SEO – search engine optimization – is the practice of improving, and promoting a website in order to increase the number of visitors the site receives from search engines. The majority of traffic to your organization or library website may come from the three major search engines - Google, Yahoo, and Bing.
In this free webinar with Whole Whale, learn some basic SEO tips for beginners to help your organization's site and content rank higher and be found more consistently, helping you grow your reach and supporters.
There are over 200 factors that translate in the the Google Search algorithm that handles over 1 trillion searches each day. This session gives a simple history of how we got here and the basics of the algorithm. We cover the main topics and key terms you should know, as well as the guiding principles of the system. This overview will help your team start to decode the nice versus necessary elements of SEO your organization can use to increase organic traffic.
Takeaways:
-- Keyword research
-- Link-building basics to increase traffic
-- Understanding the on-page and off-page principles of the algorithm
11. Contents
●Part 1: How it works
●Part 2: The SEO Process
o Keywords
o Content
o Links
12. Poll Time
What are you looking to take away the most?
●Where to start with SEO
●Choosing keywords
●Understanding what content to create
●How to build links
●Other
14. What is SEO?
Search Engine Optimization (SEO) –
the practice of improving and
promoting a website in order to
increase the number of visitors the site
receives from search engines.
Basically, it’s about ranking higher in
the search engine results for keywords
related to your site.
Ads
Results
15. What Google Search is doing
●Organizing the world’s information
●Helping you find what you’re looking for
●Monetizing (& taking over the world)
Narrow AI
Fast, Accessible, Relevant Results
16. My Brief and Selective History
● Human (Dawn of time - 1994)
● Crawling Spiders/bots (1994)
● Google PageRank (1998)
○ Spammers mess with links
○ Google responds
● Social starts to factor in (2009)
○ Spammers create content farms
● Speed + Device begin to factor into search
● Google responds (Panda 2011) to focus on quality content
○ Spammers build link farms
● Google responds (Penguin 2012)
● Knowledge Graph (2012)
○ Spam links…
● Hummingbird (2013)
22. Two buckets of SEO
● Content + Keywords
● Site Structure
○ HTML tags (H1,H2,
Alt,title)
○ Speed
○ Mobile responsive
○ Video + Image tagging
● Links!
● <a href=”#”>Anchor text</a>
● Domain authority
● Social reputation
On-Page Off-Page
And 200+ other factors!
29. Research Tools
Goal: How does your audience talk about the topic?
Tools
● Search Auto-Complete
● Google.com/trends
● Google Ad Planner
o Similarweb.com
o Keyword ideas
● Google Search Console
● MOZ.com/content
● Thinkwithgoogle.com/mar
keters-almanac/
● Youtube.com/trending
33. Google AdWords Grants!
●$10k per month for Google AdWords
●Eligible 501c(3) Google.com/nonprofits
●Use or lose
●Playing with the house’s money!
Google AdWords Grant Course
Code: WEBINAR (50% off)
WholeWhale.com/University
44. ● Fills a perennial need
● Answers a unique question
● Serves as a timeless reference
● References other authorities
● Seasonally effected/relevant
● The page of a book you’d dogear
● Designed to hook users from
search
Evergreen Content
45. List Example
Highly shared & indexed by Google,
lead to increased traffic, that lead to
+3k users to other pages.
46. The Content Funnel
Capture Engage Convert
Content marketing:
create content that
captures organic traffic,
drives referrals and
social shares to reach
new audiences
Create content that helps
people learn about your
programs and helps
them picture themselves
as part of the solution
Design conversion
pages that drive
users to take
meaningful actions
like signing up for
programs
52. Copywriting
Goals: People judge an article by its title first.
Tools
● Hubspot.com/blog-topic-generator
● Headlines.sharethrough.com
● Think With Google Almanac
62. Link Building Process
●Discovery
o Choose the content
o Choose the target
Blogs, Communities
Competition - ispionage.com + Similarweb.com
Resource lists
Social Influencers
Partnerships
●Outreach
●Execute on your list + Learn
63. Link Building Outreach
● 1:1 Outreach
●Broadcast new content
o Social, PR, Email blast
●Pay to play
o Paid social/search ads around target content
o (Google AdWords Grants!)
66. Analyze - Google Search
● Analyze who is linking
●Build the partnership
●Look for similar sites
67. Poll Time
I am most excited about getting to work on:
●Playing with the cool website tools
●Doing our keyword research
●Writing some awesome content
●Rewatching this… I have a lot to do
Welcome everyone to: Title
Thanks so much for joining us today.
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If you were registered more than an hour ago, the reminder email has the PowerPoint slide deck attached as a link in the right hand column. Keep in mind a lot of today’s webinar will be a live shared demo so that won’t be in the slides, but will be in the recording to view later. If you are hearing an echo, you may be logged in twice, so you will need to close one of the Readytalk windows. If you have any other technical issues, dial into the 800 number.
TechSoup Global doesn’t just help NGOs overcome barriers to effective use of technology. We also help NGOs overcome language, economic, geographic, cultural, knowledge, and access barriers.
We create new ways to access technology, new paths to connect and network, and new means to learn and develop skills — all so that NGOs can operate at their full potential, more effectively deliver their programs and services, and better achieve their missions.
TechSoup Global doesn’t just help NGOs overcome barriers to effective use of technology. We also help NGOs overcome language, economic, geographic, cultural, knowledge, and access barriers.
We create new ways to access technology, new paths to connect and network, and new means to learn and develop skills — all so that NGOs can operate at their full potential, more effectively deliver their programs and services, and better achieve their missions.
Our work and our impact are worldwide.
Additional statistics showcasing TechSoup Global’s impact (data as of September 30, 2014):
14.1 million software and hardware donations to date
2,250 social innovation technologists and civil society activists convened monthly in 41 cities (22 countries) through TechSoup Global’s NetSquared Local groups
66,000 social media followers
79%of NGOs have improved organizational efficiency with TechSoup Global's resource offering*
57% of constituents have gained new skills using technology acquired from TechSoup*
* Source = survey conducted among TechSoup members in 2013