Creating A Website Thats A Traffic Magnet
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Creating A Website Thats A Traffic Magnet

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Slides from CNFPS workshop on 25 ways to drive traffic to your website.

Slides from CNFPS workshop on 25 ways to drive traffic to your website.

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Creating A Website Thats A Traffic Magnet Creating A Website Thats A Traffic Magnet Presentation Transcript

  • Creating a website that’s a traffic magnet
    Christina Inge, CNFPS, July 2011
  • What Makes a Site a “Traffic Magnet”?
    Quality content that gives visitors something beneficial:
    Information on programs
    Education
    Entertainment
    Community
    Good SEO = Being visible when people search for topics related to your activities and mission on Google, Bing, and Yahoo!
  • SEO Basics
    Google, other search engines determine where to rank you when somebody searches on a topic based on a variety of factors
    • How much fresh, interesting content on the topic your site offers
    • How many good sites link to you
    • How relevant your site’s content is to a specific topic
    • How often you add content to your site
    • How well your page is tagged and structured in specific ways that help the search engine’s web crawlers index your site, and identify what it’s about
  • Doing Basic SEO – Keyword Brainstorming
    Determine what the key terms are that someone would use if they were looking for information on you, or topics related to your mission
    Be specific: use your location, programs
    Use keyword research tools to get suggestions, see how popular specific keywords are
    • Conservation Boston
    • Environmental Organization Boston
    • Environmental Education Boston
  • Web Analytics
    What do your visitors like to see? Can you give them more of that content?
    Where are your visitors coming from? Can you increase your visibility on your best sources of traffic?
    What terms do your best visitors search on to find you? Can you advertise on those terms? Create more content around those topics?
  • Getting People to Link to Your Site
    Article postings
    Write informative articles, not ads for your organization
    Mission-based informative
    How-to
    • Museum: History of a type of piece in your collection, biography of artist
    • Social action: Stories of programs’ impact
    • Cultural: History of the region you serve
    • Environmental: Profile of a species or ecosystem
    • Professional: Useful knowledge for laypersons, drawing on expertise of members
  • More Linking Strategies
    Directories:
    General directories are less relevant today than 10 years ago
    Find the ones in your discipline: MuseumsUSA.org, etc
    Calendars of events
    Quality article directories with editorial oversight are best—create content
    Press release services have some SEO benefits. Don’t overspend, though
    Avoid offers to sell you links to your site
  • Put Up “Little Drivers Everywhere”
    Make sure you have a listing in Google Places-not only drives traffic to your site, but also makes it easier for people to find your location, especially with their phones
    Guest blog for leading blogs
    Use social media frequently
    Include many links in your newsletter—guest post to other, compatible nonprofits’ newsletters
    Encourage visitors to share your content, not just with buttons
    Use QR codes in visible locations for more information (for instance, on labels for exhibits), make sure your web address is on all print collateral
  • Should We Advertise?
    Can be effective, but hard to measure the impact
    Determine exactly who your target audience is, and how you will reach them:
    Women 30+
    Affluent
    Active
    What content is your audience consuming?
    Publications
    Mobile sites
    Web sites
  • Getting The Most Out of Your Ad Dollar
    Look for nonprofit rates, grants
    Combine ads with neighboring orgs
    Look for packages
    Remember, creative is often 1/3 or more of your ad budget—budget accordingly, develop re-usable creative
  • Use a Content Management System
    Interface that allows easy adding of text/images, includes SEO
    WordPress, Drupal, Joomla, variety of niche systems
  • Why Use A CMS?
    Benefits:
    Anyone in your organization you provide an account to can add content, making it richer, more current
    Control what people can and can’t do on your site. E.g., only admins can change the design
    Add a feature that sutomatically prompts anyone adding content to add SEO components, such as a meta description
    Easily categorize your content-make it easier for search engines to understand
  • Update Your Content Often
    Visitors will keep coming back
    Great content types:
    Blog posts on current topics, both at your organization and news stories relevant to your mission
    Behind-the-scenes looks
    Useful knowledge-sharing: how-to’s, informative stories, history, science knowledge
  • Thank you!
    Find out more:
    Email: christina@oho.com
    Twitter: @christinainge, @oho
    Sign up for newsletter:
    www.oho.com