#  Optimizing your site for search engines and artificial intelligence 

 



 

##  Introduction 

Search Engine Optimization (SEO) is about making your site’s content clear, accessible, and meaningful to both people and search engines. HarvardSites supports SEO through built-in tools like **metatags** and **meta descriptions**, along with flexible content editing features.

More recently, **Answer Engine Optimization (AEO)** has become just as important. AEO focuses on structuring your content so search engines can surface direct answers to user questions—whether in Google’s AI overviews, knowledge panels, or voice search results through tools like Siri, Alexa, or Google Assistant.

By applying both SEO and AEO best practices, you can:

- Improve your site’s visibility in traditional search rankings.
- Increase the chances that your content is used as a trusted answer in voice or AI-powered search results.
- Help site visitors find accurate, clear information quickly.



 

 



 [ SEO and AEO Best Practices arrow\_circle\_right ](#seo) [ AEO-friendly patterns arrow\_circle\_right ](#aeo) 

 

 

 

 

What is a Markdown file?

### How AI tools read markdown versions of web pages 

 

AI tools can read regular web pages, but those pages often include extra information such as navigation, layout, styling, and code. Markdown is a simpler text version of a page that keeps the important structure, such as headings, links, lists, and body content, while leaving out much of the visual design.

HarvardSites Drupal pages now provide a markdown version of their content that can be accessed by appending `.md` to any page URL. Sites also include an AI-focused sitemap available at `/sitemap-llm`, making it easier for AI tools and large language models to discover and process site content.



 



      ![a computer screen with an AI chat prompt field](/sites/g/files/omnuum1651/files/styles/hwp_1_1__480x480/public/2026-06/AdobeStock_1034290168_Editorial_Use_Only.jpeg?h=9dd29779&itok=3hsm6tJB) 

 

 

  

 



 

 

 

##  Best practices for SEO and AEO 

### 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.



 

##  AEO-friendly content patterns 

Answer Engine Optimization works best when your content is structured in ways that search engines can quickly identify and display as direct answers. HarvardSites supports this through its content editor, headings, and components.

Here are recommended patterns:

### Use FAQs or add headings in the form of questions

- Create a section with clear **question-style headings** (H2 or H3).
- Provide a short, direct answer (one to two sentences) first, then add details below.

> #### Example
> 
> - **Heading:** How do I apply to Harvard Department of Psychology?
> - **Answer (first sentence):** You can apply by submitting an online application, required transcripts, and recommendation letters through our admissions portal.
> - **More detail:** Include deadlines, links, and step-by-step instructions after the short answer.

### Add step-by-step lists

- Use numbered lists when describing a sequence of actions.
- Keep steps short and action-oriented.

> #### Example
> 
> **Heading:** Steps to submit your application
> 
> 1. Create an account in the admissions portal.
> 2. Complete the online application form.
> 3. Upload transcripts and recommendation letters.
> 4. Pay the application fee before the deadline.

### Provide concise definitions

- When introducing a key concept, start with a **single-sentence definition**.
- This increases the chance your content is selected for “What is…” queries.

> #### Example
> 
> **Heading:** What is the Harvard Department of Music?  
> **Answer (first sentence):** The Harvard Department of Music focuses on music theory, analysis, composition, and criticism, and provides an opportunity to develop acute listening skills through various cultural and historical contexts.

### Use tables for comparisons or data

- Present structured information in a table.
- Search engines often display tables directly in results.

> #### Example
> 
> Sort**Program****Application Deadline****Requirements**Undergraduate
> 
> January 1
> 
> Transcripts, SAT/ACT, Recommendations
> 
> Graduate
> 
> December 15
> 
> Transcripts, GRE, Recommendations, Writing Sample

### Write in plain, conversational language

- Voice searches are often conversational.
- Write answers in a tone that sounds natural when read aloud.
- Instead of: “Applicants must provide three recommendation letters. Try: “You’ll need to provide three recommendation letters with your application.”

## Notes

- Place the **most direct answer first**, then expand with supporting details.
- Keep key answers **under 40 words** when possible for snippet-readiness.
- SEO and AEO improvements take time. It may take weeks or months before you see changes in rankings or answer placements.
- Your School may have additional SEO or communications guidelines. Check with your School’s communications office before making large changes.
- HarvardSites automatically handles many technical SEO best practices, such as generating clean URLs and providing mobile-friendly layouts.



 

##  Related resources 

 



  [### Checking for (and managing) broken links on your HarvardSites site

 ](/resource/checking-and-managing-broken-links-your-harvardsites-site)Identify, fix, and prevent broken links on your site.



 

 

   ![AI-generated image showing nodes connected by lines](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2025-10/pexels-googledeepmind-17485658.jpg?itok=uU0i8Pjm) 

 



 

 

   [### Creating a Person Profile in HarvardSites (VIDEO)

 ](/resource/creating-person-profile-harvardsites-video)Understand how person profiles work and how to create one.



 

 

   ![A teacher in a hallway](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2026-07/AdobeStock_722019267.jpeg?itok=Vj7GWEmf) 

 



 

 

   [### Using announcement banners effectively (VIDEO)

 ](/resource/using-announcement-banners-effectively-video)Best practices for creating effective website announcement banners.



 

 

   ![a hand holding a megaphone](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2026-06/AdobeStock_378138203.jpeg?itok=tX7YW0J8) 

 



 

 

   [### Content publishing states in HarvardSites (VIDEO)

 ](/resource/content-publishing-states-harvardsites-video)Understand the differences between saving content as draft, unpublished, or published states.



 

 

   ![a hand moving blocks forming a workflow](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2026-06/AdobeStock_522400980.jpeg?itok=MrUfEFN9) 

 



 

 

   [### Pages vs Lists vs Resources vs News in HarvardSites (VIDEO)

 ](/resource/pages-vs-lists-vs-resources-vs-news-harvardsites-video)Learn when to use pages, lists, resources, or news to display content on your site.



 

 

   ![File folders with papers](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2026-05/pexels-nada-mohamed-3446789-29234185.jpg?itok=sE0QoWAv) 

 



 

 

   [### Citation styles supported in HarvardSites Drupal

 ](/resource/citation-styles-supported-harvardsites-drupal)Review the citation styles available in HarvardSites Drupal that best matches your discipline, department, or publication standards.



 

 

   ![an open book](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2026-05/pexels-pixabay-267582.jpg?itok=0uA1Z_0G) 

 



 

 

   [### How saving works in HarvardSites (VIDEO)

 ](/resource/how-saving-works-harvardsites-video)Understand the way saving your pages and components work in HarvardSites Drupal.



 

 

   ![AI-generated image of a file folder made of glass](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2026-05/AdobeStock_1995028079.jpeg?itok=jqzANj4t) 

 



 

 

   [### Images in HarvardSites Drupal: Getting the results you expect (VIDEO)

 ](/resource/images-harvardsites-drupal-getting-results-you-expect-video)Learn how images are handled differently depending on how and where you use them.



 

 

   ![a person using a phone that has images on its screen](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2026-05/pexels-cottonbro-5082579%20%281%29.jpg?itok=JlHI6Xvr) 

 



 

 

   [### Hero component: Styles, sizes, and best practices (VIDEO)

 ](/resource/hero-component-styles-sizes-and-best-practices-video)Understanding the options available in the Hero component and best practices.



 

 

   ![a tablet computer showing a website](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2026-05/pexels-pixabay-39559.jpg?itok=-VFJXOhB) 

 



 

 

   [### How to navigate and edit nested content (VIDEO)

 ](/resource/how-navigate-and-edit-nested-content-video)How-to video on understanding how content and components are nested on HarvardSites Drupal



 

 

   ![Black squares within bigger squares](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2026-03/pexels-pppsdavid-6727764.jpg?itok=mxCK2clU) 

 



 

 

   [### Sharing audio and video on your site

 ](/resource/sharing-audio-and-video-your-site)Best practices for sharing audio files (like podcasts) and videos.



 

 

   ![a computer screen displaying digital audio waves](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2025-12/pexels-pixabay-257904.jpg?itok=Cp1H1EbL) 

 



 

 

   [### Using VPN to edit your site

 ](/resource/using-vpn-edit-your-site) Why use VPN when editing your site When working on your HarvardSites Drupal site, we recommend connecting through Harvard’s Virtual Private Network (VPN). Connecting to Harvard’s VPN before you log in makes admin tasks smoother and more secure. It gives... 

 

 

   ![Harvard gate leading up to the Science Center](/sites/g/files/omnuum1651/files/styles/hwp_16_9__480x270/public/2025-09/Screenshot%202025-09-26%20at%209.29.51%E2%80%AFAM.png?itok=paIb561k) 

 



 

 

  

 

 

 

 

 

 See also:- [ Guidance ](/content-structure/guidance)
- [ Content ](/topics/content)