3. What Nonprofits Ask Us About SEO
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
4. 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
5. SEOis 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. Why We Play The Game
Over 3 billion
searches on
Google a day
25% of Clicks
95% of all clicks
happen on page 1
75% of Clicks
75% of
Clicks
7. Good News: You’re Not Alone
Great Resources for DIY SEO
25% ofof Clicks
25% Clicks
SEO
The Moz Beginners Guide to
(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 –
(seoinpractice.com)
75% of
ebook & quizes 75% of
Clicks
Clicks
8. 5 Major Factors for SEO
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
10. Strategy = Picking the Right Keywords
What do you want to be
found for?
Target keywords need to
be 100% relevant to your
websites content
Analyze volume,
competition, searchers
profile, and intent
Nuance matters
11. Are You a Nonprofit or a Non-profit?
Vs
nonprofit
non-profit
96,000
searches/month
155,000
searches/month
61% More Volume
12. Bonus: Free Keyword Research Tools
AdWords Keyword Planner
https://adwords.google.com/ko/KeywordPlanner
Google Insights for Search
http://www.google.com/insights/search
Wordtracker
https://freekeywords.wordtracker.com
13. Keywords Become Content
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
Moz.com offers a 75% discount for nonprof
14. Bonus Tip: Blogging for SEO
Go to Yoast.com to download this free Wordpress plug-in
17. Meta Content – Common Mistakes
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
19. Link Building 101
Don’t buy links
Instead, make great content
Good:
Blog, Informational Resources, Infographics
Better: Video Story Telling, Quizzes, Interactive Apps
22. How to Hire for SEO
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
23. Deep Breath, We’re Halfway There!
Any Questions?
Deep Breath, Half Way There
24. Paid Search Advertising
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
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. People ARE searching for information
Awareness
Monthly Google Search Volume
“About The Rainforest” – 5,000,000
Interest
“Deforestation” – 457,000
Intent
Purchase
“Save the Rainforest” – 33,000
“Rainforest Charities” - 880
29. Focus on the top of the funnel
About the Rainforest
Deforestation
Save the Rainforest
Charities
“Creative” email capture
Sign an online petition
Get Involved, volunteer, share
Donations, memberships, sales
30. List Building with Google Ads
Before (1/1/12 – 7/31/12)
0 newsletter signups
After (8/1/12 – 8/31/13)
14,278 emails collected
31. List Building with Google Ads
Hundreds of
thousands of emails
collected
2 custom emails
before general list
inclusion
Online donations
now on par with offline
32. What Can You Give Away?
The Only Rules
Stay on mission
Get creative
Stuck? Start with
search
volume/trends, work
backwards
33. 5 Tips for Unlocking Google Ad Grants’ Potential
34. Tip #1: Relevancy is Everything
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
35. Google REALLY cares about relevancy!
Rule of thumb: If you don’t have content on
your site that perfectly matches the keyword,
don’t expect it to work.
36. Tip #2: Build Your Keyword list w/ the Long Tail
Average Global Search Phrase Length
58%of
searches use
between2-4
words
SOURCE: Experian Hitwise – Oct 2009
37. Add Keywords Without Hurting Relevancy
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
Bonus Tip: Use all 4 match type options for broad match, “phrase match”,
& [exact match] on higher volume keywords
39. Account Organization: Campaign & Ad Groups
Campaigns
should align with
goals: donations,
volunteers,
events, email
collection
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.
40. Tip Get Noticed
#4: Ad Text
LOOK AT ME!
I have 1.26s to grab your attention
and convince you to CLICK HERE!
www.GetNoticed.com
41. Family Abuse Facts
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
41
42. How to Write Effective Creative
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
Family Abuse
Get the facts on family abuse here &
learn how you can help stop it.
FuturesWithoutViolence.org
5.56% CTR
Family Violence
Learn More - Get the latest family
violence facts here.
www.futureswithoutviolence.org
3.32% CTR
42
45. Keep Forms as Short as Possible
Conversion Rate = 50%
Conversion Rate = 74.6%
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
46. Want More?You’re Not Alone
Great Resources for DIY SEM
Official Google Adwords Certification
(http://gcptransition.appspot.com/)
25% ofof Clicks
25% Clicks
Google Ad Grants Help Forum
(http://productforums.google.com/forum/#!forum/grants)
Google Ad Grants Whitepaper by Media Cause
75% of
(http://help.mediacause.org/google-grants)
Clicks
75% of
Clicks
47. How to Hire for SEM
Step 1:Is your website optimized for your goals?
Step 2:Make the agencies/consultants you’re talking with
are Adwords Certified
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
48. Thank You! Questions?
Eric Facas
eric@mediacause.org
@ericfacas
Media Cause
Mediacause.org
Facebook.com/Mediacause
Twitter.com/Mediacause
Linkedin.com/company/media-cause
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
Thank you for letting me share what I’ve learned about search marketing. My first experience with the nonprofit world was at the last nonprofit craigslist boot camp in 2010. At the time I had reached a point in my career, where I could no longer ignore that something was missing, I needed to do something more meaningful. The more and more people I met and organizations I learned about the more I was inspired. So I was thrilled when Darian and Ritu picked up the baton. And when they asked me if I would give a talk on Google Grants and SEO I was really excited at the opportunity to give back to this community.To get started I’m going to talk about SEO, then we’ve move to paid search and Google Grants. Does everyone know what SEO is? Search Engine Optimization. Also called natural search. It’s basically all of the parts of Google search where Google doesn’t get paid when you click on something. Before we get started, I want everyone to think about the one keyword that they would most want to rank for. If your nonprofit could show up first for any keyword what would it be? The only rule is that it needs to be related to your organization or your mission. If you want to be help accountable, tell it to the person next to you or write it down.
Ok, enough about me. I want to talk about you for a second. I want to get a better idea of who’s here. Raise your hand if you’re an executive director or founder?Raise you hand if you’re in the marketing department?Raise your hand if you’re responsible for actually doing SEO or maintaining the website?Raise your hand if you know what Canonicalization is and why it’s important for SEO?My goal in this presentation was to make it useful for people at all levels. I tried to combine the right level of content for people who are in a position to recommend SEO for their org, those that are responsible for hiring someone to help and well as those who are tasked with actually doing SEO for their nonprofits website.
I’m a self taught SEO. If you really want to learn and you’re willing to dedicate yourself to the continued learning that it takes to do SEO, it’s possible to do it. That’s one of the reasons why I love it so much. If you aren’t ready to make that commitment and you’d rather listed to me try to summarize everything I learned in 5 years in the next 30 minutes than you’ve come to the right place.
Consumer Rights Organization that wanted to rank at the top of Google for the term Apple so that they could inform customers about some of the shady business and manufacturing tactics that Apple uses. If Google worked that way no one would use it. Google gets to decide what goes on every page.
Ok, now think back to your keyword. Does anyone want to change their one keyword or maybe not as sure that it’s the #1 keyword they would choose to rank on Google’s 1st page?Now to the social portion of the program. If anyone wants some free advice Tweet your nonprofits website url and the keyword you want to rank for. If we have time for questions at the end of the SEO portion, I’ll give you some quick feedback and keyword research tips.
(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?)