Web Wise Series: Intro to Search Engine Optimization & Marketing for Nonprofits Katie McNally, Account Supervisor - Sitewi...
What we’ll cover today… Search’s role in your overall interactive marketing mix  Search basics – what is organic and paid ...
What is “Organic Search” <ul><li>Organic Search is “natural search” which means it is not “paid for advertising” </li></ul...
Organic Search Organic Search Results Paid Search Results Sitewire Marketspace Solutions, LLC
Search Engine Breakdown Sitewire Marketspace Solutions, LLC
Demographics <ul><li>Yahoo! = Younger Generation </li></ul><ul><li>Google = Higher Spending </li></ul>Sitewire Marketspace...
What is “Organic Search Optimization”? <ul><li>Organic Search Optimization </li></ul><ul><ul><li>The process of optimizing...
Ranking Positions 1 2 3 Sitewire Marketspace Solutions, LLC
Organic Search Myths <ul><li>Myths </li></ul><ul><ul><li>You can just pay Google/Yahoo/MSN to be number 1 organic listing ...
2 Methods of Optimization <ul><li>On-site Optimization </li></ul><ul><ul><li>These are changes you can make to the target ...
Example: Off-Site Optimization
Optimization Process <ul><li>Initial Optimization </li></ul><ul><li>Obstacles Analysis </li></ul><ul><li>Keyword Research ...
Obstacles Analysis <ul><li>Use CSS </li></ul><ul><li>Clean Code is Important </li></ul><ul><li>Build it Scalable, regardle...
Keyword Research and Selection <ul><li>Find all relevant keywords </li></ul><ul><ul><li>Keywords that you think someone wo...
Organic Optimization Plan <ul><li>Methods to eliminate obstacles </li></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><u...
Organic Optimization Plan <ul><li>On-site Keyword Optimization </li></ul><ul><ul><li>Primary Importance: </li></ul></ul><u...
Organic Optimization Plan <ul><li>Off-site Website Optimization </li></ul><ul><ul><li>Primary Importance </li></ul></ul><u...
Organic Optimization Plan <ul><li>Off-site Website Optimization </li></ul><ul><ul><li>Good sites to consider: </li></ul></...
Ongoing Optimization Process Sitewire Marketspace Solutions, LLC
Measure Results <ul><li>Use Analytics to determine total organic traffic </li></ul><ul><li>Use a keyword ranking tool (or ...
Measure Results Google Analytics Trend Data Sitewire Marketspace Solutions, LLC
Measure Results and Determine Strategy Find out what needs to be  improved with optimization for these two keywords. Sitew...
Implement Adjustments <ul><li>For those two keywords: </li></ul><ul><ul><li>Example Problems:  </li></ul></ul><ul><ul><ul>...
Resubmit <ul><li>Resubmit the page to Google, Yahoo! and Bing  </li></ul><ul><ul><li>*(if necessary, depending on indexing...
Aided brand recall increases by  2.2x   when a brand is in the  top sponsored   and   top organic   results Question: Whic...
What is “Paid Search Advertising”? <ul><li>Paid Search Advertising </li></ul><ul><ul><li>The process of running advertisem...
Paid Search Organic Search Results Paid Search Results Sitewire Marketspace Solutions, LLC
Ad Positions 1 2 3 4 5 Sitewire Marketspace Solutions, LLC
How do I get to the best results? <ul><li>Strategy – set a goal and measure against it </li></ul><ul><li>Campaign Manageme...
Paid Search Process <ul><li>Initial Setup </li></ul><ul><li>Site Conversion Analysis </li></ul><ul><li>Setup A/B Testing <...
Site Conversion Analysis <ul><li>Perform an analysis on website to determine if it is conversion friendly </li></ul><ul><u...
A/B Testing B A Sitewire Marketspace Solutions, LLC
Multivariate Testing A B C D B D A C Sitewire Marketspace Solutions, LLC
A/B & Multivariate Testing <ul><li>Google Optimizer </li></ul><ul><ul><li>Free and Easy to Setup </li></ul></ul>Sitewire M...
Geo Targeting <ul><ul><li>The whole world? </li></ul></ul><ul><ul><li>US Only? </li></ul></ul><ul><ul><li>State Only? </li...
Keyword Research and Selection <ul><li>Pick all relevant keywords at this stage, you can pause, delete and bid down any ke...
Best Practices for Ad Copy <ul><li>Ad Writing Tips </li></ul><ul><ul><li>Accurate </li></ul></ul><ul><ul><li>Compelling </...
Set Daily Budget <ul><li>Daily Budget is the  maximum amount  you are willing to spend </li></ul><ul><li>It does not mean ...
Set Initial Bids and Bid Strategy <ul><li>Bids should be high enough to show on the first page - almost no one clicks on a...
Setup Conversion Tracking <ul><li>Example: </li></ul><ul><ul><li>To track this, you would put a little snippet of code on ...
Ongoing PPC Management Process Sitewire Marketspace Solutions, LLC
Measure Results Sitewire Marketspace Solutions, LLC
Search within the Online Marketing Mix
Q&A Katie McNally, Account Supervisor - Sitewire Marketspace Solutions  (KMcNally@sitewire.net)   Dan Gonzalez, Web Manage...
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Introduction to Search Engine Optimization and Marketing for Nonprofit Organizations

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The second session in the Web-Wise series, learn how to really drive visitors and potential donors to your donor-centric web site. Learn about the fundamentals of organic search, paid search management, search campaign optimization, keyword strategy, ad copy testing, integrating campaigns and more with Dan Gonzalez, Web Manager, Sage Nonprofit Solutions and Katie McNally of Sitewire Marketspace Solutions.

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  • -check for more recent stats
  • Source = Hitwise
  • Desirable Keywords Must Match All 3 Criteria High Number of Searches Low Competition Simple method: do a search in Google, see how many results Google returns. High number of results means high number of competing websites that come up for your keyword. Low number is best. Relevant to Your Product/Service/Company/Blog
  • -talk to no-follow links
  • Katie
  • -Talk about Yahoo! demo targeting
  • -Search projected at 61% of total budget in 2010 -61% in 2011 as well -Overall online spending increasing year over year
  • Introduction to Search Engine Optimization and Marketing for Nonprofit Organizations

    1. 1. Web Wise Series: Intro to Search Engine Optimization & Marketing for Nonprofits Katie McNally, Account Supervisor - Sitewire Marketspace Solutions (KMcNally@sitewire.net) Dan Gonzalez, Web Manager - Sage Nonprofit Solutions (daniel.gonzalez@sage.com)
    2. 2. What we’ll cover today… Search’s role in your overall interactive marketing mix Search basics – what is organic and paid search Holistic search – how search campaigns work together High level best practices for organic optimization High level best practices for PPC management and optimization
    3. 3. What is “Organic Search” <ul><li>Organic Search is “natural search” which means it is not “paid for advertising” </li></ul><ul><li>Organic search can be used for “Response Marketing Campaigns” </li></ul><ul><li>One of the most cost-effective forms of online marketing </li></ul><ul><li>Difficult and Time Consuming </li></ul><ul><li>Great Value = Huge ROI </li></ul>Sitewire Marketspace Solutions, LLC
    4. 4. Organic Search Organic Search Results Paid Search Results Sitewire Marketspace Solutions, LLC
    5. 5. Search Engine Breakdown Sitewire Marketspace Solutions, LLC
    6. 6. Demographics <ul><li>Yahoo! = Younger Generation </li></ul><ul><li>Google = Higher Spending </li></ul>Sitewire Marketspace Solutions, LLC
    7. 7. What is “Organic Search Optimization”? <ul><li>Organic Search Optimization </li></ul><ul><ul><li>The process of optimizing a website to achieve high search rankings for specific targeted keywords </li></ul></ul><ul><ul><li>Google uses over 120 factors in their ranking algorithm </li></ul></ul>Sitewire Marketspace Solutions, LLC
    8. 8. Ranking Positions 1 2 3 Sitewire Marketspace Solutions, LLC
    9. 9. Organic Search Myths <ul><li>Myths </li></ul><ul><ul><li>You can just pay Google/Yahoo/MSN to be number 1 organic listing </li></ul></ul><ul><ul><li>“I know a guy that says he can guarantee me number 1 position” </li></ul></ul><ul><ul><li>It’s easy to get the top organic position </li></ul></ul><ul><ul><li>You can just optimize once and forget it </li></ul></ul>Sitewire Marketspace Solutions, LLC
    10. 10. 2 Methods of Optimization <ul><li>On-site Optimization </li></ul><ul><ul><li>These are changes you can make to the target website to optimize it for strategically selected keyword phrases </li></ul></ul><ul><li>Off-site Optimization </li></ul><ul><ul><li>This is the optimization work (link passing) that you can do to affect the rankings for a small group of strategically selected keyword phrases </li></ul></ul>Sitewire Marketspace Solutions, LLC
    11. 11. Example: Off-Site Optimization
    12. 12. Optimization Process <ul><li>Initial Optimization </li></ul><ul><li>Obstacles Analysis </li></ul><ul><li>Keyword Research </li></ul><ul><li>Keyword Selection </li></ul><ul><li>Organic Optimization Plan </li></ul><ul><li>On-site Implementation </li></ul><ul><li>Off-site Optimization </li></ul><ul><li>Ongoing cycle (see right) </li></ul>Ongoing Optimization Sitewire Marketspace Solutions, LLC
    13. 13. Obstacles Analysis <ul><li>Use CSS </li></ul><ul><li>Clean Code is Important </li></ul><ul><li>Build it Scalable, regardless of what code you use: </li></ul><ul><ul><li>HTML/XHTML </li></ul></ul><ul><ul><li>PHP </li></ul></ul><ul><ul><li>ASP </li></ul></ul><ul><ul><li>ASPX </li></ul></ul><ul><li>Meaningful Page Names </li></ul><ul><li>Intuitive Directory Structure </li></ul><ul><li>Alt-tags </li></ul><ul><li>XML and Traditional Sitemap </li></ul><ul><li>Utilize Text Based Navigation (when possible) </li></ul>Sitewire Marketspace Solutions, LLC
    14. 14. Keyword Research and Selection <ul><li>Find all relevant keywords </li></ul><ul><ul><li>Keywords that you think someone would type in as a search when looking for your business/service/product </li></ul></ul><ul><ul><li>Utilize keyword research tools to define search volume </li></ul></ul>Sitewire Marketspace Solutions, LLC
    15. 15. Organic Optimization Plan <ul><li>Methods to eliminate obstacles </li></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>If flash, then utilize more standard HTML coding and text content on the page, rather than flash </li></ul></ul></ul><ul><ul><ul><li>If doorway entry page, simply remove this page and have a full index.html page resolve </li></ul></ul></ul><ul><ul><ul><li>If utilizing on-page javascript, simply use external .js files </li></ul></ul></ul><ul><ul><ul><li>If “hidden” white text over white background </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
    16. 16. Organic Optimization Plan <ul><li>On-site Keyword Optimization </li></ul><ul><ul><li>Primary Importance: </li></ul></ul><ul><ul><ul><li>One or Two keywords per page focus </li></ul></ul></ul><ul><ul><ul><li>300+ words per page </li></ul></ul></ul><ul><ul><ul><li>Keyword Density 3-5% </li></ul></ul></ul><ul><ul><ul><li>Page Titles </li></ul></ul></ul><ul><ul><ul><ul><li>Descriptive page title including the keyword phrase </li></ul></ul></ul></ul><ul><ul><ul><li>Page Content </li></ul></ul></ul><ul><ul><ul><ul><li>Multiple repetition of the keyword phrase </li></ul></ul></ul></ul><ul><ul><ul><ul><li>A lot of content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Bulleted lists </li></ul></ul></ul></ul><ul><ul><ul><li>Navigation </li></ul></ul></ul><ul><ul><ul><ul><li>Text based navigation, not images </li></ul></ul></ul></ul><ul><ul><ul><li>Create XML and Normal Sitemap </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
    17. 17. Organic Optimization Plan <ul><li>Off-site Website Optimization </li></ul><ul><ul><li>Primary Importance </li></ul></ul><ul><ul><ul><li>Google PageRank </li></ul></ul></ul><ul><ul><ul><ul><li>Google’s measure of the importance of a website </li></ul></ul></ul></ul><ul><ul><ul><li>Links pointing to your website </li></ul></ul></ul><ul><ul><ul><ul><li>Number and Quality </li></ul></ul></ul></ul><ul><ul><ul><li>Keywords in links </li></ul></ul></ul><ul><ul><ul><ul><li>Must be relevant </li></ul></ul></ul></ul><ul><ul><ul><li>Type of site linking to your website </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
    18. 18. Organic Optimization Plan <ul><li>Off-site Website Optimization </li></ul><ul><ul><li>Good sites to consider: </li></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Forums </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>Wikipedia (although no-follows now) </li></ul></ul></ul><ul><ul><ul><li>DMOZ.org </li></ul></ul></ul><ul><ul><ul><li>Infinite list of others, just find ones that make sense for the your industry </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
    19. 19. Ongoing Optimization Process Sitewire Marketspace Solutions, LLC
    20. 20. Measure Results <ul><li>Use Analytics to determine total organic traffic </li></ul><ul><li>Use a keyword ranking tool (or search by hand) to determine ranking position for each optimized keyword </li></ul><ul><li>Keep track of all data to compare against future months </li></ul>Sitewire Marketspace Solutions, LLC
    21. 21. Measure Results Google Analytics Trend Data Sitewire Marketspace Solutions, LLC
    22. 22. Measure Results and Determine Strategy Find out what needs to be improved with optimization for these two keywords. Sitewire Marketspace Solutions, LLC
    23. 23. Implement Adjustments <ul><li>For those two keywords: </li></ul><ul><ul><li>Example Problems: </li></ul></ul><ul><ul><ul><li>Title did not contain keyword </li></ul></ul></ul><ul><ul><ul><li>Too many keywords on the page </li></ul></ul></ul><ul><ul><ul><li>Someone had removed 2 paragraphs of copy from the page </li></ul></ul></ul><ul><ul><li>Example Adjustments: </li></ul></ul><ul><ul><ul><li>Correct title to include keyword </li></ul></ul></ul><ul><ul><ul><li>Remove keyword from the page </li></ul></ul></ul><ul><ul><ul><li>Add back in enough relevant copy to compensate </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
    24. 24. Resubmit <ul><li>Resubmit the page to Google, Yahoo! and Bing </li></ul><ul><ul><li>*(if necessary, depending on indexing) </li></ul></ul><ul><ul><li>http:// www.google.com/addurl/?continue =/ addurl </li></ul></ul><ul><ul><li>http:// siteexplorer.search.yahoo.com /submit </li></ul></ul><ul><ul><li>http:// www.bing.com/docs/submit.aspx </li></ul></ul>Sitewire Marketspace Solutions, LLC
    25. 25. Aided brand recall increases by 2.2x when a brand is in the top sponsored and top organic results Question: Which of the following automotive brands do you remember seeing in the search results page you just viewed? Side Sponsored Top Sponsored Top Sponsored & Top Organic Top Organic Listing Honda Other 0% 10% 20% 30% 40% 50% 60% 70% Query: Unbranded (i.e., “fuel efficient cars”) Holistic Search: Builds Brand 9/25/2009 **Data is from a Google conducted study 2.2x 1.5x x
    26. 26. What is “Paid Search Advertising”? <ul><li>Paid Search Advertising </li></ul><ul><ul><li>The process of running advertisements that show for particular keyword searches </li></ul></ul><ul><ul><li>Objective is to get qualified visitors to your website to take an action </li></ul></ul><ul><ul><li>Actions can be: </li></ul></ul><ul><ul><ul><li>Completing a lead form </li></ul></ul></ul><ul><ul><ul><li>Completing a sale </li></ul></ul></ul><ul><ul><ul><li>Registering for something </li></ul></ul></ul><ul><ul><ul><li>Reading something </li></ul></ul></ul><ul><ul><ul><li>Anything other key metrics for success on a site </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
    27. 27. Paid Search Organic Search Results Paid Search Results Sitewire Marketspace Solutions, LLC
    28. 28. Ad Positions 1 2 3 4 5 Sitewire Marketspace Solutions, LLC
    29. 29. How do I get to the best results? <ul><li>Strategy – set a goal and measure against it </li></ul><ul><li>Campaign Management – need to do this every day </li></ul><ul><li>Myths </li></ul><ul><ul><li>You can just pay Google/Yahoo/MSN to be number 1 paid search listing </li></ul></ul><ul><ul><li>PPC is easy </li></ul></ul><ul><ul><li>I will be great at this right from the start </li></ul></ul>Sitewire Marketspace Solutions, LLC
    30. 30. Paid Search Process <ul><li>Initial Setup </li></ul><ul><li>Site Conversion Analysis </li></ul><ul><li>Setup A/B Testing </li></ul><ul><li>Define Targeting </li></ul><ul><li>Keyword Research </li></ul><ul><li>Keyword Selection </li></ul><ul><li>Keyword Match Types </li></ul><ul><li>Write Ads </li></ul><ul><li>Set Initial Bids </li></ul><ul><li>Set Daily Budget </li></ul><ul><li>Setup Conversion Tracking </li></ul><ul><li>Launch Campaign </li></ul>Ongoing Management Sitewire Marketspace Solutions, LLC
    31. 31. Site Conversion Analysis <ul><li>Perform an analysis on website to determine if it is conversion friendly </li></ul><ul><ul><li>Ask yourself: </li></ul></ul><ul><ul><ul><li>Is the site easy on the eye? </li></ul></ul></ul><ul><ul><ul><li>Does it follow a simple visual flow? </li></ul></ul></ul><ul><ul><ul><li>Does it resonate with the potential donor? </li></ul></ul></ul><ul><ul><ul><li>Is there a compelling call-to-action on the website? (a reason for someone to take action on the website) </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
    32. 32. A/B Testing B A Sitewire Marketspace Solutions, LLC
    33. 33. Multivariate Testing A B C D B D A C Sitewire Marketspace Solutions, LLC
    34. 34. A/B & Multivariate Testing <ul><li>Google Optimizer </li></ul><ul><ul><li>Free and Easy to Setup </li></ul></ul>Sitewire Marketspace Solutions, LLC
    35. 35. Geo Targeting <ul><ul><li>The whole world? </li></ul></ul><ul><ul><li>US Only? </li></ul></ul><ul><ul><li>State Only? </li></ul></ul><ul><ul><li>Metro Only? </li></ul></ul><ul><ul><li>City Only? </li></ul></ul><ul><ul><li>A particular zip code? </li></ul></ul>Sitewire Marketspace Solutions, LLC
    36. 36. Keyword Research and Selection <ul><li>Pick all relevant keywords at this stage, you can pause, delete and bid down any keywords later </li></ul>Sitewire Marketspace Solutions, LLC
    37. 37. Best Practices for Ad Copy <ul><li>Ad Writing Tips </li></ul><ul><ul><li>Accurate </li></ul></ul><ul><ul><li>Compelling </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><li>Match keywords </li></ul></ul><ul><ul><li>Qualify visitors </li></ul></ul><ul><ul><li>No excessive punctuation </li></ul></ul><ul><li>Write multiple ads to test against each other </li></ul>SUBWAY® Phoenix $5 FRESH VALUE MEALS 6&quot; sandwich + chips + drink. www.subwayfreshbuzz.com Verizon Wireless™ Phones Official Site - Cell Phones up to 50% off. Only at Verizon Wireless! VerizonWireless.com Sitewire Marketspace Solutions, LLC
    38. 38. Set Daily Budget <ul><li>Daily Budget is the maximum amount you are willing to spend </li></ul><ul><li>It does not mean you WILL spend this, rather that this is the maximum amount you could spend </li></ul><ul><li>The amount you spend each day will vary on the number of people searching, and the number of clicks you get </li></ul><ul><li>You can change this budget anytime </li></ul>Sitewire Marketspace Solutions, LLC
    39. 39. Set Initial Bids and Bid Strategy <ul><li>Bids should be high enough to show on the first page - almost no one clicks on an ad on the second page </li></ul><ul><li>You’ll need to have a good ad, that is relevant to the keyword, and gets clicks to get a high position – even if you bid a lot </li></ul><ul><li>Day part bidding turn ads on or off, and increase and decrease budget during times of the day </li></ul><ul><li>This is useful for certain companies. For example: </li></ul><ul><ul><li>A company is only open during the day </li></ul></ul><ul><ul><li>A company has a call center that only answers during the day </li></ul></ul><ul><ul><li>A company knows that most people order their products between 6am and 10am </li></ul></ul>Sitewire Marketspace Solutions, LLC
    40. 40. Setup Conversion Tracking <ul><li>Example: </li></ul><ul><ul><li>To track this, you would put a little snippet of code on the “thank you” page that confirms an action has taken place </li></ul></ul><ul><ul><li>This code will track which keyword led to the sale from your ad campaign </li></ul></ul><ul><ul><li>This is critical to allow management of budget = shift more budget towards keywords that convert better, thus lowering cost per sale </li></ul></ul>Sitewire Marketspace Solutions, LLC
    41. 41. Ongoing PPC Management Process Sitewire Marketspace Solutions, LLC
    42. 42. Measure Results Sitewire Marketspace Solutions, LLC
    43. 43. Search within the Online Marketing Mix
    44. 44. Q&A Katie McNally, Account Supervisor - Sitewire Marketspace Solutions (KMcNally@sitewire.net) Dan Gonzalez, Web Manager - Sage Nonprofit Solutions (daniel.gonzalez@sage.com) Join us for our next webcast in the Web Wise Series: How to Leverage Social Media to Raise Funds Sitewire Marketspace Solutions, LLC
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