SEO for Not-for-Profits

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Week 5 - Lecture Content from the eBusiness unit at The University of Western Australia.

Approach of SEO towards its use and importance for Not-for-Profit Organizations.

More details on www.e-npo.info

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SEO for Not-for-Profits

  1. 1. SEO for NPOs www.e-npo.info
  2. 2. Video 1 - Internet Access for the Blind (CBS News) <ul><li>http.//www.youtube.com/watch?v=MnCcPrl8HgI&feature=related </li></ul><ul><li>Comment: How hard is it to people with visual disabilities to navigate websites and how it relates to SEO? </li></ul><ul><li>Why is it related to SEO? </li></ul><ul><li>Screen readers read pages out loud, but what exactly do they read? </li></ul>
  3. 3. Video 1 - Internet Access for the Blind (CBS News) <ul><li>Comment: How hard is it to people with visual disabilities to navigate websites and how it relates to SEO? </li></ul><ul><li>Tips: </li></ul><ul><li>Good use of alternative tags (image, link, meta) and Headings </li></ul><ul><li>Good written content, clear and concise </li></ul><ul><li>Test http://webanywhere.cs.washington.edu/wa.php and see how it reads any website (ask students to choose a fancy one). </li></ul>
  4. 4. Integrate skills <ul><li>Previous: Usability | Now: SEO | Next: SEM | Plus: Communications </li></ul><ul><li>Skills have to be integrated </li></ul><ul><li>Usability : Functionality, identify issues and needs, easy to use. </li></ul><ul><li>SEO : Prepared to receive, more relevant and complete information. </li></ul><ul><li>SEM : Bringing more people, advertisement. </li></ul><ul><li>Communications : Effect on people, absorption of content, relevance. </li></ul>
  5. 5. Integrate skills <ul><li>Previous: Usability | Now: SEO | Next: SEM | Plus: Communications </li></ul><ul><li>Caution! </li></ul><ul><li>More people may come to the website, but they might be unable to use it properly. </li></ul><ul><li>Content doesn’t work, lack of informative tags, exaggerated use of images and flash, navigation is not clear. </li></ul>
  6. 6. Integrate skills <ul><li>Previous: Usability | Now: SEO | Next: SEM | Plus: Communications </li></ul><ul><li>SEO vs SEM </li></ul><ul><li>SEO tries to “improve website organic rankings” </li></ul><ul><li>SEM aims for additional traffic/visibility. </li></ul><ul><li>Only 40% distinguish organic results from paid (SEOMoz 2010) </li></ul>
  7. 7. Integrate skills <ul><li>Previous: Usability | Now: SEO | Next: SEM | Plus: Communications </li></ul><ul><li>Others... </li></ul><ul><li>YouTube can be used as an extension for SEO, using content and links for your website. So may the other skills: E.g. Social Media (creating links, increasing traffic, etc). </li></ul><ul><li>Communications and copy writing are important, use relevant content, common vocabulary and well distributed keywords. </li></ul>
  8. 8. Benefits of SEO for NPOs <ul><li>Increase organic search presence, possibility of increasing number of visitors, branding. </li></ul><ul><li>Improve usability and accessibility for users. </li></ul><ul><li>Offline benefits. </li></ul><ul><li>E.g. Good Sammy’s www.options.org.au  on WebAnywhere, if people with visual disabilities are looking for jobs. </li></ul>
  9. 9. EXERCISE – Using www.websitegrader.com <ul><li>10min Testing + 15min Discussion </li></ul><ul><li>Check any website URL’s grade </li></ul><ul><li>Who got the higher grade in the room? </li></ul><ul><li>What do the websites have do to get that higher grade? </li></ul><ul><li>Any fancy tactics? </li></ul><ul><li>How can you assess and use it to your organization’s favour? </li></ul>
  10. 10. Tech time: Video 2 - How Search Works <ul><li>http.//www.youtube.com/watch?v=BNHR6IQJGZs&feature=player_embedded </li></ul><ul><li>The SEARCH ENGINES: </li></ul><ul><li>What do they analyse? </li></ul><ul><li>Ranks </li></ul><ul><li>How well your website can go? </li></ul>
  11. 11. SEO Talks <ul><li>Adil Alsami - the technical SEO world </li></ul><ul><li>Numbers and specifics </li></ul><ul><li>Eye motion studies </li></ul><ul><li>Tips and How-to’s </li></ul>
  12. 12. Hat Colours <ul><li>White Hat for Humans vs Black Hat for SE’s </li></ul><ul><li>Benefits on short and long runs </li></ul><ul><li>Integrity and penalties </li></ul>
  13. 13. Wrap Up <ul><li>Accessibility x Technical SEO </li></ul><ul><li>In groups of 2-4 come up with answers/discussion points for: </li></ul><ul><li>If you do it for the benefit of most people, you will automatically be rewarded. </li></ul><ul><li>If you do not understand why, you may still apply techniques. </li></ul><ul><li>If you care about accessibility, you will have a good SEO implemented; if you have SEO you not necessarily have accessibility/usability. </li></ul><ul><li>Anyway, even Google says: do it for your users, not for engines... </li></ul>

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