Feeding the bot: making content work beyond the webpage

About the Event

AI is reshaping the search landscape, with noticeable changes over the past year in how content is accessed and consumed. Prospective students are increasingly encountering our content through AI summaries, tools, and chatbots - often in ways we didn’t originally intend - before ever visiting our webpages.

At the University of Dundee, we’ve been evolving our approach to content optimisation so it supports traditional SEO and generative search, while still remaining clear and useful for our human readers. This talk looks at how we’re doing that in practice, including insights from our internal AI chatbot and wider web content. It explores the editorial decisions involved in balancing human-readable content with machine-readable structure, and how those trade-offs are shaping improvements across our web estate.