Having a keyword search strategy is critical for government agencies to: Gain awareness, Secure a strong online presence and Help the public obtain the information they need. Since the public relies heavily on Government-related information for research, and a myriad of other tasks, each government agency should shape its online presence around specific keywords, which are based on what the user searches on the search engine.
As the SEO Specialist for Brighton College, I have come across many frustrating, un-optimized, information-rich government websites which are difficult to find on the Internet. Although government websites may have an advantage over commercial websites pertaining to search engine optimization (SEO), without an intentional SEO strategy Internet users may not be able to find what they are looking for. Search engines such as Google, Bing and Yahoo regularly favor government websites over others based on the natural trust factor which their algorithms may take into consideration.