Getting to the Top of Google (and Other IT Issues) – summary

Summary of “Getting to the Top of Google (and Other IT Issues)” by Brian Kelly

On 3 April 2022, Brian Kelly delivered an insightful Zoom talk for the Morris Federation titled “Getting to the Top of Google (and Other IT Issues).” Aimed at all skill levels, this session provided practical strategies for enhancing the online visibility of Morris dancing teams, especially through Google tools and optimised web practices.

Kelly, a veteran in IT and Morris dancing, began by outlining the objectives: teaching simple techniques to improve Google rankings, understanding search engine optimisation (SEO), and collectively boosting the visibility of the Morris Federation. He emphasised that online presence is vital for recruitment and public engagement, given the limitations of traditional methods like word-of-mouth.

A cornerstone of the talk was creating a Google Business Profile and listing teams on Google Maps. Kelly demonstrated how easy and accessible these tools are, requiring no advanced technical skills. Adding high-quality photos, videos, and regular updates to profiles was identified as a key strategy to attract attention and improve rankings.

He introduced SEO basics, explaining Google’s PageRank system, which prioritises websites with valuable backlinks. Kelly encouraged teams to ensure their pages are well-linked from high-ranking sites, including the Morris Federation’s own site. Using specific search commands like site: and link: was recommended to audit web presence and discover areas for improvement.

The session explored how enriching the Morris Federation Team Finder profiles with descriptions, keywords, and multimedia content can make teams more searchable. Kelly also highlighted the importance of governance, urging teams to use generic email addresses and share administrative access to ensure continuity.

Interactive exercises, including persona creation, helped participants think from a potential recruit’s perspective. For example, they discussed what keywords a new dancer or event organiser might use when searching for a team, demonstrating how to tailor online content for these queries.

Kelly showcased case studies of teams excelling in digital marketing and concluded by envisioning a collective campaign to raise awareness about Morris dancing through coordinated SEO efforts and strategic advertising.

The session closed with a Q&A, touching on topics like indexing delays, social media integration, and even Wikipedia strategies for boosting visibility. Kelly encouraged ongoing community collaboration to refine digital outreach.

Key Recommendations:

1. Create a Google Business Profile: Include accurate location, contact details, high-quality photos, and videos.
2. Enhance Team Finder Profiles: Add descriptive text, keywords, photos, and videos tailored to potential recruits’ searches.
3. Optimise Keywords: Use terms like “Morris side [location]” or “new dancers welcome” to improve discoverability.
4. Audit Your Online Presence: Use tools like site: and link: commands to understand your site’s visibility and PageRank.
5. Encourage Reviews: Ask event organisers or supporters to leave positive Google reviews.
6. Maintain Governance: Use shared, generic email addresses and ensure continuity in online account management.
7. Focus on Community SEO: Build links from the Morris Federation website and collaborate on agreed keywords.

This talk equipped participants with actionable steps to boost their team’s online visibility and collectively elevate the Morris Federation’s digital footprint.