An overview for organic search beginners with tips for Nonprofits looking to build their online presence.

2. SEARCH ENGINE
OPTIMIZATION 101
LYNN MAKELA

3. AGENDA
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01 What is Search Engine Optimization?
02 Keywords + Content Strategy
03 SEO: For Your Website
04 SEO: Everywhere Else
05 SEO For Nonprofits
06 Appendix
07 Q & A

4. SEARCH EVOLUTION
4
Settle debates with friends.

5. SEARCH EVOLUTION
5
No need to watch games anymore.

6. SEARCH EVOLUTION
6
Congratulations, you’re a doctor!

7. 7

8. 8
SEOSearch Engine Optimization

9. 1
WHAT IS SEARCH ENGINE OPTIMIZATION?
A n o v e r v i e w o f s e a r c h a n d h o w i t h a s c h a n g e d .
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93% OF ONLINE EXPERIENCES START WITH A SEARCH
Adobe Marketing Cloud, 2014

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ORGANIC SEARCH
RESULTS
PAID RESULTS
(ADS)

12. SEARCH THEN
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OPTIMIZE YOUR SITE… R AN K H IGH ON SEAR C H R ESU LTS,
IN C R EASE “ FR EE” TR AFFIC

13. SEARCH NOW
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• SEARCH ENGINE
• LOCAL SEARCH
• SOCIAL SEARCH
• MOBILE SEARCH
• VOICE
• VIDEO

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DEVELOPMENT
SOUND SITE DESIGN
KEYWORDS
RELEVANT INFORMATION
LINKS
INCREASING EXTERNAL LINKS
OLD SEO

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ARCHITECTURE
COMPLIANT DESIGN,
STRUCTURED DATA
CONTENT
AUTHENTIC, PERSONALIZED,
AND FRESH
AUTHORITY
DIGITAL PR, SOCIAL
STRATEGIES
NEW SEO

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Great, but why is SEO so tough?
OVER 200 SEARCH ENGINE RANKING FACTORS EXIST TODAY

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But, how do I succeed?
Build a search plan.

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KEYWORDS + CONTENT STRATEGY
To u n d e r s t a n d t h e v a l u e o f a k e y wo r d , we n e e d t o u n d e r s t a n d o u r o wn
we b s i t e s , m a k e s o m e h y p o t h e s e s , t e s t , a n d r e p e a t – t h e c l a s s i c we b
m a r k e t i n g f o r m u l a .
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KEYWORD SCIENCE
POTENTIAL
DEMAND
RELEVANCY
VALUE
INSIGHTS DRIVEN
CONTENT SCIENCE
FRESH
STRATEGIC VALUE
FORMAT
OPTIMIZATION

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WHY/WHAT/HOW
APPROACH
Why are we creating content?
We are creating (and promoting) content for targeted audiences to
sign up and engage with media, products, and subject matter
experts.
To build community, find volunteers,
increase donations
What content are we creating?
Engaging, compelling content that can grab web traveler’s attention
and encourage interaction, increase awareness, and drive leads.
Thought leadership, event
information, organization news
How will we create this content?
Plan asset creation to be found easily in distribution channels by
the target audience.
Plan content + SEO together to drive
organic traffic.

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VOICE AND CONVERSATIONAL SEARCH QUERIES ARE MORE COMMON.

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KEYWORD RESEARCH
• GETTING STARTED
• Google Adwords Keyword Planner
• Bing Keyword Tool
• Übersuggest
• Google Trends

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KEYWORD RESEARCH
• GETTING STARTED (with links)
• Google Adwords Keyword Planner
• http://adwords.google.com/KeywordPlanner
• Bing Keyword Tool
• http://www.bing.com/toolbox/keywords/
• Übersuggest
• http://ubersuggest.org/
• Google Trends
• http://www.google.com/trends/

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QUICK TIP
QUICK TIP
Completing a couple of test searches on Google is easy and will give you a quick
glimpse at where your competition lies for this idea. Always ask yourself, “Would I click
this headline?”

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WEBSITE OPTIMIZATION
A functional website is a happy website.
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ON-THE-PAGE SEO
Webpages created and designed with the user’s best
interest at heart
• TENDS TO INCLUDE:
• Metadata
• Clear organization (descriptions, headings)
• Unique, useful content
• Info based around key search terms
• Keywords
• Relevant links (on and offsite)

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• TITLES Google typically displays the first 50-60 characters of a title tag. Keep titles
unique and under 60 characters to display properly.
• KEYWORDS Focus on 1 – 2 primary or long-tail keywords per page or article and use
in title, headings, meta description, and alt tags.
• Primary Keyword: the main topic you want to rank for: Volunteer in Seattle
• Long-tail Keyword: a longer, more detailed keyword: Volunteer on Seattle Works Day
• URL Ensure URL includes a primary keyword
• META DESCRIPTION Use keywords in this section and limit length to 155 characters.
Keep in mind that this introduces people to the page topic in SERPs.

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TITLE
URL
META DESC

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IMAGES Use at least one optimized image (uses descriptive filename and keyword
within alt text) per web page.
CONTENT Mention your keyword at a normal pace throughout your post. This means
you should include your keywords, but only in a natural, reader-friendly way.
HEADINGS Should be descriptive of the paragraph copy. Using keywords in a heading
can improve search relevance and show search engines what the page content is about.
Use only one <H1> on a page.
LINKING Add 1 – 2 contextual links to relevant pages on your website using with
descriptive text. Do not link excessively to other websites, focus on important ideas.

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MAKE LINKS CONTEXTUAL
Using here as a link doesn’t clue site crawlers in to what you are linking and where
you are sending readers. Instead try something that helps both crawlers and the
audience, Form a Seattle Works Day Volunteer Team.

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SEO EVERYWHERE ELSE
Optimizing your brand as you ride into the digital sunset.
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OFF-THE-PAGE SEO
Search engines look at these factors to
determine how relevant, credible, and
popular website content is around the web.

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VIDEO
• YouTube videos appear in search results
• Optimize videos for search to improve
branded positions in search results
• Build your YouTube channel to match
website branding
• Include a title and organization description
• Link back to your website
• Build playlists for key topics
QUICK TIP
Use SEO title and description best practices when
planning social media content.

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NOT ALL SOCIAL CONTENT IS INDEXED BY SEARCH ENGINES - YET

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• Have their own (and
different) algorithms to
display popular content
shared from outside sources
SOCIAL MEDIA NETWORKS

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• Use titles and copy that support
your content focus
• Use links with other brands,
events, and webpages to drive
traffic back to your FB page and
website
• Create engaging graphics that are
shareable
• Build a social content calendar
and policy so others can post with
the same brand voice
• Have a social crisis plan
SOCIAL SEO PLAN

38. 5
SEO FOR NONPROFITS
H o w d o n o n p r o f i t s p r i o r i t i z e S E O ?
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• Creating more channels than you
have time to manage
• Burning out, buddy up to do SEO.
Reach out to pros on LinkedIn!
THINGS TO AVOID

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SHARING IS CARING – SHARE SEO RESPONSIBILITES

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Don’t forget
LOCAL SEARCH
Email Summary
• 1 in 3 searches have local intent
• 50% mobile searches have local intent
• Setup a Google My Business Profile

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FREE TOOLS
Google My Business
www.google.com/mybusiness/
Google Analytics
www.google.com/analytics/
Google Search Console
www.google.com/webmasters/tools/
Google Trends
www.google.com/trends/
Buzz Sumo
www.buzzsumo.com
CMS SEO Plugins
- SEO Yoast (Wordpress)

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MOZ ON-PAGE
SEO GUIDE
• HOW TO OPTIMIZE A WEBPAGE
• SOURCE:
http://moz.com/blog/visua
l-guide-to-keyword-
targeting-onpage-
optimization

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KEEP LEARNING
READ
• Moz On-Page Ranking Factors (http://moz.com/blog/visual-guide-to-keyword-targeting-
onpage-optimization)
• Search Engine Land: SEO Guide (searchengineland.com/seotable)
• Violations from Search Engine Land (http://searchengineland.com/guide/seo/violations-
search-engine-spam-penalties)
PERUSE
• Search Engine Journal (http://www.searchenginejournal.com/)
• Buffer Blog (social media and some SEO information, http://blog.bufferapp.com)

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QUESTIONS?

46. 6
APPENDIX
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KEY TERMS
Algorithm – A link analysis used to help determine the relative importance of site. For Google,
the search algorithm is PageRank.
Crawl - Exploration of websites by search engine software (bots) in order to index content.
Metadata - Statements within the HEAD section of an HTML page which furnishes information
about the page. META information may be in the SERPs but is not visible on the page. It is very
important to have unique and accurate META title and description tags, because they may be
the information that the search engines rely upon the most to determine what the page is about.
Also, they are the first impression that users get about your page within the SERPs.
SERPs (Search Engine Results Pages) – The page returned to your search query after
entering keywords into a search box.