3. We’ve seen a big drop in traffic, can you fix it?
We would like to show up at the top of Google for
Keyword X, can you do that for us?
Our web designer did SEO for us when the site was
built, do we need to do anything else?
Can you ALSO do some SEO?
http://www.shoemoney.com/2012/07/26/welcome-to-the-negative-seo-wars
What Nonprofits Ask Us About SEO
4. Versus thousands of
the smartest engineers
in the world
Who won’t share the
rules AND change
them all the time
While 10’s of millions
of websites compete
SEO is a Game
5. SEO is a Game
Versus thousands of
the smartest engineers
in the world
Who won’t share the
rules AND change
them all the time
While 10’s of millions
of websites compete
6. 25% of Clicks
75% of
Clicks
25% of Clicks
75% of Clicks
Over 3 billion
searches on
Google a day
95% of all clicks
happen on page 1
Why We Play The Game
7. 25% of Clicks
75% of
Clicks
25% of Clicks
75% of
Clicks
The Moz Beginners Guide to SEO
(moz.com/beginners-guide-to-seo)
Google’s SEO Starter Guide
(static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/sear
ch-engine-optimization-starter-guide.pdf)
SEO In Practice – ebook & quizes
(seoinpractice.com)
Great Resources for DIY SEO
Good News: You’re Not Alone
8. Strategy – What keywords you should target
Website Content – What your users see
Meta Content – What search engines see
Technical – Give Google what they want
Linking – An online popularity contest
5 Major Factors for SEO
9. Google knows exactly what 3 billion people are
looking for every day.
Keywords are Everything!
10. What do you want to be
found for?
Target keywords need to
be 100% relevant to your
websites content
Analyze
volume, competition, sear
chers profile, and intent
Nuance matters
Strategy = Picking the Right Keywords
12. AdWords Keyword Planner
https://adwords.google.com/ko/KeywordPlanner
Google Insights for Search
http://www.google.com/insights/search
Wordtracker
https://freekeywords.wordtracker.com
Bonus: Free Keyword Research Tools
13. Create pages about the
keywords you want to rank
for. Look at existing page
1 results – what makes
you more relevant?
Use but don’t overuse the
keyword in the main
text, page headings, and
URL
Track your progress –
always be optimizing
Keywords Become Content
Moz.com offers a 75% discount for nonprof
14. Go to Yoast.com to download this free Wordpress plug-in
Bonus Tip: Blogging for SEO
17. Don’t forget Meta Descriptions, Heading Tags (H1-H6), and Alt
Attributes for images
Title Tags shouldn’t say HOME! Describe the page using your
target keyword in <65 characters
Meta Descriptions need to be 150-165 characters, describe the
goal of the page using 2-3 target keywords
Meta Content – Common Mistakes
18. 4 relatively easy to fix technical factors
that have a big impact on SEO
Technical Website Tips
19. Don’t buy links
Instead, make great content
Good: Blog, Informational Resources, Infographics
Better: Video Story Telling, Quizzes, Interactive Apps
Linking 101
22. Step 1: Determine the best time to get started
Step 2: Run a free audit of your website for a basic diagnostic
Step 3: Run an audit
on each SEO
agency/consultant/we
b designer
Step 4: Ask about
approach to all
components to SEO
How to Hire for SEO
23. Deep Breath, Half Way There
Deep Breath, We’re Halfway There!
Any Questions?
24. AdWords
World’s most effective ad
platform
Relevancy is everything
Google Ad Grants
$10,000/mo free ad credit on
Google.com
$2 max cost per click
Ads shown below paid ads
Sign up IMMEDIATELY at
Google.com/nonprofits
Paid Search Advertising
25. The average Google Ad Grants
grantee spends approximately
$330 a month
96.3 %
27. Your #1 Goal is Donations, but…
There are two exceptions: brand terms and disaster relief.
28. Interest
Intent
Purchase
Monthly Google Search Volume
“About The Rainforest” – 5,000,000
“Deforestation” – 457,000
“Save the Rainforest” – 33,000
“Rainforest Charities” - 880
Awareness
People ARE searching for information
29. “Creative” email captureAbout the Rainforest
Deforestation
Save the Rainforest
Charities
Focus on the top of the funnel
Sign an online petition
Get Involved, volunteer, share
Donations, memberships, sales
30. Before (1/1/12 – 7/31/12)
0 newsletter signups
After (8/1/12 – 8/31/13)
14,278 emails collected
List Building with Google Ads
31. Hundreds of
thousands of emails
collected
2 custom emails
before general list
inclusion
Online donations
now on par with offline
List Building with Google Ads
32. The Only Rules
Stay on mission
Get creative
Stuck? Start with
search
volume/trends, work
backwards
What Can You Give Away?
33. 5 Tips for Unlocking Google Ad Grants’ Potential
34. Bad News
You can’t run on
keywords if you don’t
have the precise
content the user is
looking for
Good News
You can build content
to make yourself
relevant for anything
Tip #1: Relevancy is Everything
35. Rule of thumb: If you don’t have content on
your site that perfectly matches the keyword,
don’t expect it to work.
Google REALLY cares about relevancy!
36. 58% of
searches use
between 2-4
words
Average Global Search Phrase Length
SOURCE: Experian Hitwise – Oct 2009
Tip #2: Build Your Keyword list w/ the Long Tail
37. Bonus Tip: Use all 4 match type options for broad match, “phrase
match”, & [exact match] on higher volume keywords
Quality score is calculated at the keyword level
Bonus Tip: Use a thesaurus to find new ways to say the same keywords
that are performing the best
Add Keywords Without Hurting Relevancy
39. Ad Groups should have 15-30 similar keywords that
align to a specific page on the website. The more
focused the ad group, the better the ad targeting.
Campaigns
should align with
goals:
donations, volunt
eers, events, em
ail collection
Account Organization: Campaign & Ad Groups
40. Get Noticed
LOOK AT ME!
I have 1.26s to grab your attention
and convince you to CLICK HERE!
www.GetNoticed.com
Tip #4: Ad Text
41. Family Abuse Facts
41
Family Violence
Learn More - Get the latest family
violence facts here.
www.futureswithoutviolence.org
3.32% CTR
Family Abuse
Get the facts on family abuse here &
learn how you can help stop it.
FuturesWithoutViolence.org
5.56% CTR
42. 42
Headline should be hyper
relevant to the query – include
the exact keyword
Include an informative and
empowering call to action
Test 3-4 variations at all times
Remove the worst performer
every month
3.32% CTR
5.56% CTR
Family Abuse
Get the facts on family abuse here &
learn how you can help stop it.
FuturesWithoutViolence.org
Family Violence
Learn More - Get the latest family
violence facts here.
www.futureswithoutviolence.org
How to Write Effective Creative
45. Is all this information necessary at this point in the
relationship?
Most users are reluctant to divulge personal
information
4 fields is the ideal length
Conversion Rate = 50% Conversion Rate = 74.6%
Keep Forms as Short as Possible
46. 25% of Clicks
75% of
Clicks
25% of Clicks
75% of
Clicks
Official Google Adwords Certification
(http://gcptransition.appspot.com/)
Google Ad Grants Help Forum
(http://productforums.google.com/forum/#!forum/grants)
Google Ad Grants Whitepaper by Media Cause
(http://help.mediacause.org/google-grants)
Great Resources for DIY SEM
Want More? You’re Not Alone
47. Step 1: Is your website optimized for your goals?
Step 2: Make the agencies/consultants you’re talking with
are Adwords Certified
How to Hire for SEM
Step 3: Ask questions
about strategy. Tactics are
cheap, a good strategy is
much more important.
Step 4: Make sure you
understand where SEM &
Google Ad Grants fits in to
your overall marketing plan
50. How are the ad positions determined?
Max CPC (or Max CPM) x Quality Score = Rank Score
Rank Score is calculated per keyword
Quality Score is Comprised of the Following:
- CTR
- Quality of landing page
- Relevance of ad text
- Historical keyword performance
- Other relevancy factors
You only pay the CPC necessary to have a rank score
higher than that of the advertiser below you
Minimum CPC can be as low as $0.01
Notas del editor
(Do you have a website redesign planned? Do you like your current CMS? Do you have budget for SEO for the year?)
So just how much of a missed opportunity are we talking able, well….Read slide…Don’t worry, we’re here to help. After todays presentation we will give you the knowledge needed to ensure you don’t fall into the same set of mistakes that many others have fallen into.
Instead, we strongly advocate focusing on the top of the funnel, terms like “Rainforest Facts” are a great opportunity to generate email addresses. This is a fantastic strategy, if you’re focusing on the top of the funnel, your could convert several thousand of the 5,000,000 into newsletter subscribers verses trying to convert one donor from the couple hundered searches at the bottom of the funnel.
Read Bullet 1Is this a big challenge for Google but it’s also exactly what makes Google’s ad products so great!Banner ads are clicked on an average of 0.02% of the time, search ads are clicked on between 1 to 7% of the time, that’s a huge improvement, up to 350 times better. Google figured out that advertisers were willing to pay a lot of money for ads that are so relevant and that’s exactly how they built the the Adwords system. Plus showing less irrelevant ads keeps users have and coming back to Google over and over again. It’s a genius combination, one that’s bringing in $40 billion dollars a year and supporting such great programs such as Google Grants so we shouldn’t complain about their strict relevancy requirements. On the contrary, we should embrace them.Read Bullet 2.We will give you some specific examples in the next section where we talk about Landing Pages. This is the silver lining to relevancy and if you’re willing to commit to building content, you can create tremendous value with your Google Grant.
(Do you have a website redesign planned? Do you like your current CMS? Do you have budget for SEO for the year?)