Understanding the Morris Federation Online Community – summary

Brian Kelly’s talk, Understanding the Morris Federation Online Community, delivered via Zoom on 3 April 2022, explored the visibility of Morris Federation websites and resources in Google search results, aiming to improve their online accessibility. Kelly shared insights gained from recent surveys examining how Morris Federation teams use social media, websites, and search engine optimisation (SEO) to enhance online visibility.

Key Insights from the Survey

The study evaluated around 330 websites associated with Morris Federation teams, focusing on their Google indexing and page rankings. Kelly demonstrated a simple methodology for assessing a site’s indexed pages using the Google search query site:<domain_name> combined with pagination checks. This method revealed the approximate number of pages indexed for each website. Results showed a wide range of performance:

• About 47 websites had zero or only one page indexed, suggesting technical issues.
• Most websites had between 2 and 10 indexed pages, while a few had over 50.

These findings indicate disparities in technical configurations and Google’s coverage of Morris Federation sites. Kelly emphasised that improving indexing could help teams increase their online visibility.

The Importance of Google PageRank

Kelly introduced the concept of Google PageRank, explaining its logarithmic scale. Higher PageRank values indicate greater importance based on the number and quality of links to a page. He used the Open PageRank tool to evaluate websites, noting that most Morris Federation sites had low rankings (around 2–3). Only a few sites, like Cardiff Morris and Abram Morris Dancers, achieved higher rankings, likely due to their long-established online presence and strong link structures.

Challenges and Opportunities

Kelly noted that achieving high visibility on Google requires not just being indexed but ranking prominently in search results. He discussed SEO strategies, distinguishing between ethical “white hat” techniques and unethical “black hat” methods. Ethical strategies involve earning quality backlinks and avoiding manipulative practices.

A critical challenge is the influence of external factors, such as spammy “link farms” that Google penalises. These factors can unpredictably affect PageRank values.

Recommendations for Improvement

Kelly suggested practical steps for Morris teams to boost their online presence:

1. Audit Websites: Regularly check Google indexing and address configuration issues.
2. Build Quality Links: Encourage reputable sites, such as the Morris Federation, Morris Ring, and Open Morris, to link to smaller team websites.
3. Define Goals: Focus on making content easily discoverable rather than solely pursuing high PageRank scores.

Conclusion and Next Steps

Kelly concluded by emphasising that while PageRank is an important metric, the ultimate goal should be to ensure the visibility of relevant information. In his next talk, he promised to delve deeper into strategies for leveraging PageRank and improving website content.

Despite its technical nature, Kelly’s talk highlighted the practical implications of SEO and inspired attendees to assess and enhance their digital footprint.