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Wasted Government Websites & Search
The paltry trickle of traffic on many UK government sites is partly down to lack of search engine marketing, says Warren Cowen of Greenlight...
Liberal Democrat MP for Brent East, Sarah Teather, heavily
criticised the Government's web presence in The Guardian on
the 8th December, describing it as 'an
embarrassment'...
[Register and post your own comments on
this article below...]
Her criticism hinges on the increasing number of government
websites with a tiny number of visitors every month. This
extreme level of low-traffic was explored in an article in The
Guardian entitled
The websites nobody wants.
The Guardian's Michael Cross noted that "The Department
for Culture, Media and Sport is responsible for 11 websites,
including what may be the least-visited on the web. UK World
Heritage Sites (
www.ukworldheritage.org.uk) managed just 77
unique visitors last year.
Warren Cowen, managing director of Greenlight, suggests the
Government should be using SEM as part of its web strategy to
make websites more visible on the web and justify their
expense.
Warren comments: "The Government has adopted a 'build
it and they will come' approach to its websites in an
attempt to disseminate information online. However, it appears
that some government organisations aren't considering what
information people want and how they are actually searching for
it. Some of the information government websites is useful and
sought after, but not so easily accessible."
Warren believes government organisations should be using expert
Search Engine Marketing (SEM) consultants to facilitate the best
use of their spend. For example, Greenlight worked with The
Energy Saving Trust to review the information that citizens were
requesting before building a web strategy that visitors could
utilise.
Greenlight is a leading Search Engine Marketing (SEM)
consultancy with a proven track record of delivering innovative,
targeted and accountable Search Engine Marketing campaigns. The
company specialises in improving client positioning and website
visibility in the top search engines, as well as driving traffic
to its clients' websites.
About Greenlight:
Search Engine Marketing (SEM) consultancy Greenlight launched
its specialist training arm, Catalyst on 10 November. The new
division's remit is to demystify Search Engine Optimisation
and Pay-Per-Click techniques for businesses of all sizes. For
more information email
greenlight@midnight.co.uk
or visit
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