SEO Series: Part 1 – Why SEO is Important to Educational Publishers

First published February 24, 2008

As the Internet becomes an increasingly mainstream part of everyone's life, connecting with educators, schools and districts online has never been more important to educational publishers than it is right now. Fortunately, the highly interactive nature of today's websites makes it easier than ever to facilitate conversations that highlight the need for your products and also draw visitors deep into your website to investigate your offerings.

But building a strong website isn't enough. K-12 educators and industry decision makers need to be able to easily find your products and services online. Neglecting search-engine optimization strategies (SEO) for your website, means limiting visits to your website and leaving educators unaware of the help that you offer.

While the concept of "if you build it, they will come" may have worked for websites a decade ago, the Internet has grown so dramatically that your site could be lost in a sea of millions of related sites on the web. Carefully leveraged SEO strategies can make all the difference between a website that successfully attracts a steady stream of visitors and a site that fails to connect with educators.

To draw people to your website, you need to make sure your website appears as close to the top of search engine results as possible. When educators, school personnel and potential customers search on the web for terms and phrases relevant to your products, your website needs to show up on the the list of link returns. Searchers see your website link and click through to get more information on your products.

Since web searches show results in order of relevance to the search terms, the people  searching are predisposed to value the results closer to the top of the list more than links listed farther down or on the second, third or fourth pages of link returns.

The method used to push your content to the top as far as possible is called search engine optimization or SEO.


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