This document provides tips for non-profits to improve their website for search engine optimization (SEO) in 3 sentences or less: It discusses how search engines work and evaluates websites, provides tips to avoid penalization by search engines like Google, and offers recommendations on keyword analysis, optimizing website structure and content, tracking backlinks, and using analytics and SEO tools. The document also briefly mentions integrating SEO with social media.

1. SEO for non profits
Improving the website for search engines.
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2. How the search engines work
88% 7% 4%
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3. Google questions
• Would you be comfortable giving this site your credit card?
• Would you be comfortable giving medicine prescribed by this site to your kids?
• Do you consider this site to be authoritative?
• Would it be ok if this was in a magazine?
• Does this site have excessive ads?
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4. Don’t try to fool Google Panda and Penguin
Avoid the following techniques:
Automatically generated content
Participating in link schemes
Creating pages with little or no original content
Cloaking (show google different content)
Sneaky redirects
Hidden text or links
Doorway pages
Scraped content
Participating in affiliate programs without adding sufficient value
Loading pages with irrelevant keywords
Creating pages with malicious behavior, such as phishing or installing viruses, trojans, or other badware
Abusing rich snippets markup
Sending automated queries to Google
https://support.google.com/webmasters/answer/35769
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5. Keywords analysis
https://adwords.google.com/ (keyword tool)
http://www.wordtracker.com/
http://www.keywordspy.com/
• guessing
• check competitors
• ask people
• google AdWords
• other tools
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6. Optimizing the website
https://developers.google.com/structured-data/
schema.org
• URL
• title
• description
• h1/h2/h3
• menu
• Internal links
• content
• rich snippets (microdata or microformats)
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7. Backlinks
https://www.google.com/webmasters/tools/external-links
• Google links to your site in webmaster tools
• Bing webmaster tools
• Google analytics
• http://www.alexa.com/
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8. tools
• www.quantcast.com (demographics)
• www.kissmetrics.com (who are your users)
• www.factbrowser.com (get ideas)
• www.surveymonkey.com (surveys)
• peek.usertesting.com/
• moat.com (competitors advertizing)
• archive.org (wayback machine)
• Semrush.com
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9. SEO and social media
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