Annual review of organization and website exposure for Central Oklahoma Habitat for Humanity.

1. CENTRAL OKLAHOMA
HABITAT FOR HUMANITY
A YEAR IN REVIEW FOR CENTRAL OKLAHOMA HABITAT FOR
HUMANITY AND THEIR DIGITAL FOOTPRINT
PRESENTED BY: CHRISTINE COLLINS
DATE: JANUARY 3, 2018

2. Habitat For Humanity Slides
2
“Connecting neighbors
and communities.”
Habitat for Humanity provides homes to those in
need, connects ReStore donations with buyers, and
cycles up inventory and volunteers for the
betterment of the community.
Raise Awareness and Drive Online Traffic
OUR MISSION

3. Habitat For Humanity Slides
• MIGRATE WEBSITE PLATFORMS
• CREATE A MOBILE-FRIENDLY WEBSITE
• OPTIMIZE THE WEBSITE FOR SEARCH
• CURATE LEADING SEARCH KEYWORDS AND PHRASES
• INITIATE AND MANAGE PAY-PER-CLICK CAMPAIGNS
• CREATE A BLOGGING SECTION ON WEBSITE
• SELF-PUBLISH STRATEGIC BLOGGING CONTENT
• INTEGRATE SOCIAL MEDIA SHARING TOOLS FOR POSTS
OUR ACTION PLAN
2017 Digital Blueprint

4. Habitat For Humanity Slides
4
January February March April May June
Prepping For Search Marketing
PROJECT TIMELINE
Website Development
Keyword Research
SEO Implementation
Pay-Per-Click Activation
Website Blog Development
Blog Post Copywriting

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WordPress Platform
Built a custom COHFH design theme
with responsive technology.
Migrated Content
Full content migration to the new
WordPress Platform.
Ready For Search
The website meets Google Search
mobile requirements and indexing.
Streaming On All Devices
WEBSITE DEVELOPMENT

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Habitat For Humanity Slides
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www.badpennyfactory-seo.com
Mapping keywords and phrases used by both consumers
and competitors alike, allowed us to market the new
COHFH.org directly in the conversation vein that was
happening online. We looked at OKGoodwill.org,
SATruck.org, DonationTown.org, Goodwill.org,
CentralUSA.SalvationArmy.org, and many others like,
FurnitureOKC.com and PickUpMyDonation.com for research.
Our Search Engine Optimization (SEO) Software tracks
rankings, search results, keyword scores, and more. We
pulled in the competitors’ keywords and mapped against
their stats then worked on a composite list of keywords and
phrases for COHFH.org that we would integrate into the
website and in our pay-per-click campaigns.
Reading the numbers and gathering
data from direct competitors gave us
strategic insights to keywords.
MOZ
Social Listening Tools
KEYWORD RESEARCH

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• Donate Your Couch
• Donation Center Near Me
• Donation Drop Off Near
• Goodwill Pickup
• Donation Drop Off
• Donation Center
• Donate Large Furniture For
Pick Up
• Couch Donation Pick Up
• Donate Couch
• Furniture Donation Pickup
• Donate Your Couch
Goodwill01 Salvation Army02 Donation Town03 Hope Chest04
The below keywords and phrases were used to create the composite list for COHFH.org. We mapped bidding, placements and geo-locations from these
competitors in order to benchmark our position in the market.
Tracking The Market
POWERFUL WORDS
• Furniture Donation Pickup
Oklahoma City
• Donation Pickup Okc
• Donation Pick Up Service
Oklahoma City, Ok
• Donation Pick Up Okc
• Furniture Donation Okc
• Volunteer Opportunities In
Okc
• Volunteering In Okc
• Okc Volunteer
Opportunities
• Volunteering Okc
• Places To Volunteer In Okc
• Donate Couch
• Charity Pick Up
• Charity Donation Pick Up
• Habitat For Humanity
Furniture Pickup
• Donate Your Couch
• Which Charities Pick Up
Donations
• Furniture Donation Pickup
Oklahoma City
• Old Sofa Donation
• Free Pickup Of Household
Items
• Donation Pick Up Okc
• Furniture Donation Okc
• Furniture Donation Pickup
Oklahoma City
• Free Furniture Pick Up
• Donate Appliances
• Donation Pick Up Okc
• Donation Pickup Okc
• Donation Pick Up Edmond
Ok
• Charity Pick Up
• Donation Pick Up Service
Oklahoma City, Ok
• Furniture Donation Pickup

8. Habitat For Humanity Slides
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SEO and PPCWebsite Research
Key 1
Integrated SEO and PPC
Campaigns.
Key 2 Key 3
Updating the website for mobile
and search indexing.
Research and competitor tracking
for keyword lists and phrasing.
To show up on Google, you have to play by Google’s rules. After migrating and updating the website to WordPress, and compiling a strategic list of keywords and
phrases, we initiated a hybrid digital marketing approach that integrated our SEO tactics with paid advertisement placements.
An Integrated Approach
SEO AND PPC

9. CONTENT
Moving beyond the data, we created a new
blogging section on the website to feature
keyword articles and trending online topics.

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Trending Topics
Keywords
Content is key to furthering the success of online exposure tactics. New to
the COHFH.org website is the blogging section. These articles are planned
monthly and are drafted using topics trending in search and peppered with
our keywords and phrases. The content is ever-changing and relevant to
local and global events occurring at the time of publication.
The blog posts are
casual, coffee break
reads for users.
Morning Reads
Posts are shared
across the social
media channels.
Shared Socially
The content stays
seasonal and relevant
to users.
Relevant
Self-Publishing Features
ORIGINAL ARTICLES

11. THE PAYOFF
Was it all worth it? Did we achieve what we set out to do? Lets see how we measured up…

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Update Website
Mobile-Friendly Needs
Search Engines
Find Us Online
Drive Traffic
Capture Users
Support ReStore
Stock Inventory
Driving Results
OUR INITIAL GOALS

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WordPress Platform
Built a custom COHFH design theme
with responsive technology.
Migrated Content
Full content migration to the new
WordPress Platform.
Ready For Search
Website meets Google Search mobile
requirements and indexing.
Streaming On All Devices
WEBSITE DEVELOPMENT

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FEB
Initial Scan
MAR APR MAY JUN JUL AUG SEP OCT NOV
35
680
The first scan showed the indexing process working and this provided a
benchmark for future growth. COHFH.org started with 35 keywords.
Today, the website is tracking for over 680 keywords and phrases.
Keyword Placements
The working stage website was in
place in February 2017 which
allowed for an initial SEO scan.
1,842%
SEO FOOTPRINT
2017 Search Presence
DEC
Latest Scan

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Site Referrals
836 Website Sessions 17%
Campaigns
400 Website Sessions 9% Organic Search
2,234 Website Sessions
47%
TRAFFIC REPORT
Online traffic can be directed to websites via endless connections. The main traffic sources are: organic, direct, referrals, and campaigns. Organic searches make up
for nearly half of the COHFH.org website traffic. Good thing users can now find the website on search results pages!
December 2017 Search Ratios
Direct Typing
1,251 Website Sessions
26%

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Opportunities
What real life situations are
happening in the 25-64 age
ranges? Growth of social
awareness? Life transitions?
Expendable income? What are the
behaviors of the up-and-coming
generations that drive them to
volunteer, donate, and shop?
24%
5%
51%
18%
18-24 25-44 45-64 65+
The pay-per-click program offers
valuable insights into the user
demographics for the COHFH.org
website. One out of three users are
female and the 45-64 age range
makes up for half of all website
visitors to COHFH.org.
COHFH.org gets 39 visits a day,
1,170 visits a month, and around
14,040 visits a year.
Understanding Our Audience
USER DEMOGRAPHICS
Demographics
1:3

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Prior to the start of the 2017 Digital Marketing Program, online
ReStore donations averaged approximately 43 a month.
2016 ReStore Donations
OCT NOV DEC
Growing Inventory
RESTORE ACTIVITY
Starting in June 2017, while being fully immersed in the SEO
and PPC program, ReStore donations more than doubled to
approximately 109 a month.
2017 ReStore Donations
OCT NOV DEC
43
109
Growth Rate
153%
Steady growth from the ramp up
during the SEO and PPC work
shows a drastic increase to ReStore
donation traffic.
Prior to the start of the program,
COHFH.org averaged about 43
donation pickups a month.
From June 2017 to December 2017,
the monthly donation pickups
increased to an average of 109 a
month.

18. MOVING FORWARD
What’s planned for 2018? Additional Enhancements? New Campaigns?