Can just a few simple and inexpensive search engine optimisation (SEO) techniques can increase the visibility of an organisation’s online content and the number of users to its website? JISC explored this hypothesis with the Canadian Heritage Information Network (CHIN) and three UK organisations. Read on to find out more and download the report that tracks the success and potential pitfalls for organisations undertaking this work.
Search engine optimisation (SEO) is the process of making a website attractive to search engines. The better a website is optimised, the higher its ranking will be in ‘organic’ search result listings – that is results in which sites are ranked according to the relevance of their content to the search terms used.
JISC has undertaken to investigate the hypothesis that implementing a few simple and inexpensive SEO techniques can increase an organisation’s content visibility and significantly augment traffic to the organisation’s website.
In support of this hypothesis, it undertook case studies on SEO in collaboration with the Canadian Heritage Information Network (CHIN) and three UK organisations: Swansea University (www.swansea.ac.uk), the Centre for Excellence in Teaching and Learning through Design (CETLD – http://cetld.brighton.ac.uk) and the Archives Hub (www.archiveshub.ac.uk) and evaluated the case study participants’ current websites and recommend changes to optimise them and remove barriers to the indexing activities of search engines.
This report tracks the success and potential pitfalls for organisations undertaking this work and outlines how organisations can use this methodology to effectively communicate with their user audience.
Download the report (pdf):
Read more Strategic Content Alliance publications about researching your audience.