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Search Engine and       Website Optimisationlovesdata.com/connectingup
Increasing Awareness,Engagement and Donationslovesdata.com/connectingup
Agenda ‣   What is SEO? ‣   SEO fundamentals ‣   Common pitfalls ‣   Conversion testing ‣   Case study ‣   Q+Alovesdata.co...
TM           TM        TM        TM                         TM        TM        TMlovesdata.com/connectingup
What is Search Engine       Optimisation (SEO)?lovesdata.com/connectingup
lovesdata.com/connectingup
Search Engineslovesdata.com/connectingup
Source: StatCounter, January to March 2012                                             4.22%                              ...
Organic vs. Paidlovesdata.com/connectingup
Paid Results
Organic (Free) Results
How do you see a website?lovesdata.com/connectingup
How does a search engine       see a website?lovesdata.com/connectingup
Keyword Researchlovesdata.com/connectingup
Check Your Competitionlovesdata.com/connectingup
Write Contentlovesdata.com/connectingup
Content ‣   Write unique content ‣   At least 200 words per page ‣   Appropriate for your audience ‣   Include the keyword...
Write content for     people, not robots!lovesdata.com/connectingup
Page Elementslovesdata.com/connectingup
Page Title                                         Page URLDonate to charity and support children in need with charity ......
Page URLhttp://www.example.com/include-keywords<html>                       Page Title<head><title>Page Title</title><meta...
Questions ‣ Does your page title contain the keyword? ‣ Does your page URL contain the keyword? ‣ Does your page descripti...
disadvantaged childrenSponsor a Child - The Smith Familywww.thesmithfamily.com.au/site/page.cfm?u=297We urgently need your...
Inbound Linkslovesdata.com/connectingup
elkaccessories.com.au wikipedia.org                              youtube.com                      twitter.com             ...
Inbound Links ‣ Build inbound links ‣ Preferably from credible websites ‣ Ideally with your keywords in the linklovesdata....
Social Medialovesdata.com/connectingup
lovesdata.com/connectingup
Common Pitfalls
Poor Relationshiplovesdata.com/connectingup
Keyword                     Description                  Website Pagelovesdata.com/connectingup
No Defined Purposelovesdata.com/connectingup
What do you want people    to do on your website?lovesdata.com/connectingup
Donate       Subscribe           Enquiry           Membership     Booking             Watch Video      Comment            ...
Keyword Repetitionlovesdata.com/connectingup
Keyword repeated 18 times
Black Hat Techniqueslovesdata.com/connectingup
Black Hat Techniques ‣ Hidden content ‣ Content just for search engines ‣ Redirectslovesdata.com/connectingup
Paid Search Impacts SEOlovesdata.com/connectingup
Guaranteed Resultslovesdata.com/connectingup
If it sounds too good to be        true, it probably is.lovesdata.com/connectingup
Managing Your SEOlovesdata.com/connectingup
DIY                  Consultant   Agencylovesdata.com/connectingup
SEO Takes Timelovesdata.com/connectingup
SEO Takes Time ‣ Commit to at least 3 months ‣ Dedicate time each month ‣ Document your improvementlovesdata.com/connectin...
Tracking Your Resultslovesdata.com/connectingup
47.53% Improvement
Improving Your Resultslovesdata.com/connectingup
Improving Your Results ‣ Fix obvious problems ‣ Apply usability best practices ‣ Conversion testinglovesdata.com/connectin...
Learn From Otherslovesdata.com/connectingup
Case Study            barackobama.comlovesdata.com/connectingup
Beforelovesdata.com/connectingup
Afterlovesdata.com/connectingup
+40.60% Improvementlovesdata.com/connectingup
Lessonslovesdata.com/connectingup
Appeal to your audience
Contrasting colours drive action
Keep it simple
Case Study       Amnesty Internationallovesdata.com/connectingup
Beforelovesdata.com/connectingup
Afterlovesdata.com/connectingup
+37.77% Improvementlovesdata.com/connectingup
Lessonslovesdata.com/connectingup
Simplify design of forms
Ask for what you really need         Middle name         Date of birth         Contributor number
Make it look easy
More Tips       www.lovesdata.com/connectinguplovesdata.com/connectingup
Q+Alovesdata.com/connectingup
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Conne...
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#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Connecting Up 2012

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#CU12: Search engine and website optimisation - Increasing awareness, engagement and donations - Benjamin mangold at Connecting Up 2012

  1. 1. Search Engine and Website Optimisationlovesdata.com/connectingup
  2. 2. Increasing Awareness,Engagement and Donationslovesdata.com/connectingup
  3. 3. Agenda ‣ What is SEO? ‣ SEO fundamentals ‣ Common pitfalls ‣ Conversion testing ‣ Case study ‣ Q+Alovesdata.com/connectingup
  4. 4. TM TM TM TM TM TM TMlovesdata.com/connectingup
  5. 5. What is Search Engine Optimisation (SEO)?lovesdata.com/connectingup
  6. 6. lovesdata.com/connectingup
  7. 7. Search Engineslovesdata.com/connectingup
  8. 8. Source: StatCounter, January to March 2012 4.22% 1.39% 0.29% 94.10%lovesdata.com/connectingup
  9. 9. Organic vs. Paidlovesdata.com/connectingup
  10. 10. Paid Results
  11. 11. Organic (Free) Results
  12. 12. How do you see a website?lovesdata.com/connectingup
  13. 13. How does a search engine see a website?lovesdata.com/connectingup
  14. 14. Keyword Researchlovesdata.com/connectingup
  15. 15. Check Your Competitionlovesdata.com/connectingup
  16. 16. Write Contentlovesdata.com/connectingup
  17. 17. Content ‣ Write unique content ‣ At least 200 words per page ‣ Appropriate for your audience ‣ Include the keywordlovesdata.com/connectingup
  18. 18. Write content for people, not robots!lovesdata.com/connectingup
  19. 19. Page Elementslovesdata.com/connectingup
  20. 20. Page Title Page URLDonate to charity and support children in need with charity ...www.unicef.org.au/Donate.aspxOffers you many ways to donate to charity and help children in need. Page Descriptionlovesdata.com/connectingup
  21. 21. Page URLhttp://www.example.com/include-keywords<html> Page Title<head><title>Page Title</title><meta name="description=" content="Page Description"></head><body> Page Descriptionlovesdata.com/connectingup
  22. 22. Questions ‣ Does your page title contain the keyword? ‣ Does your page URL contain the keyword? ‣ Does your page description contain the keyword?lovesdata.com/connectingup
  23. 23. disadvantaged childrenSponsor a Child - The Smith Familywww.thesmithfamily.com.au/site/page.cfm?u=297We urgently need your help to make a real difference to a childs life. Please sponsor adisadvantaged Aussie child today. Sponsorship starts at just $39 a month ... VS.Help Disadvantaged Children - The Smith Familywww.thesmithfamily.com.au/disadvantaged-childrenMake a real difference to the lives of disadvantaged children. Sponsor adisadvantaged child today from just $39 a month. Learn more and donate now!lovesdata.com/connectingup
  24. 24. Inbound Linkslovesdata.com/connectingup
  25. 25. elkaccessories.com.au wikipedia.org youtube.com twitter.com feedburner.com abc.net.au wordpress.comsmh.com.au unicef.org.au hreoc.gov.auhumanrights.gov.au theage.com.au philanthropy.org.au ausaid.gov.aulovesdata.com/connectingup
  26. 26. Inbound Links ‣ Build inbound links ‣ Preferably from credible websites ‣ Ideally with your keywords in the linklovesdata.com/connectingup
  27. 27. Social Medialovesdata.com/connectingup
  28. 28. lovesdata.com/connectingup
  29. 29. Common Pitfalls
  30. 30. Poor Relationshiplovesdata.com/connectingup
  31. 31. Keyword Description Website Pagelovesdata.com/connectingup
  32. 32. No Defined Purposelovesdata.com/connectingup
  33. 33. What do you want people to do on your website?lovesdata.com/connectingup
  34. 34. Donate Subscribe Enquiry Membership Booking Watch Video Comment Login Purchaselovesdata.com/connectingup
  35. 35. Keyword Repetitionlovesdata.com/connectingup
  36. 36. Keyword repeated 18 times
  37. 37. Black Hat Techniqueslovesdata.com/connectingup
  38. 38. Black Hat Techniques ‣ Hidden content ‣ Content just for search engines ‣ Redirectslovesdata.com/connectingup
  39. 39. Paid Search Impacts SEOlovesdata.com/connectingup
  40. 40. Guaranteed Resultslovesdata.com/connectingup
  41. 41. If it sounds too good to be true, it probably is.lovesdata.com/connectingup
  42. 42. Managing Your SEOlovesdata.com/connectingup
  43. 43. DIY Consultant Agencylovesdata.com/connectingup
  44. 44. SEO Takes Timelovesdata.com/connectingup
  45. 45. SEO Takes Time ‣ Commit to at least 3 months ‣ Dedicate time each month ‣ Document your improvementlovesdata.com/connectingup
  46. 46. Tracking Your Resultslovesdata.com/connectingup
  47. 47. 47.53% Improvement
  48. 48. Improving Your Resultslovesdata.com/connectingup
  49. 49. Improving Your Results ‣ Fix obvious problems ‣ Apply usability best practices ‣ Conversion testinglovesdata.com/connectingup
  50. 50. Learn From Otherslovesdata.com/connectingup
  51. 51. Case Study barackobama.comlovesdata.com/connectingup
  52. 52. Beforelovesdata.com/connectingup
  53. 53. Afterlovesdata.com/connectingup
  54. 54. +40.60% Improvementlovesdata.com/connectingup
  55. 55. Lessonslovesdata.com/connectingup
  56. 56. Appeal to your audience
  57. 57. Contrasting colours drive action
  58. 58. Keep it simple
  59. 59. Case Study Amnesty Internationallovesdata.com/connectingup
  60. 60. Beforelovesdata.com/connectingup
  61. 61. Afterlovesdata.com/connectingup
  62. 62. +37.77% Improvementlovesdata.com/connectingup
  63. 63. Lessonslovesdata.com/connectingup
  64. 64. Simplify design of forms
  65. 65. Ask for what you really need Middle name Date of birth Contributor number
  66. 66. Make it look easy
  67. 67. More Tips www.lovesdata.com/connectinguplovesdata.com/connectingup
  68. 68. Q+Alovesdata.com/connectingup

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