Yesterday The Online Strategy House presented a search visibility workshop to the staff of a British Columbia governmental health organization. That experience really drove home the importance of teaching search engine optimization basics to a team — in this case, to the people who will create any content for their site, or those who, by virtue of their responsibilities, frequently come across opportunities for link building.
Optimally, several people will contribute blog posts to an organization’s domain. At the same time, those companies often have partnerships with others in their vertical, aside of taking time to participate in or sponsor industry events. When a team learns the relevant principles of on-site search engine optimization, from that point forward they see their day-to-day activities as opportunities for SEO. Those SEO principles then become ingrained in their modus operandi. For example:
- Next time a manager contributes a blog to the company site, she will know that this is a chance to write a post according to the content strategy delineated in the organization’s online marketing plan. She will also be cognizant of the importance of incorporating the keyphrases that the online strategy has specified as relevant to that post.
- The event coordinator will be aware that, by sponsoring a conference, there’s a prime opportunity to ask the organizer for a link to his employer’s site. Once adopted as a routine, this practice will help the company amass a good number of on-topic, high quality inbound links — the sort that will help build their online visibility.
When a group understands that individual, small commitments to search engine optimization amount to a large victory for all involved, they get excited about search engine optimization. The Online Strategy House makes a point of presenting SEO and online marketing workshops that are fun, and that engage even those who are not tech-oriented.
Employees are thrilled when analytics show that their blog posts received visits because they followed SEO best practices. They see they have made a tangible difference. And then, the enthusiasm is contagious.