Search engine optimisation (SEO)
The Digital (Web) Team manage the University's central search engine optimisation strategy through the Digital Visibility 2030 project. Search engines and AI tools form a critical way for your research to be discovered, and optimising your content for these platforms can increase visibility and AI citations.
The team can support you with:
- Topic and keyword advice and research to align your work with frequently used search queries
- Identifying internal and external linking opportunities to increase the reach and visibility of your research across the web
- Web content audit and optimisation to improve how your research pages perform in search
- Guidance on building a strong digital presence that supports discoverability across search and AI platforms
Get in touch
You can reach out to the Digital Team via email for more information on how we can support you with search engine optimisation. Alternatively, you can reach out to Morgan Centini, Digital Project Manager (SEO).
Policies and resources
We have put together some resources for reference when considering policies and best practice for SEO on the University website.
Standardised URL naming convention
Guidance for all T4 administrators and web editors creating webpages on University websites.
Why this matters
URLs are a visible and permanent part of our digital presence. A well-structured URL improves search engine visibility, is easier for users and screen readers to understand, and reduces the risk of links breaking over time.
Poorly formed URLs damage our search performance, create accessibility barriers, and reflect poorly on our brand.
This convention applies to all new webpages across the University's digital estate. Existing pages will be brought into compliance over time through a managed process.
Quick reference
Do: use full words, hyphens, lowercase, trailing slashes, keyword-focused slugs.
Don't: use abbreviations, underscores, CamelCase, years, dates, special characters, or unnecessary filler words.
Need help?
If you are unsure about a URL or need advice on page structure, contact the Digital (Web) Team. We are here to help.
The convention
| Rule | Detail |
|---|---|
| Use full words | Do not abbreviate. Use accommodation not accom, education not ed, requirements not req. Abbreviations are acceptable where the abbreviation is the common way to refer to something. I.e. ai-strategy would be acceptable for our AI Strategy page. |
| Separate words with hyphens | Use hyphens (-) between words. Don't use underscores or spaces. |
| Use lowercase only | All URL slugs must be entirely lowercase. No capital letters. |
| No dates or years | Never include years, dates, or version numbers in URLs. Content should be updated in place. |
| No special characters | Avoid ampersands, plus signs, question marks, or other special characters. Use and not &. |
| Keep it concise but clear | You may safely remove unnecessary filler words (the, a, an, of) where doing so does not reduce clarity. |
| Use keyword-driven slugs | URL slugs should reflect the primary keyword or topic of the page. Consult the Digital (Web) Team if unsure. |
| Plan for permanence | Choose a URL you will not need to change. |
Examples
| Status | URL | Note |
|---|---|---|
| ✓ Correct | /student-life/accommodation/ | Full words, hyphens, descriptive |
| ✗ Incorrect | /study/ug/accom/ | Abbreviated, buried in hierarchy |
| ✓ Correct | /business/executive-education/ | Clear, keyword-rich path |
| ✗ Incorrect | /business/exec-ed-2025/ | Abbreviated, contains year |
Before you create a new page
- Check with the Digital (Web) Team before creating any new webpage. We can advise on the correct URL, confirm it fits the site structure, and prevent duplicates.
- If you need to change an existing URL, raise it with the Digital (Web) Team. We will set up 301 redirects and update sitemaps to protect search visibility.
- Never delete a page without consulting us first. Broken URLs lose traffic and damage search performance.