📘 Why Your Content Matters: How Google, AI, and Our Chatbot Find (or Miss) Your Web Pages

Understanding How Search Tools Index Your Content 

We often hear questions like: 

“Why doesn’t my page show up on Google?” 
“Why didn’t the chatbot pull in the right info?” 

The answer usually comes down to how the content is written and structured. Tools like Google, search engines, and AI-powered platforms (like our chatbot) don’t “know” what your page says the way a person would. They rely on clear, well-organized, and up-to-date content to understand and display the right information. 

And while we manage the SCL websites, we do not control how or when Google or AI platforms choose to show that content. But we can make it easier for them to find and use it—starting with how we write and update content. 

 

✅ Best Practices to Make Sure Your Content Gets Found 

These tips help your pages perform better in search tools and improve the student experience. We apply these principles during our twice-yearly content audits and encourage you to keep them in mind when submitting updates or requests. 

  1. Write Clearly and for Students 
    Use plain language. Organize your content with clear headings and short paragraphs. Think about what a student needs to know—and what questions they might ask. 

  1. Use Specific, Evergreen Language 
    Avoid vague timing words like “now,” “currently,” or “this semester.” Instead, say “Fall 2025” or write in a way that won’t go out of date quickly. 

  1. Keep It Updated 
    Outdated deadlines, names, or links confuse both students and search engines. If you’re unsure, flag it and we’ll help update it. 

  1. Avoid PDFs When Possible 
    AI and Google may skip content in PDFs. Whenever possible, have your info added directly to a webpage for better accessibility and visibility. 

  1. Support Accessibility 
    Use descriptive link text (e.g., “Apply for a leadership position” not “click here”) and structure your content with proper headings and alt text. 

  1. Don’t Repeat the Same Content on Multiple Pages 
    If the same content exists in many places, search tools get confused about which one to show. Link to the main page instead of copying the info. 
     

🤖 How Google and AI Tools Index (or Miss) Your Content 

Here’s what’s happening behind the scenes: 

🔍 Google Search 

  • Google uses bots to “crawl” and scan pages across the internet. 

  • These bots visit each page periodically—not immediately after changes. 

  • If your page is clear, structured, and consistent, it’s more likely to get indexed and show up in relevant search results. 

We cannot force Google to show or rank your content. But we can make sure your content is in a format that Google can easily read and understand. 

💬 AI Chatbot (on the SCL Website) 

  • The chatbot reads all published content across SCL websites to answer student questions. 

  • It pulls in the clearest, most relevant content. Pages that are outdated, overly complex, or buried in long paragraphs may be skipped. 

  • It does not read emails, documents, or PDFs unless the content is also listed on a web page. 

 

📅 How This Relates to Our Content Audits 

Twice a year—before the start of each major semester—the SCL web team conducts a division-wide content audit. This ensures: 

  • Pages are accurate, accessible, and up to date 

  • Search tools and the chatbot are indexing the right information 

  • Students get a better experience when navigating our sites 

You play a key role in this process by providing clear and accurate content when submitting web requests. 

 

🔁 Final Takeaways 

  • We do not control search results, but we can influence them by creating high-quality content. 

  • Keeping your content up-to-date, clear, and web-friendly increases the chance it will show up in Google, be used by AI, and make sense to students. 

  • Our team is always here to help if you’re unsure how to format or phrase your request—just ask! 

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