SEARCHING FOR GOOD
HOW TO USE SEO & GOOGLE GRANTS
TO GROW AWARENESS FOR YOUR NONPROFIT
Eric Facas, Founder & CEO
@ericfaca...
About Me @ericfacas #npbc13
 We’ve seen a big drop in traffic, can you fix it?
 We would like to show up at the top of Google for
Keyword X, can you...
 Versus thousands of
the smartest engineers
in the world
 Who won’t share the
rules AND change
them all the time
 While...
SEO is a Game
 Versus thousands of
the smartest engineers
in the world
 Who won’t share the
rules AND change
them all th...
25% of Clicks
75% of
Clicks
25% of Clicks
75% of Clicks
 Over 3 billion
searches on
Google a day
 95% of all clicks
happ...
25% of Clicks
75% of
Clicks
25% of Clicks
75% of
Clicks
 The Moz Beginners Guide to SEO
(moz.com/beginners-guide-to-seo)
...
 Strategy – What keywords you should target
 Website Content – What your users see
 Meta Content – What search engines ...
Google knows exactly what 3 billion people are
looking for every day.
Keywords are Everything!
 What do you want to be
found for?
 Target keywords need to
be 100% relevant to your
websites content
 Analyze
volume, ...
nonprofit non-profit
Vs
96,000
searches/month
155,000
searches/month
61% More Volume
Are You a Nonprofit or a Non-profit?
 AdWords Keyword Planner
https://adwords.google.com/ko/KeywordPlanner
 Google Insights for Search
http://www.google.com/...
 Create pages about the
keywords you want to rank
for. Look at existing page
1 results – what makes
you more relevant?
 ...
Go to Yoast.com to download this free Wordpress plug-in
Bonus Tip: Blogging for SEO
 Woorank.com
 Seorch.eu
Free SEO Audits
 Woorank.com
 Seorch.eu
Free SEO Audits
 Don’t forget Meta Descriptions, Heading Tags (H1-H6), and Alt
Attributes for images
 Title Tags shouldn’t say HOME! Des...
4 relatively easy to fix technical factors
that have a big impact on SEO
Technical Website Tips
 Don’t buy links
 Instead, make great content
 Good: Blog, Informational Resources, Infographics
 Better: Video Story ...
Linking 101: Video Story Telling
slaveryfootprint.org
Linking 101: Quizzes
Step 1: Determine the best time to get started
Step 2: Run a free audit of your website for a basic diagnostic
Step 3: Run...
Deep Breath, Half Way There
Deep Breath, We’re Halfway There!
Any Questions?
AdWords
 World’s most effective ad
platform
 Relevancy is everything
Google Ad Grants
 $10,000/mo free ad credit on
Goo...
The average Google Ad Grants
grantee spends approximately
$330 a month
96.3 %
Want to know my secrets
about Google Ad Grants?
Your #1 Goal is Donations, but…
There are two exceptions: brand terms and disaster relief.
Interest
Intent
Purchase
Monthly Google Search Volume
“About The Rainforest” – 5,000,000
“Deforestation” – 457,000
“Save t...
“Creative” email captureAbout the Rainforest
Deforestation
Save the Rainforest
Charities
Focus on the top of the funnel
Si...
Before (1/1/12 – 7/31/12)
0 newsletter signups
After (8/1/12 – 8/31/13)
14,278 emails collected
List Building with Google ...
 Hundreds of
thousands of emails
collected
 2 custom emails
before general list
inclusion
 Online donations
now on par ...
The Only Rules
 Stay on mission
 Get creative
 Stuck? Start with
search
volume/trends, work
backwards
What Can You Give...
5 Tips for Unlocking Google Ad Grants’ Potential
Bad News
 You can’t run on
keywords if you don’t
have the precise
content the user is
looking for
Good News
 You can bui...
Rule of thumb: If you don’t have content on
your site that perfectly matches the keyword,
don’t expect it to work.
Google ...
58% of
searches use
between 2-4
words
Average Global Search Phrase Length
SOURCE: Experian Hitwise – Oct 2009
Tip #2: Buil...
Bonus Tip: Use all 4 match type options for broad match, “phrase
match”, & [exact match] on higher volume keywords
Quality...
Structure
Matters
38
Tip #3
Ad Groups should have 15-30 similar keywords that
align to a specific page on the website. The more
focused the ad group, ...
Get Noticed
LOOK AT ME!
I have 1.26s to grab your attention
and convince you to CLICK HERE!
www.GetNoticed.com
Tip #4: Ad ...
Family Abuse Facts
41
Family Violence
Learn More - Get the latest family
violence facts here.
www.futureswithoutviolence.o...
42
 Headline should be hyper
relevant to the query – include
the exact keyword
 Include an informative and
empowering ca...
Digital Asset Optimization
43
Tip # 5: Drop users on the most
relevant page within your site
Landing Pages
Conversion Rate = 0%
0 emails collected
Conversion Rate = 12.59%
1,000 + email address / mo
Homepage Vs Targeted Landing P...
 Is all this information necessary at this point in the
relationship?
 Most users are reluctant to divulge personal
info...
25% of Clicks
75% of
Clicks
25% of Clicks
75% of
Clicks
 Official Google Adwords Certification
(http://gcptransition.apps...
Step 1: Is your website optimized for your goals?
Step 2: Make the agencies/consultants you’re talking with
are Adwords Ce...
Eric Facas
eric@mediacause.org
@ericfacas
Thank You! Questions?
Media Cause
Mediacause.org
Facebook.com/Mediacause
Twitter...
Appendix
How are the ad positions determined?
 Max CPC (or Max CPM) x Quality Score = Rank Score
 Rank Score is calculated per ke...
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How To Use SEO & Google Ad Grants To Build Awareness For Your Nonprofit

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  • (Do you have a website redesign planned? Do you like your current CMS? Do you have budget for SEO for the year?)
  • So just how much of a missed opportunity are we talking able, well….Read slide…Don’t worry, we’re here to help. After todays presentation we will give you the knowledge needed to ensure you don’t fall into the same set of mistakes that many others have fallen into.
  • Instead, we strongly advocate focusing on the top of the funnel, terms like “Rainforest Facts” are a great opportunity to generate email addresses. This is a fantastic strategy, if you’re focusing on the top of the funnel, your could convert several thousand of the 5,000,000 into newsletter subscribers verses trying to convert one donor from the couple hundered searches at the bottom of the funnel.
  • Read Bullet 1Is this a big challenge for Google but it’s also exactly what makes Google’s ad products so great!Banner ads are clicked on an average of 0.02% of the time, search ads are clicked on between 1 to 7% of the time, that’s a huge improvement, up to 350 times better. Google figured out that advertisers were willing to pay a lot of money for ads that are so relevant and that’s exactly how they built the the Adwords system. Plus showing less irrelevant ads keeps users have and coming back to Google over and over again. It’s a genius combination, one that’s bringing in $40 billion dollars a year and supporting such great programs such as Google Grants so we shouldn’t complain about their strict relevancy requirements. On the contrary, we should embrace them.Read Bullet 2.We will give you some specific examples in the next section where we talk about Landing Pages. This is the silver lining to relevancy and if you’re willing to commit to building content, you can create tremendous value with your Google Grant.
  • (Do you have a website redesign planned? Do you like your current CMS? Do you have budget for SEO for the year?)
  • How To Use SEO & Google Ad Grants To Build Awareness For Your Nonprofit

    1. 1. SEARCHING FOR GOOD HOW TO USE SEO & GOOGLE GRANTS TO GROW AWARENESS FOR YOUR NONPROFIT Eric Facas, Founder & CEO @ericfacas #npbc13 @mediacause
    2. 2. About Me @ericfacas #npbc13
    3. 3.  We’ve seen a big drop in traffic, can you fix it?  We would like to show up at the top of Google for Keyword X, can you do that for us?  Our web designer did SEO for us when the site was built, do we need to do anything else?  Can you ALSO do some SEO? http://www.shoemoney.com/2012/07/26/welcome-to-the-negative-seo-wars What Nonprofits Ask Us About SEO
    4. 4.  Versus thousands of the smartest engineers in the world  Who won’t share the rules AND change them all the time  While 10’s of millions of websites compete SEO is a Game
    5. 5. SEO is a Game  Versus thousands of the smartest engineers in the world  Who won’t share the rules AND change them all the time  While 10’s of millions of websites compete
    6. 6. 25% of Clicks 75% of Clicks 25% of Clicks 75% of Clicks  Over 3 billion searches on Google a day  95% of all clicks happen on page 1 Why We Play The Game
    7. 7. 25% of Clicks 75% of Clicks 25% of Clicks 75% of Clicks  The Moz Beginners Guide to SEO (moz.com/beginners-guide-to-seo)  Google’s SEO Starter Guide (static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/sear ch-engine-optimization-starter-guide.pdf)  SEO In Practice – ebook & quizes (seoinpractice.com) Great Resources for DIY SEO Good News: You’re Not Alone
    8. 8.  Strategy – What keywords you should target  Website Content – What your users see  Meta Content – What search engines see  Technical – Give Google what they want  Linking – An online popularity contest 5 Major Factors for SEO
    9. 9. Google knows exactly what 3 billion people are looking for every day. Keywords are Everything!
    10. 10.  What do you want to be found for?  Target keywords need to be 100% relevant to your websites content  Analyze volume, competition, sear chers profile, and intent  Nuance matters Strategy = Picking the Right Keywords
    11. 11. nonprofit non-profit Vs 96,000 searches/month 155,000 searches/month 61% More Volume Are You a Nonprofit or a Non-profit?
    12. 12.  AdWords Keyword Planner https://adwords.google.com/ko/KeywordPlanner  Google Insights for Search http://www.google.com/insights/search  Wordtracker https://freekeywords.wordtracker.com Bonus: Free Keyword Research Tools
    13. 13.  Create pages about the keywords you want to rank for. Look at existing page 1 results – what makes you more relevant?  Use but don’t overuse the keyword in the main text, page headings, and URL  Track your progress – always be optimizing Keywords Become Content Moz.com offers a 75% discount for nonprof
    14. 14. Go to Yoast.com to download this free Wordpress plug-in Bonus Tip: Blogging for SEO
    15. 15.  Woorank.com  Seorch.eu Free SEO Audits
    16. 16.  Woorank.com  Seorch.eu Free SEO Audits
    17. 17.  Don’t forget Meta Descriptions, Heading Tags (H1-H6), and Alt Attributes for images  Title Tags shouldn’t say HOME! Describe the page using your target keyword in <65 characters  Meta Descriptions need to be 150-165 characters, describe the goal of the page using 2-3 target keywords Meta Content – Common Mistakes
    18. 18. 4 relatively easy to fix technical factors that have a big impact on SEO Technical Website Tips
    19. 19.  Don’t buy links  Instead, make great content  Good: Blog, Informational Resources, Infographics  Better: Video Story Telling, Quizzes, Interactive Apps Linking 101
    20. 20. Linking 101: Video Story Telling
    21. 21. slaveryfootprint.org Linking 101: Quizzes
    22. 22. Step 1: Determine the best time to get started Step 2: Run a free audit of your website for a basic diagnostic Step 3: Run an audit on each SEO agency/consultant/we b designer Step 4: Ask about approach to all components to SEO How to Hire for SEO
    23. 23. Deep Breath, Half Way There Deep Breath, We’re Halfway There! Any Questions?
    24. 24. AdWords  World’s most effective ad platform  Relevancy is everything Google Ad Grants  $10,000/mo free ad credit on Google.com  $2 max cost per click  Ads shown below paid ads  Sign up IMMEDIATELY at Google.com/nonprofits Paid Search Advertising
    25. 25. The average Google Ad Grants grantee spends approximately $330 a month 96.3 %
    26. 26. Want to know my secrets about Google Ad Grants?
    27. 27. Your #1 Goal is Donations, but… There are two exceptions: brand terms and disaster relief.
    28. 28. Interest Intent Purchase Monthly Google Search Volume “About The Rainforest” – 5,000,000 “Deforestation” – 457,000 “Save the Rainforest” – 33,000 “Rainforest Charities” - 880 Awareness People ARE searching for information
    29. 29. “Creative” email captureAbout the Rainforest Deforestation Save the Rainforest Charities Focus on the top of the funnel Sign an online petition Get Involved, volunteer, share Donations, memberships, sales
    30. 30. Before (1/1/12 – 7/31/12) 0 newsletter signups After (8/1/12 – 8/31/13) 14,278 emails collected List Building with Google Ads
    31. 31.  Hundreds of thousands of emails collected  2 custom emails before general list inclusion  Online donations now on par with offline List Building with Google Ads
    32. 32. The Only Rules  Stay on mission  Get creative  Stuck? Start with search volume/trends, work backwards What Can You Give Away?
    33. 33. 5 Tips for Unlocking Google Ad Grants’ Potential
    34. 34. Bad News  You can’t run on keywords if you don’t have the precise content the user is looking for Good News  You can build content to make yourself relevant for anything   Tip #1: Relevancy is Everything
    35. 35. Rule of thumb: If you don’t have content on your site that perfectly matches the keyword, don’t expect it to work. Google REALLY cares about relevancy!
    36. 36. 58% of searches use between 2-4 words Average Global Search Phrase Length SOURCE: Experian Hitwise – Oct 2009 Tip #2: Build Your Keyword list w/ the Long Tail
    37. 37. Bonus Tip: Use all 4 match type options for broad match, “phrase match”, & [exact match] on higher volume keywords Quality score is calculated at the keyword level Bonus Tip: Use a thesaurus to find new ways to say the same keywords that are performing the best Add Keywords Without Hurting Relevancy
    38. 38. Structure Matters 38 Tip #3
    39. 39. Ad Groups should have 15-30 similar keywords that align to a specific page on the website. The more focused the ad group, the better the ad targeting. Campaigns should align with goals: donations, volunt eers, events, em ail collection Account Organization: Campaign & Ad Groups
    40. 40. Get Noticed LOOK AT ME! I have 1.26s to grab your attention and convince you to CLICK HERE! www.GetNoticed.com Tip #4: Ad Text
    41. 41. Family Abuse Facts 41 Family Violence Learn More - Get the latest family violence facts here. www.futureswithoutviolence.org 3.32% CTR Family Abuse Get the facts on family abuse here & learn how you can help stop it. FuturesWithoutViolence.org 5.56% CTR
    42. 42. 42  Headline should be hyper relevant to the query – include the exact keyword  Include an informative and empowering call to action  Test 3-4 variations at all times  Remove the worst performer every month   3.32% CTR 5.56% CTR Family Abuse Get the facts on family abuse here & learn how you can help stop it. FuturesWithoutViolence.org Family Violence Learn More - Get the latest family violence facts here. www.futureswithoutviolence.org How to Write Effective Creative
    43. 43. Digital Asset Optimization 43 Tip # 5: Drop users on the most relevant page within your site Landing Pages
    44. 44. Conversion Rate = 0% 0 emails collected Conversion Rate = 12.59% 1,000 + email address / mo Homepage Vs Targeted Landing Page
    45. 45.  Is all this information necessary at this point in the relationship?  Most users are reluctant to divulge personal information  4 fields is the ideal length Conversion Rate = 50% Conversion Rate = 74.6% Keep Forms as Short as Possible
    46. 46. 25% of Clicks 75% of Clicks 25% of Clicks 75% of Clicks  Official Google Adwords Certification (http://gcptransition.appspot.com/)  Google Ad Grants Help Forum (http://productforums.google.com/forum/#!forum/grants)  Google Ad Grants Whitepaper by Media Cause (http://help.mediacause.org/google-grants) Great Resources for DIY SEM Want More? You’re Not Alone
    47. 47. Step 1: Is your website optimized for your goals? Step 2: Make the agencies/consultants you’re talking with are Adwords Certified How to Hire for SEM Step 3: Ask questions about strategy. Tactics are cheap, a good strategy is much more important. Step 4: Make sure you understand where SEM & Google Ad Grants fits in to your overall marketing plan
    48. 48. Eric Facas eric@mediacause.org @ericfacas Thank You! Questions? Media Cause Mediacause.org Facebook.com/Mediacause Twitter.com/Mediacause Linkedin.com/company/media-cause
    49. 49. Appendix
    50. 50. How are the ad positions determined?  Max CPC (or Max CPM) x Quality Score = Rank Score  Rank Score is calculated per keyword  Quality Score is Comprised of the Following: - CTR - Quality of landing page - Relevance of ad text - Historical keyword performance - Other relevancy factors  You only pay the CPC necessary to have a rank score higher than that of the advertiser below you  Minimum CPC can be as low as $0.01

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