Kelsey McCoy shares her insight and professional expertise at the 2014 Cleveland Nonprofit Marketing Summit. From understanding the best content to put on your website to being found on search engines, this presentation covers all the bases.

1. Search Engine Optimization &
Content Marketing
Overview Presentation

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. Fathom
can provide professional services for analytics, email, SEO, PPC,
video, social media, Web design, and 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"/> [features words RELATED to page content – use
between 3 and 5 terms]

10. Onsite SEO
A variety of tactics are used to implement the targeted 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. Helpful Resources
 Epic Content Marketing by Joe Pulizzi
 ContentMarketingInstitute.com
 Moz.com
 SearchEngineLand.com
 SearchEngineWatch.com

17. QUESTIONS?