Search Engine Optimization (SEO)

Content organisation

Structure any page with pertinent, hierarchically-structured headings.
Create matching meta titles and meta descriptions.
- Be aware that meta titles, meta descriptions, URLs, and other elements are key for open graph (the protocol that social media platforms use to set the appearance of your content).
Include 2,000 to 2,500 words to increase search engine ranking.
- Include at least 400 words for a page to be listed in search engine results.
Avoid hiding content behind toggles or in PDFs.

Define the lexical field (synonyms, related concepts) of your page topic: use it to write page content and to identify keywords to use in titles and headings.
- To brainstorm ideas, you may:
  - Look at internal searches and at browser searches (with tools such as Google Trends or AnswerThePublic).
  - Use a keyword generator (e.g. Ahrefs free keyword planner, Moz Keyword Explorer or Google’s Keyword Planner).
Make your keywords as specific as possible.

Backlinks are hyperlinks on other websites that redirect to your website. Backlinks make your website more credible and thus improve search engine ranking.
Reach out to relevant websites (similar institutions, university networks, catalogues of educational institutions, partners, etc.) and suggest that they list your institution.

Last update 12.08.2026 Contributor Communication and marketing