‘How IT Can Help Your Side’ Part 1: Getting to Top of Google – summary

Summary of “How IT Can Help Your Side” Part 1: Getting to Top of Google

On 15 January 2023, Brian Kelly, a volunteer with the Morris Federation, delivered a Zoom talk exploring how IT strategies, particularly search engine optimisation (SEO), can support Morris sides in recruitment and visibility. Drawing on his extensive professional background in web technologies, Kelly focused on improving the discoverability of Morris sides through effective use of digital resources, especially Google search rankings.

Context and Challenges

Kelly began by addressing the challenges faced by Morris sides in recruitment and visibility. Traditional methods like word-of-mouth and social media have limited reach and inclusivity, especially given the ageing demographics of many sides. Additionally, many Morris sides’ websites have low visibility on Google due to limited content, poor SEO practices, or minimal online presence.

Using evidence gathered from surveys and analysis, Kelly highlighted that many Morris sides’ websites are small, with low page rankings on Google’s logarithmic scale. These low rankings mean sides are unlikely to appear in search results for general queries about Morris dancing or local sides, which hinders recruitment and event bookings.

Key Strategies for Improving Google Rankings

Kelly outlined practical steps to enhance a Morris side’s visibility on Google, leveraging the Morris Federation’s resources:

1. Morris Federation Team Finder Profiles:

   • The Morris Federation website has a high page rank due to its size and the number of links it receives. Each Morris side can create or update their profile on this site, benefiting from its established authority.
   • Profiles should include rich, unique descriptions, covering the side’s style, history, and culture. Avoid repetitive or generic content, as Google prioritises pages with distinctive, engaging information.

2. Strategic Use of Keywords and Hashtags:

   • Descriptions and metadata should include relevant keywords and hashtags that reflect the side’s characteristics, location, and unique offerings. For instance, specific dances, kit styles, or events can help attract targeted searches.

3. Videos and Images:

   • Adding annotated videos and high-quality images to profiles makes them more engaging and increases the likelihood of appearing in search results. Descriptive captions enable Google to associate specific queries with the content.

4. Google Indexing and Maintenance:

   • Regular updates and manual indexing requests ensure pages are crawled by Google, though changes may take weeks to reflect. Kelly offered to assist sides with indexing issues.

5. Collaboration and Linking:

   • Linking individual sides’ websites to the Morris Federation’s site (e.g., “Proud Members of the Morris Federation”) strengthens the collective web presence. Embedding the Team Finder search interface on festival or local websites can also amplify exposure.

Evidence of Success

Kelly shared data indicating that these approaches are effective. Many profiles and videos he referenced ranked highly in Google searches. Rich content, strategic keywords, and leveraging the Morris Federation’s high page rank have already driven traffic to sides’ profiles.

Future Opportunities

With a robust database of rich profiles, the Federation can integrate search tools into external websites, like those for festivals, further boosting visibility. Side websites, though secondary to the Federation’s profiles, remain valuable for detailed and localised content. Ensuring functional links and current information is essential.

Kelly concluded by encouraging sides to act promptly, update their profiles, and embrace digital tools to strengthen recruitment and visibility.