or deleting earlier messages. Point out that you are the one who has changed the message. If you must delete something, give a good reason for doing so. Always make it clear what you are doing and why you are doing it.

The Social Media Guidelines are in compliance with the overarching UM Integrity Code of Conduct.

A house style reflects the identity of an organisation. And this also applies to social media. Due to the wide variety and great number of possibilities available within social media, a strong and easily recognisable identity is even more important.

Social media are part of the marketing strategy of an organisation (history/ branding). Everything that goes online remains accessible for a long time. The identity of the university, i.e., its name, profile image, the page and the profile text determine how the university is perceived and how people relate to it. All these factors can influence the reputation of the university. Therefore, it is important to ensure that everything that goes online fits in the university's profile. Online contributions should support and enhance the reputation of a brand.

The content and design of social media pages must go hand in hand with the offline media (graphic and print work). This makes the brand stronger and clearer. Important aspects such as user friendliness and technical possibilities should also be taken into consideration.

General guidelines

• to prevent people from using your photos without consent, we recommend using photos with 72dpi resolution and 800x600 pixels in size: this is ideal for web but not suited for print. UM policy regarding photos applies to the use of photos both online and offline
• base the page layout on the default settings of the social networking site in question (Facebook, Twitter, LinkedIn, etc.)
• general UM Facebook and Twitter profile photos may only use the UM logo, whereas accounts mentioning a faculty or service centre, or staff social media accounts, may not. Information on the UM logo and requesting a copy
• respect copyrights, confidentiality, and information property ownership when publishing photos/images
• check the pages regularly and update them whenever necessary, and note that new developments/updates can affect the page layout

• UM General Purchasing Conditions 
  (Based on ARIV 2018: the General Government Purchasing Conditions) 

  
   

• UM General Terms and Conditions for Service Contracts
  (Based on ARVODI 2018: General Government Terms and Conditions for Public Service Contracts)
   
• UM General Purchasing Conditions for IT Contracts
  (Based on ARBIT 2018: General Government Terms and Conditions for the purchase of IT products and services)