Optimizing your site for search engines and artificial intelligence

Write clear and descriptive page titles

• Every page should have a unique, descriptive title that matches the page’s purpose.
• Keep titles under 60 characters so they display properly in Google search results.
• Include relevant keywords naturally.
• For AEO, frame titles around how someone might phrase a query.
  • Example: “What are the admissions requirements for Harvard Department of Chemistry?”

Use meta descriptions effectively

• A meta description is a short summary (about 150–160 characters) of your page.
• Think of it as a preview of your page in search results.
• Write in plain, conversational language, using terms your visitors are likely to search for.
• For AEO, make sure the description directly answers a likely question.
  • Example: “Learn about the admissions requirements for Harvard Department of Economics, including GPA expectations and application deadlines.”
• Each page should have a unique meta description.
• To add a meta description, edit the content and look for the Metatags heading.

Add meaningful metatags

• Metatags provide additional information to search engines about your page.
• Use descriptive keywords that reflect the main topic and purpose of the page.
• Avoid keyword stuffing—use natural variations instead.
• For AEO, focus on phrasing that mirrors how someone might ask a question (“How can I apply?”).
• To add metatags, edit the content and look for the Metatags heading.

Structure content with headings

• Use section headings (H2, H3, etc.) to organize content clearly.
• Headings should be specific and descriptive, not generic.
  • Example: “Research opportunities for undergraduates” instead of “More info.”
• Search engines use headings to understand what’s most important.
• For AEO, headings framed as questions (e.g., “How do I apply to Harvard Department of History?”) can increase the chance of your content appearing in answer boxes.

Use meaningful links

Links establish relationships that AI engines use to answer questions. For example, a page describing an academic department program can be linked to registration requirements at the Registrar's Office and financial aid information on a different site.

• When adding links, use descriptive text.
  • Example: “Learn about our admissions process” instead of “Click here.”
• Search engines and screen readers rely on link text for context.
• For AEO, descriptive links also provide clear signals about the answers your page provides.

Optimize images

• Always add alt text that describes the image’s content and purpose.
• Use descriptive file names (e.g., harvard-campus-widener-library.jpg instead of IMG_1234.jpg).
• Compress images so pages load quickly. Faster sites perform better in search results.

Keep content fresh and accurate

• Update key/landing pages regularly and remove outdated information.
• Search engines and answer engines prefer fresh, reliable content.
• For AEO, up-to-date content increases the chance your page is chosen as the “best” answer.