Seamus Morley, founder, Find-50 Marketing Digital impact conference www.charitycomms.org.uk/events

1. Search – Why it matters
Seamus Morley
Web: www.find50-marketing.co.uk
Twitter: @find50

2. Bio
• 20+ years’ marketing/business experience
• 10 years of owning a business
• Focus on digital marketing (PPC, SEO..)
• 5+ years in the charity sector
• Clients: RNIB/ HelpAge/Alzheimer`s, etc, etc

3. Existing Demand Search Address needs
-Organic
-Ads
-Social Media
What How Content
No Demand Referring Linkable
• Awareness Raising Banner Ads Eye catching
•Events/ Fundraising Social Media
•Advocacy

4. Google AdWords
Grant Account
• Search Only
• $10kperM/$2Max Bid
• CPC: $.4/1.0 >Mobile
• Ad Types:
– Text
– Dynamic Search
– Direct Download App
RENEW in July 2013 !
Paid Account
• Search + Display(Banner)
• Ads Types:
– Text,etc/ Image / Video
• Display Targeting:
– Keywords
– Placements
– Topics
– Interests/ Remarketing
• CPC: £.2/1.5+

5. • Organic
• PPC
• Email
• Social Media
• Referral
• Banner Ads
• 60/70%
• 5/10%
• 3%
• 5/8%
• 10%
• 2%
Typical UK Charity Site Visitor Sources:
Source % Total Visits
Source: find50 data

6. The changing face of Search
• Library
• Citation
• Links
– Panda
– Penguin
– Social Media
• Link Graph
– Facebook
• Long Queries
– 54% > 3 words
• New Ones
– 20% never seen before
• AdWords
– 70% have no Exact Match
– Dynamic Search ads.

7. Google is Watching!
• Back button - `Bounce Rate`
– Charity sector BR 60/70%
• Your `Time on Site`
• Your Site/Pages `Engagement`
Do visitors like your content ?
Penalises for sites that do not give a good visitor experience

8. Is your web site like a badly organised
Dept store ?
Keyword entrances
high Bounce Rate ?

9. `
Untidy Dept Store ?
• Poor Directions
• Dead Ends
• Poor Signs
• Dept Confusion
• Poor Layout
• Poor Service
 Site Map/Page Speed
 404 Pages, etc
 Page Title/Snippets
 Duplicate Pages
 IA/Internal Links
 Lack of Call to action
The ££ cost of acquiring a beneficiary/donor ?

10. Free tools to `tidy` up
• Google Analytics
-Bounce Rate
-Goals
-Attribution
• AdWords
-Search Queries
• Webmaster Tools
-404/ Snippets/Duplicates
• Screaming Frog
• Work with your wed
dev team

11. Search Keywords
Sources
Your own data:
• Google Analytics
• Webmaster Tools
• AdWords
• Bing/ WMT
• Google Suggest
KW Tool > careful...
Analysis
• Excel
• AdWords Editor
• All `data` based
• NB:None are `semantic`

12. The long tail of Search
Top 10 Kwds = 11% Total | Top 100 Kwds = 20% Total

13. 0
20,000
40,000
60,000
80,000
100,000
Visits by Keyword
Visits
Understand your data
80/20 rule
Beware site `averages`
Segment Kwds by: region/site section/ ?

14. Keyword Market Share
• SEO Moz ££m
• Searchmetrics ££
• Google Trends
– Brand searches
– Competitor
– Category

15. What to do now ?
• Check Keyword
performance
• Review top landing
pages
• Keep creating Content
– Forum (CGC)
 Brand, Category, other,
long tail
 What `problem` are you
solving ?
 Optimise/ Optimise/
Optimise

16. #charitydigital
Follow up info/data via tweets
today and tomorrow.
Presentation plus notes available at:
www.find50-marketing.co.uk
Comments/feedback welcome at:
seamus@find50-marketing.co.uk