Upload
4goodorg
View
1.633
Download
4
Tags:
Embed Size (px)
DESCRIPTION
Learn about many free and low-cost ways to use search engines to attract donors and others to your website. We’ll analyze the Search Engine Optimization (SEO) of some of the audience’s websites. You’ll learn about Search Engine Marketing as a low-cost way to drive motivated donors and clients to your site. We’ll also show how to implement easy ways to boost your search engine rankings, get more traffic to your site, drive more online fundraising, and build a site worthy of such traffic.
Citation preview
Search Engines: How to Attract Lots More Donors and Visitors to Your Site!
Allan Pressel, CEO/founder CharityFinders
Use Twitter Hashtag #npweb
Special Thanks To Our Sponsors
A Proud Sponsor of NonprofitWebinars.com
Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
Today’s Speaker
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: Chris Dumas, FirstGiving
Allan Pressel CEO/Founder Charity Finders
© CharityFinders, proprietary & confidential, not for reproduction
Agenda
1. Effective marketing techniques
2. Search engine optimization (SEO)
3. Search engine marketing (SEM)
4. What should visitors be able to do on your site?
5. Q & A (throughout)
© CharityFinders, proprietary & confidential, not for reproduction
Search Engine Optimization (part 1)
1. What are the key search engines?
2. How do they work? • 200+ ranking factors!
3. What can you do to optimize your search engine standings?
a. Metatags • Description
• should be < 150 characters
• Keyword
b. Choosing and Using Keywords • < 10 keywords per page
• Use keywords/phrases liberally in page title, headings, body
• Use HTML tags to denote headings (e.g., H1, H2, etc.)
• Use different keywords on different pages
• Keep them updated
• You should have a keyword that is in your website address.
• You should have a keyword that is in your page title
© CharityFinders, proprietary & confidential, not for reproduction
Search Engine Optimization (part 2)
c. Keyword selector tools • http://inventory.overture.com/d/searchinventory/suggestion
• Google Zeitgeist - www.google.com/press/zeitgeist.html
• Google AdWords Keyword Tool -
https://adwords.google.com/select/KeywordToolExternal
• Google Trends - www.google.com/trends
• MSN Search Insider - www.imagine-msn.com/insider
• Yahoo Buzz Index: http://buzz.yahoo.com
d. Links • Incoming
• Count your link:in Google, type “link:www.yournonprofit.org”
• Choose relevant, reputable sites
• Outgoing
• Twitter account
• # followers
• Tweet/retweets
© CharityFinders, proprietary & confidential, not for reproduction
Search Engine Optimization (part 3)
d. Use blogs • Within your site
• Interactivity
• Offer RSS feeds
• Lots of incoming links
• Submit your blog to technorati.com
• Submit your blog to bloggrader.com
e. Avoid splash pages
f. Don’t require cookies
g. Use alt text (on every image)
h. Robots.txt
i. Search engines prefer HTML
j. Search engines prefer text over graphics
k. Don’t use frames
l. Be careful with Flash and JavaScript
m. Create a site map
n. All pages should be easy to navigate to (esp. home page)
o. Create focused pages
© CharityFinders, proprietary & confidential, not for reproduction
Search Engine Optimization (part 4)
q. Get listed in important directories: • The Open Directory Project: www.dmoz.org
• Yahoo Directory: http://dir.yahoo.com
• ZoomInfo Directory: www.zoominfo.com
r. Use conversion forms
s. Page titles should be descriptive, and <70 characters
t. Purchase your domain name (URL) for as long a period as
possible
u. Get your traffic rank at www.alexa.com
v. Your site should display with or without the “www” • set up a permanent “301” redirect
w. Keep your site updated frequently
x. Register with search engines • Unpaid
• Paid
SEO is based on unknown and changing algorithms!
© CharityFinders, proprietary & confidential, not for reproduction
Private Website Consultation
I’d like to offer each of you a free private website consultation
One hour
Consultation includes: CharityFinders’ assessment of your site
Recommendations
Building your nonprofit's most-needed functionality
In person or by webinar
Include anyone you want (e.g., ED, DD, board members, etc.)
In one location or several
We’ll contact you in 1-2 business days to schedule the consultation
© CharityFinders, proprietary & confidential, not for reproduction
Page Rank
Google PageRank (0-10)
Ranks the importance of a web page
Calculate your own PageRank
www.top25web.com/pagerank
© CharityFinders, proprietary & confidential, not for reproduction
Social Mediasphere
del.icio.us bookmarks
Enables web users to save their bookmarks
Helps you get more traffic
Encourage as many people as possible to
bookmark your site on del.icio.us
digg.com
social media site
anyone can submit articles, and vote for them
You should submit your organization’s articles
© CharityFinders, proprietary & confidential, not for reproduction
Website Grader Report
Grades your site: 0-100
Ranks the percentile of a web page regarding its
marketing effectiveness
Blends data from: search engine data
website structure
traffic
site performance
etc.
Calculate your own website grade
www.websitegrader.com
© CharityFinders, proprietary & confidential, not for reproduction
Search Engine Marketing (SEM) is Cost Effective
• SEM is substantially lower cost than traditional
marketing efforts
• Cost of Acquisition Across Different Channels
© CharityFinders, proprietary & confidential, not for reproduction
Sponsored Link: to attract clients
© CharityFinders, proprietary & confidential, not for reproduction
Landing Page: for clients
© CharityFinders, proprietary & confidential, not for reproduction
Sponsored Link: to attract donors
© CharityFinders, proprietary & confidential, not for reproduction
Landing Page: for donors
© CharityFinders, proprietary & confidential, not for reproduction
Setting up a PPC campaign
Tools
• Google Grants
• Microsoft AdCenter demo
© CharityFinders, proprietary & confidential, not for reproduction
You should strive to achieve these goals for your site: •Findability
•Stickiness
•Loyalty
•Referability
•Maximum conversion rate
•Dynamism
•Positive ROI
Your website: 7 Key Goals of an Effective Website
© CharityFinders, proprietary & confidential, not for reproduction
Contact Information
Allan Pressel, CEO/founder
www.CharityFinders.com
877-456-3210
641 21st St.
Hermosa Beach, CA 90254
Find the listings for our current season of webinars and register at
NonprofitWebinars.com
Chris Dumas [email protected]
707-812-1234
Special Thanks To Our Sponsors