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An overview of the basics of Search Engine Optimization for nonprofit organizations.

An overview of the basics of Search Engine Optimization for nonprofit organizations.

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SEO for the NPO SEO for the NPO Presentation Transcript

  • SEO for the NPO (Search Engine Optimization for the Non-Profit Organization) A Firstgiving.com premium webinar with David Karp May 13, 2009 For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Before we start… • Thank you for coming today! • For sound: – Turn on your computer’s speakers or plug in headphones (you don’t need a microphone), or… – Dial 916-233-3087 then code 240-759-769 (may be a toll call) • Slides and a recording of this session will be available at www.onlinefundraisingblog.com/SEO in a few days • Ask your questions any time using the question tool; we will answer as many as we can today, and post the rest to www.onlinefundraisingblog.com/SEO For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Agenda • Assumptions • What is SEO & how do search engines work? • Increasing keyword density without guilt • Content, frequency and blogging • Building inbound links with community sites • Resources & things you can do right now • A minute about Firstgiving • Q&A For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Assumptions 1. You’ve used search engines 2. You’ve got a website 3. You can change what’s on your website (even if you have to pay or beg to do it) • We will not be discussing… • Buying ads or “paid search” • How to write HTML For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • How you manage your website 1% • 55% of you reported 20% 55% managing your site with staff who also have other jobs • 13% dedicated staff 11% • 11% interns • 20% outsource 13% • 1% no website For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • What is SEO? • SEO is Search Engine Optimization, the practice of making websites more attractive to search engines, or more “findable” for searching users • Isn’t that cheating? – Taking steroids is cheating – Exercise, practice, and watching your opponents’ moves are smart sportsmanship For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • How do search engines work? It’s very simple… the internet goes in through the portholes on the right and the infinite monkeys turn the crank on the left and the search results come out the spout in your browser… For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • No really, how do they work? • They try to give the “best” search results • By approximating how applicable your pages are to a given search term by looking at… – the words on your pages – the links to your pages, and the words on the pages linking to you – how often your pages are updated – how often searchers click on your listings • Your site’s content is important, but so is its freshness, reputation and connectedness For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • First: figure out where you stand • Come up with a list of keywords and phrases you want to show up in • Do the searches, see how you do, see who else shows up • Start with google, maybe add yahoo • Try to keep to fewer than 12 terms • This is your baseline, redo the searches periodically to check your progress For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Search results anatomy Features Sponsored Links Paid Search Natural Search Results Advertising For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • If you run frogpants.org… Term Google Yahoo Notes Frog pants 2 2 Frogpants.com is in the top spot Toad trousers 1 Gave up Thefrogblog.org is #3 after 2 pages Tadpole pants 9 16 Pants for frogs 7 1 Frogpants.com is in the top spot For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • So, which levers can we control? • the words on your pages • how often your pages are updated • the links to your pages, – and the words on the pages linking to you • how often searchers click on your listing For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • The first two are easier to address • the words on your pages • how often your pages are updated • the links to your pages, – and the words on the pages linking to you • how often searchers click on your listing For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • The words on your page • If you want to show up in searches for certain words or phrases, you need to use those words or phrases… • But it still has to be natural, informative and readable for humans • The ratio of keywords to regular words on your page is called keyword density – aim for around 2% For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Increasing keyword density w/o guilt • Aim for 3-5 placements of your keyword or phrase on an average page – Once each in the page title and URL – Once in the first sentence or header(s) – 1-3 times in the body copy, depending on page length • Don’t overdo it, – Different keywords on different pages are fine – Too much density looks like spam For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • How many frog pants? For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • 1 in title, 1 in URL, 2 in copy (4 / 176 words total = 2.2% density) For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • What’s the frequency? • Search engines like fresh content like people like fresh food • How often does your website change? • Do you have a news section that’s updated frequently? • Can you commit to updating some part of your website at least weekly? • How about a blog? For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Blogs are good for SEO Search engines like NPOs like blogs blogs because… because… • Fresh content • Easy to publish • Simple organization • Cheap or free • Tags and categories • Instant community • Easy to read • Search engines like blogs …but only if you use them wisely and write them regularly! For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Blog tips • Get your feet wet with a free blog at www.blogger.com or www.wordpress.com – don’t upgrade or pay until you’re ready • Remember your target keywords? Make them categories on your blog! • Commit to a publishing schedule • Link to specific pages on your main website in every post For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Blog example: URL and tags For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Blog: frequency & categories For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • These two take more work to change • the words on your pages • how often your pages are updated • the links to your pages, – and the words on the pages linking to you • how often searchers click on your listing For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Increasing links to your site • Ask for links! – Easy enough to ask, but hard to get free – Try to get links from sites that are more influential than your own • Build some links yourself! – Advertising is one way ($$$$) – But there’s another way, and you can do it even if you can’t control your own website… For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Almost free community link building yourNPO.org For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Build a network of communities… youtube.com/yourNPO twitter.com/yourNPO yourNPO.blogspot.com yourNPO.org flickr.com/photos/yourNPO facebook.com/123456789 firstgiving.com/yourNPO For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • …and link to your site and eachother youtube.com/yourNPO twitter.com/yourNPO yourNPO.blogspot.com yourNPO.org flickr.com/photos/yourNPO facebook.com/123456789 firstgiving.com/yourNPO For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Building and linking is nice • But you have to maintain good, fresh content on your community network sites to get the best SEO impact! • Create a content plan and update schedule… youtube.com/yourNPO • Which sites? twitter.com/yourNPO yourNPO.blogspot.com • How often? • Who’s responsible flickr.com/photos/yourNPO facebook.com/123456789 for it? firstgiving.com/yourNPO For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Content is not just for robots • Remember, these community network sites are also places your supporters visit • Write for people first • Mind your keywords • Link smart youtube.com/yourNPO twitter.com/yourNPO yourNPO.blogspot.com • The SEO will follow flickr.com/photos/yourNPO facebook.com/123456789 firstgiving.com/yourNPO For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • A link is not just a link • The text of a link tells people and robots a little about what to expect – don’t waste it! • A missed opportunity: • “To learn more, visit our website here.” • Not too bad: • “Visit the frogpants website to learn more.” • More informative and keywordful: • “Visit our site to learn more about pants for frogs and trousers for toads.” For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • How often searchers click on your listing For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Adjusting your listing • An inexact science – search engines often create their own listings on the fly • Make sure your title is descriptive • Make the first few lines of copy count • Search results often capture the words near the search terms • The old <META description> tag is sometimes but not always used For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Don’t look out for number one For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Don’t look out for number one • Don’t obsess over getting the #1 result for your keywords • The extra effort to get #1 isn’t worth it • Work on getting placed somewhere in the top half of the first page of results • Realize that some searches are very, very competitive For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Some resources • There are lots of books • And useful websites too: • www.SearchEngineWatch.com • www.WebPosition.com • www.SEOmoz.org • Google webmasters tools: – http://www.google.com/webmasters/tools/ For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Things to do right now • Choose your keywords and check your search standing • Add more useful content to your site with your keywords in it • Update your content frequently (blog?) • Start building inbound links with community sites • Be patient! For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • And now, a minute about Firstgiving For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Firstgiving is the leading social platform for fundraising for any nonprofit cause. For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • We give everyday people tools to raise money for causes that matter to them. For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • 25,070 organizations have raised $95,581,207 online with the help of 1,778,058 supporters and Firstgiving.com For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Person-to-Person Fundraising Your NPO Supporters = Fundraisers Friends & Family = Donors • Your supporters make personalized appeals • Your supporters leverage their social networks • Give power to the people who want to do more For sound, use your computer speakers or call 916-233-3087 code 240-759-769
  • Thank you and Q&A Ask your questions using the question tool in the toolbar and we’ll answer as many as we can live Slides are posted now at www.onlinefundraisingblog.com/SEO we’ll add recording, Q&A, etc. in a few days Next up: Smart fundraising for the summer slump, May 20 and Fundraising with Facebook, June 17 Get in touch: (617) 591-2121 or webinars@firstgiving.com For sound, use your computer speakers or call 916-233-3087 code 240-759-769