How to Attract More Donors and Visitors to Your Nonprofit Site with SEO

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

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Today’s Speaker

Allan Pressel
CEO/Founder Charity Finders

Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: Chris Dumas, FirstGiving

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

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


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


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

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!

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


Page Rank

 Google PageRank (0-10)
 Ranks the importance of a web page
 Calculate your own PageRank
 www.top25web.com/pagerank


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


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


Search Engine Marketing (SEM) is Cost Effective

• SEM is substantially lower cost than traditional
marketing efforts
• Cost of Acquisition Across Different Channels


How to Attract More Donors and Visitors to Your Nonprofit Site with SEO

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