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SEO Basics | Getting Started with SEO & Content Marketing


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Learn seo basics, while still being able to create compelling, interesting content.

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SEO Basics | Getting Started with SEO & Content Marketing

  1. 1. Search Engine Optimization &Content MarketingJen Callahan & Daiv Whaley
  2. 2. What is SEO?SEO is the process of improving the visibility of awebsite or Web page in a search engine’s natural, orunpaid, search results. For nonprofits, the target mightbe to attract more visitors to your website fordonations, volunteerism or awareness of your mission.
  3. 3. What is Content Marketing?Content Marketing is about telling your story in amanner that engages your audience so they wish tosupport you. Content marketing uses visual and text-based information to elicit a response.Examples include aninfographic, whitepaper, article, video, webinar, etc.
  4. 4. Most Popular Search Engines
  5. 5. Number of Search Queries a Day on Google
  6. 6. The SEO Pyramid of Success
  7. 7. Keyword ResearchGoogle AdWords is a free keyword tool that can help youdiscover phrases that relate to your nonprofit’s mission, which youcan then use on your website:Google Analytics can also help you discover new keyphrases:
  8. 8. Meta DataMeta data is used to help search engines understand what yourWeb pages are about. Effective websites always use meta data.Most people will only encounter meta data in the blue bar at thetop of some Web browsers. This “tag” is called the Title Tag.
  9. 9. Meta DataTitle Tag: <title>Digital Marketing Firm, Analytics Agency |Fathom</title> [ Describes what the page is about]Meta Description: <meta name="description" content="Get salesleads &amp; profitable revenue from a digital marketing firm:predictive analytics, email, SEO, PPC, video, social media, Webdesign, mobile."/> [What searchers see on search results pages]Meta Keywords: <meta name="keywords" content="onlinemarketing, seo firm, search engine marketing, online marketingfirm, search engine optimization, seo marketing, paid search,online video production, email marketing"/> [features wordsRELATED to page content – don’t use more than 8 terms]
  10. 10. Onsite SEOA variety of tactics are used to get important keywordsresearched using the Google Keyword Tool on your pages. Thetrick? Getting them to read well for human visitors as well as berecognized by search engine robots. Keywords in URLs Keyword enhancement in content Page headlines and sub-headlines H1, H2, H3 tags for those headlines Content-based links to other pages that use the samekeywords (internal linking) Sitemap Copy blocks at the bottom of pages (optional)
  11. 11. Calls to ActionYour website should provide information about your nonprofit whileeliciting a response from your audience. How can someone enter youroffices if there is no doorbell in existence? Calls to Action enable yourwebsite to engage visitors to: Donate funds Sign up to volunteer Donate items Request more information Schedule site visits, interviews, etc.
  12. 12. Content: Essential Elements for NonprofitsIf you’re not giving your visitors the essential pieces of contentthey need, they’ll go elsewhere to find it. Put yourself into theshoes of your audience and determine the essential elementsthat need to be on your website or distributed through socialmedia.Your content should revolve around your mission, your clients,and how to get involved with your organization.
  13. 13. Content: Essential Elements, Cont. Home page test: Within 5 seconds, visitors should understand whatyour mission is about. Share your mission: Use concise, plain language about what yourorganization does. If your goal is donations, make it easy for visitors to donate (and usea compelling call to action). Credibility: Donors want to know they can trust you and what youwill do with their money. Showcase credibility, accountability &good stewardship. Talk to your volunteers. Have content ready and waiting for them. Media kit: Make it easy for journalists and bloggers to find theinformation they need on your site.
  14. 14. Content: Essential Elements, Cont. Be sure content meets your visitors’ needs: resources pages,educational guides, position papers, multimedia resources. Show transparency: Before donating, many want to know what you’lldo with their donations, their time or their gifts. Content such asinfographics, charts, graphs and photos can captivate visitors. Keep it fresh. If you never update your website or add new pages ofcontent, why would anyone come back? Keep content fresh with ablog, testimonials, stories of how you use donations, new images, etc. Take advantage of user-generated content: A forum where like-minded people can share community stories can keep beef up newcontent.
  15. 15. Content: Essential Elements, Cont. Always make it easy for visitors to share information via social media.Facebook, Twitter, Pinterest, Google+ icons should be on your Webpages. Encourage visitors to share your content via their favorite socialnetwork. Be sure that your branding is consistent throughout all marketingmaterials: logos, fonts, colors and taglines should be incorporatedinto your website’s design. Match design & content: use compelling images and text thatresonates with visitors. If you’re able, add video. Add clear, bold calls-to-action.
  16. 16. QUESTIONS?