SEO for Associations

SEO for Associations | February 16, 2017 with Derek Mabie & Jason Stone
SEO for Associations
Creating Success with Market Data and SEO in
2017
With Derek Mabie, Evolve Digital Labs & Hosted by Jason Stone, Engage
Association Best Practice Series

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Jason Stone
• Internet marketer since 1996
• Washington University, MBA
• Member, ASAE
Email jstone@engagesoftware.com
Twitter @StoneSTL
LinkedIn linkedin.com/in/jasonhstone
VP, Sales & Marketing, Engage

3
Housekeeping
• All attendees are in “listen-only” mode.
• Q&A session at the end of the presentation.
• Use the chat box to ask questions or alert us to any
technical difficulties.
• A recording of today’s presentation will be made
available.

4
Post Webinar Survey
There will be a 5 question survey at the end of the event.
Completing the survey enters you into a drawing for a $25
Amazon gift card!
Your Feedback Is Important to Us!

5
Derek Mabie
• Digital Innovation Specialist – Evolve Digital Labs, est. 2009
• University of Oklahoma
Email derekm@evolvedigitallabs.com
Twitter @evolvedigitally
LinkedIn linkedin.com/in/derekmabie
President & Owner, Evolve Digital Labs

SEO has Evolved
• No longer just Meta keywords, description
• There are no “quick fixes”
• Content is King
• SEM and paid search matter
• Mobile first is a big deal
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Website/SEO – Major Differentiator 2 Years Running
2016 State of Digital Marketing in Associations
Report
• Shows that “Website and/or SEO” has the
largest gap between successful groups
leveraging the tactic effectively (62%) and
less-successful groups effectively using the
tactic (30%).
• Shown to have the largest gap in 2015 as well
• Takeaway: Learn from those who are doing
well & apply the techniques that are proving to
be successful
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Can you Answer These Questions?
Can you identify the online opportunity for your
business/association?
Do you have a fiscally responsible investment strategy?
Are your markets properly segmented?
What are the threats in your marketplace?
Do you have a plan for maximizing search visibility for each
segment?
Is your website primed to drive conversions?
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A Website Audit Answers These Questions
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Primary Reasons for an Audit
Major Website
Changes
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Significant Brand or
Product Updates
Industry
Disruption
Declining Sales
or Memberships

Top 3 Things To Look For When Conducting an Audit
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1. Market Opportunity
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Identify the Total Market and True Market
Total Market True Market

2. Technical Assessment
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3. Click Share
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Impression Impressions Clicks CTR Basis
Est. Paid
Clicks
Click Share
Definition
Impressions
Received Total
Market Impressions
Number of Searches
performed for a term
Number of
searchers who
clicked on a paid ad
Clicks/Imp.
Percent of
Impressions Resulting
in a Paid Click
Impression *
Basis
# of Clicks/ Est.
Paid Clicks
Brand 100% 76,217 7,381 9.68% 13.10% 9,984 73.93%
Non-Brand 89.9% 65,088 1,808 2.78% 8.30% 5,402 33.47%
Total 90.50 141,305 9,189 6.50% 10.70% 15,120 60.78%
Number of Campaign Clicks/Number of Overall Clicks

How To: Uncover Your ”True Market”
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What Drives ROI?
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Old Model New
Model

Assumptions of Campaign Success
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Sales
Leads
Clicks
Impressions
Sales
Total
Leads
Clicks
Impressions
Success in Digital Looks Different

How to Prioritize Your Marketing Mix
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Align Resources with Opportunity
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Social Search Analytics Email On-Site
Design
Develop
Write
Application
Knowledge
Strong
Capability
Moderate
Capability
Low
Capability

Awareness Informs Budget Allocation
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Social Search Analytics Email On-Site
Impressions
Clicks
Paid Clicks
Investment
$$
Strong
Capability
Moderate
Capability
Low
Capability
$$
$$
$$
$$$$
$$
$ $ $
$ $
$$
$$
$$$$
$$
$$
$$ $

Audit Informs New Dashboard Goals
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100 New Customers*$1,500.00
Acquisition Rate:
% of Leads to Customers = CRM
Leads:
# of Offered Leads - CRM
Conversion Rate:
% of Visitors that Engage on-site -
Analytics
Visitors:
# of Visitors Analytics
Impressions
Channel Impressions
Avg. Position
Position of Message
CTR
Clicks / Impressions

Top 3 Things an Audit Tends to Reveal
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1. Content Realignment
• What you call
something and what
your visitors call the
same thing may differ.
• Use of jargon
• Information
Architecture,
navigation, menus
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2. Technical Proficiency
Website Speed / Load
Times
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Distribution of clicks
(branded vs. non-
branded)

3. Distribution of Clicks
• Branded
vs. Non-
Branded
26

Organizations that tie marketing
metrics directly to business objectives
are
3x
more likely to hit their business goals
27

Action Items
Stay Current on the
Mobile/Cross-platform
evolution
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Gain an Understanding of
the power behind
Google/Measurement
See our checklist
at
http://bit.ly/edlseoa
udit

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Connecting the Dots…
• All developers and designers are US-based here in St. Louis
Missouri
• Analytics, Design, CMS, AMS, CRM, and custom software
development
• In the past 4 years, 25+ successful association website
launches
• 18 years of software development
About Engage

Ad Grants
• Non-Profits Eligible for
$10K in AdWords Grants
• Connect with Evolve
Digital Labs for
information about the
grant process.
• 1.844.GO.EVOLVE
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Q&A
Question and Answer

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Don’t Forget Our Survey!
There will be a 5 question survey at the end of the event.
Completing the survey enters you into a drawing for your $25
Amazon gift card!
Your Feedback Is Important to Us!

33
Next Webinar
Empowering your members with
strategic marketing
Presenter: Lindsay Matush, Vario
Consulting
April 20, 2017, 2:30PM EDT
Save the Date!
Association Best Practice Series

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Thank You for Attending!
Derek Mabie
Email derekm@evolvedigitallabs.com
Twitter @evolvedigitally
LinkedIn linkedin.com/in/derekmabie
Jason Stone
Phone (314) 884 - 2448
Email jstone@engagesoftware.com
Website www.engagesoftware.com

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