Can Volunteers Find You When Searching Online?

thumpinsplishInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

46 εμφανίσεις

Can Volunteers Find You
When Searching Online?


First Steps in Search Marketing


& Measurement

2

Learning Objectives

After this training you will:


Understand why you need to be listed on
search engines


Know how search engines work, and how user
friendly content can help your rankings


Be able to start brainstorming and selecting
keywords


Understand why inbound links are important
and have the tools to start a link campaign
(including links from social media)


3

Three Legs of Search Marketing

Step 1:


Ensure that your constituents and search engines can find
your online content.


Keyword Research & Selection


Modify content with keywords, keep content fresh


Eliminate technical issues

Step 2:


Develop a network of sites linking to your content


Register on directories


Establish a link campaign strategy


Use social media to build links

Step 3:



Measure results based on business goals & refine above
strategy




4

Why Search Marketing?


More than 86% of all people arrive at websites
through search engines.


HUGE cost for volunteers to find you solely
through brand recognition/remembering your
URL/web address


Without search marketing you will not be found in
search engines


Space on search engines is getting competitive.
Your competitors are engaged in search
marketing, and you should to.


5

How Search Engines Work


Google, Yahoo, Live and Ask create their listings
automatically. They "crawl" or "spider" the web and add
those websites to their index.





When a human visitor to the engine puts in a keyword
phrase, the engine serves up
relevant
,
fresh content

based on the pages in their index who have those
keywords, or are link to from other sites based on those
keywords.

Keyword Phrases

6

Sites That Work for Humans


Fact: New visitors spend 8 sec or less
evaluating your site


Make sure “above the fold content is clear and
provides action.


People scan online. Make sure content is
bulleted and short.


Make use of bold for key points


Use Alt Text to make your site friendly to all
users


7

Sites That Work for Search Engines


Use of title, description, and keyword tag


Fresh, relevant content that uses keywords


All images have alt text


Registered in search engines/directories


Links from other sites


No flash or duplicate content


8

Step 1:

Keyword Research

Brainstorm

phrases

Constituents

may use to

find you

How?

1.
Brainstorm with staff, use thesaurus

2.
Look at your literature, competitor literature

3.
Ask your volunteers

4.
http://tools.seobook.com/general/keyword
/

5.
Add variations: volunteer, volunteering, community service, Texas, TX

9

Remember:

It’s not about the keywords
You

want to be found on.

It’s about the keywords the
Volunteer

uses to find you.


10

Selecting Keywords

Step 1: Brainstorm keywords and phrases


Home page should feature the most universal keywords, such as
“volunteer” or “volunteering” plus location
-
based keywords.


Every page should have unique set of keywords

Step 2: Visit
Wordtracker
, to learn:


How times people used that keyword in their searches


How many other sites contain that keyword, and


The Keyword Effectiveness Index (KEI), a ratio between how many
other sites contain that keyword, and how many searches were
performed with that keyword. A higher KEI is better.


11

Other Keyword Research Tools


Yahoo Keyword Selector Tool
http://inventory.overture.com/d/searchinventory/suggestion/


Google AdWords Keyword Tool

https://adwords.google.com/select/KeywordToolExternal


12

Where do you put the keywords?


Meta tags: Title, description






Page text


Alt text for all images


Links


Opportunity titles


Footer


Contact us section


13

How People Search

The Long Tail of Search:









3% of Excite’s search traffic was 3 keywords


97% of the rest
was in the “long tail”


Amazon.com makes 57% of sales from keywords outside of the
“popular” terms.

14

Step 2:

Registering in Search Engines & Directories


It is important to get your site linked on the major and minor directories.
Submission for non
-
profits/non
-
commercial are free.



Your site should be submitted to the following major directories:


Yahoo!

(
http://docs.yahoo.com/info/suggest/
): free for non
-
commercial sites


Google’s Open Directory

(
http://dmoz.org/add.html
): free


Other directories, both paid and free, can be found at or
Directory
Archives

15

Step 2:

Creating a link campaign


Who would place a link to your site?


Newspapers you currently work with


Schools, community sites, professional associations, chamber of
commerce, businesses


Just ask the webmaster and follow up!


Links from .
edu and .gov
are more important




What should think links look like?


Make sure the
text around the

link

is relevant, and not all sites are
using the same phrase



How can you place your own links?


Some suggestions here, more on the next slide…


Postings on online boards, listserves


Write articles for enewsletters



DON’T BUY LINKS!!!


16

Step 2:

Using Social Media to build links


Create accounts in Local search engines
(local.google.com, local.yahoo.com,
askcity.com)


Post on craigslist.org


Post news on Reddit


Post photos on Flickr


Optimize press releases, and use pr.com,
prleap.com to distribute releases



Post answers on Q & A sites (like Yahoo
Answers)


17

Step 3:

Measure your success


Why Use Web Analytis?


Shows if visitors are actually USING your
website


Allows you to troubleshoot technical or usability
issues with your website


Shows you what kind of service your community
actually wants to be engaged in


Helps you measure success of online marketing
efforts.


Free Web Analytic Tool:

Google Analytics



18

Step 3:

Measure your success


Tips for how to read Web Analytic reports:


You’re looking at a computer conversation, human
translation required


Trend tracking process


It is part science, part art driven by curiosity: Why
are people doing that?


Make sure to look at more than one data point
OVER time



19

Step 3:

Web Analytic Terms


Hits


Measures every element that loads when a visitor
request a page (images,
javascript
, the html itself).


A visitor requesting a page with 30 elements would register as 30
hits!
This is an inflated # you shouldn’t measure.


Conversions



the # of visitors that did what you wanted
them to do when they were on your website


For us this is volunteers clicking on “express interest” on an
opportunity


Industry standard conversion rate is 8
-
10%


Bounce rate



Measured in two ways:


% of visitors who see just one page on your site, or


% visitors who stay on the site for a small amount of time (usually
five seconds or less).


Your homepage bounce rate should be 30% or less


20

Step 3:

Web Analytics


Questions to Ask


Are my visitors coming from all search
engines?


Are my visitors finding me through email
campaigns, do they convert?


Which keywords are they using? Can I add
more of those to my site content?


Are my visitors converting?


Which of my website partnerships is sending
me the most traffic?


21

Quick Review


Benchmark site performance


Traffic #s, referrals, keywords, rankings in
Search Engines, competitors


Fix technical issues/check site content
(keywords, description tag, etc)


Start link campaign


Measure success


Build more links!!!

22

Additional Tools


SEO for Firefox


SeoMoz’s Tools


Compete.com


SEO Book’s Keyword Tool


Google Webmaster Tools


Yahoo Site Explorer


Live Search Webmaster Central

23

Learn More


Search Marketing


Search Marketing for Nonprofits Blog:


http://Searchmarketingfornonprofits.wordpress.com



How Search Engines work:


http://searchenginewatch.com/showPage.html?page=2168031



The expert on linking strategies:


http://www.ericward.com/



SEO Chat


http://www.seochat.com/



Web Marketing Today


http://www.wilsonweb.com/



Search Engine Optimization: An Hour a Day (book)


http://www.yourseoplan.com/








24

Learn More


Web Analytics


How web analytics is like using Evite for a
holiday party


Occam’s Razor by Avinash Kaushik


Web Analytics Demystified (book)


http://www.webanalyticsdemystified.com/


Google Analytics 2.0 (book)


Web Analytics: An Hour A Day (book)



25

Questions?


Katherine Watier

Watier Creative

Nonprofit Search Marketing Consultant

301
-
793
-
6121

katherine@watier.org