Search Engine Opitmalisation

You invest a lot of time and care in creating high-quality content for the website. But is that content being found?

Search Engine Optimization (SEO) helps your pages rank higher in search engine results like Google, allowing you to reach the audience that is looking for your information.

While technical aspects like loading speed and mobile-friendliness are important, an editor's greatest influence lies in the content itself. This guide provides practical tips to make your web texts search-engine-friendly.

Step 1: The Basics – Determine Your Keywords

Before you start writing, it's crucial to know which words your target audience uses.

• Identify search terms: Ask yourself, "What terms would someone looking for my information type into Google?" Write down these words, including singular and plural forms, as well as any synonyms. For example, "master's programme" versus "master's degree".
• Do your research: Tools like the Google Ads Keyword Planner can help. They provide insight into search volume (how often a word is searched for) and offer inspiration for related search terms.

Step 2: Apply Your Keywords Strategically

Once you have identified your main keywords, integrate them into the following strategic places on your web page.

Page Title and (Sub)headings

Headings are essential for both readers and search engines. They structure your text and indicate what the page is about.

• Include your most important keyword in the main title (H1) of the page.
• Also use keywords in the subheadings (H2, H3). This helps search engines understand the structure and relevance of your text. An added benefit: informative headings make your text much more scannable for the reader.
• Tip: Words at the beginning of a heading carry more weight for search engines than words at the end.

Body Text

Naturally, your keywords should also appear in the main text.

• Focus on the top part of the page; search engines place extra value on the first 200-250 words.
• Use your keywords naturally. Vary between singular, plural, and synonyms to avoid unreadable "keyword stuffing." Readability for the visitor is always the top priority.

Links

Links provide context to a page, so make them meaningful.

• Avoid generic link texts like "click here" or "read more."
• Instead, use descriptive link text that includes a keyword where appropriate. For example: Read more about <a href="...">studying at the Faculty of Law</a> instead of For more information, <a href="...">click here</a>.

Images (Alt Text)

Search engines cannot "see" what is in an image. That's what alt text (alternative text) is for.

• Provide a short, clear description for every image. This not only makes your page more accessible for visually impaired users but also gives context to search engines. Include your keyword in the description where relevant.

Lists (Bullet Points)

Bulleted lists stand out. They signal important information to both readers and search engines.

• When possible, present information in a list instead of a long block of text. It helps visitors quickly grasp the core message of your page.
• Keep lists concise (ideally 3 to 5 points) for maximum impact.

URL (Web Address)

A user-friendly URL is easier for both people and machines to read. Many CMS platforms automatically generate a URL based on your page title.

• Check that the URL is readable and contains the page's most important keyword.
• Good: .../research/project-climate-change
• Less good: .../research/prj_1024_final

By consistently applying these principles, you help search engines recognize the value of your content and increase the chances of your audience finding you.