Learn seo basics, while still being able to create compelling, interesting content.

1. Search Engine Optimization &
Content Marketing
Jen Callahan & Daiv Whaley

2. What is SEO?
SEO is the process of improving the visibility of a
website or Web page in a search engine’s natural, or
unpaid, search results. For nonprofits, the target might
be to attract more visitors to your website for
donations, volunteerism or awareness of your mission.

3. What is Content Marketing?
Content Marketing is about telling your story in a
manner that engages your audience so they wish to
support you. Content marketing uses visual and text-
based information to elicit a response.
Examples include an
infographic, whitepaper, article, video, webinar, etc.

4. Most Popular Search Engines

5. Number of Search Queries a Day on Google

6. The SEO Pyramid of Success

7. Keyword Research
Google AdWords is a free keyword tool that can help you
discover phrases that relate to your nonprofit’s mission, which you
can then use on your website:
Google Analytics can also help you discover new keyphrases:

8. Meta Data
Meta data is used to help search engines understand what your
Web pages are about. Effective websites always use meta data.
Most people will only encounter meta data in the blue bar at the
top of some Web browsers. This “tag” is called the Title Tag.

9. Meta Data
Title Tag: <title>Digital Marketing Firm, Analytics Agency |
Fathom</title> [ Describes what the page is about]
Meta Description: <meta name="description" content="Get sales
leads &amp; profitable revenue from a digital marketing firm:
predictive analytics, email, SEO, PPC, video, social media, Web
design, mobile."/> [What searchers see on search results pages]
Meta Keywords: <meta name="keywords" content="online
marketing, seo firm, search engine marketing, online marketing
firm, search engine optimization, seo marketing, paid search,
online video production, email marketing"/> [features words
RELATED to page content – don’t use more than 8 terms]

10. Onsite SEO
A variety of tactics are used to get important keywords
researched using the Google Keyword Tool on your pages. The
trick? Getting them to read well for human visitors as well as be
recognized by search engine robots.
 Keywords in URLs
 Keyword enhancement in content
 Page headlines and sub-headlines
 H1, H2, H3 tags for those headlines
 Content-based links to other pages that use the same
keywords (internal linking)
 Sitemap
 Copy blocks at the bottom of pages (optional)

11. Calls to Action
Your website should provide information about your nonprofit while
eliciting a response from your audience. How can someone enter your
offices if there is no doorbell in existence? Calls to Action enable your
website to engage visitors to:
 Donate funds
 Sign up to volunteer
 Donate items
 Request more information
 Schedule site visits, interviews, etc.

12. Content: Essential Elements for Nonprofits
If you’re not giving your visitors the essential pieces of content
they need, they’ll go elsewhere to find it. Put yourself into the
shoes of your audience and determine the essential elements
that need to be on your website or distributed through social
media.
Your content should revolve around your mission, your clients,
and how to get involved with your organization.

13. Content: Essential Elements, Cont.
 Home page test: Within 5 seconds, visitors should understand what
your mission is about.
 Share your mission: Use concise, plain language about what your
organization does.
 If your goal is donations, make it easy for visitors to donate (and use
a compelling call to action).
 Credibility: Donors want to know they can trust you and what you
will do with their money. Showcase credibility, accountability &
good stewardship.
 Talk to your volunteers. Have content ready and waiting for them.
 Media kit: Make it easy for journalists and bloggers to find the
information they need on your site.

14. Content: Essential Elements, Cont.
 Be sure content meets your visitors’ needs: resources pages,
educational guides, position papers, multimedia resources.
 Show transparency: Before donating, many want to know what you’ll
do with their donations, their time or their gifts. Content such as
infographics, charts, graphs and photos can captivate visitors.
 Keep it fresh. If you never update your website or add new pages of
content, why would anyone come back? Keep content fresh with a
blog, testimonials, stories of how you use donations, new images, etc.
 Take advantage of user-generated content: A forum where like-
minded people can share community stories can keep beef up new
content.

15. Content: Essential Elements, Cont.
 Always make it easy for visitors to share information via social media.
Facebook, Twitter, Pinterest, Google+ icons should be on your Web
pages.
 Encourage visitors to share your content via their favorite social
network.
 Be sure that your branding is consistent throughout all marketing
materials: logos, fonts, colors and taglines should be incorporated
into your website’s design.
 Match design & content: use compelling images and text that
resonates with visitors. If you’re able, add video.
 Add clear, bold calls-to-action.

16. QUESTIONS?