Search Engine Optimisation (SEO) is the art of getting web pages to rank near the top of the results displayed in search engines like Google and Bing. SEO focusses on the natural - or ‘organic’ - search results, not the paid ads that appear in prominent positions on search engines.

I’ve been working with the TUC’s Digital Lab on a new report into Search Engine Optimisation (SEO) and trade unions. The report is now available for download at digital.tuc.org.uk.

SEO is a big topic, but this report concentrates on why unions need to understand the importance of SEO and the advantages it can bring.

There are several reasons unions should invest time and effort in optimising for search:

1. It gets your message to potential members. Search engines are an effective way for unions to use quality content to reach new people. For example, a new audience in workplaces and sectors that have yet to organise, or younger workers who wouldn’t necessarily be aware of unions as an option for them.
    
2. Greater influence for your union. By getting the union’s message to appear higher in results for your key topics, unions can influence the debate and ensure their members’ points of view are competing effectively for attention in comparison to employer or media voices.
    
3. It’s more cost effective than advertising. Spending money for recruitment adverts in search engines is a useful tactic but can be very expensive. While it takes time and effort to see results, it’s often more cost effective to use SEO in the long run. With returns on investment harder to calculate for unions than for commercial or charity organisations, effective SEO can be something you do once, to benefit in the longer term.
    
4. Optimised content has staying power. Once your content is ranking well, it usual continues to rank well and bring in visitors for no additional cost. Major drawbacks of using SEO are that it takes time and needs a constant focus to retain the greatest benefits. Paid for adverts are instant but creating and seeding quality content and making sure your website is up to the job requires effort, knowhow and patience.

To find out more about the basics of SEO, content strategies, optimising your website and other practical steps, download the free report.