Organic Web Search - why it matters.
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This document discusses the importance of search engine optimization and search engine marketing for charities. It notes that 60-70% of charity website visitors come from organic search and 5-10% from paid search. The document provides tips on optimizing a charity website to improve the user experience and reduce bounce rates, including using tools like Google Analytics, AdWords, and Webmaster Tools to identify issues. It also stresses the importance of keyword research and creating targeted content to attract searchers and donors.
Organic Web Search - why it matters.
- 1. Search – Why it matters Seamus Morley Web: www.find50-marketing.co.uk Twitter: @find50
- 2. Bio • 20+ years Mrktg/Biz • 10 years Biz founder/owner • Focus on Digital Marketing (PPC, SEO..) • 5+ years in Charity sector • Clients: RNIB/ HelpAge/Alzheimer`s, etc, etc
- 3. Existing Demand Search Address needs -Organic -Ads -Social Media What How Content No Demand Referring Linkable • Awareness Raising Banner Ads Eye catching •Events/ Fundraising Social Media •Advocacy
- 4. Google AdWords Grant Account • Search Only • $10kperM/$2Max Bid • CPC: $.4/1.0 >Mobile • Ad Types: – Text – Dynamic Search – Direct Download App RENEW in July 2013 ! Paid Account • Search + Display(Banner) • Ads Types: – Text,etc/ Image / Video • Display Targeting: – Keywords – Placements – Topics – Interests/ Remarketing • CPC: £.2/1.5+
- 5. • Organic • PPC • Email • Social Media • Referral • Banner Ads • 60/70% • 5/10% • 3% • 5/8% • 10% • 2% Typical UK Charity Site Visitor Sources: Source % Total Visits Source: find50 data
- 6. The changing face of Search • Library • Citation • Links – Panda – Penguin – Social Media • Link Graph – Facebook • Long Queries – 54% > 3 words • New Ones – 20% never seen before • AdWords – 70% have no Exact Match – Dynamic Search ads.
- 7. Google is Watching! • Back button - `Bounce Rate` – Charity sector BR 60/70% • Your `Time on Site` • Your Site/Pages `Engagement` Do visitors like your content ? Penalises for sites that do not give a good visitor experience
- 8. Is your web site like a badly organised Dept store ? Keyword entrances high Bounce Rate ?
- 9. ` Untidy Dept Store ? • Poor Directions • Dead Ends • Poor Signs • Dept Confusion • Poor Layout • Poor Service Site Map/Page Speed 404 Pages, etc Page Title/Snippets Duplicate Pages IA/Internal Links Lack of Call to action The ££ cost of acquiring a beneficiary/donor ?
- 10. Free Tools to `tidy` up • Google Analytics -Bounce Rate -Goals -Attribution • AdWords -Search Queries • Webmaster Tools -404/ Snippets/Duplicates • Screaming Frog • Work with your web dev team
- 11. Search Keywords Sources Your own data: • Google Analytics • Webmaster Tools • AdWords • Bing/ WMT • Google Suggest KW Tool > careful... Analysis • Excel • AdWords Editor • All `data` based • NB:None are `semantic`
- 12. The long tail of Search Top 10 Kwds = 11% Total | Top 100 Kwds = 20% Total
- 13. 0 20,000 40,000 60,000 80,000 100,000 Visits by Keyword Visits Understand your data 80/20 rule Beware site `averages` Segment Kwds by: region/site section/ ?
- 14. Keyword Market Share • SEO Moz ££m • Searchmetrics ££ • Google Trends – Brand searches – Competitor – Category
- 15. What to do now ? • Check Keyword performance • Review top landing pages • Keep creating Content – Forum (UGC) Brand, Category, other, l ong tail What `problem` are you solving ? Optimise/ Optimise/ Optimise
- 16. #charitydigital Follow up info/data via tweets today and tomorrow. Presentation plus notes available at: www.find50-marketing.co.uk Comments/feedback welcome at: seamus@find50-marketing.co.uk
Editor's Notes
- #2: Tweet Mon 15th July 2013: `How do Search and Social media fit together ?`
- #7: http://www.google.com/insidesearch/howsearchworkshttp://moz.com/blog/the-evolution-of-search
- #9: http://www.internetmarketingninjas.com/seo-tools/google-sitemap-generator/
- #13: http://www.lunametrics.com/blog/2013/05/28/non-branded-search-traffic-seo-kpi/
- #16: Creating a measurement strategy for your nonprofit >> google nfp blog Justin Cutronihttp://googlefornonprofits.blogspot.co.uk/2013/06/creating-measurement-strategy-for-your.html