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SEARCHING FOR GOODHOW TO USE SEO & GOOGLE GRANTS
TO GROW AWARENESS FOR YOUR NONPROFIT
Eric Facas, Founder & CEO
@ericfacas #npbc13 @mediacause
About Me @ericfacas #npbc13
We’ve seen a big drop in traffic, can you fix it?
We would like to show up at the top of Google for Keyword X, can you do that for us?
Our web designer did SEO for us when the site was built, do we need to do anything else?
Can you ALSO do some SEO?
http://www.shoemoney.com/2012/07/26/welcome-to-the-negative-seo-wars
What Nonprofits Ask Us About SEO
Versus thousands of the smartest engineers in the world
Who won’t share the rules AND change them all the time
While 10’s of millions of websites compete
SEO is a Game
SEO is a Game Versus thousands of the
smartest engineers in the world
Who won’t share the rules AND change them all the time
While 10’s of millions of websites compete
25% of Clicks
75% of Clicks
25% of Clicks
75% of Clicks
Over 3 billion searches on Google a day
95% of all clicks happen on page 1
Why We Play The Game
25% of Clicks
75% of Clicks
25% of Clicks
75% of Clicks
The Moz Beginners Guide to SEO(moz.com/beginners-guide-to-seo)
Google’s SEO Starter Guide(static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf)
SEO In Practice – ebook & quizes
(seoinpractice.com)
Great Resources for DIY SEO
Good News: You’re Not Alone
Strategy – What keywords you should target Website Content – What your users see Meta Content – What search engines see Technical – Give Google what they want Linking – An online popularity contest
5 Major Factors for SEO
Google knows exactly what 3 billion people are looking for every day.
Keywords are Everything!
What do you want to be found for?
Target keywords need to be 100% relevant to your websites content
Analyze volume, competition, searchers profile, and intent
Nuance matters
Strategy = Picking the Right Keywords
nonprofit non-profit
Vs
96,000 searches/month
155,000 searches/month
61% More Volume
Are You a Nonprofit or a Non-profit?
AdWords Keyword Plannerhttps://adwords.google.com/ko/KeywordPlanner
Google Insights for Searchhttp://www.google.com/insights/search
Wordtrackerhttps://freekeywords.wordtracker.com
Bonus: Free Keyword Research Tools
Create pages about the keywords you want to rank for. Look at existing page 1 results – what makes you more relevant?
Use but don’t overuse the keyword in the main text, page headings, and URL
Track your progress – always be optimizing
Keywords Become Content
Moz.com offers a 75% discount for nonprofits
Go to Yoast.com to download this free Wordpress plug-in
Bonus Tip: Blogging for SEO
Don’t forget Meta Descriptions, Heading Tags (H1-H6), and Alt Attributes for images
Title Tags shouldn’t say HOME! Describe the page using your target keyword in <65 characters
Meta Descriptions need to be 150-165 characters, describe the goal of the page using 2-3 target keywords
Meta Content – Common Mistakes
4 relatively easy to fix technical factors that have a big impact on SEO
Technical Website Tips
Don’t buy links Instead, make great content
Good: Blog, Informational Resources, Infographics Better: Video Story Telling, Quizzes, Interactive Apps
Link Building 101
Linking 101: Video Story Telling
slaveryfootprint.org
Linking 101: Quizzes
Step 1: Determine the best time to get started
Step 2: Run a free audit of your website for a basic diagnostic
Step 3: Run an audit on each SEO agency/consultant/web designer
Step 4: Ask about approach to all components to SEO
How to Hire for SEO
Deep Breath, Half Way There
Deep Breath, We’re Halfway There!
Any Questions?
AdWords World’s most effective ad platform Relevancy is everything
Google Ad Grants $10,000/mo free ad credit on
Google.com $2 max cost per click Ads shown below paid ads Sign up IMMEDIATELY at
Google.com/nonprofits
Paid Search Advertising
The average Google Ad Grants grantee spends approximately
$330 a month
96.3 %
Want to know my secrets about Google Ad Grants?
Your #1 Goal is Donations, but…
There are two exceptions: brand terms and disaster relief.
Interest
Intent
Purchase
MEAS
URE
& OP
TIMIZ
E
PERF
ORMA
NCE
Monthly Google Search Volume
“About The Rainforest” – 5,000,000
“Deforestation” – 457,000
“Save the Rainforest” – 33,000
“Rainforest Charities” - 880
Awareness
People ARE searching for information
“Creative” email capture
About the Rainforest
Deforestation
Save the Rainforest
Charities
Focus on the top of the funnel
Sign an online petition
Get Involved, volunteer, share
Donations, memberships, sales
Before (1/1/12 – 7/31/12) 0 newsletter signups
After (8/1/12 – 8/31/13) 14,278 emails collected
List Building with Google Ads
Hundreds of thousands of emails collected
2 custom emails before general list inclusion
Online donations now on par with offline
List Building with Google Ads
The Only Rules Stay on mission Get creative Stuck? Start with
search volume/trends, work backwards
What Can You Give Away?
5 Tips for Unlocking Google Ad Grants’ Potential
Bad News You can’t run on
keywords if you don’t have the precise content the user is looking for
Good News You can build content to
make yourself relevant for anything
Tip #1: Relevancy is Everything
Rule of thumb: If you don’t have content on your site that perfectly matches the keyword,
don’t expect it to work.
Google REALLY cares about relevancy!
58% of searches use between 2-4 words
Average Global Search Phrase Length
SOURCE: Experian Hitwise – Oct 2009
Tip #2: Build Your Keyword list w/ the Long Tail
Bonus Tip: Use all 4 match type options for broad match, “phrase match”, & [exact match] on higher volume keywords
Quality score is calculated at the keyword level
Bonus Tip: Use a thesaurus to find new ways to say the same keywords that are performing the best
Add Keywords Without Hurting Relevancy
Structure Matters
38
Tip #3
Ad Groups should have 15-30 similar keywords that align to a specific page on the website. The more
focused the ad group, the better the ad targeting.
Campaigns should align with goals: donations, volunteers, events, email collection
Account Organization: Campaign & Ad Groups
Get Noticed
LOOK AT ME!I have 1.26s to grab your attentionand convince you to CLICK HERE!www.GetNoticed.com
Tip #4: Ad Text
Family Abuse Facts
41
Family ViolenceLearn More - Get the latest family violence facts here.www.futureswithoutviolence.org
3.32% CTR
Family AbuseGet the facts on family abuse here & learn how you can help stop it. FuturesWithoutViolence.org
5.56% CTR
42
Headline should be hyper relevant to the query – include the exact keyword
Include an informative and empowering call to action
Test 3-4 variations at all times
Remove the worst performer every month
3.32% CTR
5.56% CTR
Family AbuseGet the facts on family abuse here & learn how you can help stop it. FuturesWithoutViolence.org
Family ViolenceLearn More - Get the latest family violence facts here.www.futureswithoutviolence.org
How to Write Effective Creative
Digital Asset Optimization
43
Tip # 5: Drop users on the most relevant page within your site
Landing Pages
Conversion Rate = 0%0 emails collected
Conversion Rate = 12.59%1,000 + email address / mo
Homepage Vs Targeted Landing Page
Is all this information necessary at this point in the relationship?
Most users are reluctant to divulge personal information
4 fields is the ideal length
Conversion Rate = 50% Conversion Rate = 74.6%
Keep Forms as Short as Possible
25% of Clicks
75% of Clicks
25% of Clicks
75% of Clicks
Official Google Adwords Certification(http://gcptransition.appspot.com/)
Google Ad Grants Help Forum(http://productforums.google.com/forum/#!forum/grants)
Google Ad Grants Whitepaper by Media Cause (http://help.mediacause.org/google-grants)
Great Resources for DIY SEM
Want More? You’re Not Alone
Step 1: Is your website optimized for your goals?
Step 2: Make the agencies/consultants you’re talking with are Adwords Certified
How to Hire for SEM
Step 3: Ask questions about strategy. Tactics are cheap, a good strategy is much more important.
Step 4: Make sure you understand where SEM & Google Ad Grants fits in to your overall marketing plan
Eric [email protected]@ericfacas
Thank You! Questions?
Media CauseMediacause.org
Facebook.com/MediacauseTwitter.com/Mediacause
Linkedin.com/company/media-cause
Appendix
How are the ad positions determined?
Max CPC (or Max CPM) x Quality Score = Rank Score Rank Score is calculated per keyword Quality Score is Comprised of the Following:
- CTR- Quality of landing page- Relevance of ad text- Historical keyword performance- Other relevancy factors
You only pay the CPC necessary to have a rank score higher than that of the advertiser below you
Minimum CPC can be as low as $0.01
