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Eric Facas, CEO, Media Cause ...

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 Searching for Good Presentation Transcript

    • SEARCHING FOR GOOD HOW TO USE SEO & GOOGLE GRANTS TO GROW AWARENESS FOR YOUR NONPROFIT Eric Facas, Founder & CEO @ericfacas #npbc13 @mediacause
    • 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 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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% relevant to your websites content Analyze volume, competition, searchers profile, and intent Nuance matters
    • Are You a Nonprofit or a Non-profit? Vs nonprofit non-profit 96,000 searches/ month 155,000 searches/ month 61% More Volume
    • 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
    • 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
    • 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 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
    • 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   Better: Video Story Telling, Quizzes, Interactive Apps
    • 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 diagnostic Step 3: Run an audit on each SEO agency/consultant/ web designer Step 4: Ask about approach to all components to SEO
    • 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   $10,000/mo free ad credit on Google.com   $2 max cost per click   Ads shown below paid ads   Sign up IMMEDIATELY at Google.com/nonprofits
    • 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 “Deforestation” – 457,000 Intent Purchase “Save the Rainforest” – 33,000 “Rainforest Charities” - 880
    • 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
    • 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
    • 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
    • What Can You Give Away? The Only Rules   Stay on mission   Get creative   Stuck? Start with search volume/ trends, work backwards
    • 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 looking for Good News    You can build content to make yourself relevant for anything
    • 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.
    • 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
    • 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
    • Tip #3 Structure Matters 38
    • 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.
    • 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
    • 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
    • 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
    • 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 address / mo
    • 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
    • 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
    • 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
    • Thank You! Questions? Eric Facas eric@mediacause.org @ericfacas Media Cause Mediacause.org Facebook.com/Mediacause Twitter.com/Mediacause Linkedin.com/company/media-cause
    • Appendix
    • 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