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"I can't find it." Yep, I hear that one too. In fact, it's the most common complaint I hear from students, faculty, and staff about their university website. I also hear them ask: "Where am I?" "Is this for me?" "Where do I go from here?" These questions are symptoms of poor findability—and we need to answer them. No page on our website should feel like a dead end. Institutions that take action often responded to these problems with a redesigned website or new information architecture, but what about the content we create? Beyond SEO, how can we effectively guide web users toward their destination—as well as enable their discovery of useful, relevant content? It starts with a content strategy and continues by educating content contributors about findability and navigation.