Search Engine Optimization

Search Engine Optimization or SEO would certainly help the the CMMA because when Google searching "CMMA" the results are: Communications Media Management Association, Central Minnesota Manufactures Association, and so on with no sign of our CMMA. In order to find it one has to search "Central Michigan Manufacturers Association".
Ways Google determines the ranking of sites is through Crawling, Indexing, and Serving results.

• Crawling is the process in which Googlebot discovers new and updated pages. As Googlebot crawls through each site it detects links and adds them to the list of pages to crawl.
• Indexing is the compiling of all the pages Googlebot crawled into a massive index of all the words it sees and their location on each page. Also processes key content tags and and attributes, such as Title tags and ALT attributes.
• Serving Results searching the index and provides a result determined to be most relevant to the user. Relevancy is determined by over 200 things, one is PageRank. PageRank is the measure of importance of a page based on the incoming links from other pages.Each link to a page on your site from another site adds to your PageRank.

One problem that could be occurring for the CMMA is that whenever referencing themselves on the site they use "Central Michigan Manufacturers Association" and never "CMMA". Which in this case GoogleBot would never pick up on "CMMA" and Google search would never come up the Central Michigan Manufacturers Association for a search of CMMA.