Why I Think of SEO as Being a Digital Shadchan

When I tell people I do SEO, I usually get a blank stare.

Then I try to explain that SEO helps people find your website on Google, and somehow that sounds even more confusing.

Recently, I realized there was a much simpler way to explain it.

Growing up, I watched my family dedicate themselves to helping strengthen Jewish communities. One thing I learned is that sometimes the greatest impact comes from simply connecting the right people with the right opportunity.

That's essentially what a shadchan does.

And in many ways, that's what SEO does too.

Think about a woman searching online for the perfect course to help her grow in her marriage, learn a new skill, or navigate a challenge she's facing.

Or imagine a program director planning an event and looking for a speaker who will inspire her audience.

The right course exists.

The right speaker exists.

The right organization exists.

But if those websites don't appear when someone searches, the connection never happens.

The woman finds a different course.

The event planner books a different speaker.

The opportunity is missed—not because the organization wasn't the right fit, but because it wasn't visible.

That's why SEO matters.

It's not about tricking search engines or chasing algorithms. It's about making sure that when someone is actively looking for what you offer, they can find you.

At the same time, organizations are working tirelessly to serve those exact people.

The challenge is that many of those organizations are difficult to find online.

I've seen incredible programs with transformative missions that barely show up in search results. Not because they're doing anything wrong, but because they haven't yet learned how to communicate with search engines.

My job is to help bridge that gap.

Through SEO and content strategy, I help mission-driven organizations become more visible so that the people looking for them can actually find them.

That's why I sometimes think of myself as a digital shadchan.

Not because I'm matching people.

Because I'm helping the right people discover the right organization at the right time.

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