Take a moment and think about how many times a day you use a search engine.
Do you Google? According to Experian, out of approximately 15 billion searches done every month, 65% of those are done on the search engine powerhouse, Google. That’s fewer than 10 billion searches every month that Google processes and puts in front of searchers.
Google Webmaster Tools are essential tools you must use in order to give your conference website the best chance to rank highly (other than good SEO practices, of course). All you need to do is simply install a small piece of code or upload a small file to your site, and Google is handing over some extremely important information.
Here is some of the great information Google Webmaster Tools provides:
- Search Query Stats
Ever wonder how well your conference website is doing on Google? Webmaster Tools tell you how many impressions your site gets, as well as how many clicks those impressions generated. You can also see which keywords are generating the most traffic to your site.
- Sitemap Submitter
You can submit a sitemap directly to Google. This means you’re giving the “boss” of search engines all of your information and asking them to “take a look.”
- Crawl Errors and Stats
Webmaster Tools supplies you with in-depth information about the errors on your conference or annual meeting website, such as “Not Found” errors. It also gives you helpful graphs showing how many pages the Googlebots have been active on in the last 90 days.
- Links to Your Site
This great tool allows you to see where you are getting links from and how many exist. In SEO, this is huge because incoming links from well-respected sources are a must for high rankings.
- HTML Improvements
Webmaster Tools will allow you to see improvements you should make in accordance to SEO rankings. In other words, Google is actually telling you what it wants you to do to increase your search engine rankings.
Using Google Webmaster Tools will help your organization better understand your website and its search engine rankings. To help your website get in front of as many potential members as possible, try these tools out for yourself!
Google the definition of “google.” (I know- it’s pretty much the ultimate google.)
The Merriam-Webster dictionary does not list “google” as a verb for no reason. Chances are when members are looking for answers they aren’t going to go to your association’s website to find them. What do they do? They google it.
Google is recognized and liked by your members, but is your association recognized and liked by Google?
If Google doesn’t recognize your association, neither will your members.
Using Educational Content to be “Google Relevant”
I’m willing to bet your association has a large amount of educational content from years of conference proceedings and training manuals to educational publications. Your valuable educational content is one of the main reasons your association exists. But to survive today in the highly-competitive playing field of the Internet – online existence goes hand in hand with being recognized by Google.
So how can you increase the likelihood of Google finding your association’s brand?
Hint: Google loves content.
Association Digital Publishing Platforms Have A Lot of Content
Many associations are now archiving their educational content in a branded digital publishing platform. Exposing your association’s education content from meetings, publications and more in an online archive is like a pot of gold to Google. You can then interlink your digital publishing platform to your association website so those googling content know who’s behind it. (You!)
Google especially loves content that is continuously updated and changed. This means as you continue to update your digital publishing platform with more educational publications and future speaker presentations from various meetings and training seminars hosted throughout the year (while utilizing various search engine optimization techniques), the likelihood of being found by Google and your members is greatly increased.
Unleashing your association’s content to this powerful search engine helps make your association more discoverable and relevant to your members. So the next time someone googles something relevant to your industry, you can rest assured knowing your chances of being found are a hundred (or maybe even a thousand) times better.