Web Wise Series: Intro to Search Engine Optimization & Marketing for Nonprofits Katie McNally, Account Supervisor - Sitewire Marketspace Solutions (KMcNally@sitewire.net) Dan Gonzalez, Web Manager - Sage Nonprofit Solutions (daniel.gonzalez@sage.com)

What we’ll cover today… Search’s role in your overall interactive marketing mix Search basics – what is organic and paid search Holistic search – how search campaigns work together High level best practices for organic optimization High level best practices for PPC management and optimization

Organic Search Organic Search Results Paid Search Results Sitewire Marketspace Solutions, LLC

Search Engine Breakdown Sitewire Marketspace Solutions, LLC

Ranking Positions 1 2 3 Sitewire Marketspace Solutions, LLC

Example: Off-Site Optimization

Ongoing Optimization Process Sitewire Marketspace Solutions, LLC

Measure Results Google Analytics Trend Data Sitewire Marketspace Solutions, LLC

Measure Results and Determine Strategy Find out what needs to be improved with optimization for these two keywords. Sitewire Marketspace Solutions, LLC

Aided brand recall increases by 2.2x when a brand is in the top sponsored and top organic results Question: Which of the following automotive brands do you remember seeing in the search results page you just viewed? Side Sponsored Top Sponsored Top Sponsored & Top Organic Top Organic Listing Honda Other 0% 10% 20% 30% 40% 50% 60% 70% Query: Unbranded (i.e., “fuel efficient cars”) Holistic Search: Builds Brand 9/25/2009 **Data is from a Google conducted study 2.2x 1.5x x

Paid Search Organic Search Results Paid Search Results Sitewire Marketspace Solutions, LLC

Ad Positions 1 2 3 4 5 Sitewire Marketspace Solutions, LLC

A/B Testing B A Sitewire Marketspace Solutions, LLC

Multivariate Testing A B C D B D A C Sitewire Marketspace Solutions, LLC

Ongoing PPC Management Process Sitewire Marketspace Solutions, LLC

Measure Results Sitewire Marketspace Solutions, LLC

Search within the Online Marketing Mix

Q&A Katie McNally, Account Supervisor - Sitewire Marketspace Solutions (KMcNally@sitewire.net) Dan Gonzalez, Web Manager - Sage Nonprofit Solutions (daniel.gonzalez@sage.com) Join us for our next webcast in the Web Wise Series: How to Leverage Social Media to Raise Funds Sitewire Marketspace Solutions, LLC