http://www.pewinternet.org/pdfs/PIP_Women_and_Men_online.pdf According to Hitwise on 8-11-08. http://weblogs.hitwise.com/heather-dougherty/2008/08/googles_share_of_us_searches_h.html
1. Web pages, not web sites. The engines index each page separately
1. Based on eye tracking research
1. The worlds used in the anchor text (the clickable part of the link) and the words used around the anchor text are read by search engine spiders and help them understand your web page.
Geo location is determined by your IP address that you’re connecting to the Internet from. 2. Login to your Google account (for gmail, google docs, etc.) Universal search is the display of various Google vertical searches on one SERP. It includes: Google Local, Google Maps, YouTube, Google Images, Google News, Google Books, Froogle, and others. Behavior search. Google can read your bookmarks (if you have the Google toolbar installed) and your previous browsing history. Google tries to determine the searcher’s intent (researching vs. shopping) and displays results appropriately – longer word count sites for a searching intent, and sites with fewer words and bullet use for shopping sites.
The goal is to be the least imperfect . You evaluate how well your competitors’ pages are ranking for your targeted keyword phrase based on the 40+ factors that we know about, and adjust your site to use the average for each element. For example, if all of your competitors’ pages for your keyword phrase (which Google is currently rewarding by ranking them well) use the keyword phrase first in their page title, use an average for 15 words in their page title, and average 250 words on their page with the keyword phrase repeated 5 times, then you copy that behavior, or do each of those elements BETTER based on best practices. For instance, a meta description is seen as required. If your competition doesn’t use the meta description tag, you make sure you do.
There are other ways to enable natural acquisition – which includes requiring a sign up on your website for premier content or to interact with social media tools. For instance, our clients could require people to sign in & leave their email address to make a blog comment, and could enable email subscriptions to their RSS feed.
1. From Google regarding Quality Score: As you may recall, we began incorporating advertiser landing page quality into the Quality Score back in December 2005. Following that change, advertisers who are not providing useful landing pages to our users will have lower Quality Scores that in turn result in higher minimum bid requirements for their keywords. We realize that some minimum bids may be too high to be cost-effective -- indeed, these high minimum bids are our way of motivating advertisers to either improve their landing pages or to simply stop using AdWords for those pages, while still giving some control over which keywords to advertise on. Although it is counter-intuitive to some who hear it, we'd rather show one less ad than to show an ad which leads to a poor user experience -- since long-term user trust in AdWords is of overarching importance. http://adwords.blogspot.com/2006/07/landing-page-quality-update.html
What seem like very small changes on a page can sometimes make a huge difference. For example, when Amnesty International removed just the title (Mr., Mrs., Dr., etc.) and suffix (Jr., M.D.) fields from their donation page, conversion improved 30%!
1. For more on usability, read Jakob Neilson’s Usability 101: Introduction to Usability http://www.useit.com/alertbox/20030825.html 2. In the summer of 2005, American Heart Association management became concerned about the percentage of site visitors entering the online donation section and not completing the donation process. This concern, combined with the prospect of potential donors being financially drained by the unusually large number of events calling for charitable contributions for disaster relief throughout the year led American Heart Association to investigate how the site was being used and look for ways to improve the design and functionality based upon user research. n order to address the problem, American Heart Association and Usability Sciences collaborated to design a research project with the following objectives: Determine the type of individuals visiting the donation section of the website Understand the behavior of the donation section visitors and what contributes to the successful or unsuccessful completion of the donation process Document the problem areas for the donation section Validate design and functional changes before going into development and launch to gauge whether abandonment and failure rates are corrected Develop a list of recommendations for improving American Heart Association’s online donation process American Heart Association’s implementation of the recommendations from the usability tests resulted in the following improvements: 60% year over year increase in online donations the first month following the implementation of the improvements Continuous monthly year-to-year improvement in online donations each month since implementation Increased number of monthly donors Increase in average gift per donor Improved visitor satisfaction with online donation process Increased likelihood to donate again Increased likelihood to recommend donating to AHA online to others Higher appreciation for user research and user centered design in the American Heart Association among all interactive channels and platforms. http://www.usabilitysciences.com/case-study-for-non-profit-organizations-american-heart-association-increases-online-donations-by-60/
This could be online content that you’ve set up/distributed (facebook profile, online press release) or a link from another site. Funnel is a pre-defined path from a landing page through to a conversion A conversion is a site visitor doing what you want them to do whether it’s donate, download a pdf, read the web content text
Creating a social media or Web 2.0 strategy should be seen as a relationship building strategy or a branding effort, and therefore the success of such initiatives should be measured based on engagements metrics, or a part of the larger strategy that encourages a prospect to become a donor. Very few studies have show that social media only campaigns drive fundraising.
See National Wildlife Federation’s work on integrated fundraising campaigns.
Transcript of "How to Use Online Marketing for Fundraising"
Online Marketing 101How to:1. Connect Prospects to our Mission2. Turn Prospects into donors using online tools
From Curious Prospect to Donor1. Make sure they can find you online (natural acquisition)2. Purchase names of like-minded people (paid acquisition)3. Make it easy for them to sign up (conversion to list)4. Convince them to Give (conversion to donor) Strategically communicate with them Engage them in your story (social media) Make it easy for them to spread the word 3
Which Tools to Use at What StageNatural Acquisition Paid Acquisition- Optimized Website - Paid media buys- Social Media Profiles - Paid search ads- Universal Search - Email List relationshipsConversion to List Conversion to Donor- Email testing - Personalized welcome email- Landing Page testing series- Web usability studies - Calendar of email messages - Social Media1 & offline engagement 4
Overview of Search Engines Why do we care about Search? 91% of internet users use a search engine1 87% of people click on the natural results (vs. paid) The Big Players Google, Yahoo!, and Live.com Google has 70% of the search marketing share, accounting for 70.77% of all US searches.2 Each has computer algorithm to rank your pages in the search results. 6
How Search Engines Work Google, Yahoo!, and Live create their listings automatically. They use “spiders” or “bots” to "crawl" links to web pages1 and add those web pages to their index. Keyword Phrases When a human visitor to the engine puts in a keyword phrase, the search engine is focused on serving relevant, fresh content that the engines think is matched to the searcher’s intent. 7
It’s not about the keywords You want to be found on.It’s about the keywords the searcher uses to find you. 8
How people search 87% of people click on natural search results Only 48% even see paid ads Most people search for information, smaller % for commerce People click on the word in results that matches their query word1 58% of all queries are three or more words 9
How People SearchThe Long Tail of Search: 3% of Excite’s search traffic was 3 keywords – 97% of the rest was in the “long tail” Amazon.com makes 57% of sales from keywords outside of the “popular” terms. 10
How Does a Search Engine “Read” A Page? Remember…it’s a computer algorithm 11
It’s a Translation Problem A search engine tries figure out what your web page is about through its pieces. The spider reads just text, not images or flash. It also evaluates inbound links to determine relevancy. 12
Search Engines are ComputersA Lost in Translation example: “My Apple is a lemon” It could mean your page is about fruit If the words “computer” also appears nearby, the spider determines that the phrase is about computers. 13
Writing Spider Friendly Online CopyWriting tips for online copy: Use contextual words in proximity to the keyword phrase Repeat the keyword phrase & variations Use Headers like a table of contents Strategically link to the copy, and use the keyword phrase in the link text.1 Use alt tags for images, so that spiders can “read” the image 14
Every page matters Search engines don’t see “home” pages Every page is an entry page for searcher Conversions from landing pages for targeted keywords can be improved through testing 15
How Google’s Search Results Work Algorithm has 200+ factors, some weighted more than others. We know about 40 parts of the 200. In 2007, the Google algorithm changed 9 times per week. Only 2 web pages are listed for one company, so one company could rank for the first 152 slots, but will only show up in the #1 and #2 spot Influenced by: Personal search (geo location, login)1 Universal search2 Behavioral search (previous browsing history, bookmarks, intent= shopping vs. researching)3 17
What Impacts Your Search Rankings?1. The changing search engines2. Your changing competition3. Your website constraints Architecture/Links Content Site load speed Code use None of these are under your control 18
How do you Tackle the Challenge? Keyword research for each page Competitive Analysis of site and current online marketing efforts Analyze your site how each page ranks for each keyword Repair/Enhance site Submit non-indexed pages Monitor rankings/Analyze reports Fix/develop links & Universal Content Repeat 19
Questions about Natural Acquisition? Search Engine Overview Elements of SEO 20
Paid AcquisitionPaid online advertising Email List buys 21
Paid Online Advertising Two Models 1. Pay per impression (like traditional media buying) for either a week or month (CPM) Can place graphic banner, flash or video Or could pay per name acquired (CPA) - though select networks 2. Pay Per Click (PPC) Used on search engines, and through Google network (blogs and other sites - NYT) Pay per keyword Placement based on bid as well as “Quality Score” 1 which is tied to ad performance (conversions) 22
Email List BuysThree Types1. Purchase of email addresses (ie JohnKerry.com) Negotiated with website owner Pay flat rate per email, without deduping from your list1. Sponsored Email Negotiated with website owner Pay flat rate per email, without deduping from your list i.e. Amnesty sends a message to members about IRC issue1. Care2.com petitions Price negotiated with Care2.com Supply them with petition text and follow up email text You pay per names delivered 23
Questions @ Paid Acquisition? Traditional media buying Pay Per Click advertising Email buying 24
Conversion to ListLanding Page Testing Usability Testing Web Analytics 25
Conversion to ListGoal: Make sure that no one who interacts with your landing pages, or website gets confused or distracted during the sign up process. 26
Conversion to List Landing Page Testing: Consistent messaging from email or ad to landing page A/B or multivariate testing Personalize landing page based on passed through personal data Create header phrases based on best practices & test Usability testing and eye tracking to enhance page conversions, effective content, navigation & layout Make conversion compelling & clear. 27
Conversion to ListWeb usability testing On the Web, usability is a necessary condition for survival. If a website is difficult to use, people leave. You can test the usability of your website.1 American Heart Association increased their online donations by 60% in the first month after implementing improvements based on usability testing.2 28
Conversion to List - Web Analytics Monitor how prospects navigate your site to improve conversions Traffic source (email, natural, paid, links from other content?)1 What do they do when they arrive? Is there a drop off in traffic through funnel? 2 Keep in mind that web analytics is a trending % process, part science/part art 29
Questions @ Conversion to List? Landing Page testing Usability Testing Improving web site conversions 31
Conversion to Donor Email welcome seriesCalendar of email communications Social Media & offline integration 32
Starting a Conversation thatMakes Prospects Want to Donate 33
Conversion to Donor - Email Converting new names to supporters requires welcome series email Best Practice for Welcome Series: Action email first, not generic welcome message or ask Match action email to the prospect’s sign on issue Ask for donation within the first week Segment these names for at least 2 weeks before adding to generic messaging Test message elements to increase conversions (from line, subject, copy, headers, link text, signer, P.S.) Test landing pages to increase conversions 34
Conversion to Donor - Email Personalize the Message Segment list Ask for preferences in issue, frequency of message Send them messaging based on preference Personalize based on donor’s info/web activity 35
Calendar of Email Communications Create messaging so that it’s a building conversation Test individual messages From line, subject line, body content, links, headers, call to action, signer, P.S. Measure success based on: Rates for: delivers, opens, CTR, and landing page conversions Overall: Cost per acquisition/email. Donation average per acquisition/email. Overall number and type of touch point per donor/activist 36
Conversion to Donor – SocialMedia Monologues are over, no more: I’ll publish and put it out there and you’ll consume and you better not complain!. It is now a dialog. - Avinash Kaushik, Occam’s Razor 38
Conversion to Donor – Social Media Engage Them in Your Story Social media/web 2.0 = Web pages created by all users without central control Good for: Listening to better understand supporters (focus group) Spreading the message about missing Building attachment to mission Building closer grassroots relationship among supporters Having donors help define national issue focus 39
Conversion to Donor – Social Media Enable them to Spread the Word Ask them to forward email Post online content that is easily shareable To the prospect’s blog, Facebook profile, etc. Ask them to invite others (to social profile, to petition, etc) 40
Social Media – Tracking & Testing Testing & Improving Social Media’s role in conversion Calls to action (eye tracking), frequency of use of platform tools (posts, sent emails, etc) cross campaign Track keyword activity cross social media platform (online reputation monitoring) Track visitors/subscribers, stickiness, #of comments, and conversion based on platform, increased traffic to your website. 41
Conversion to Donor – Integrated Higher Donation Rates & Long Term Donor Value with Campaigns that integrate online, DM, TM and face-to-face engagement 42
Questions @ Conversion toDonor? Email welcome series Calendar of email communications Social Media & offline integration 43
Summary Natural or Paid Acquisition Focus on words, analytics and testing Ease of Sign up Use best practices, consistent messaging, and test for usability Getting them to Give Personalize messaging based on prospect’s interests Coordinated multichannel works best: Email, social media, DM, TM and face-to-face for donor conversion and evangelism 44
Appendix More infoAdditional Learning Resources 45
More about Google Google’s aggressive Spam filter is committed to delivering quality results matched to the searcher’s intent. Filters out pages with: Redirects More “garbage” vs. good content Deceptive coding (this is always changing) Non-unique pages Sites that only contain inbound links Same/similar colored text and background If found to be Spam = not listed 46
Some of the factors we know aboutFreshness1 Page Load time2 Complexity of Page Code3Title Tag4 Meta Description tag5 Meta Keyword tags6Heading Tags7 Alt attributes8 Links9Body Text10 Keywords used11 Keywords in file name12Number of outbound links13 Number of inbound links Internal linking structure14Keyword proximity to keyword density on pagedetermine meaning 47
Additional Tools Analyzing your competition: SEO for Firefox SeoMoz’s Tools Compete.com Picking keywords: SEO Book’s Keyword Tool Understanding how the Engines see yrou site: Google Webmaster Tools Yahoo Site Explorer Live Search Webmaster Central 48
Learn More – Search Marketing My blog: Search Marketing for Nonprofits Blog: http://Searchmarketingfornonprofits.wordpress.com How Search Engines work: http://searchenginewatch.com/showPage.html?page=2168031 The expert on linking strategies: http://www.ericward.com/ SEOMoz http://www.seomoz.com Bruce Clay’s blog http://www.bruceclay.com Search Engine Optimization: An Hour a Day (book) http://www.yourseoplan.com/ 49
Learn More – Web Analytics How web analytics is like using Evite for a holiday party Occam’s Razor by Avinash Kaushik Web Analytics Demystified (book) http://www.webanalyticsdemystified.com/ Google Analytics 2.0 (book) Web Analytics: An Hour A Day (book) 50
Learn More – Social Media Social Media Today http://www.socialmediatoday.com The Original Signal – Web 2.0 blog http://www.originalsignal.com/ Social Media 101 http://www.slideshare.net/joannapena/social-media-101-creating- conversations-in-social-circles/ Groundswell (book) http://www.forrester.com/Groundswell 51
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