Editorial expertise

Search engine optimisation (SEO) is an essential element of a modern website. When editing pages, it is crucial to consider several key aspects of SEO. The goal is to ensure the website is visible to a broad audience and easily found by the target group.

1. editorial search engine optimisation:

• Clarity of language: Complex academic topics should be communicated in clear and understandable language without compromising the integrity of the information.
• Persuasive titles: Each page should have a unique and descriptive title with key terms that reflect the content and can be found via keywords in a search.
• Avoid abbreviations: Wherever possible, abbreviations should be avoided and full terms used instead to avoid misunderstandings. This also applies to special characters and abbreviations such as "&", "e.g.", "etc." and others.
• Sensitive File and Object Naming: Visual elements like photos should have descriptive file names that include both the content of the image and relevant search terms. The same rule applies to PDFs, which should only be used online in exceptional cases. Avoid using underscores in file names; use hyphens instead, as search engines do not recognise individual terms separated by underscores, which hampers findability. Also, avoid capitalisation in file names, as this can alter the URL in some browsers.

2. technical search engine optimisation:

• Timeless file names: Objects and web pages should have file names that remain relevant and comprehensible in the future, even for new CMS editors.
• Short click paths and flat hierarchies: The website structure should be intuitive and easy to navigate, enabling visitors to access information with just a few clicks. Keep in mind that websites are increasingly being accessed via mobile devices.
• Correct hierarchy and use of headings: Using h1 to h4 formatting for titles and headings helps search engines cluster and categorise the structure and content of web pages. The h1 heading should be reserved for the main title of the page, while h2 and h3 formatting should be used for subheadings and other points. The h1 heading should be used only once on the page.

h2 heading

h3 heading

h3 heading blue

h4 heading

General tips

Content should not only be informative and precise, but also contain relevant keywords that reflect the potential search queries of the target user group(s). The IKMZ team is continuously working to improve the visibility and ranking of the Viadrina website.

A well-optimised site goes hand in hand with a low user bounce rate. An accessible and easy-to-navigate website also encourages visitors to stay on the site for longer.

The implementation of accessibility standards on websites is crucial to ensure that all users, regardless of their physical or cognitive abilities, have access to digital information and services. Reference can be made to the Web Content Accessibility Guidelines (WCAG) as a central guideline for the development of accessible web content, and these guidelines have been taken into account in the programming and design of the Viadrina website.

Many of the guidelines have already been integrated into the website. For example, iframes and tables can and should no longer be used. These elements can make navigation and access more difficult for people with certain disabilities, such as visual impairments.

PDF documents should either be avoided or thoroughly checked for accessibility since they are not always compatible with screen readers. In Microsoft Word, under the "Check" menu, you will find the "Check Accessibility" sub-item, which helps optimise documents for accessibility. The file name and title should be descriptive, providing a clear understanding of the document's content. Additionally, a concise description in the SEO field is essential for searchability.

Using clear and understandable language helps make content accessible to a broader audience, including people with learning difficulties or non-native speakers. Providing screen reader-friendly titles and formulating meaningful alternative text for images, files, and pages are other critical aspects. These practices enable screen readers and other assistive technologies to effectively interpret and communicate the content to users, making the web experience more inclusive.

By considering these recommendations, editors can ensure their digital offerings are equally accessible and usable for all users.

In the digital age, copyright on websites is of the greatest importance. Every form of content—whether photographs, video material, editorial content, or quotations—has specific legal requirements that must be followed to avoid copyright infringements. When in doubt, always obtain written permission from the copyright holder before using any material.

Reference to sources:

An essential aspect of web publishing is acknowledging the source. Every use of material requires clear labelling of its sources. This includes photographs and video material, which often require a licence specifying how the material may be used (e.g., Creative Commons).

Photographs:

When using photographs, ensure that a licence has been purchased or that the material is under a Creative Commons licence permitting its use. Alternatively, use your own photographs or name the photographer and institution/company. If your own photographs are used, comply with the privacy policy of the depicted person and obtain consent if necessary.

Video material:

The same rules apply to video templates and recordings. Many platforms offer licence-free video material that can be used safely as long as the terms of use are followed. For professional video productions, it is crucial to acquire publication rights directly from the rights holder. Ensure that individuals depicted in videos, such as in a panel discussion recording, have verifiably consented to the publication.

Editorial content:

Editorial content must be original. Plagiarism is strictly prohibited and a violation of copyright law. This means that content may not simply be copied and pasted. Even if content serves as inspiration, it must be reformulated and placed in a new context in order to be considered independent content. For text passages written by chatGPT or other AI, a note should also be included.

Quotes:

When quotes are used, they must be clearly labelled as such and the original author must be named. It is advisable to keep quotations short and use them in the context of your own content in order to increase the added value for the reader.

Teaching content:

Even teaching content falls under copyright law as soon as it is made available online. Lecture notes, presentations, and other teaching materials created by lecturers cannot be published without further ado. It is important to observe the legal framework and, if necessary, obtain written authorisation, especially if the teaching content draws on other images and content resources from other authors.

In case of uncertainty, written permission should always be obtained before publishing content on the website. This can be done by contacting the rights holders directly or by using stock material with clearly defined licence conditions. In conclusion, copyright compliance on websites is not only a legal necessity, but also a matter of ethics and professional respect for the creators of works.

Compliance with data protection on websites is essential in order to retain the trust of users and fulfil legal requirements. The most important aspect of complying with data protection regulations is to refer to the privacy policy and read what is permitted and what is not. For example, it provides information about the processing of personal data and the integration of third-party applications. User consent, such as for subscribing to a newsletter, should be obtained using the double opt-in procedure. The use of iframes and external scripts is viewed critically, as this may give third-party providers access to user data. Therefore, these elements should not be integrated into the website without consultation with the Commissioner for Data Protection. Furthermore, when incorporating social media elements or newsletters, the explicit consent of the university's data protection officer and the CMS administrator must be obtained in order to ensure data protection compliance.

Data protection declarations can be found here: https://www.europa-uni.de/de/admin/datenschutz.html

For specific questions and concerns, you can also contact the data protection officer of the European University Viadrina directly: datenschutz@europa-uni.de