How to Optimize Web Pages for Traditional and AI Search Engines

Title Tag

The title tag is an HTML element on a page that appears in a browser tab, in search results and in AI citations. It should clearly communicate what a page is about, as it helps a user decide whether or not to click on it to learn more.

• Include primary keywords relevant to page topics (use a tool like Semrush to research relevant keywords).
• Keep title length around 50-60 characters so that it does not get truncated in search results or AI citations.
• Position important keywords to the front of the title to make them more visible in search results

Heading and Subheads

• A page should use a structured hierarchy with one H1 that closely aligns with the title tag, followed by content that is organized with H2-H6 subheadings in a nested order.
  • In a news article, the story headline should be the H1
• Use relevant keywords within the heading and subheads.

Page URL

• URL should include simple and descriptive words that describe the content of the page for the benefit of both users and search engines.
• A URL should be under 60-75 characters to ensure they are shareable and visible in search results.
• Use hyphens to separate words instead of spaces or underscores (e.g., separate-words).
• Use lowercase letters, which will make the URL easier to read, type and share.
• Do not include punctuation marks in the URL aside from hyphens to separate words.

Meta Descriptions

• A meta description will not appear on the page—it is an HTML element that appears in code and is crawled by search engines to serve as a description of the page in search results. It can also help to encourage users to click on the link.
• Describe what the page is about using keywords relevant to page topics (e.g., Through our research programs, we’ve always fostered discovery. We know that students come to us with a spirit of inquiry, and it’s our job to cultivate that.)
• The optimal meta description length is 120-150 characters so that it is not truncated in search results.

Image Names and Descriptions

• Use descriptive text in file names and alt text
  • Use a file name like alumni-memorial-building.jpg instead of IMG001.jpg
  • Alt text should provide a description of the image for search engines or users to understand the subject matter of the image.
    • Use AI alt-text generation tools such as Alttext.ai to help you generate appropriate alt text for your images

Testing Your Page

After optimizing the key element of your page, use a tool like the Semrush Google SERP Simulator Tool to preview how your page will appear in search results.

• Creating links from your webpage/story:
  • Linking to content and other websites within the university will generate more traffic and will discourage duplicating content within the lehigh.edu domain (a big negative for SEO).
  • News articles should use tags related to the subject matter which will link users to other related stories.
  • Similar content should be grouped together using a tag page or pillar page.
  • Linking to content and other websites outside the university can influence domain authority scoring, as well as encourage other websites to link back to lehigh.edu.
• Getting links to your webpage/story:
  • Create HTML-ready snippets that other websites can plug right into their content
  • Ask departments, offices, professors, etc., highlighted in an article to post the link to the story on their website and/or social media accounts
  • Work with local & national media to share your content
  • Encourage users to share your content via social media

Overview

• Goal: To be the direct answer provided by the search engine itself. (including a link to your site)
• Focus: Answering specific questions, structured data (schema), natural language, content clarity.
• User Action: Could get the answer without ever needing to click.

Objective

Take a broad topic and create a series of digestible, search-friendly content pieces (short!) designed to answer common questions and provide specific information (AEO/GEO/AIO) and boost visibility around Lehigh thought leadership.

Step 1: Research: Optimize for Topical Breadth, Depth: Find the prompts

Step 2: Use High-ranking Search Queries and Questions/Prompts to Shape Headlines, Subheads

Step 3: Decide the Content Form

• Success in AI-powered answer engines hinges on creating content that is structured, authoritative, and ready for direct citation. AI excels at extracting information from:
• Structured explanations that define concepts, list key takeaways, and provide context. Instead of burying your main point in the third paragraph, lead every section or subheading with a clear explanation and expand from there.
• Process-oriented content that breaks down complex topics into logical steps. AI systems can easily extract and present step-by-step guidance, making how-to content particularly valuable for AEO.
• Comparative analysis that clearly outlines differences between options, approaches, or solutions. When someone asks AI to compare alternatives, well-structured comparison content often gets referenced.
• FAQ-style content that anticipates and answers specific questions. This format naturally aligns with how people interact with AI assistants, making it easier for answer engines to match your content with user queries.
• Experiential and user-generated content is highly valued for its authenticity and relevance. Insights from subject matter experts, executives, influencers, and real users add authority and trust.

Step 4: Organizing Your Content Source:

• Use questions as your headings
• Bulleted Lists: Great for features, pros/cons (<ul>).
• Numbered Lists: Perfect for step-by-step instructions (<ol>).
• Tables: Ideal for comparisons or data (<table>).
• Create a Dedicated FAQ Section: At the end of your article, create an "Frequently Asked Questions" section to target secondary questions.

Step 5: Writing Your Content for Humans (and AI)

• Use a Conversational Tone: Write as if you were explaining the concept to a colleague. Use simple, clear language.
• Embrace Natural Language: Ditch the old "keyword stuffing." Write naturally and use synonyms and related terms. Google understands context.
• Keep it Concise: Use short sentences and paragraphs. Break up walls of text.
• Define Jargon: If you must use technical terms, explain them simply. This is a huge opportunity to capture "What is [jargon]?" queries.

Resources

• What Is Answer Engine Optimization (AEO)? How to Get Cited by AI Search (Typeface.ai)
• Schema.org
• Google Search Central