Tips for searchable pages

• Content structure

  A good website structure helps users, search engines and AI find and understand your content. It makes it easier for the user to navigate and for search engines to index the page correctly.

  You can do this by:

  • creating a hierarchical structure so that important pages are reached in just a few clicks.
  • using headings that ask and answer complete questions.
  • putting the most important things first on the page.
  • write short paragraphs with a clear message so AI can easily use them as short answers.
  • use breadcrumb navigation so the user always knows where they are.
  • link to related pages so the user can move on.

  
  

  Read more about user-friendly websites
• Find the right keywords and questions

  A good site has a clear focus. Choose one keyword that accurately describes the content and find the most important questions users are asking about the topic. Start by researching what people are actually searching for.

  You can use:

  • Google Autosuggest - shows search suggestions as you type in the Google search box. Gives insight into the most commonly used phrases.
  • Related searches - appears at the bottom of the Google search results page. Provides ideas for related topics and alternative phrasing.
  • Answer the Public - collects questions and phrases users ask about a specific topic. Good for finding long tail searches.
  • Ubersuggest - shows search volume (how many people search) and competition for different keywords. Used to assess the potential of a word.
  • ChatGPT - can brainstorm keywords and questions based on your target audience and topic.

  Once you have found keywords and questions, use them actively in the text: answer the main question first and then give short, clear answers to two to three related questions. This way, both search engines and AI can easily find and use your answers.

• Use keywords and questions correctly

  Once you've chosen your keywords and questions, they need to be strategically placed so that both users and search engines easily pick them up.

  You can do this by:

  • using keywords and questions in the page URL, H1 heading, MetaTitle and MetaDescription.
  • placing them early in the body text.
  • repeating them naturally in the text without overdoing it.
  • use them in alt-texts on relevant images.
• Create original and credible content

  Search engines and AI prioritise pages that are unique, up-to-date and trustworthy. It's about giving the user content they can't find anywhere else and ensuring that information and communication is consistent.

  You can do this by:

  • writing original content that adds new value.
  • updating existing pages so they are always current.
  • avoid copying text from other sources.
  • using SDU as a clear sender, so it's clear who is behind the content.
  • refer to credible sources when it strengthens the message.
  • ensure that facts, messages, tone of voice and use of terms are consistent across all pages.
• Use headings, lists and short paragraphs

  Good text structure makes it easier to read and increases the chance that AI can utilise the content in its responses.

  You can do this by:

  • using H2 for main paragraphs and H3 for sub-paragraphs.
  • keeping paragraphs to 2-4 sentences.
  • using bullet points for pros/cons, step-by-steps and overviews.
  • make short comparisons if it helps the user to choose.
  • write headings that can stand alone and make sense without context.
• Attract and retain the user

  The user needs to find what they're looking for quickly and want to stay on the site.

  You can do this by:

  • providing the answer at the top of the page and more in-depth information further down.
  • divide the text with subheadings so it's easy to skim.
  • write short, clear sentences in easy-to-read language.
  • provide concrete examples to make the content more understandable.
  • link to related content so the user can dig deeper.

  
  

  Read more about web texts
• Optimise images

  Images support understanding and can bring the page forward in both search and AI responses. They need to be relevant, quick to load and described briefly and accurately.

  You can do this by:

  • using JPEG for photos and PNG for graphics.
  • compressing images so they load quickly.
  • choosing images that clearly support the message of the page.
  • writing alt texts that briefly describe the subject in relevant words.
• Write meta texts

  Meta texts consist of MetaTitle and MetaDescription. They appear in search results and act as the page's advert. Good meta texts make it clear what the page is about and why you should click.

  You can do this by:

  • keeping MetaTitle under 60 characters and MetaDescription under 155 characters.
  • using keywords and key questions early in both.
  • writing in a way that makes people want to click.
  • summarise the most important content of the page in one short, concise sentence.

  
  

  Try the Storybase CTR Tool for meta texts
• Link internally and to credible sources

  Good links help the user and show the connection between pages. They also strengthen the credibility of the page and make it easier for search and AI to understand the content.

  You can do this by:

  • linking to relevant pages on sdu.dk, sdunet.dk and mitsdu.dk so the user can navigate further.
  • using clear link texts that describe the destination content.
  • link to credible external sources when it strengthens the message.
  • regularly check that external links still work.
• Maintain the content on an ongoing basis

  Updated content performs better in both search and AI. Ongoing maintenance ensures that facts, messages and links are current and consistent.

  You can ensure this by:

  • reviewing pages regularly to update content and facts.
  • fixing or removing dead and outdated links.
  • adjusting keywords and questions if user needs change.
  • adding new content when there are changes in knowledge or practice.