Digital Leap Conference Using Seo To Support Online Fundraising
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Transcript of Digital Leap Conference Using Seo To Support Online Fundraising
Using SEO to support online fund raising
About me
• Creative technology director at
Yucca
• Founded Yucca 9 years ago
• Self confessed geek and lover of
technology
• Have met Tom Jones
The pace of changeT
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The time it takes for influential
websites to hit 100,000,000 users is falling.
Ebay took 7 years. YouTube took 6 months
1900 2009
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View original chart at http://en.wikipedia.org/wiki/Image:PPTParadigmShiftsFrr15Events.jpg
TIME
"The perfect search engine, would understand exactly what you mean and give back exactly what you want.“
Larry Page, Google co-founderLarry Page, Google co-founder
Sorry what was that? Did you say ‘Golf’ or ‘Golf’?
It’s a little like a school disco…
is having a breakdown in the bathroom
is the cool kid
is having a breakdown in the bathroom
is still trying to pick an outfit
48% 48% of all of UK web visits in the UK are to Google
Source: Hitwise UK 2009
How users are using search
Many users are using ‘human’ phrasing
Google has replaced
bookmarks for many
Wireless broadband
has released the computer
from the study
Search length is increasing –4.1 words in
2008 from 2.4 in 2006*
Many will search your site using
Google, rather than your navigation
study
* Google UK
Why is SEO relevant to fundraising?
Defined ROI
• Using your web stats package, phone tracking and interfacing with your
CRM systems you can track exactly what your investment in SEO is doing
to your organisation
• It can also inform other activity
What to aim for with SEO
• Aim to create value
• Visitors over rankings; customers over traffic
• Prioritisation based on comprehensive reporting and analysis
• Focus on quality
• Innovative, high quality content engages visitors and attracts quality links• Innovative, high quality content engages visitors and attracts quality links
• Quality links confer long-lasting ranking benefits
• Make sure you understand your objectives
• Strategies appropriate to your site and your objectives
• Methods that leverage your existing strengths
• SEO is not a dark art, it’s common sense.
Case study
About Surfers Against Sewage
• www.sas.org
• UK-based non profit-making
• Founded in 1990 by a group of surfers
• Not just surfers, not just sewage
• Unusual (sometimes humorous) and
photogenic media-friendly tactics have
ensured that the campaign message of
pollution free recreational waters has
reached a wide audience
How is sas.org doing now?
• Homepage PageRank 5 – Good
• 16,300 inbound links – Good: Links come from a vast range of sites, from
commercial sites and national newspapers to personal blogs. All of them
are “natural” links – not paid for and probably not solicited for either.
• 1,020 Google indexed pages – Good
• This gives it a stronger ranking potential than most commercial sites
• Excellent content with real authority, SAS release academic papers
annually
• Synopsis: the site really has the potential to get lots of traffic.
A common story
• Same page title on all pages across the site: Cardinal sin of SEO. Sorting
this alone will have immediate benefits.
• Keyword meta tag stuffed – no need and potentially damaging
• Non-descriptive link anchor text
• Same page description across site – should be unique to each page
Site doesn’t feature in top 100 for searches
• [Surfing] – 1,000,000+ searches/month
• [Surf report] – 25,000+ searches/month
• [Surfing Holidays] – 5,000+ searches/month
• [Surfing UK] – 2,500+ searches/month
• [Surfing Videos] – 2,000+ searches/ month
What the Googlebot sees – www.sas.org
…. Headers and copy need optimising.
What the Googlebot sees – www.yucca.co.uk
Optimise video content
Optimise video content
Identify emerging content opportunities
Consider your target audience
Don’t do anything before considering target keywords and audience:
• What keywords does your audience use when searching? (run a test PPC
campaign to establish this if you have no PPC data)
• Remember these keywords may be very different from language used
internally
• What keywords are your competitors targeting? • What keywords are your competitors targeting?
• It might be very difficult to break into highly competitive keyword areas, stay
realistic
• Look for untapped potential, track slang and media terminology
Paid search (PPC) and organic search (SEO) how to leverage both strategically
Organic Paid Search
Click through rate (CTR) modelling
Removed
Google Grants
What is it?
• In-kind advertising for non-profit organisations
• Google Grants is a unique in-kind donation programme that awards free
AdWords advertising to selected charitable organisations
• Google support organisations that share Googles philosophy of community
service to help the world in areas such as science and technology,
education, global public health, the environment, youth advocacy and the
arts
• More at www.google.co.uk/grants
What you should look for from an SEO project
• Site Analysis, in depth audit of the existing site – including measurements
for success (e.g. ‘goals’ or funnel analysis are set up correctly in Google
Analytics)
• Indicators of Ranking Potential, vital to manage expectations up front –
especially when dealing with non technically literate board member types
• Competitor Analysis, there is much to be gleaned from how your
competitors are setup
• Keyword Analysis, identify the keywords to chase
• Enhancing Content, rework existing and new press releases and ensure
they are syndicated effectively
• Link strategy, identify good quality links, quality not quantity
Resources
• Use Google alerts –
www.google.com/alerts
• Google Insights for Search -
www.google.com/insights/search
• Wordtracker –
www.wordtracker.com
• SEO for Firefox & Rank Checker,
both at http://tools.seobook.com
• Surf reports/webcams
www.magicseaweed.com
• Yucca blog:
www.yucca.co.uk/blog
Finally
• Presenting this presentation to SAS this month (surfing is compulsory)
• Yucca plan to work with SAS on the integration of SEO as part of their core
strategy going forward