Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via natural search results. Usually, the earlier a site is presented in the search results, or the higher it ranks, the more searchers will visit that site.
The principle of SEO at the Open University is to ensure ‘findability’ of the OU’s web pages in search engine listings. The reasons for doing this are as follows:
Maximise visibility and awareness of the OU brand and offer, relative to our competitors.
Maximise the OU’s share of search within the education category compared to competitors (institutions and other providers).
Maximise the quality of website visitors from search engines (attract those that convert to the outcomes the OU requires when they visit the website).
Maximise the lifetime value of visitors from search engines.
