Abstract: An online system generates web pages for user-generated questions that are structured to rank highly in search results generated by external search engines. The online system receives a question uploaded to the online system by a user. The question includes media content, such as an image, a voice recording, or a video. The online system transcribes the media content of the question and applies a web page template to the question content to generate a web page. The template includes a metadata description, a breadcrumb, and a uniform resource locator. At least one of the metadata description, breadcrumb, and uniform resource locator comprises a portion of the transcribed media content of the question. The online system publishes the web page at a location specified by the uniform resource locator.