Search Engine Optimization (SEO)....Yeah It's Important


by Jose Torres

The Importance of SEO

We all want people to find our website, but many times prospective members don’t know they are looking for you. It is your job to help them find you. The first places most people look are search engines like Google, Yahoo, or Bing. The higher your website is listed on the results, the better the chances are your future member will find you. Search engines look through your website and each webpage to and give it a ranking based on its content and how relevant it is to the search conducted by the user. The higher the ranking the higher you website shows up search results.

Okay, So What Is it?

Search Engine Optimization is a set of techniques used to positively affect the ranking of a particular website on search engine listings. Many factors contribute to how search engines rank a website, some of these include:

  • Quality of the Content
  • Keywords used
  • Page layout and content structure
  • Visitor engagement

No search engine reveals the exact formula they use to rank their search results, or the weight they place on each attribute. What we can do is make it easier for search engines by providing them with quality content formatted in a way that makes sense to them.  An important aspect of SEO is making the website easy for both users and search engine robots to understand. Even though search engines are increasingly sophisticated, in many ways they still can't see and understand a web page the same way a human does. SEO helps the engines figure out what each page is about, and how it may be useful for users.

So How Do You Do It?

The exact process is different for each website, but some of the basics are always the same.

Structure Matters.
HTML has built-in methods for organizing content on a page (title, headers, and paragraphs).   A well-organized page makes it easier for search engines to understand the type of content on the page.

Keyword Usage and Placement
Keywords are a fundamental part of SEO. Search engines care how often a word is used, how it is used, and where it is on page. Search engines are getting smarter, and we can’t just stuff a page with a word or phrase indiscriminately. This could actually cause harm in your search engine rankings.

User Experience
Search engines like it when your users stay on your site and visit multiple pages. The better the content, the more your users will engage, and your rankings will go up. 

Keeping It Updated
Search engines notice if your content is stale. They are less likely to come back and scan your website regularly if they don’t think there will be anything new to scan, they assume website visitors will do the same.

These are just some basics. If you want to learn more, please check out these links:

Need Help? Call PESC
We have been helping nonprofits with their websites, including SEO for many years. PESC also offers a variety of administrative services that includes: association management, event planning, finance and banking, communications, and much more.

Find out more at http://pesc.com or call 559-225-6140