A website doesn’t generate traffic on its own. But search engine optimization (SEO) can help nonprofits quickly build a large audience online. Using SEO, the American College of Allergy, Asthma and Immunology increased search engine-directed traffic to its website by 192 percent, use of the website’s allergist referral tool by 72 percent, and time spent on the website by 38 percent.
SEO increases the relevance of your website in the eyes of popular search engines, and thus moves your site’s URL closer to the top of search engine results for the terms your audiences search for the most. SEO begins by developing content around the terms people use to find your content online. It also includes increased inbound links from other relevant websites, banner ads, minor design changes, and strategically placed advertising in search engine results for the keywords associated with your content. Using this approach, the American Orthopaedic Society for Sports Medicine achieved No. 1 Google rankings for the five most frequently searched phrases related to youth and sports injuries.
In this session we’ll discuss how SEO works and how nonprofit communications professionals use it to grow their online visibility. Speakers include Reingold Vice President Joseph LaMountain, Director of Web Design Jordan Sheckman, and Senior Digital Marketing Associate Brooks Lape.
2. Session Format and Rules
40 minutes of presentation, 20 minutes of Q&A.
Please feel free to ask questions during the session.
Please stay after the session for informal networking
time.
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4. We’re on a mission. Yours.
National, full-service strategic communications firm with
more than 25 years of experience helping clients succeed
Big firm capabilities, small firm attention
Expertise in implementing data-driven, behavior-changing
campaigns with effective stakeholder engagement
Awards for strategy, campaign efficacy, creative
development, graphic design, video, and digital media
95% of portfolio is nonprofit and public sector; focus on
health, education, Veterans, transportation
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5. Agenda
Why SEO?
SEO 101
Design and Conversion
Analysis and Optimization
Questions
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7. An Integrated Approach to Communications
Leveraged Traditional
SEO Advertisin
Social media Online &
g/PSA
Online advertising Digital
Media
Relations
Integrated
Events Messaging
Campaign
Direct
Marketing
Stakeholder
Outreach
Partnerships
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10. Online Search: How We Find Information
% of search engine users who answered the
% of Internet users who do each activity question: Which search engine do you use
MOST OFTEN?
25 million searches a minute
Target and reach people interested in what you do
Nonprofits well-positioned to perform well
Build lasting value
Source: Pew Research Center’s Internet & American Life Project tracking surveys, 2002-2012.
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11. Your home page isn’t your home page anymore.
Search engines Your Website
Social media
Paid advertising
Online outreach
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12. What makes a website effective?
Weak
Design • Search
• Self-generated • Referral
• User-generated • Paid online ads
Content Visitors • Media relations
• Multiple formats
• Current, relevant Conversions • Advocacy
• Direct
Weak Weak
Visitors Content
Design
• Usability
• SEO friendliness
• Conversion
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14. The goal of the search engine is to deliver the most relevant
and authoritative content possible.
Relevance – Identify the richest content that
most closely matches the user’s search query.
Keywords – URL, title, metadata, body text, links
User intent
Authority – Rank the results based on the
relative “authority” or “expertness” of the
author.
Domain authority – links
Page authority – links
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15. Search Engine Results Page (SERP)
VARIABLE
PPC
SEO
“Eye Bounce”
90% of all ORGANIC Only 48% of
people read PPC
clicks are on
Website design
first page of implications
results Constant
85% of PPC
Google clicks
are organic
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16. SEO Pays Dividends – Impact of One Keyword
Website’s rank in Google for “breast augmentation” search
Move to #1
Daily traffic from “breast augmentation” search results
160 320 visitors/day
57,000 additional visitors per year
$3 cost per click = $171,000 per year
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17. SEO-Informed Redesign: ACAAI Site Integration
ACAAI.org/allergist Monthly organic search engine traffic
192% increase in traffic in first year
38% increase in time spent on site
More than 100,000 patient referrals
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20. Our SEO and Website Planning Process
Discovery
Research & Planning Execution Optimization
& Goal Setting
Data Gathering, Content and
Keyword Data Integration Ongoing Analysis
Assessment Website Design &
Research & Planning & Optimization
& Goal Setting Development
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21. Keyword Research
Understand the universe of terms relevant to your audiences
Google Keyword Tool
Site search
Competitor sites
For each keyword:
Search volume
Relevance
Competitiveness
Landscape analysis
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22. Data Integration and Planning
Organize terms into
logical hierarchy.
Begin development of
foundational content in
architecture.
Prioritize lower-level
content development.
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24. Content and Design
Website architecture
becomes visual.
Wireframes establish
layout and priorities.
Clear calls to action
indicate a logical
next step (the
conversion) for each
page.
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25. Content and Design
Wireframes come to life
with branding and user
interface (UI) design.
Calls to action pop with
colors and imagery to
draw the eye.
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27. Extending Your Voice/Brand: Social Media
Website is home
base, but social
media lets you
convert away from
home.
If your brand is
your voice, you
should be speaking
anywhere you
have a (free)
soapbox.
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29. Convert Everywhere: Social Media
Have a presence on social
networks that make sense.
Keep messaging and calls to
action consistent.
Link to other platforms and
back to home base
wherever possible.
Share out from home base.
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36. Content and Design: Iterate
20% increase in conversion rate
18,000 additional allergist referrals a year
$27 million value
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37. Charting Your Own Course
Sources of information Areas of influence
Key conversion pages Data to prioritize and focus
your efforts
Top landing pages
New content development
Top exit pages opportunities
High bounce rates Potential
Top site search terms design, usability, and
Top traffic sources navigation issues
The type of content you
produce
Promotion strategy
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38. Effective SEO
SEO requires relevant, engaging, and authoritative content.
Maintain a clear understanding of the goals for your website
and who your target visitors are.
Optimize your website for those goals with a perspective of
your target visitors, focusing on:
Usability
Conversion
SEO friendliness
Good website design and development, Internet
marketing, and SEO are interdependent processes.
Effective SEO takes time, persistence, and flexibility.
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