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Nonprofit Websites:
If You Build It, They
Will Come … NOT!
Session Format and Rules




   40 minutes of presentation, 20 minutes of Q&A.

   Please feel free to ask questions during the session.

   Please stay after the session for informal networking
    time.




                                                            2
Team Reingold Members




           Jack Benson      Joe LaMountain




          Jordan Sheckman     Brooks Lape


                                             3
We’re on a mission. Yours.


     National, full-service strategic communications firm with
      more than 25 years of experience helping clients succeed

     Big firm capabilities, small firm attention

     Expertise in implementing data-driven, behavior-changing
      campaigns with effective stakeholder engagement

     Awards for strategy, campaign efficacy, creative
      development, graphic design, video, and digital media

     95% of portfolio is nonprofit and public sector; focus on
      health, education, Veterans, transportation



                                                                  4
Agenda



          Why SEO?

          SEO 101

          Design and Conversion

          Analysis and Optimization

          Questions




                                       5
Why SEO?




           6
An Integrated Approach to Communications


                        Leveraged            Traditional



  SEO                                             Advertisin
  Social media                Online &
                                                    g/PSA
  Online advertising           Digital

                                                                 Media
                                                                Relations

                                              Integrated
                           Events             Messaging
                                              Campaign

                                                                 Direct
                                                                Marketing
                               Stakeholder
                                Outreach
                                               Partnerships




                                                                            7
‹#›
      8
Advertisers are increasingly investing online.




                                                 9
Online Search: How We Find Information
                                                                                              % of search engine users who answered the
                    % of Internet users who do each activity                                  question: Which search engine do you use
                                                                                                            MOST OFTEN?




                                       25 million searches a minute
                                       Target and reach people interested in what you do
                                       Nonprofits well-positioned to perform well
                                       Build lasting value

Source: Pew Research Center’s Internet & American Life Project tracking surveys, 2002-2012.
                                                                                                                                          10
Your home page isn’t your home page anymore.




    Search engines     Your Website
    Social media

    Paid advertising

    Online outreach



                                               11
What makes a website effective?



                                                 Weak
                                                 Design                       • Search
  • Self-generated                                                            • Referral
  • User-generated                                                            • Paid online ads
                        Content                                    Visitors   • Media relations
  • Multiple formats
  • Current, relevant                        Conversions                      • Advocacy
                                                                              • Direct
                                   Weak                        Weak
                                  Visitors                    Content




                                                Design


                                             • Usability
                                             • SEO friendliness
                                             • Conversion
                                                                                                  12
SEO 101




          13
The goal of the search engine is to deliver the most relevant
and authoritative content possible.

 Relevance – Identify the richest content that
  most closely matches the user’s search query.
     Keywords – URL, title, metadata, body text, links
     User intent

 Authority – Rank the results based on the
  relative “authority” or “expertness” of the
  author.
     Domain authority – links
     Page authority – links



                                                            14
Search Engine Results Page (SERP)



                              VARIABLE
                               PPC




                           SEO
                                                    “Eye Bounce”
 90% of all     ORGANIC                             Only 48% of
                                                      people read PPC
 clicks are on
                                                     Website design
 first page of                                        implications
 results                                 Constant

 85% of                                  PPC
 Google clicks
 are organic




                                                                        15
SEO Pays Dividends – Impact of One Keyword

        Website’s rank in Google for “breast augmentation” search


                                                Move to #1




        Daily traffic from “breast augmentation” search results

                                      160  320 visitors/day




                     57,000 additional visitors per year
                    $3 cost per click = $171,000 per year

                                                                    16
SEO-Informed Redesign: ACAAI Site Integration

     ACAAI.org/allergist                   Monthly organic search engine traffic




                       192% increase in traffic in first year
                       38% increase in time spent on site
                       More than 100,000 patient referrals
                                                                                   17
SEO-Informed Redesign: ROI




                             18
STOP Sports Injuries: SEO From Scratch




                                         19
Our SEO and Website Planning Process




    Discovery
                               Research & Planning                Execution         Optimization
  & Goal Setting

  Data Gathering,                                                Content and
                    Keyword                  Data Integration                      Ongoing Analysis
    Assessment                                                  Website Design &
                    Research                   & Planning                           & Optimization
  & Goal Setting                                                 Development




                                                                                                      20
Keyword Research


 Understand the universe of terms relevant to your audiences
   Google Keyword Tool
   Site search
   Competitor sites

 For each keyword:
    Search volume
    Relevance
    Competitiveness

 Landscape analysis



                                                               21
Data Integration and Planning



  Organize terms into
   logical hierarchy.

  Begin development of
   foundational content in
   architecture.

  Prioritize lower-level
   content development.




                                22
Design and Conversion




                        23
Content and Design



  Website architecture
   becomes visual.

  Wireframes establish
   layout and priorities.

  Clear calls to action
   indicate a logical
   next step (the
   conversion) for each
   page.


                            24
Content and Design



  Wireframes come to life
   with branding and user
   interface (UI) design.

  Calls to action pop with
   colors and imagery to
   draw the eye.




                              25
Special Attention to SEO-Friendly Content and Coding




                                                       26
Extending Your Voice/Brand: Social Media



  Website is home
  base, but social
  media lets you
  convert away from
  home.

  If your brand is
  your voice, you
  should be speaking
  anywhere you
  have a (free)
  soapbox.
                                           27
Social Media Properties in Organic Search Engine Results




                                                           28
Convert Everywhere: Social Media



 Have a presence on social
 networks that make sense.

 Keep messaging and calls to
 action consistent.

 Link to other platforms and
 back to home base
 wherever possible.

 Share out from home base.


                                   29
Mobile: Have a Presence




                          30
Mobile: Optimization




  If the content is difficult to
  find, users will leave.

  Conversions need special
  care with regard to mobile.

                                   31
Mobile: Responsive Design


              Desktop → Tablet → Smartphone




                                              32
Mobile: Leverage Social Media


        Social media platforms take care of optimization
           for you, often maintaining your branding.




                                                           33
Analysis and Optimization




                            34
Content and Design: A/B Testing



 So you’re done right?

 Not so fast.




                                  35
Content and Design: Iterate




               20% increase in conversion rate
           18,000 additional allergist referrals a year
                       $27 million value
                                                          36
Charting Your Own Course


       Sources of information      Areas of influence

       Key conversion pages     Data to prioritize and focus
                                  your efforts
       Top landing pages
                                 New content development
       Top exit pages            opportunities
       High bounce rates        Potential
       Top site search terms     design, usability, and
       Top traffic sources       navigation issues
                                 The type of content you
                                  produce
                                 Promotion strategy




                                                                 37
Effective SEO


        SEO requires relevant, engaging, and authoritative content.

        Maintain a clear understanding of the goals for your website
         and who your target visitors are.

        Optimize your website for those goals with a perspective of
         your target visitors, focusing on:
                Usability
                Conversion
                SEO friendliness

        Good website design and development, Internet
         marketing, and SEO are interdependent processes.

        Effective SEO takes time, persistence, and flexibility.



                                                                        38
Questions?




             39
We’re on a mission. Yours.




                             40

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Nonprofit Websites: If You Build It, They Will Come … NOT!

  • 1. Nonprofit Websites: If You Build It, They Will Come … NOT!
  • 2. Session Format and Rules  40 minutes of presentation, 20 minutes of Q&A.  Please feel free to ask questions during the session.  Please stay after the session for informal networking time. 2
  • 3. Team Reingold Members Jack Benson Joe LaMountain Jordan Sheckman Brooks Lape 3
  • 4. We’re on a mission. Yours.  National, full-service strategic communications firm with more than 25 years of experience helping clients succeed  Big firm capabilities, small firm attention  Expertise in implementing data-driven, behavior-changing campaigns with effective stakeholder engagement  Awards for strategy, campaign efficacy, creative development, graphic design, video, and digital media  95% of portfolio is nonprofit and public sector; focus on health, education, Veterans, transportation 4
  • 5. Agenda  Why SEO?  SEO 101  Design and Conversion  Analysis and Optimization  Questions 5
  • 7. An Integrated Approach to Communications Leveraged Traditional  SEO Advertisin  Social media Online & g/PSA  Online advertising Digital Media Relations Integrated Events Messaging Campaign Direct Marketing Stakeholder Outreach Partnerships 7
  • 9. Advertisers are increasingly investing online. 9
  • 10. Online Search: How We Find Information % of search engine users who answered the % of Internet users who do each activity question: Which search engine do you use MOST OFTEN?  25 million searches a minute  Target and reach people interested in what you do  Nonprofits well-positioned to perform well  Build lasting value Source: Pew Research Center’s Internet & American Life Project tracking surveys, 2002-2012. 10
  • 11. Your home page isn’t your home page anymore. Search engines Your Website Social media Paid advertising Online outreach 11
  • 12. What makes a website effective? Weak Design • Search • Self-generated • Referral • User-generated • Paid online ads Content Visitors • Media relations • Multiple formats • Current, relevant Conversions • Advocacy • Direct Weak Weak Visitors Content Design • Usability • SEO friendliness • Conversion 12
  • 13. SEO 101 13
  • 14. The goal of the search engine is to deliver the most relevant and authoritative content possible.  Relevance – Identify the richest content that most closely matches the user’s search query. Keywords – URL, title, metadata, body text, links User intent  Authority – Rank the results based on the relative “authority” or “expertness” of the author. Domain authority – links Page authority – links 14
  • 15. Search Engine Results Page (SERP) VARIABLE PPC SEO “Eye Bounce”  90% of all ORGANIC  Only 48% of people read PPC clicks are on  Website design first page of implications results Constant  85% of PPC Google clicks are organic 15
  • 16. SEO Pays Dividends – Impact of One Keyword Website’s rank in Google for “breast augmentation” search Move to #1 Daily traffic from “breast augmentation” search results 160  320 visitors/day 57,000 additional visitors per year $3 cost per click = $171,000 per year 16
  • 17. SEO-Informed Redesign: ACAAI Site Integration ACAAI.org/allergist Monthly organic search engine traffic  192% increase in traffic in first year  38% increase in time spent on site  More than 100,000 patient referrals 17
  • 19. STOP Sports Injuries: SEO From Scratch 19
  • 20. Our SEO and Website Planning Process Discovery Research & Planning Execution Optimization & Goal Setting Data Gathering, Content and Keyword Data Integration Ongoing Analysis Assessment Website Design & Research & Planning & Optimization & Goal Setting Development 20
  • 21. Keyword Research Understand the universe of terms relevant to your audiences  Google Keyword Tool  Site search  Competitor sites For each keyword:  Search volume  Relevance  Competitiveness Landscape analysis 21
  • 22. Data Integration and Planning  Organize terms into logical hierarchy.  Begin development of foundational content in architecture.  Prioritize lower-level content development. 22
  • 24. Content and Design  Website architecture becomes visual.  Wireframes establish layout and priorities.  Clear calls to action indicate a logical next step (the conversion) for each page. 24
  • 25. Content and Design  Wireframes come to life with branding and user interface (UI) design.  Calls to action pop with colors and imagery to draw the eye. 25
  • 26. Special Attention to SEO-Friendly Content and Coding 26
  • 27. Extending Your Voice/Brand: Social Media Website is home base, but social media lets you convert away from home. If your brand is your voice, you should be speaking anywhere you have a (free) soapbox. 27
  • 28. Social Media Properties in Organic Search Engine Results 28
  • 29. Convert Everywhere: Social Media Have a presence on social networks that make sense. Keep messaging and calls to action consistent. Link to other platforms and back to home base wherever possible. Share out from home base. 29
  • 30. Mobile: Have a Presence 30
  • 31. Mobile: Optimization If the content is difficult to find, users will leave. Conversions need special care with regard to mobile. 31
  • 32. Mobile: Responsive Design Desktop → Tablet → Smartphone 32
  • 33. Mobile: Leverage Social Media Social media platforms take care of optimization for you, often maintaining your branding. 33
  • 35. Content and Design: A/B Testing So you’re done right? Not so fast. 35
  • 36. Content and Design: Iterate 20% increase in conversion rate 18,000 additional allergist referrals a year $27 million value 36
  • 37. Charting Your Own Course Sources of information Areas of influence  Key conversion pages  Data to prioritize and focus your efforts  Top landing pages  New content development  Top exit pages opportunities  High bounce rates  Potential  Top site search terms design, usability, and  Top traffic sources navigation issues  The type of content you produce  Promotion strategy 37
  • 38. Effective SEO  SEO requires relevant, engaging, and authoritative content.  Maintain a clear understanding of the goals for your website and who your target visitors are.  Optimize your website for those goals with a perspective of your target visitors, focusing on:  Usability  Conversion  SEO friendliness  Good website design and development, Internet marketing, and SEO are interdependent processes.  Effective SEO takes time, persistence, and flexibility. 38
  • 40. We’re on a mission. Yours. 40

Hinweis der Redaktion

  1. We live in a multi-screen world where on average 90% of our media interactions are on a device with a screen
  2. 2012 surpassed printCurrently 70% the size of tvMany campaigns 20-605 onlineWhat percent of your campaigns are digital
  3. How we find information online. Be there at the right time when people are searching for what you do.