Nonprofit Websites:If You Build It, TheyWill Come … NOT!
Session Format and Rules   40 minutes of presentation, 20 minutes of Q&A.   Please feel free to ask questions during the...
Team Reingold Members           Jack Benson      Joe LaMountain          Jordan Sheckman     Brooks Lape                  ...
We’re on a mission. Yours.     National, full-service strategic communications firm with      more than 25 years of exper...
Agenda          Why SEO?          SEO 101          Design and Conversion          Analysis and Optimization          ...
Why SEO?           6
An Integrated Approach to Communications                        Leveraged            Traditional  SEO                    ...
‹#›      8
Advertisers are increasingly investing online.                                                 9
Online Search: How We Find Information                                                                                    ...
Your home page isn’t your home page anymore.    Search engines     Your Website    Social media    Paid advertising    Onl...
What makes a website effective?                                                 Weak                                      ...
SEO 101          13
The goal of the search engine is to deliver the most relevantand authoritative content possible. Relevance – Identify the...
Search Engine Results Page (SERP)                              VARIABLE                               PPC                 ...
SEO Pays Dividends – Impact of One Keyword        Website’s rank in Google for “breast augmentation” search               ...
SEO-Informed Redesign: ACAAI Site Integration     ACAAI.org/allergist                   Monthly organic search engine traf...
SEO-Informed Redesign: ROI                             18
STOP Sports Injuries: SEO From Scratch                                         19
Our SEO and Website Planning Process    Discovery                               Research & Planning                Executi...
Keyword Research Understand the universe of terms relevant to your audiences   Google Keyword Tool   Site search   Comp...
Data Integration and Planning  Organize terms into   logical hierarchy.  Begin development of   foundational content in ...
Design and Conversion                        23
Content and Design  Website architecture   becomes visual.  Wireframes establish   layout and priorities.  Clear calls ...
Content and Design  Wireframes come to life   with branding and user   interface (UI) design.  Calls to action pop with ...
Special Attention to SEO-Friendly Content and Coding                                                       26
Extending Your Voice/Brand: Social Media  Website is home  base, but social  media lets you  convert away from  home.  If ...
Social Media Properties in Organic Search Engine Results                                                           28
Convert Everywhere: Social Media Have a presence on social networks that make sense. Keep messaging and calls to action co...
Mobile: Have a Presence                          30
Mobile: Optimization  If the content is difficult to  find, users will leave.  Conversions need special  care with regard ...
Mobile: Responsive Design              Desktop → Tablet → Smartphone                                              32
Mobile: Leverage Social Media        Social media platforms take care of optimization           for you, often maintaining...
Analysis and Optimization                            34
Content and Design: A/B Testing So you’re done right? Not so fast.                                  35
Content and Design: Iterate               20% increase in conversion rate           18,000 additional allergist referrals ...
Charting Your Own Course       Sources of information      Areas of influence       Key conversion pages     Data to pri...
Effective SEO        SEO requires relevant, engaging, and authoritative content.        Maintain a clear understanding o...
Questions?             39
We’re on a mission. Yours.                             40
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Nonprofit Websites: If You Build It, They Will Come … NOT!

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A website doesn’t generate traffic on its own. But search engine optimization (SEO) can help nonprofits quickly build a large audience online. Using SEO, the American College of Allergy, Asthma and Immunology increased search engine-directed traffic to its website by 192 percent, use of the website’s allergist referral tool by 72 percent, and time spent on the website by 38 percent.

SEO increases the relevance of your website in the eyes of popular search engines, and thus moves your site’s URL closer to the top of search engine results for the terms your audiences search for the most. SEO begins by developing content around the terms people use to find your content online. It also includes increased inbound links from other relevant websites, banner ads, minor design changes, and strategically placed advertising in search engine results for the keywords associated with your content. Using this approach, the American Orthopaedic Society for Sports Medicine achieved No. 1 Google rankings for the five most frequently searched phrases related to youth and sports injuries.

In this session we’ll discuss how SEO works and how nonprofit communications professionals use it to grow their online visibility. Speakers include Reingold Vice President Joseph LaMountain, Director of Web Design Jordan Sheckman, and Senior Digital Marketing Associate Brooks Lape.

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  • We live in a multi-screen world where on average 90% of our media interactions are on a device with a screen
  • 2012 surpassed printCurrently 70% the size of tvMany campaigns 20-605 onlineWhat percent of your campaigns are digital
  • How we find information online. Be there at the right time when people are searching for what you do.
  • Nonprofit Websites: If You Build It, They Will Come … NOT!

    1. 1. Nonprofit Websites:If You Build It, TheyWill Come … NOT!
    2. 2. Session Format and Rules  40 minutes of presentation, 20 minutes of Q&A.  Please feel free to ask questions during the session.  Please stay after the session for informal networking time. 2
    3. 3. Team Reingold Members Jack Benson Joe LaMountain Jordan Sheckman Brooks Lape 3
    4. 4. We’re on a mission. Yours.  National, full-service strategic communications firm with more than 25 years of experience helping clients succeed  Big firm capabilities, small firm attention  Expertise in implementing data-driven, behavior-changing campaigns with effective stakeholder engagement  Awards for strategy, campaign efficacy, creative development, graphic design, video, and digital media  95% of portfolio is nonprofit and public sector; focus on health, education, Veterans, transportation 4
    5. 5. Agenda  Why SEO?  SEO 101  Design and Conversion  Analysis and Optimization  Questions 5
    6. 6. Why SEO? 6
    7. 7. An Integrated Approach to Communications Leveraged Traditional  SEO Advertisin  Social media Online & g/PSA  Online advertising Digital Media Relations Integrated Events Messaging Campaign Direct Marketing Stakeholder Outreach Partnerships 7
    8. 8. ‹#› 8
    9. 9. Advertisers are increasingly investing online. 9
    10. 10. Online Search: How We Find Information % of search engine users who answered the % of Internet users who do each activity question: Which search engine do you use MOST OFTEN?  25 million searches a minute  Target and reach people interested in what you do  Nonprofits well-positioned to perform well  Build lasting valueSource: Pew Research Center’s Internet & American Life Project tracking surveys, 2002-2012. 10
    11. 11. Your home page isn’t your home page anymore. Search engines Your Website Social media Paid advertising Online outreach 11
    12. 12. What makes a website effective? Weak Design • Search • Self-generated • Referral • User-generated • Paid online ads Content Visitors • Media relations • Multiple formats • Current, relevant Conversions • Advocacy • Direct Weak Weak Visitors Content Design • Usability • SEO friendliness • Conversion 12
    13. 13. SEO 101 13
    14. 14. The goal of the search engine is to deliver the most relevantand authoritative content possible. Relevance – Identify the richest content that most closely matches the user’s search query. Keywords – URL, title, metadata, body text, links User intent Authority – Rank the results based on the relative “authority” or “expertness” of the author. Domain authority – links Page authority – links 14
    15. 15. Search Engine Results Page (SERP) VARIABLE PPC SEO “Eye Bounce” 90% of all ORGANIC  Only 48% of people read PPC clicks are on  Website design first page of implications results Constant 85% of PPC Google clicks are organic 15
    16. 16. SEO Pays Dividends – Impact of One Keyword Website’s rank in Google for “breast augmentation” search Move to #1 Daily traffic from “breast augmentation” search results 160  320 visitors/day 57,000 additional visitors per year $3 cost per click = $171,000 per year 16
    17. 17. SEO-Informed Redesign: ACAAI Site Integration ACAAI.org/allergist Monthly organic search engine traffic  192% increase in traffic in first year  38% increase in time spent on site  More than 100,000 patient referrals 17
    18. 18. SEO-Informed Redesign: ROI 18
    19. 19. STOP Sports Injuries: SEO From Scratch 19
    20. 20. Our SEO and Website Planning Process Discovery Research & Planning Execution Optimization & Goal Setting Data Gathering, Content and Keyword Data Integration Ongoing Analysis Assessment Website Design & Research & Planning & Optimization & Goal Setting Development 20
    21. 21. Keyword Research Understand the universe of terms relevant to your audiences  Google Keyword Tool  Site search  Competitor sites For each keyword:  Search volume  Relevance  Competitiveness Landscape analysis 21
    22. 22. Data Integration and Planning  Organize terms into logical hierarchy.  Begin development of foundational content in architecture.  Prioritize lower-level content development. 22
    23. 23. Design and Conversion 23
    24. 24. Content and Design  Website architecture becomes visual.  Wireframes establish layout and priorities.  Clear calls to action indicate a logical next step (the conversion) for each page. 24
    25. 25. Content and Design  Wireframes come to life with branding and user interface (UI) design.  Calls to action pop with colors and imagery to draw the eye. 25
    26. 26. Special Attention to SEO-Friendly Content and Coding 26
    27. 27. Extending Your Voice/Brand: Social Media Website is home base, but social media lets you convert away from home. If your brand is your voice, you should be speaking anywhere you have a (free) soapbox. 27
    28. 28. Social Media Properties in Organic Search Engine Results 28
    29. 29. Convert Everywhere: Social Media Have a presence on social networks that make sense. Keep messaging and calls to action consistent. Link to other platforms and back to home base wherever possible. Share out from home base. 29
    30. 30. Mobile: Have a Presence 30
    31. 31. Mobile: Optimization If the content is difficult to find, users will leave. Conversions need special care with regard to mobile. 31
    32. 32. Mobile: Responsive Design Desktop → Tablet → Smartphone 32
    33. 33. Mobile: Leverage Social Media Social media platforms take care of optimization for you, often maintaining your branding. 33
    34. 34. Analysis and Optimization 34
    35. 35. Content and Design: A/B Testing So you’re done right? Not so fast. 35
    36. 36. Content and Design: Iterate 20% increase in conversion rate 18,000 additional allergist referrals a year $27 million value 36
    37. 37. Charting Your Own Course Sources of information Areas of influence  Key conversion pages  Data to prioritize and focus your efforts  Top landing pages  New content development  Top exit pages opportunities  High bounce rates  Potential  Top site search terms design, usability, and  Top traffic sources navigation issues  The type of content you produce  Promotion strategy 37
    38. 38. Effective SEO  SEO requires relevant, engaging, and authoritative content.  Maintain a clear understanding of the goals for your website and who your target visitors are.  Optimize your website for those goals with a perspective of your target visitors, focusing on:  Usability  Conversion  SEO friendliness  Good website design and development, Internet marketing, and SEO are interdependent processes.  Effective SEO takes time, persistence, and flexibility. 38
    39. 39. Questions? 39
    40. 40. We’re on a mission. Yours. 40

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