This document discusses the importance of search engine optimization and search engine marketing for non-profit organizations. It notes that 60-70% of visitors to charity websites come from organic search and paid search makes up 5-10% of visits. The document provides tips on optimizing a website to improve the user experience and reduce bounce rates, including keeping the site organized and tidy with clear navigation, minimizing 404 errors, and adding internal links. It also discusses tools for analyzing search keywords and traffic sources to inform content creation and advertising. The key recommendations are to review top performing pages and keywords, continuously create new content targeting relevant search queries, and optimize the website.

1. Search – Why it matters
Seamus Morley
Web: www.find50-marketing.co.uk
Twitter: @find50

2. Bio
• 20+ years’ marketing/business experience
• 10 years of owning a business
• Focus on digital marketing (PPC, SEO..)
• 5+ years in the charity sector
• Clients: RNIB/ HelpAge/Alzheimer`s, etc, etc

3. Existing Demand Search Address needs
-Organic
-Ads
-Social Media
What How Content
No Demand Referring Linkable
• Awareness Raising Banner Ads Eye catching
•Events/ Fundraising Social Media
•Advocacy

4. Google AdWords
Grant Account
• Search Only
• $10kperM/$2Max Bid
• CPC: $.4/1.0 >Mobile
• Ad Types:
– Text
– Dynamic Search
– Direct Download App
RENEW in July 2013 !
Paid Account
• Search + Display(Banner)
• Ads Types:
– Text,etc/ Image / Video
• Display Targeting:
– Keywords
– Placements
– Topics
– Interests/ Remarketing
• CPC: £.2/1.5+

5. • Organic
• PPC
• Email
• Social Media
• Referral
• Banner Ads
• 60/70%
• 5/10%
• 3%
• 5/8%
• 10%
• 2%
Typical UK Charity Site Visitor Sources:
Source % Total Visits
Source: find50 data

6. The changing face of Search
• Library
• Citation
• Links
– Panda
– Penguin
– Social Media
• Link Graph
– Facebook
• Long Queries
– 54% > 3 words
• New Ones
– 20% never seen before
• AdWords
– 70% have no Exact Match
– Dynamic Search ads.

7. Google is Watching!
• Back button - `Bounce Rate`
– Charity sector BR 60/70%
• Your `Time on Site`
• Your Site/Pages `Engagement`
Do visitors like your content ?
Penalises for sites that do not give a good visitor experience

8. Is your web site like a badly organised
Dept store ?
Keyword entrances
high Bounce Rate ?

9. `
Untidy Dept Store ?
• Poor Directions
• Dead Ends
• Poor Signs
• Dept Confusion
• Poor Layout
• Poor Service
 Site Map/Page Speed
 404 Pages, etc
 Page Title/Snippets
 Duplicate Pages
 IA/Internal Links
 Lack of Call to action
The ££ cost of acquiring a beneficiary/donor ?

10. Free tools to `tidy` up
• Google Analytics
-Bounce Rate
-Goals
-Attribution
• AdWords
-Search Queries
• Webmaster Tools
-404/ Snippets/Duplicates
• Screaming Frog
• Work with your wed
dev team

11. Search Keywords
Sources
Your own data:
• Google Analytics
• Webmaster Tools
• AdWords
• Bing/ WMT
• Google Suggest
KW Tool > careful...
Analysis
• Excel
• AdWords Editor
• All `data` based
• NB:None are `semantic`

12. The long tail of Search
Top 10 Kwds = 11% Total | Top 100 Kwds = 20% Total

13. 0
20,000
40,000
60,000
80,000
100,000
Visits by Keyword
Visits
Understand your data
80/20 rule
Beware site `averages`
Segment Kwds by: region/site section/ ?

14. Keyword Market Share
• SEO Moz ££m
• Searchmetrics ££
• Google Trends
– Brand searches
– Competitor
– Category

15. What to do now ?
• Check Keyword
performance
• Review top landing
pages
• Keep creating Content
– Forum (CGC)
 Brand, Category, other,
long tail
 What `problem` are you
solving ?
 Optimise/ Optimise/
Optimise

16. #charitydigital
Follow up info/data via tweets
today and tomorrow.
Presentation plus notes available at:
www.find50-marketing.co.uk
Comments/feedback welcome at:
seamus@find50-marketing.co.uk