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Digital Leap Conference Using Seo To Support Online Fundraising

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Digital Leap Conference Using Seo To Support Online Fundraising

  1. 1. Using SEO to support online fund raising
  2. 2. About me • Creative technology director at Yucca • Founded Yucca 9 years ago • Self confessed geek and lover of technology • Have met Tom Jones
  3. 3. The pace of change The time it takes for influential websites to hit 100,000,000 users is falling. TECHNOLOGICAL INNOVATIONS Ebay took 7 years. YouTube took 6 months 1900 TIME 2009 View original chart at http://en.wikipedia.org/wiki/Image:PPTParadigmShiftsFrr15Events.jpg
  4. 4. "The perfect search engine, would understand exactly what you mean and give back exactly what you want.“ Larry Page, Google co-founder
  5. 5. Sorry what was that? Did you say ‘Golf’ or ‘Golf’?
  6. 6. It’s a little like a school disco… is the cool kid is having a breakdown in the bathroom is still trying to pick an outfit
  7. 7. 48% of all of UK web visits in the UK are to Google Source: Hitwise UK 2009
  8. 8. How users are using search Wireless broadband Many users Google has has released are using replaced the computer ‘human’ bookmarks from the phrasing for many study Many will search your Search length site using is increasing – Google, rather 4.1 words in than your 2008 from 2.4 navigation in 2006* * Google UK
  9. 9. Why is SEO relevant to fundraising?
  10. 10. 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
  11. 11. 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 • 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.
  12. 12. Case study
  13. 13. 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
  14. 14. 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.
  15. 15. 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
  16. 16. 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
  17. 17. What the Googlebot sees – www.sas.org …. Headers and copy need optimising.
  18. 18. What the Googlebot sees – www.yucca.co.uk
  19. 19. Optimise video content
  20. 20. Optimise video content
  21. 21. Identify emerging content opportunities
  22. 22. 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? • It might be very difficult to break into highly competitive keyword areas, stay realistic • Look for untapped potential, track slang and media terminology
  23. 23. Paid search (PPC) and organic search (SEO) how to leverage both strategically
  24. 24. Organic Paid Search
  25. 25. Click through rate (CTR) modelling Removed
  26. 26. Google Grants
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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

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