What is the importance of Search Engine Optimisation (SEO) to the University of Salford and specifically to Salford Business School? The University has approximately 250 websites and the main websites receive hundreds and thousands of visits every year. So why should we worry about SEO and what is the point in Social Media and Social Media Marketing? They can never be monetized. Time is a precious commodity, Social Media Marketing eats time and we need to use our time where it will most benefit the University of Salford and Salford Business School. Right?

Right if you are only interested in website traffic but if you are interested in meeting the needs of your customers, students, stakeholders and research partners, then SEO and Social Media Marketing are fundamental:

• SEO, when used properly, and in the context of meeting the needs of stakeholders and business school students is powerful.
• SEO enables the correct visitor to find the most relevant content quickly.
• The use of appropriate header tags, title tags, alt tags, keyword density and linking strategy not only improve the ranking of the University of Salford’s content but also better meets the needs of the Business Schools student or research partner.
• This is the start of a productive online relationship.

Social Media is the means through which relationships are developed and enhanced. The Business School at the University of Salford has a number of Facebook pages run by the School or by students to enable shared experience, tips, services and commentary. Whilst SEO helps to raise awareness, the Social Media platforms when used as part of a multichannel and integrated engagement solution create the engagement, the conversation, the loyalty and the advocacy.

And what about those 250 websites? We are currently working to reduce the number and increase the quality of websites across the University of Salford. Promoting 250 websites, not only spreads effort but it also results in the cannibalisation of web traffic and dilutes the impact of the SEO and the engagement.

So choose the content most needed and wanted by your audience, map the channels most likely to reach your target audience and focus your SEO and Social Media efforts in those areas. This is a win win for the Business School, the University, the students and other interested parties. Best practice in SEO and Social Media is taught at the Business School in a pragmatic and relevant manner. As Head of Digital at the University, I am keen to ensure my skills are current in this rapidly evolving field and experts in user journey, SEO, Analytics and conversion are hard to find. That is why I am taking the course.

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