Skip to main content
External Relations

Search engine optimisation (SEO)

Learn more about what search engine optimisation (SEO) is, and how you can improve yours on T4 webpages.

  1. External Relations
  2. Our support
  3. Content, brand and design
  4. Web content toolkit
  5. Search engine optimisation

What is SEO?

Search engine optimisation (SEO) helps people find your webpages when they search online. Good SEO also improves accessibility, usability and the overall quality of your content.

Search engines such as Google aim to show users the most relevant and helpful results. This means your content should be clear, accurate and focused on answering users’ questions.

AI search optimisation

You may have heard that tools like ChatGPT and other AI assistants (known as large language models or LLMs) are changing how people find information online. Instead of clicking through multiple websites, users now ask questions and receive direct answers.

See our AI search optimisation guidance for specific tips on appealing to AI search.

How to improve SEO on your webpages

1. Focus on user intent

Before writing, think about what your audience is searching for.

  • What question are they trying to answer?
  • What action do they want to take?
  • Your page should clearly and directly respond to that need.

Tip: Write for humans first, not search engines.

2. Use keywords naturally

Keywords are words or phrases people use to search for content. For example, keywords for this page might include:

  • “SEO”
  • “search engine optimisation”

Use keywords:

  • In your page title
  • In the introduction sentence
  • In subheadings
  • Naturally throughout the text

Avoid overusing keywords, because this can reduce readability and harm SEO.

3. Write clear, accessible content

Good SEO and accessibility go hand in hand. Make sure your content:

  • Uses plain English (avoid jargon where possible)
  • Is easy to scan (short paragraphs, bullet points)
  • Has a logical structure 

4. Structure your page with headings

Use headings to organise your content clearly. Your H1 headings will be your page title, so then:

  • Use H2 headings for main sections
  • Use H3 headings for subsections

This helps both users and search engines understand your content.

5. Optimise titles and descriptions

Your page title should:

  • Include keywords
  • Summarise the page content
  • Be concise

Your introductory sentence should:

  • Be a short summary of the page
  • Outline the content users will find on the page

6. Use effective URLs

T4 automatically generates URLs from your page title. Make sure your title:

  • Includes relevant keywords (e.g. “Book an appointment”)
  • Is concise
  • Avoids unnecessary acronyms 

7. Use links effectively

Internal links

Link to other relevant pages within the Queen Mary website because this:

  • Helps users find related information
  • Improves site structure
  • Supports SEO


External links

Link to reputable external sources where appropriate, because this helps demonstrate credibility and trustworthiness.

8. Optimise images

Before uploading images:

  • Use descriptive file names (e.g. bancroft-building-lecture-theatre)
  • Use hyphens instead of spaces
  • Avoid special characters

Also ensure:

  • You add alt text describing the image
  • Images are appropriately sized (to avoid slowing the page) 

9. Keep content up to date

Search engines favour accurate and current content, so regularly:

  • Review and update pages
  • Remove outdated information
  • Fix broken links
  • Avoid duplicating content across multiple pages, because this can confuse search engines.

10. Include clear calls to action

Help users take the next step by including call to actions like:

  • “Apply now”
  • “Book an appointment”
  • “Email content@qmul.ac.uk"
Back to top