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Search Engine Optimization and Search Engine Marketing. David Tinker, CFRE MISST, INFR608 September 4, 2009. What We’ll Go Over. Need Terminology How a Search Engine Ranks a Web Page Current ACHIEVA Web Page Statistics How People Search for ACHIEVA On-Line Our Rankings Tools - PowerPoint PPT Presentation
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David Tinker, CFRE MISST, INFR608
September 4, 2009
Search Engine Optimization
and Search Engine Marketing
NeedTerminologyHow a Search Engine Ranks a Web PageCurrent ACHIEVA Web Page StatisticsHow People Search for ACHIEVA On-LineOur RankingsToolsPlan of Action
What We’ll Go Over
Search Rank impactsRevenueBrandRelevance
Above the scroll
Allows people who really need us to find us
Need
Search Engine Optimization – SEOKeywordsBack LinksSite MapsBlack Hat / White Hat SEO
Organic SEO
Terminology
Search Engine Marketing SEMPay Per Click (PPC)Banner AdsSponsored Search Results
Terminology
Crawls Website for KeywordsMeta TagsSite Map
Crawls Internet for Back LinksSocial MediaRelevance
Paid ContentPaid LinksPaid Banner Ads
How a Search Engine Ranks A Webpage
Current ACHIEVA Website Stats
2005 2006* 2007 2008 20090
200000400000600000800000
100000012000001400000160000018000002000000
Hits
Hits
Current ACHIEVA Website Stats
2005 2006* 2007 2008 20090
20000
40000
60000
80000
100000
120000
Visits
Visits
Which Search Engines People Use
Yaho
o
Bing (M
SNLiv
e)
Ask.co
m
AOL.com
01020304050607080
Perc
enta
ge
Source Hitwise 8/09, AWStats 9/09
Key Phrase Searched2009 projected
searchesACHIEVA 10,635
ACHIEVA Pittsburgh 2,611 ACHEIVA (typo) 590
ACHIEVA Family Trust 410 ACHIEVA Pittsburgh pa 357
ACHIEVA.INFO 322 Sample Special Needs
Trust 322 www.achieva.info 255 Camp ACHIEVA 209
ACHIEVA Pa 158 Other 15,687
Top 10 Terms People Use to Find Us
Keyword Term/Phrase ACHIEVA Competitor
ACHIEVA 1, 2 0ACHEIVA (typo) 1 0
Autism Pittsburgh 01, 2, 4, 5, 6, 7,
8Disability Pittsburgh 0 0Early Intervention 0 0Early Intervention Pittsburgh 2 1, 3, 6, 7, 8, 9Mental Retardation Pittsburgh 0 1, 2, 3, 5, 7Special Needs Trusts 0 0Vocational Supports 8,9 0
Rank in Google
Keyword Term/Phrase ACHIEVA Competitor
ACHIEVA 1, 2 0ACHEIVA (typo) 1, 2 0Autism Pittsburgh 0 1, 2, 3, 5, 6, 7Disability Pittsburgh 0 0Early Intervention 0 0Early Intervention Pittsburgh 5, 6 3, 7, 10Mental Retardation Pittsburgh 0 1, 2, 6, 8, 10Special Needs Trusts 0 0Vocational Supports 3, 4 0
Rank in Yahoo
Keyword Term/Phrase ACHIEVA Competitor
ACHIEVA 1, 5 0ACHEIVA (typo) 1 0
Autism Pittsburgh 01, 2, 3, 5, 6, 9,
10Disability Pittsburgh 0 0Early Intervention 0 0Early Intervention Pittsburgh 1, 8 3, 4, 5, 6Mental Retardation Pittsburgh 0 3, 4Special Needs Trusts 0 0Vocational Supports 4 0
Rank in Bing
Keyword Term/Phrase ACHIEVA Competitor
ACHIEVA 1, 9 0ACHEIVA (typo) 0 0Autism Pittsburgh 0 1, 2, 3, 4, 9Disability Pittsburgh 0 0Early Intervention 0 0Early Intervention Pittsburgh 3 1, 2, 4Mental Retardation Pittsburgh 0 1, 2, 3, 6, 7, 8Special Needs Trusts 0 0Vocational Supports 0 0
Rank in Ask.com
Keyword Term/Phrase ACHIEVA CompetitorACHIEVA 1, 2 0ACHEIVA (typo) 0 0
Autism Pittsburgh 01, 2, 4, 5, 6, 7, 9,
10Disability Pittsburgh 0 0Early Intervention 0 0Early Intervention Pittsburgh 2 1, 3, 5, 7, 10Mental Retardation Pittsburgh 0 1, 2, 3, 6, 8 Special Needs Trusts 0 0Vocational Supports 7 0
Rank in AOL
CurrentAWStatsCheck Manually
RecommendedAWStatsSEOmoz –Free & $129/mo.SEOTools - Free & $150/mo.
Tools
Study baseline information collectedIdentify keywordsIndentify ways to get back linksLearn SEO toolsCreate budget for SEMImplement SEO changes, purchase SEM adsMonitor our results vs. competitor rankings
Plan of Action
Each new referral for program can equal thousands of dollars.E.g. Each Early Intervention child gained can
equal several thousand dollars.Potential to support child and family throughout
their life can equal tens if not hundreds of thousands of dollars.
Increase in vocational sales and services will add jobs for people with disabilities.
Reaching more people fulfills our mission to provide lifetime services for people with disabilities.
ROI
There is a definite need for SEO and SEM.It is an ongoing effort.
Search engines continue to improve the relevancy and speed of their results , requiring regular updating of agency site.
Tools are helpful.ACHIEVA web page is behind the curve.The ROI will increase finances and people
served.ACHIEVA should invest manpower and money in
it.
Conclusion
