SEARCHING FOR GOOD
HOW TO USE SEO & GOOGLE GRANTS
TO GROW AWARENESS FOR YOUR NONPROFIT

Eric Facas, Founder & CEO
@ericfac...
About Me

@ericfacas #npbc13
What Nonprofits Ask Us About SEO
 

 

 

 

We’ve seen a big drop in traffic, can you fix it?
We would like to show u...
SEO is a Game
 

 

 

Versus thousands of
the smartest engineers
in the world
Who won’t share the
rules AND change
the...
SEO is a Game
 

 

 

Versus thousands of
the smartest engineers
in the world
Who won’t share the
rules AND change
the...
Why We Play The Game
 

 

Over 3 billion
searches on
Google a day

25% of Clicks
25% of Clicks

95% of all clicks
happe...
Good News: You’re Not Alone
Great Resources for DIY SEO
 

 

25% ofof Clicks
25% Clicks
SEO

The Moz Beginners Guide to...
5 Major Factors for SEO



 
 
 
 
 

Strategy – What keywords you should target
Website Content – What your users se...
Keywords are Everything!
Google knows exactly what 3 billion people are
looking for every day.
Strategy = Picking the Right Keywords
 

 

 

 

What do you want to be
found for?
Target keywords need to
be 100% re...
Are You a Nonprofit or a Non-profit?

Vs
nonprofit

non-profit

96,000 searches/
month

155,000 searches/
month

61% More ...
Bonus: Free Keyword Research Tools

 

 

 

AdWords Keyword Planner
https://adwords.google.com/ko/KeywordPlanner
Googl...
Keywords Become Content
 

 

 

Create pages about the
keywords you want to rank
for. Look at existing page
1 results ...
Bonus Tip: Blogging for SEO

Go to Yoast.com to download this free Wordpress plug-in
Free SEO Audits
 
 

Woorank.com
Seorch.eu
Free SEO Audits
 
 

Woorank.com
Seorch.eu
Meta Content – Common Mistakes
 

 

 

Don’t forget Meta Descriptions, Heading Tags (H1-H6), and Alt
Attributes for im...
Technical Website Tips
4 relatively easy to fix technical factors
that have a big impact on SEO
Link Building 101
 
 

Don’t buy links
Instead, make great content
  Good:

Blog, Informational Resources, Infographics...
Linking 101: Video Story Telling
Linking 101: Quizzes
slaveryfootprint.org
How to Hire for SEO
Step 1: Determine the best time to get started
Step 2: Run a free audit of your website for a basic di...
Deep Breath, We’re Halfway There!
Any Questions?

Deep Breath, Half Way There
Paid Search Advertising
AdWords
  World’s most effective ad
platform
  Relevancy is everything
Google Ad Grants
  $10,0...
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.
People ARE searching for information

Awareness

Monthly Google Search Volume
“About The Rainforest” – 5,000,000

Interest...
Focus on the top of the funnel

About the Rainforest

“Creative” email capture

Deforestation

Sign an online petition

Sa...
List Building with Google Ads

Before (1/1/12 – 7/31/12)
0 newsletter signups
After (8/1/12 – 8/31/13)
14,278 emails colle...
List Building with Google Ads

  Hundreds of
thousands of emails
collected
  2 custom emails
before general list
inclusi...
What Can You Give Away?
The Only Rules
  Stay on mission
  Get creative
  Stuck? Start with
search volume/
trends, work...
5 Tips for Unlocking Google Ad Grants’ Potential
Tip #1: Relevancy is Everything
Bad News 
  You can’t run on
keywords if you don’t
have the precise
content the user is
...
Google REALLY cares about relevancy!

Rule of thumb: If you don’t have content on
your site that perfectly matches the key...
Tip #2: Build Your Keyword list w/ the Long Tail

Average Global Search Phrase Length

58% of
searches use
between 2-4
wor...
Add Keywords Without Hurting Relevancy

Quality score is calculated at the keyword level

Bonus Tip: Use a thesaurus to fi...
Tip #3
Structure
Matters
38
Account Organization: Campaign & Ad Groups

Campaigns
should align with
goals: donations,
volunteers,
events, email
collec...
TipGet Noticed
#4: Ad Text
LOOK AT ME!
I have 1.26s to grab your attention
and convince you to CLICK HERE!
www.GetNoticed....
Family Abuse Facts

Family Violence
Learn More - Get the latest family
violence facts here.
www.futureswithoutviolence.org...
How to Write Effective Creative
  Headline should be hyper
relevant to the query – include
the exact keyword

Family Abus...
Landing Pages
Digital Asset Optimization

Tip # 5: Drop users on the most
relevant page within your site

43
Homepage Vs Targeted Landing Page

Conversion Rate = 0%

Conversion Rate = 12.59%

0 emails collected

1,000 + email addre...
Keep Forms as Short as Possible
Conversion Rate = 50%

Conversion Rate = 74.6%

  Is all this information necessary at th...
Want More? You’re Not Alone
Great Resources for DIY SEM
 

 

Official Google Adwords Certification
(http://gcptransitio...
How to Hire for SEM
Step 1: Is your website optimized for your goals?
Step 2: Make the agencies/consultants you’re talking...
Thank You! Questions?

Eric Facas
eric@mediacause.org
@ericfacas

Media Cause
Mediacause.org
Facebook.com/Mediacause
Twitt...
Appendix
How are the ad positions determined?
 
 
 

 
 

Max CPC (or Max CPM) x Quality Score = Rank Score
Rank Score is calc...
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Searching for Good

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Eric Facas, CEO, Media Cause
With over three billion keyword searches per day, Google Grants and Search Engine Optimization (SEO) represent a massive opportunity. Learn how your nonprofit can cut through the clutter, secure free ads on Google, and make the most out of these powerful channels. Eric will share insights for ED's and VP's looking to outsource this, plus provide a bunch of useful tips for those managing Google Grants and SEO in-house.

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Searching for Good

  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. What Nonprofits Ask Us About SEO         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
  4. 4. 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
  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. Why We Play The Game     Over 3 billion searches on Google a day 25% of Clicks 25% of Clicks 95% of all clicks happen on page 1 75% of Clicks 75% of Clicks
  7. 7. Good News: You’re Not Alone Great Resources for DIY SEO     25% ofof Clicks 25% Clicks SEO The Moz Beginners Guide to (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/ search-engine-optimization-starter-guide.pdf) 75% of Clicks   SEO In Practice – ebook & quizes (seoinpractice.com) 75% of Clicks
  8. 8. 5 Major Factors for SEO           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
  9. 9. Keywords are Everything! Google knows exactly what 3 billion people are looking for every day.
  10. 10. Strategy = Picking the Right Keywords         What do you want to be found for? Target keywords need to be 100% relevant to your websites content Analyze volume, competition, searchers profile, and intent Nuance matters
  11. 11. Are You a Nonprofit or a Non-profit? Vs nonprofit non-profit 96,000 searches/ month 155,000 searches/ month 61% More Volume
  12. 12. Bonus: Free Keyword Research Tools       AdWords Keyword Planner https://adwords.google.com/ko/KeywordPlanner Google Insights for Search http://www.google.com/insights/search Wordtracker https://freekeywords.wordtracker.com
  13. 13. Keywords Become Content       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 Moz.com offers a 75% discount for nonprofits
  14. 14. Bonus Tip: Blogging for SEO Go to Yoast.com to download this free Wordpress plug-in
  15. 15. Free SEO Audits     Woorank.com Seorch.eu
  16. 16. Free SEO Audits     Woorank.com Seorch.eu
  17. 17. Meta Content – Common Mistakes       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
  18. 18. Technical Website Tips 4 relatively easy to fix technical factors that have a big impact on SEO
  19. 19. Link Building 101     Don’t buy links Instead, make great content   Good: Blog, Informational Resources, Infographics   Better: Video Story Telling, Quizzes, Interactive Apps
  20. 20. Linking 101: Video Story Telling
  21. 21. Linking 101: Quizzes slaveryfootprint.org
  22. 22. How to Hire for SEO 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/ web designer Step 4: Ask about approach to all components to SEO
  23. 23. Deep Breath, We’re Halfway There! Any Questions? Deep Breath, Half Way There
  24. 24. Paid Search Advertising 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
  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. People ARE searching for information Awareness Monthly Google Search Volume “About The Rainforest” – 5,000,000 Interest “Deforestation” – 457,000 Intent Purchase “Save the Rainforest” – 33,000 “Rainforest Charities” - 880
  29. 29. Focus on the top of the funnel About the Rainforest “Creative” email capture Deforestation Sign an online petition Save the Rainforest Get Involved, volunteer, share Charities Donations, memberships, sales
  30. 30. List Building with Google Ads Before (1/1/12 – 7/31/12) 0 newsletter signups After (8/1/12 – 8/31/13) 14,278 emails collected
  31. 31. List Building with Google Ads   Hundreds of thousands of emails collected   2 custom emails before general list inclusion   Online donations now on par with offline
  32. 32. What Can You Give Away? The Only Rules   Stay on mission   Get creative   Stuck? Start with search volume/ trends, work backwards
  33. 33. 5 Tips for Unlocking Google Ad Grants’ Potential
  34. 34. Tip #1: Relevancy is Everything 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
  35. 35. Google REALLY cares about relevancy! Rule of thumb: If you don’t have content on your site that perfectly matches the keyword, don’t expect it to work.
  36. 36. Tip #2: Build Your Keyword list w/ the Long Tail Average Global Search Phrase Length 58% of searches use between 2-4 words SOURCE: Experian Hitwise – Oct 2009
  37. 37. Add Keywords Without Hurting Relevancy 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 Bonus Tip: Use all 4 match type options for broad match, “phrase match”, & [exact match] on higher volume keywords
  38. 38. Tip #3 Structure Matters 38
  39. 39. Account Organization: Campaign & Ad Groups Campaigns should align with goals: donations, volunteers, events, email collection 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.
  40. 40. TipGet Noticed #4: Ad Text LOOK AT ME! I have 1.26s to grab your attention and convince you to CLICK HERE! www.GetNoticed.com
  41. 41. Family Abuse Facts 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 41
  42. 42. How to Write Effective Creative   Headline should be hyper relevant to the query – include the exact keyword Family Abuse Get the facts on family abuse here & learn how you can help stop it. FuturesWithoutViolence.org   Include an informative and empowering call to action    Test 3-4 variations at all times Family Violence Learn More - Get the latest family violence facts here. www.futureswithoutviolence.org   Remove the worst performer every month  5.56% CTR 3.32% CTR 42
  43. 43. Landing Pages Digital Asset Optimization Tip # 5: Drop users on the most relevant page within your site 43
  44. 44. Homepage Vs Targeted Landing Page Conversion Rate = 0% Conversion Rate = 12.59% 0 emails collected 1,000 + email address / mo
  45. 45. Keep Forms as Short as Possible Conversion Rate = 50% Conversion Rate = 74.6%   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
  46. 46. Want More? You’re Not Alone Great Resources for DIY SEM     Official Google Adwords Certification (http://gcptransition.appspot.com/) 25% ofof Clicks 25% Clicks Google Ad Grants Help Forum (http://productforums.google.com/forum/#!forum/grants)   Google Ad Grants Whitepaper by Media Cause 75% of Clicks (http://help.mediacause.org/google-grants) 75% of Clicks
  47. 47. How to Hire for SEM Step 1: Is your website optimized for your goals? Step 2: Make the agencies/consultants you’re talking with are Adwords Certified 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. Thank You! Questions? Eric Facas eric@mediacause.org @ericfacas 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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