Make your business reach your client – Postitfirst.com

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Online Marketing 101How to: 1. Connect Prospects to post it first. 2. Turn Prospects into donors using online tools

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Let’s talk about online activities that influence a prospect

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From Curious Prospect to Donor

1. Make sure they can find you online (natural acquisition)

2. Purchase names of like-minded people (paid acquisition)

3. Make it easy for them to sign up (conversion to list)

4. Convince them to Give (conversion to donor)

Strategically communicate with them Engage them in your story (social media) Make it easy for them to spread the word

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Natural Acquisition

“Being Found” OnlineSearch Engine Ranking 101

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Overview of Search Engines

Why do we care about Search? 91% of internet users use a search engine1

87% of people click on the natural results (vs. paid)

The Big Players Google, Yahoo!, and Live.com Google has 70% of the search marketing share,

accounting for 70.77% of all US searches.2 Each has computer algorithm to rank your pages

in the search results.

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It’s not about the keywords You want to be found on.

It’s about the keywords the searcher uses to find you.

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How people search

87% of people click on natural search results

Only 48% even see paid ads Most people search for information,

smaller % for commerce People click on the word in results that

matches their query word1

58% of all queries are three or more words

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How People SearchThe Long Tail of Search:

3% of Excite’s search traffic was 3 keywords – 97% of the rest was in the “long tail”

Amazon.com makes 57% of sales from keywords outside of the “popular” terms.

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It’s a Translation Problem

The spider reads just text, not images or flash. It also evaluates inbound links to determine relevancy.

A search engine tries figure out what your web page is about through its pieces.

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Every page matters

Search engines don’t see “home” pages Every page is an entry page for searcher Every page needs it’s own inbound link

strategy Conversions from landing pages for

targeted keywords can be improved through testing

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How Google’s Search Results Work

Algorithm has 200+ factors, some weighted more than others. We know about 40 parts of the 200.

In 2007, the Google algorithm changed 9 times per week.

Only 2 web pages are listed for one company, so one company could rank for the first 152 slots, but will only show up in the #1 and #2 spot

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Rankings Don’t Matter

Influenced by: Geo Location (IP)1

Previous searching history Personal search (login to Google account)1

Universal search3 Behavioral search (shopping vs. researching)4

Google Wiki So instead:

Focus on # of visitors and conversions Watch your web analytics

THANK YOU SO MUCH

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