search engines - how to attract lots more donors and visitors to your site!

Search Engines: How to Attract Lots More Donors and Visitors to Your Site!

Allan Pressel, CEO/founder CharityFinders

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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)


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



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

http://inventory.overture.com/d/searchinventory/suggestion

http://www.google.com/press/zeitgeist.html

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

http://www.google.com/trends

http://www.imagine-msn.com/insider



http://buzz.yahoo.com/

http://www.yournonprofit.org/



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



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!

http://www.dmoz.org/

http://dir.yahoo.com/

http://www.zoominfo.com/

http://www.alexa.com/


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


Page Rank

Google PageRank (0-10)

Ranks the importance of a web page

Calculate your own PageRank

www.top25web.com/pagerank

http://www.top25web.com/pagerank


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


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

http://www.websitegrader.com/


Search Engine Marketing (SEM) is Cost Effective

• SEM is substantially lower cost than traditional

marketing efforts

• Cost of Acquisition Across Different Channels

search engines - how to attract lots more donors and visitors to your site!

Business

search engine standings

search engine optimization

key search engines

search engine marketing

msn search insider

page use keywordsphrases

page title charityfinders

dont use framesl