Driving Traffic to State Tax/Budget Policy Websites


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Driving Traffic to State Tax/Budget Policy Websites

  1. 1. Driving Traffic to Your Website For State Level Tax and Budget Organizations
  2. 2. Ways to Drive Traffic <ul><li>Search Engines </li></ul><ul><li>Social Media </li></ul><ul><li>Blogs </li></ul><ul><li>Email Lists </li></ul>
  3. 3. Search Engines: Some Perspective <ul><li>The Big Three - 90% </li></ul><ul><li>The Big One – 60% </li></ul><ul><li>Roughly 10B </li></ul>
  4. 4. Search Engines: How do they Work? <ul><li>Index </li></ul><ul><li>Spiders </li></ul><ul><li>Page Rank Check your pagerank: http://pr.blogflux.com/ </li></ul><ul><li>Learn more about pagerank: http://en.wikipedia.org/wiki/PageRank </li></ul><ul><li>SERPs </li></ul>
  5. 5. Traffic from Search: Spotlight on Poverty <ul><li>1 st quarter 2008: 32 visitors from search engines per day </li></ul><ul><li>2 nd quarter 2008 (through May): 55 visitors from search per day </li></ul><ul><li>Sky is the limit </li></ul><ul><li>6,000/day </li></ul><ul><li>From 0-1,200/day in 9 months </li></ul>
  6. 6. Three Strategies <ul><li>For Driving Traffic from Search Engines </li></ul><ul><li>Content </li></ul><ul><li>Technical Setup </li></ul><ul><li>Outreach </li></ul>
  7. 7. Content should be… <ul><li>Timely </li></ul><ul><li>Updated Regularly - Spiders </li></ul><ul><li>High Quality – For Humans </li></ul><ul><li>Linkbait is Good - Lists, Statistics, Humor </li></ul><ul><ul><li>36 Million Americans are Living in Poverty </li></ul></ul>
  8. 8. Content should also… <ul><li>Include appropriate keywords </li></ul><ul><li>Keyword Analyzer </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Poverty vs. Low Income? </li></ul>
  9. 9. Why Analyze Keywords?
  10. 10. Technical <ul><li>Make sure you don’t have any broken links http://validator.w3.org/checklink </li></ul><ul><li>Name pages and images correctly </li></ul><ul><li>Name internal links appropriately </li></ul><ul><li>Have as many internal links as possible </li></ul><ul><li>These are just basics, learn more: http://www.wordsinarow.com/seo-technical-points.html </li></ul>
  11. 11. Outreach <ul><li>Generating high-quality incoming links </li></ul><ul><li>Similar Sites with High Pagerank </li></ul><ul><li>Web directories </li></ul><ul><li>Press release syndication services </li></ul>
  12. 12. High Quality Incoming Links <ul><li>Sites that rank well for your keywords </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>Poverty.com </li></ul></ul><ul><ul><li>Census </li></ul></ul><ul><ul><li>Similar Organizations </li></ul></ul><ul><ul><li>Other High Traffic Sites </li></ul></ul><ul><ul><ul><li>Especially when you choose the hypertext </li></ul></ul></ul>
  13. 13. Web Directories <ul><li>Like the phone book, but there are hundreds of them… </li></ul><ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN/Live </li></ul><ul><li>The Open Directory Project </li></ul><ul><li>Alexa </li></ul><ul><li>NetInsert </li></ul><ul><li>Do an Addurl search on Google </li></ul>
  14. 14. Add Your URL to Google
  15. 15. Press Release Syndication <ul><li>Variety </li></ul><ul><li>Purpose </li></ul><ul><li>Make sure you always include a link back to your website, preferably to a specific page that is relevant to the release </li></ul>
  16. 16. Free Press Release Distribution <ul><li>PR Web </li></ul><ul><li>I NewsWire </li></ul><ul><li>PR Log </li></ul><ul><li>FPR </li></ul><ul><li>1888 </li></ul><ul><li>Here are some other great services: http://mashable.com/2007/10/20/press-releases/ </li></ul>
  17. 17. I Newswire Press Release Submission
  18. 18. In Review <ul><li>The most important thing to search engines is the number and quality of incoming links to your site. Three sources for these are similar websites, link directories and press release syndication services. </li></ul><ul><li>People will find your website on search engines by searching for specific keywords and search phrases. Once you have determined which keywords you want to focus on you can optimize specifically for those words both by modifying your content and by making technical changes to your website. </li></ul>
  19. 19. Social Media <ul><li>Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. </li></ul><ul><li>User Generated Content – Little or no editorial control </li></ul><ul><li>People no longer rely exclusively on traditional media for their news and information </li></ul><ul><ul><ul><li>Approaching 50% </li></ul></ul></ul><ul><li>Find your audience where they already are, go where they go </li></ul><ul><li>Comparison with NYT and WaPo </li></ul><ul><li>Even the NY Times is participating </li></ul><ul><ul><li>Blogrunner </li></ul></ul><ul><ul><li>50 Blogs </li></ul></ul>
  20. 20. Blogrunner
  21. 21. Reach of Social Media
  22. 22. Types of Social Media <ul><li>Social News Digg, Reddit, Stumbleupon, Mixx, Propeller </li></ul><ul><li>Social Networking Facebook, Myspace, Change, Twitter </li></ul><ul><li>Social Bookmarking Delicious, Furl, Simpy, Google Bookmarker </li></ul>
  23. 23. Social News <ul><li>What are Social News sites? </li></ul><ul><li>How do they work? </li></ul><ul><li>The three best general interest social news sites are Reddit , Digg , and Stumbleupon </li></ul><ul><li>For a list of other social news sites that can be of use to nonprofits and foundations, please visit http://thehatchergroup.wordpress.com/2008/05/12/social-media-sites-of-value-to-nonprofits-and-foundations/ </li></ul>
  24. 24. Digg.com
  25. 25. Driving Traffic with Social Media
  26. 26. Sources of Traffic – 2 Months
  27. 27. Social Networking <ul><li>Social Networking refers to websites where individuals or organizations create a profile in order to make connections, share links and communicate </li></ul>
  28. 28. Social Networks <ul><li>Change.org </li></ul><ul><li>Myspace.com </li></ul><ul><li>Facebook.com </li></ul><ul><li>Twitter.com </li></ul>
  29. 29. NonProfit Pages <ul><li>Message “Fans” </li></ul><ul><li>Fans can “Share” the page </li></ul><ul><li>Branding </li></ul><ul><li>Links, Videos, Photos </li></ul><ul><li>Legitimacy </li></ul><ul><li>Friends can’t directly invite </li></ul>
  30. 30. The One Campaign’s Facebook Group – 30,000 Members and Growing
  31. 31. Social Bookmarking <ul><li>Tagging </li></ul><ul><li>Searching </li></ul><ul><li>It is worthwhile to tag your best content on a variety of social bookmarking sites </li></ul><ul><li>Resources, lists, documents, etc. </li></ul><ul><li>Large spike in traffic is possible, but unlikely </li></ul><ul><li>Mostly useful for attracting people who are very interested and for generating links with keywords of your choice </li></ul>
  32. 32. Social Bookmarking Sites <ul><li>Tons of them </li></ul><ul><li>Onlywire … the only social bookmarking site you need </li></ul>
  33. 33. Social Media in Review <ul><li>Social News - Social news refers to websites where users are able to vote individual content submissions up or down. Anyone can submit content, and anyone can vote. </li></ul><ul><li>Social Networking - Social Networking refers to websites where individuals or organizations create a profile in order to make connections, share links and communicate. </li></ul><ul><li>Social Bookmarking – Sites where users can bookmark websites, tag them with keywords and search for other sites by keywords. Creates a “folksonomy” in which people, rather than editors, are choosing how content is labeled and discovered. </li></ul>
  34. 34. Blog Outreach <ul><li>Traffic </li></ul><ul><li>Survey </li></ul><ul><li>90% are voters, 81% have written an elected official and 78% have donated to a campaign or cause online in the last 6 months </li></ul><ul><li>More direct connection to readers. Unlike a faceless newspaper columnist, people feel a direct connection to bloggers they read. </li></ul><ul><li>For our purposes today, we’ll be talking about things you can do to get bloggers to link to your website and write about your issues. </li></ul>
  35. 35. Successful Blog Outreach <ul><li>A few hours of personal emails to bloggers generated dozens of links to a No Child Left Inside Coalition video. </li></ul><ul><li>http://www.treehuggingfamily.com/no-child-left-inside/ </li></ul><ul><li>http://blogs.tnr.com/tnr/blogs/environmentandenergy/archive/2008/04/15/best-hill-environmental-rally-ever.aspx </li></ul><ul><li>http://blogs.orlandosentinel.com/sports_outdoors/2008/04/kids-go-outside.html </li></ul><ul><li>http://www.politickermd.com/editormd/1806/photos-sarbanes-takes-nature-bill-hill </li></ul><ul><li>http://www.openleft.com/showDiary.do?diaryId=5157 </li></ul><ul><li>http://eco-chick.com/2008/04/15/no-child-left-inside/ </li></ul><ul><li>http://www.eenrblog.com/showDiary.do?diaryId=932 </li></ul><ul><li>http://northtexaskids.blogspot.com/2008/04/no-child-left-inside-get-em-outside.html </li></ul><ul><li>http://www.thelohasian.com/2008/04/no-child-left-inside-initiative.html </li></ul><ul><li>http://www.theseminal.com/2008/04/14/the-need-for-environmental-education/ </li></ul><ul><li>http://www.dailykos.com/story/2008/4/14/11929/1778/928/495362 </li></ul><ul><li>http://www.rifuture.org/showDiary.do?diaryId=2377 </li></ul><ul><li>http://greenerloudoun.wordpress.com/2008/04/16/kids-can-id-corporate-logos-but-not-nature/ </li></ul><ul><li>http://green4u.wordpress.com/2008/04/17/commentary-environmental-education/ </li></ul><ul><li>http://www.diversitytv.net/2008/get-em-outside/ </li></ul><ul><li>http://randomvid.blogsome.com/ </li></ul><ul><li>http://ummyeah.com/page/Get_em_Outside </li></ul><ul><li>http://androidsinlove.com/site/?p=912 </li></ul><ul><li>http://www.cherryflava.com/cherryflava/2008/04/who-knew---kids.html </li></ul><ul><li>http://wolfman-k.com/post/31775593 </li></ul><ul><li>http://justinclupper.blogspot.com/2008/04/should-brand-managers-be-so-proud.html </li></ul><ul><li>http://ideonexus.com/2008/04/15/science-etcetera-marsday-20080415/ </li></ul><ul><li>http://www.greenrightnow.com/2008/04/16/no-child-left-inside-act-gaining-momentum/ </li></ul>
  36. 36. Finding Bloggers in your Subject Area <ul><li>Technorati.com Tracks over 100 million blogs </li></ul><ul><li>Authority </li></ul><ul><li>1 incoming link = 1 authority point </li></ul><ul><li>Any site with authority under 50 or so is not worth reaching out to, unless it is a very specific topic </li></ul>
  37. 37. Technorati <ul><li>Go to http://technorati.com </li></ul><ul><li>Search for a keyword related to your issue (e.g. poverty), then click to “blogs” tab </li></ul><ul><li>Your results page will show: 345 blogs about poverty </li></ul><ul><li>These are all bloggers who have self-identified their site as an poverty blog </li></ul><ul><li>Be Selective </li></ul><ul><li>http://blogsearch.google.com is useful as well </li></ul>
  38. 38. Technorati Screenshot
  39. 39. Do these things… <ul><li>Provide everything they’ll need to blog about your issue. </li></ul><ul><li>Two way street </li></ul><ul><li>Timely, relevant and interesting </li></ul><ul><li>Join the dialogue </li></ul><ul><li>Treat them as individuals. </li></ul><ul><li>Link to them, especially when they link to you </li></ul><ul><li>Learn more: http://thehatchergroup.wordpress.com/2008/05/01/nine-tips-for-reaching-out-to-bloggers/ </li></ul>
  40. 40. Blog Outreach in Review <ul><li>Unique and Growing Audience </li></ul><ul><li>Great for Search Engines </li></ul><ul><li>Use Technorati and Google Blogsearch to Find Appropriate Bloggers </li></ul><ul><li>Focus on the Relationship, Not the Link </li></ul>
  41. 41. Email Lists <ul><li>Driving Traffic to your Most Important Content </li></ul><ul><li>Timing </li></ul><ul><li>Subject Line </li></ul><ul><li>Above the Fold </li></ul><ul><li>Short </li></ul><ul><li>Teaser and Link </li></ul>
  42. 42. Example Email
  43. 43. Growing Your List <ul><li>Beyond the Scope of this Presentation </li></ul><ul><li>Design </li></ul><ul><li>Viral Campaigns </li></ul><ul><li>List Rentals/Purchases </li></ul>
  44. 44. Related Blogs <ul><li>http://defeatpoverty.com/ </li></ul><ul><li>http://millionsofmouths.com/blog/nfblog/ </li></ul><ul><li>http://lawprofessors.typepad.com/poverty/ </li></ul><ul><li>http://psdblog.worldbank.org/ </li></ul><ul><li>http://edpro-weblog.net/news </li></ul><ul><li>http://makewealthhistory.org/ </li></ul><ul><li>http://endpovertyblog.org/ </li></ul><ul><li>http://grameenfoundation.wordpress.com/ </li></ul><ul><li>http://www.one.org/blog/ </li></ul><ul><li>http://thefaceofhunger.stophungernow.org/ </li></ul><ul><li>http://larryjamesurbandaily.blogspot.com/ </li></ul><ul><li>http://www.oneweekjob.com/ </li></ul>
  45. 45. Related Websites <ul><li>http://spotlightonpovery.org </li></ul><ul><li>http://www.aarp.org/money/lowincomehelp/ </li></ul><ul><li>http://www.pubpol.duke.edu/centers/child/ </li></ul><ul><li>http://www.cbpp.org/ </li></ul><ul><li>http://www.clasp.org/ </li></ul><ul><li>http://www.ctrforpovertysolutions.org/ </li></ul><ul><li>http://www.centeronhunger.org/ </li></ul><ul><li>http://www.povertyinamerica.psu.edu/ </li></ul><ul><li>http://povertycenter.cwru.edu/ </li></ul><ul><li>http://www.epinet.org/ </li></ul>
  46. 46. Short Term Things to Do <ul><li>Exchange links with similar websites </li></ul><ul><li>Analyze your site for keywords </li></ul><ul><li>Submit your site to search engines and web directories, using your keywords </li></ul><ul><li>Start submitting content to social news websites </li></ul><ul><li>Start a group or page on Facebook </li></ul><ul><li>Research relevant bloggers and start reaching out to them </li></ul>
  47. 47. Longer Term Things to Do <ul><li>Put together an email outreach strategy </li></ul><ul><li>Develop lasting relationships with bloggers </li></ul><ul><li>Develop a powerful profile on social news sites </li></ul><ul><li>Submit press releases to syndication services </li></ul><ul><li>Keep generating those high-quality incoming links </li></ul>
  48. 48. <ul><li>Learn More: http://thehatchergroup.wordpress.com Questions? </li></ul><ul><li>Contact Josh Nelson at The Hatcher Group Phone: 301-656-0644 </li></ul><ul><li>Web: http://thehatchergroup.com </li></ul><ul><li>Email: [email_address] </li></ul>