TUCSON – For years, news organizations have referred to the University of Arizona as simply UA. But on Monday, school officials announced that the school will be going by a new name.

And no, it is not U of A.

To help distinguish the University of Arizona from other national and international entities, the Tucson-based college announced that they will now be referred as UArizona in headlines and on second reference, oppose to the abbreviated, UA.

According to UArizona officials, this new abbreviation will help improve search engine optimization, which will, in theory, make it easier for the public to find the University of Arizona related content more quickly, effectively and efficiently.