Search Engines: How to Attract Lots More Donors and
                Visitors to Your Site!
     Allan Pressel, CEO/founder...
Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.




                     ...
Today’s Speaker




                        Allan Pressel
                   CEO/Founder Charity Finders




             ...
Agenda

1.   Effective marketing techniques
2.   Search engine optimization (SEO)
3.   Search engine marketing (SEM)
4.   ...
Search Engine Optimization (part 1)
 1. What are the key search engines?
 2. How do they work?
    •   200+ ranking factor...
Search Engine Optimization (part 2)
   c. Keyword selector tools
             •     http://inventory.overture.com/d/search...
Search Engine Optimization (part 3)
   d. Use blogs
              •     Within your site
              •     Interactivity...
Search Engine Optimization (part 4)
   q. Get listed in important directories:
              •     The Open Directory Proj...
Private Website Consultation

 I’d like to offer each of you a free private website consultation

    One hour
    Consu...
Page Rank

   Google PageRank (0-10)
     Ranks  the importance of a web page
     Calculate your own PageRank
       ...
Social Mediasphere

   del.icio.us bookmarks
     Enables web users to save their bookmarks
     Helps you get more tra...
Website Grader Report

   Grades your site: 0-100
     Ranks the percentile of a web page regarding its
      marketing ...
Search Engine Marketing (SEM) is Cost Effective

• SEM is substantially lower cost than traditional
  marketing efforts
• ...
Sponsored Link: to attract clients




     © CharityFinders, proprietary & confidential, not for reproduction
Landing Page: for clients




    © CharityFinders, proprietary & confidential, not for reproduction
Sponsored Link: to attract donors




     © CharityFinders, proprietary & confidential, not for reproduction
Landing Page: for donors




    © CharityFinders, proprietary & confidential, not for reproduction
Setting up a PPC campaign

 Tools
 • Google Grants
 • Microsoft AdCenter demo




    © CharityFinders, proprietary & conf...
Your website: 7 Key Goals of an Effective Website

     You should strive to achieve these goals for your site:
     •Find...
Contact Information

        Allan Pressel, CEO/founder
        Allan@CharityFinders.com
         www.CharityFinders.com
 ...
Find the listings for our current season of webinars
                     and register at

            NonprofitWebinars.c...
Search Engines - How to Attract Lots More Donors and Visitors to Your Site!
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Search Engines - How to Attract Lots More Donors and Visitors to Your Site!

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Learn about many free and low-cost ways to use search engines to attract donors and others to your website. We’ll analyze the Search Engine Optimization (SEO) of some of the audience’s websites. You’ll learn about Search Engine Marketing as a low-cost way to drive motivated donors and clients to your site. We’ll also show how to implement easy ways to boost your search engine rankings, get more traffic to your site, drive more online fundraising, and build a site worthy of such traffic.

Published in: Business, Technology, Design
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  • Did you find this presentation helpful and would like to see more of our sessions? Feel free to register for any of our upcoming NonprofitWebinars sessions here: http://nonprofitwebinars.com/webinars/

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Search Engines - How to Attract Lots More Donors and Visitors to Your Site!

  1. 1. Search Engines: How to Attract Lots More Donors and Visitors to Your Site! Allan Pressel, CEO/founder CharityFinders Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
  2. 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
  3. 3. Today’s Speaker Allan Pressel CEO/Founder Charity Finders Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: Chris Dumas, FirstGiving
  4. 4. Agenda 1. Effective marketing techniques 2. Search engine optimization (SEO) 3. Search engine marketing (SEM) 4. What should visitors be able to do on your site? 5. Q & A (throughout) © CharityFinders, proprietary & confidential, not for reproduction
  5. 5. Search Engine Optimization (part 1) 1. What are the key search engines? 2. How do they work? • 200+ ranking factors! 3. What can you do to optimize your search engine standings? a. Metatags • Description • should be < 150 characters • Keyword b. Choosing and Using Keywords • < 10 keywords per page • Use keywords/phrases liberally in page title, headings, body • Use HTML tags to denote headings (e.g., H1, H2, etc.) • Use different keywords on different pages • Keep them updated • You should have a keyword that is in your website address. • You should have a keyword that is in your page title © CharityFinders, proprietary & confidential, not for reproduction
  6. 6. Search Engine Optimization (part 2) c. Keyword selector tools • http://inventory.overture.com/d/searchinventory/suggestion • Google Zeitgeist - www.google.com/press/zeitgeist.html • Google AdWords Keyword Tool - https://adwords.google.com/select/KeywordToolExternal • Google Trends - www.google.com/trends • MSN Search Insider - www.imagine-msn.com/insider • Yahoo Buzz Index: http://buzz.yahoo.com d. Links • Incoming • Count your link:in Google, type “link:www.yournonprofit.org” • Choose relevant, reputable sites • Outgoing • Twitter account • # followers • Tweet/retweets © CharityFinders, proprietary & confidential, not for reproduction
  7. 7. Search Engine Optimization (part 3) d. Use blogs • Within your site • Interactivity • Offer RSS feeds • Lots of incoming links • Submit your blog to technorati.com • Submit your blog to bloggrader.com e. Avoid splash pages f. Don’t require cookies g. Use alt text (on every image) h. Robots.txt i. Search engines prefer HTML j. Search engines prefer text over graphics k. Don’t use frames l. Be careful with Flash and JavaScript m. Create a site map n. All pages should be easy to navigate to (esp. home page) o. Create focused pages © CharityFinders, proprietary & confidential, not for reproduction
  8. 8. Search Engine Optimization (part 4) q. Get listed in important directories: • The Open Directory Project: www.dmoz.org • Yahoo Directory: http://dir.yahoo.com • ZoomInfo Directory: www.zoominfo.com r. Use conversion forms s. Page titles should be descriptive, and <70 characters t. Purchase your domain name (URL) for as long a period as possible u. Get your traffic rank at www.alexa.com v. Your site should display with or without the “www” • set up a permanent “301” redirect w. Keep your site updated frequently x. Register with search engines • Unpaid • Paid SEO is based on unknown and changing algorithms! © CharityFinders, proprietary & confidential, not for reproduction
  9. 9. Private Website Consultation I’d like to offer each of you a free private website consultation  One hour  Consultation includes:  CharityFinders’ assessment of your site  Recommendations  Building your nonprofit's most-needed functionality  In person or by webinar  Include anyone you want (e.g., ED, DD, board members, etc.)  In one location or several  We’ll contact you in 1-2 business days to schedule the consultation © CharityFinders, proprietary & confidential, not for reproduction
  10. 10. Page Rank  Google PageRank (0-10)  Ranks the importance of a web page  Calculate your own PageRank  www.top25web.com/pagerank © CharityFinders, proprietary & confidential, not for reproduction
  11. 11. Social Mediasphere  del.icio.us bookmarks  Enables web users to save their bookmarks  Helps you get more traffic  Encourage as many people as possible to bookmark your site on del.icio.us  digg.com  socialmedia site  anyone can submit articles, and vote for them  You should submit your organization’s articles © CharityFinders, proprietary & confidential, not for reproduction
  12. 12. Website Grader Report  Grades your site: 0-100  Ranks the percentile of a web page regarding its marketing effectiveness  Blends data from:  search engine data  website structure  traffic  site performance  etc.  Calculate your own website grade  www.websitegrader.com © CharityFinders, proprietary & confidential, not for reproduction
  13. 13. Search Engine Marketing (SEM) is Cost Effective • SEM is substantially lower cost than traditional marketing efforts • Cost of Acquisition Across Different Channels © CharityFinders, proprietary & confidential, not for reproduction
  14. 14. Sponsored Link: to attract clients © CharityFinders, proprietary & confidential, not for reproduction
  15. 15. Landing Page: for clients © CharityFinders, proprietary & confidential, not for reproduction
  16. 16. Sponsored Link: to attract donors © CharityFinders, proprietary & confidential, not for reproduction
  17. 17. Landing Page: for donors © CharityFinders, proprietary & confidential, not for reproduction
  18. 18. Setting up a PPC campaign Tools • Google Grants • Microsoft AdCenter demo © CharityFinders, proprietary & confidential, not for reproduction
  19. 19. Your website: 7 Key Goals of an Effective Website You should strive to achieve these goals for your site: •Findability •Stickiness •Loyalty •Referability •Maximum conversion rate •Dynamism •Positive ROI © CharityFinders, proprietary & confidential, not for reproduction
  20. 20. Contact Information Allan Pressel, CEO/founder Allan@CharityFinders.com www.CharityFinders.com 877-456-3210 641 21st St. Hermosa Beach, CA 90254 © CharityFinders, proprietary & confidential, not for reproduction
  21. 21. Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors

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