Search engine optimization (SEO) or content/ website optimization, with emphasis on knowledge institutions

The word SEO was described based on two perspectives: 1) the perspective of search engines, which is the optimization of search engines; 2) the perspective of website managers and institutions, which is basically optimization "for" search engines. Next, ranking indicators were divided into two parts: 1) content indicators 2) technical-form indicators. It was emphasized that the weight of content indicators is more. It is importante that the strength of academic institutions is the content production.One of the characteristics of knowledge institutions is that a large part of their services can be converted into information and knowledge processes. Its benefits for individual or organizational goals, functions and efficiency are also significant. But sufficient and effective content is produced and published in an organization that is both a place of information and knowledge, as well as good and competent scientists. It means that information and knowledge management should be considered seriously. The necessary software and hardware for managing information and knowledge are also necessary.In the end, some difficulties and challenges regarding the quality of content production and publishing in knowledge organizations is mentioned. Some suggestions for improving the quality of content publishing through websites is also mentoined.