Web Wise: Search Overview Sage Nonprofit Webinar

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1. Web Wise Series: Intro to Search Engine Optimization & Marketing for Nonprofits Katie McNally, Account Supervisor - Sitewire Marketspace Solutions…
  • 1. Web Wise Series: Intro to Search Engine Optimization & Marketing for Nonprofits Katie McNally, Account Supervisor - Sitewire Marketspace Solutions ( Dan Gonzalez, Web Manager - Sage Nonprofit Solutions (
  • 2. What we’ll cover today… Search’s role in your overall interactive marketing mix Search basics – what is organic and paid search Holistic search – how search campaigns work together High level best practices for organic optimization High level best practices for PPC management and optimization
  • 3. What is “Organic Search” <ul><li>Organic Search is “natural search” which means it is not “paid for advertising” </li></ul><ul><li>Organic search can be used for “Response Marketing Campaigns” </li></ul><ul><li>One of the most cost-effective forms of online marketing </li></ul><ul><li>Difficult and Time Consuming </li></ul><ul><li>Great Value = Huge ROI </li></ul>Sitewire Marketspace Solutions, LLC
  • 4. Organic Search Organic Search Results Paid Search Results Sitewire Marketspace Solutions, LLC
  • 5. Search Engine Breakdown Sitewire Marketspace Solutions, LLC
  • 6. Demographics <ul><li>Yahoo! = Younger Generation </li></ul><ul><li>Google = Higher Spending </li></ul>Sitewire Marketspace Solutions, LLC
  • 7. What is “Organic Search Optimization”? <ul><li>Organic Search Optimization </li></ul><ul><ul><li>The process of optimizing a website to achieve high search rankings for specific targeted keywords </li></ul></ul><ul><ul><li>Google uses over 120 factors in their ranking algorithm </li></ul></ul>Sitewire Marketspace Solutions, LLC
  • 8. Ranking Positions 1 2 3 Sitewire Marketspace Solutions, LLC
  • 9. Organic Search Myths <ul><li>Myths </li></ul><ul><ul><li>You can just pay Google/Yahoo/MSN to be number 1 organic listing </li></ul></ul><ul><ul><li>“I know a guy that says he can guarantee me number 1 position” </li></ul></ul><ul><ul><li>It’s easy to get the top organic position </li></ul></ul><ul><ul><li>You can just optimize once and forget it </li></ul></ul>Sitewire Marketspace Solutions, LLC
  • 10. 2 Methods of Optimization <ul><li>On-site Optimization </li></ul><ul><ul><li>These are changes you can make to the target website to optimize it for strategically selected keyword phrases </li></ul></ul><ul><li>Off-site Optimization </li></ul><ul><ul><li>This is the optimization work (link passing) that you can do to affect the rankings for a small group of strategically selected keyword phrases </li></ul></ul>Sitewire Marketspace Solutions, LLC
  • 11. Example: Off-Site Optimization
  • 12. Optimization Process <ul><li>Initial Optimization </li></ul><ul><li>Obstacles Analysis </li></ul><ul><li>Keyword Research </li></ul><ul><li>Keyword Selection </li></ul><ul><li>Organic Optimization Plan </li></ul><ul><li>On-site Implementation </li></ul><ul><li>Off-site Optimization </li></ul><ul><li>Ongoing cycle (see right) </li></ul>Ongoing Optimization Sitewire Marketspace Solutions, LLC
  • 13. Obstacles Analysis <ul><li>Use CSS </li></ul><ul><li>Clean Code is Important </li></ul><ul><li>Build it Scalable, regardless of what code you use: </li></ul><ul><ul><li>HTML/XHTML </li></ul></ul><ul><ul><li>PHP </li></ul></ul><ul><ul><li>ASP </li></ul></ul><ul><ul><li>ASPX </li></ul></ul><ul><li>Meaningful Page Names </li></ul><ul><li>Intuitive Directory Structure </li></ul><ul><li>Alt-tags </li></ul><ul><li>XML and Traditional Sitemap </li></ul><ul><li>Utilize Text Based Navigation (when possible) </li></ul>Sitewire Marketspace Solutions, LLC
  • 14. Keyword Research and Selection <ul><li>Find all relevant keywords </li></ul><ul><ul><li>Keywords that you think someone would type in as a search when looking for your business/service/product </li></ul></ul><ul><ul><li>Utilize keyword research tools to define search volume </li></ul></ul>Sitewire Marketspace Solutions, LLC
  • 15. Organic Optimization Plan <ul><li>Methods to eliminate obstacles </li></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>If flash, then utilize more standard HTML coding and text content on the page, rather than flash </li></ul></ul></ul><ul><ul><ul><li>If doorway entry page, simply remove this page and have a full index.html page resolve </li></ul></ul></ul><ul><ul><ul><li>If utilizing on-page javascript, simply use external .js files </li></ul></ul></ul><ul><ul><ul><li>If “hidden” white text over white background </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
  • 16. Organic Optimization Plan <ul><li>On-site Keyword Optimization </li></ul><ul><ul><li>Primary Importance: </li></ul></ul><ul><ul><ul><li>One or Two keywords per page focus </li></ul></ul></ul><ul><ul><ul><li>300+ words per page </li></ul></ul></ul><ul><ul><ul><li>Keyword Density 3-5% </li></ul></ul></ul><ul><ul><ul><li>Page Titles </li></ul></ul></ul><ul><ul><ul><ul><li>Descriptive page title including the keyword phrase </li></ul></ul></ul></ul><ul><ul><ul><li>Page Content </li></ul></ul></ul><ul><ul><ul><ul><li>Multiple repetition of the keyword phrase </li></ul></ul></ul></ul><ul><ul><ul><ul><li>A lot of content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Bulleted lists </li></ul></ul></ul></ul><ul><ul><ul><li>Navigation </li></ul></ul></ul><ul><ul><ul><ul><li>Text based navigation, not images </li></ul></ul></ul></ul><ul><ul><ul><li>Create XML and Normal Sitemap </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
  • 17. Organic Optimization Plan <ul><li>Off-site Website Optimization </li></ul><ul><ul><li>Primary Importance </li></ul></ul><ul><ul><ul><li>Google PageRank </li></ul></ul></ul><ul><ul><ul><ul><li>Google’s measure of the importance of a website </li></ul></ul></ul></ul><ul><ul><ul><li>Links pointing to your website </li></ul></ul></ul><ul><ul><ul><ul><li>Number and Quality </li></ul></ul></ul></ul><ul><ul><ul><li>Keywords in links </li></ul></ul></ul><ul><ul><ul><ul><li>Must be relevant </li></ul></ul></ul></ul><ul><ul><ul><li>Type of site linking to your website </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
  • 18. Organic Optimization Plan <ul><li>Off-site Website Optimization </li></ul><ul><ul><li>Good sites to consider: </li></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Forums </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>Wikipedia (although no-follows now) </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Infinite list of others, just find ones that make sense for the your industry </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
  • 19. Ongoing Optimization Process Sitewire Marketspace Solutions, LLC
  • 20. Measure Results <ul><li>Use Analytics to determine total organic traffic </li></ul><ul><li>Use a keyword ranking tool (or search by hand) to determine ranking position for each optimized keyword </li></ul><ul><li>Keep track of all data to compare against future months </li></ul>Sitewire Marketspace Solutions, LLC
  • 21. Measure Results Google Analytics Trend Data Sitewire Marketspace Solutions, LLC
  • 22. Measure Results and Determine Strategy Find out what needs to be improved with optimization for these two keywords. Sitewire Marketspace Solutions, LLC
  • 23. Implement Adjustments <ul><li>For those two keywords: </li></ul><ul><ul><li>Example Problems: </li></ul></ul><ul><ul><ul><li>Title did not contain keyword </li></ul></ul></ul><ul><ul><ul><li>Too many keywords on the page </li></ul></ul></ul><ul><ul><ul><li>Someone had removed 2 paragraphs of copy from the page </li></ul></ul></ul><ul><ul><li>Example Adjustments: </li></ul></ul><ul><ul><ul><li>Correct title to include keyword </li></ul></ul></ul><ul><ul><ul><li>Remove keyword from the page </li></ul></ul></ul><ul><ul><ul><li>Add back in enough relevant copy to compensate </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
  • 24. Resubmit <ul><li>Resubmit the page to Google, Yahoo! and Bing </li></ul><ul><ul><li>*(if necessary, depending on indexing) </li></ul></ul><ul><ul><li>http:// =/ addurl </li></ul></ul><ul><ul><li>http:// /submit </li></ul></ul><ul><ul><li>http:// </li></ul></ul>Sitewire Marketspace Solutions, LLC
  • 25. Aided brand recall increases by 2.2x when a brand is in the top sponsored and top organic results Question: Which of the following automotive brands do you remember seeing in the search results page you just viewed? Side Sponsored Top Sponsored Top Sponsored & Top Organic Top Organic Listing Honda Other 0% 10% 20% 30% 40% 50% 60% 70% Query: Unbranded (i.e., “fuel efficient cars”) Holistic Search: Builds Brand 9/25/2009 **Data is from a Google conducted study 2.2x 1.5x x
  • 26. What is “Paid Search Advertising”? <ul><li>Paid Search Advertising </li></ul><ul><ul><li>The process of running advertisements that show for particular keyword searches </li></ul></ul><ul><ul><li>Objective is to get qualified visitors to your website to take an action </li></ul></ul><ul><ul><li>Actions can be: </li></ul></ul><ul><ul><ul><li>Completing a lead form </li></ul></ul></ul><ul><ul><ul><li>Completing a sale </li></ul></ul></ul><ul><ul><ul><li>Registering for something </li></ul></ul></ul><ul><ul><ul><li>Reading something </li></ul></ul></ul><ul><ul><ul><li>Anything other key metrics for success on a site </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
  • 27. Paid Search Organic Search Results Paid Search Results Sitewire Marketspace Solutions, LLC
  • 28. Ad Positions 1 2 3 4 5 Sitewire Marketspace Solutions, LLC
  • 29. How do I get to the best results? <ul><li>Strategy – set a goal and measure against it </li></ul><ul><li>Campaign Management – need to do this every day </li></ul><ul><li>Myths </li></ul><ul><ul><li>You can just pay Google/Yahoo/MSN to be number 1 paid search listing </li></ul></ul><ul><ul><li>PPC is easy </li></ul></ul><ul><ul><li>I will be great at this right from the start </li></ul></ul>Sitewire Marketspace Solutions, LLC
  • 30. Paid Search Process <ul><li>Initial Setup </li></ul><ul><li>Site Conversion Analysis </li></ul><ul><li>Setup A/B Testing </li></ul><ul><li>Define Targeting </li></ul><ul><li>Keyword Research </li></ul><ul><li>Keyword Selection </li></ul><ul><li>Keyword Match Types </li></ul><ul><li>Write Ads </li></ul><ul><li>Set Initial Bids </li></ul><ul><li>Set Daily Budget </li></ul><ul><li>Setup Conversion Tracking </li></ul><ul><li>Launch Campaign </li></ul>Ongoing Management Sitewire Marketspace Solutions, LLC
  • 31. Site Conversion Analysis <ul><li>Perform an analysis on website to determine if it is conversion friendly </li></ul><ul><ul><li>Ask yourself: </li></ul></ul><ul><ul><ul><li>Is the site easy on the eye? </li></ul></ul></ul><ul><ul><ul><li>Does it follow a simple visual flow? </li></ul></ul></ul><ul><ul><ul><li>Does it resonate with the potential donor? </li></ul></ul></ul><ul><ul><ul><li>Is there a compelling call-to-action on the website? (a reason for someone to take action on the website) </li></ul></ul></ul>Sitewire Marketspace Solutions, LLC
  • 32. A/B Testing B A Sitewire Marketspace Solutions, LLC
  • 33. Multivariate Testing A B C D B D A C Sitewire Marketspace Solutions, LLC
  • 34. A/B & Multivariate Testing <ul><li>Google Optimizer </li></ul><ul><ul><li>Free and Easy to Setup </li></ul></ul>Sitewire Marketspace Solutions, LLC
  • 35. Geo Targeting <ul><ul><li>The whole world? </li></ul></ul><ul><ul><li>US Only? </li></ul></ul><ul><ul><li>State Only? </li></ul></ul><ul><ul><li>Metro Only? </li></ul></ul><ul><ul><li>City Only? </li></ul></ul><ul><ul><li>A particular zip code? </li></ul></ul>Sitewire Marketspace Solutions, LLC
  • 36. Keyword Research and Selection <ul><li>Pick all relevant keywords at this stage, you can pause, delete and bid down any keywords later </li></ul>Sitewire Marketspace Solutions, LLC
  • 37. Best Practices for Ad Copy <ul><li>Ad Writing Tips </li></ul><ul><ul><li>Accurate </li></ul></ul><ul><ul><li>Compelling </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><li>Match keywords </li></ul></ul><ul><ul><li>Qualify visitors </li></ul></ul><ul><ul><li>No excessive punctuation </li></ul></ul><ul><li>Write multiple ads to test against each other </li></ul>SUBWAY® Phoenix $5 FRESH VALUE MEALS 6&quot; sandwich + chips + drink. Verizon Wireless™ Phones Official Site - Cell Phones up to 50% off. Only at Verizon Wireless! Sitewire Marketspace Solutions, LLC
  • 38. Set Daily Budget <ul><li>Daily Budget is the maximum amount you are willing to spend </li></ul><ul><li>It does not mean you WILL spend this, rather that this is the maximum amount you could spend </li></ul><ul><li>The amount you spend each day will vary on the number of people searching, and the number of clicks you get </li></ul><ul><li>You can change this budget anytime </li></ul>Sitewire Marketspace Solutions, LLC
  • 39. Set Initial Bids and Bid Strategy <ul><li>Bids should be high enough to show on the first page - almost no one clicks on an ad on the second page </li></ul><ul><li>You’ll need to have a good ad, that is relevant to the keyword, and gets clicks to get a high position – even if you bid a lot </li></ul><ul><li>Day part bidding turn ads on or off, and increase and decrease budget during times of the day </li></ul><ul><li>This is useful for certain companies. For example: </li></ul><ul><ul><li>A company is only open during the day </li></ul></ul><ul><ul><li>A company has a call center that only answers during the day </li></ul></ul><ul><ul><li>A company knows that most people order their products between 6am and 10am </li></ul></ul>Sitewire Marketspace Solutions, LLC
  • 40. Setup Conversion Tracking <ul><li>Example: </li></ul><ul><ul><li>To track this, you would put a little snippet of code on the “thank you” page that confirms an action has taken place </li></ul></ul><ul><ul><li>This code w
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