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SEO and Internet Marketing PPT


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SEO and Internet Marketing slideshow for the Community Training Webinar. …

SEO and Internet Marketing slideshow for the Community Training Webinar.

Hosted by LSNTAP and Pro Bono Net on 8/10/11

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  • Today’s webinar will discusssearch engine optimization and online marketing strategies for legal aid resources and content online. resenters will discuss special considerations for online marketing of legal information and Spanish language content. The training will also highlight tools to get started on your own search engine and social media marketing campaign, and how to track the impact of your efforts.We have a great panel with us to discuss this topic: Josh Anderson – is an SEO consultant and owner of and online marketing and SEO strategy firm, and previously worked as an SEO manager at Lexis Nexis. He has been working with Pro Bono Net on a pro bono basis for the past two years to develop and implement an SEO strategy for and LawHelp state sites, and more recently he’s has consulted for LawHelp NY on the search engine marketing project you’ll hear about today. Josh has a unique understanding of the dynamics of search for legal and self-help content. He’ll start us off with an overview of the current search environment. Leah Margulies – LawHelp NY Project Director – will provide an overview of why NY has invested in this area, and how online marketing complementsWilneida Negron – LawHelp NY Program Associate, will discuss the SEO and online maerketing campaign mounted by LawHelp NY, what tools and resources were involved, and how the results are being tracked. Thanks to all of our panelists – delighted to have their perspective and experience on this topic.
  • With that – dynamicsof search engines and SEO
  • Transcript

    • 1. Search Engine Optimization and Internet Marketing
      Moderator: Liz Keith, Pro Bono Net
    • 2. Panelists
      Josh Anderson
      Owner,, New York, NY
      Leah Margulies Project Director, New York, NY
      Wilneida Negrón Program Associate, Woodstock, NY
    • 3. Why SEO and Internet Marketing?
      • Create pathways for users to find you
      • 4. Purposeful
      • 5. Accidental
      • 6. Connect searchers with the most relevant information
      • 7. Social media is the new “word of mouth”
      • 8. Build your program’s authority and credibility online
      • 9. Your competitors are already there
    • SEO 101:
      The Dynamics of Search
      Josh Anderson
    • 10.
      Serving Low-Income Communities via the Internet
      Leah Margulies
    • 11.
      • We purchased a Spanish URL for Spanish mirror site:
      • 12. Home page displays:How-to Video, LiveHelp, Interactive Forms
      Current stats:
      • 2010 Usage: 461,000+ visitors viewing 3.5 million pages of legal information.
      • 13. Extensive multilingual and language access resources.
      • 14. LiveHelpin English and Spanish: 3,500+ served in first year of operation.
      • 15. More than 50% of visitors find LawHelp/NY via search engines. Optimization Plan significantly increased usage.
      • 16. 15 self-help interactive forms covering family law, housing, consumer, and tax concerns.
      • 17. Community outreach program. In 2010, more than 100 events; launched summer intern program.
    • This is the opening page of the how-to-use LawHelp/NY video in Spanish
    • 18. There are Know Your Rights resources in 34 languages in addition to English and Spanish. This is the list:
    • 19. For example, with the help of law student interns,
      we translated the navigation and resource titles
      into Chinese
    • 20. For some legal listings, we were able to add info
      in Spanish and Russian
    • 21. and Chinese
    • 22. Using pro bono lawyers, we rewrote the new NYC language access rights rules into plain language and had them translated into the five official NYC languages other than English
    • 23. Providing LiveHelp
      Provides virtual, live assistance for website visitors
      Helps visitors find information, forms and referrals
      Staffed by EJW AmeriCorps Legal Fellow, law students volunteers, pro bono attorneys and non-attorney advocates
      Uses LivePersonsoftware (ASP)
    • 24. Background
      With LSC-TIG grant, launched in February 2010: 3,520 chats in first year
      Intended to address challenges specific to LawHelp/NY:
      Large number of free legal service programs and self-help resources
      Large population with limited English proficiency (3 million Spanish speakers in NY)
      More than 2 million pro se litigants in NYS
    • 25. Search Engine Optimization and Marketing
      With a TIG grant that began January 2010, we developed search engine optimization and marketing strategies for English & Spanish sites.
      We combined natural search strategies (e.g. key word, tagging, linking, etc.) with paid marketing
      We used the paid marketing for Spanish search engines for:
      We developed a toolkit for replication and lessons learned for statewide website community
      Toolkit available for download at:
    • 26. Advertising
    • 27. Online Outreach: Facebookand Twitter
    • 28. Targeting Underserved Communities in NY
      Outer Boroughs – Brooklyn, the Bronx, Queens, Staten Island
      Upstate & Rural Counties
    • 39. Targeting Underserved Communities in NY
      TIG 2010
    • 40. Tracking: Google Docs
    • 41. Results
      96% of the 70 training participants surveyed this year said that LawHelp/NY will help them better serve low-income clients. Only 5 had used the site before.
      “The housing section explaining the rights of clients with eviction issues is very good.”
      “I had no idea that you offered anything of this sort.”
      “What a great resource!”
      “I think the interactive interviews to create court forms is a great idea and I was unaware of it until this training.”
    • 42. LawHelp/NY SEOM Project
      Wilneida Negrón
    • 43. LawHelp/NY SEOM Project
      Wilneida Negrón
    • 44. Why is it important?
      - Orgs see in fundraising (up to 40%), brand and social awareness, visits to websites, etc. (Blackbaud 2011 Report, “Boost Event Fundraising with Social Media.”)
      - More cost-effective than traditional forms of marketing; can fit into the budgets of most non-profits. (2009 International Journal of Internet Marketing and Advertising).
      - Getting great search engine rankings is an extraordinarily competitive. There can only be one number one and a lot of people are working hard at achieving prime status.
    • 45. 1.Increase visibility of NY and in search engines
      2. Initiate a Spanish-language search engine optimization (SEO) and social marketing (SM) campaign to reach New York's large Spanish-speaking user base
      3. Develop a model “dashboard” and toolkit so efforts can be replicated
    • 46. Strategies
      Focused on organic, free and low-cost strategies appropriate for nonprofits:
      1. Keyword Research
      2. On-Page SEO (title and meta tags)
      3. Link Building
      4. Blogs and Social Media Optimization
      5. Directory Submission
      5. Website Banner Ads
      6. Forum Participation
    • 47. Before you get started……Identify end users
      Used our English and Spanish User Survey to find:
    • 48. Keyword Research
      Plug keywords in Title and Meta tags.
      Website Navigation
      Alt attributes of images
      Content on the page
      Also use keyword research to find “hot topics” we can blog about
      Anchor text for link letters
    • 49. Link Building = Relationship Building
      Use interchangeable anchor text
      NO: “Hey Sarah, check out this website page with information on public benefit in New York, the link is
      YES: “Hey Sarah, check out this website page with information on public benefits in New York.   
      Prioritize your link requests. Keep in mind websites with .Gov or .Edu are SEO Gold! They have a strong impact in helping your website rank for targeted keywords.
      Be personable
      Be patient-this should be an on-going part of your marketing outreach.
    • 50. Directory Submission
      Best: DMOZ and Yahoo
      Look into community directories:
      1. HIGHLY RECOMMENDED: Google Places,
      2. City and state governmental websites
      3. Chamber of Commerce links  
      4. Niche associations directories  
      5. The Better Business Bureau   
      6. Local library's Web site
    • 51. Website Banner Ads
      Step 1 Identify your maximum budget.
      Step 2Identify your target audience. Geo-targeting means ad will appear on the website when visitors from designated zip codes view it.
      Step 3Lay out your goals. Are you looking for high impressions or high click-through rates?
      Step 4 Design the ad. If you don’t have Photoshop, download an excellent free alternative to Photoshop called GIMP. You can download GIMP here: .
      Step 5 Identify your approach. Cheap but time-consuming or $$ but fast and extensive? For our Spanish web banner ads we used, Hispanic Digital Network.
    • 52. Geo-targeted ad in over 140 Latino news websites nation-wide
    • 53. FaceBook Banner Ad: 10,508,399 impressions and 1,627 clicks
    • 54. Measuring Results
    • 55. Driving Traffic and Actions
    • 56. Factors to Measure
    • 57. Increase in visits (22%) and page views (59.7%) for
    • 58. Page views: 2,232,138 in 2009 to 3,565,942 in 2010.
    • 59. Increased page views for
      For the past 3 years page views never exceeded 25,000. Now 47.6%.
    • 60. Increase in conversions, measured by completed surveys and
      number of English and Spanish resources downloaded:
    • 61. Both sites now ranking (i.e. showing up in the first pages of search results) for more keywords
      phrases variation than before: Prior to SEO, LawHelp/NY was only ranking or showing up in the
      first or second page of search engine results for a small group of generic keywords which varied
      based on our name, for example NY Law Help, LawHelp NY, New York Law Help, etc.
    • 62. Emails increased from 1,200 in 2009 to 3,218.
    • 63.
    • 64. Engaging Existing Constituents and Increasing Awareness and Information
    • 65. Social Media Metrics
      Blog Metrics
      # of Blog comments and responses
      # Links back to blog
      # of times blog or social media posts were picked up by reputable thought leaders in your niche. Also, keep a track of the topics which were picked up.
      # of times media picked up any of your blog content
      Facebook Metrics
      # of Facebook “likes” (previously fans)
      Money raised through Facebook Causes
      # of people who RSVPed to any events you posted on Facebook
      # of Facebook “likes” on specific posts
      Twitter Metrics
      # of times your organization is mentioned
      # of Twitter retweets
      # of Twitter followers over time
      # of times your tweets were picked up by influencers
      Money raised through Twitter-sourced donations
    • 66.
    • 67. Social Media Tools Used
      Participating: Twitter
      Generating Buzz: Twitter, E-newsletters
      Sharing Content: YouTube, English and Spanish Blog,
      Flickr, E-newsletters
      Community-Building: Facebook, Foursquare, LinkedIn
    • 68.
    • 69.
    • 70.
    • 71.
    • 72.
    • 73.
    • 74.
    • 75. Toolkit and Measurement Dashboards available for download at:
    • 76. Questions?
    • 77. Want to learn more?
      Josh Anderson –
      Leah Margulies –
      Wilneida Negrón –
      Liz Keith –
    • 78. Thank you for attending today!
      Next up:
      August 17
      Using Technology to Assist People with
      Limited English Proficiency More information at
    • 79. Contact Information
      Allison McDermott (
      Brian Rowe (
      Don’t forget to take our survey!