SEO for Beginners: Simple Steps for Nonprofits and Libraries With George Weiner, Whole Whale November 29, 2016 Welcome everyone to: Title Thanks so much for joining us today.

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Webinar Program Manager Presenters Becky Wiegand Webinar Program Manager TechSoup George Weiner Founder and CEO Whole Whale Assisting with chat: Julie Leary, Whole Whale and Susan Hope Bard, TechSoup

Objectives Understand basic principles of search engine optimization Learn some best practices for keyword research and use Get basics on link-building to increase your site traffic Gain insight on what matters on-page an off-page for SEO

About TechSoup

The Need Is Global – And So Are We 4/25/2018 The Need Is Global – And So Are We TechSoup’s mission is to build a dynamic bridge that enables civil society organizations and social change agents around the world to gain effective access to the resources they need to design and implement solutions for a more equitable planet. TechSoup Global doesn’t just help NGOs overcome barriers to effective use of technology. We also help NGOs overcome language, economic, geographic, cultural, knowledge, and access barriers. We create new ways to access technology, new paths to connect and network, and new means to learn and develop skills — all so that NGOs can operate at their full potential, more effectively deliver their programs and services, and better achieve their missions. Countries Served TechSoup Partner Location NetSquared Local Group Where are you on the map?

4/25/2018 www.TechSoup.Global TechSoup Global doesn’t just help NGOs overcome barriers to effective use of technology. We also help NGOs overcome language, economic, geographic, cultural, knowledge, and access barriers. We create new ways to access technology, new paths to connect and network, and new means to learn and develop skills — all so that NGOs can operate at their full potential, more effectively deliver their programs and services, and better achieve their missions.

4/25/2018 Our Impact Together, we build a stronger, more resilient civil society. 79% of NGOs have improved organizational efficiency with TechSoup Global's resource offering* $5.4B in technology products and grants employed by NGOs for the greater good 35 languages used to provide education and support   100+ corporate and foundation partners connected with the causes and communities they care about 6.2M annual visits to our websites 600,000 newsletter subscribers empowered with actionable knowledge Our work and our impact are worldwide. Additional statistics showcasing TechSoup Global’s impact (data as of September 30, 2014): 14.1 million software and hardware donations to date 2,250 social innovation technologists and civil society activists convened monthly in 41 cities (22 countries) through TechSoup Global’s NetSquared Local groups 66,000 social media followers 79%of NGOs have improved organizational efficiency with TechSoup Global's resource offering* 57% of constituents have gained new skills using technology acquired from TechSoup* * Source = survey conducted among TechSoup members in 2013 *Source: survey conducted among TechSoup members in 2013

SEO for Beginners: Simple Steps for Nonprofits & Libraries

Contents Part 1: How it works Part 2: The SEO Process Keywords Content Links

Poll Time What are you looking to take away the most? Where to start with SEO Choosing keywords Understanding what content to create How to build links Other

Part 1: How it works

What is SEO? Search Engine Optimization (SEO) – the practice of improving and promoting a website in order to increase the number of visitors the site receives from search engines. Basically, it’s about ranking higher in the search engine results for keywords related to your site. Ads Results

What Google Search is doing Organizing the world’s information Helping you find what you’re looking for Monetizing (& taking over the world) Narrow AI Fast, Accessible, Relevant Results

My Brief and Selective History Human (Dawn of time - 1994) Crawling Spiders/bots (1994) Google PageRank (1998) Spammers mess with links Google responds Social starts to factor in (2009) Spammers create content farms Speed + Device begin to factor into search Google responds (Panda 2011) to focus on quality content Spammers build link farms Google responds (Penguin 2012) Knowledge Graph (2012) Spam links… Hummingbird (2013)

Don’t Mess With Google If history has taught us anything…

Smarter Search

Smarter Mobile Search 1 Trillion daily searches, 50% mobile/tablet. Searches by maternity and new parents - Think With Google

PageRank

Links are Votes

And 200+ other factors! Two buckets of SEO On-Page Off-Page Content + Keywords Site Structure HTML tags (H1,H2, Alt,title) Speed Mobile responsive Video + Image tagging Links! <a href=”#”>Anchor text</a> Domain authority Social reputation And 200+ other factors!

Ranking

Part 2: The Process

SEO Process

SEO Process

SEO Process: Keywords

SEO Process: Keywords

Research Tools Goal: How does your audience talk about the topic? Search Auto-Complete Google.com/trends Google Ad Planner Similarweb.com Keyword ideas Google Search Console MOZ.com/content Thinkwithgoogle.com/marketers-almanac/ Youtube.com/trending

Curse of Knowledge

Keyword Volume - Google.com/Trends

Keyword Volume Ad Planner

Google AdWords Grants! $10k per month for Google AdWords Eligible 501c(3) Google.com/nonprofits Use or lose Playing with the house’s money! Google AdWords Grant Course Code: WEBINAR (50% off) WholeWhale.com/University

Keyword Research Short vs Long-tail Relevance Phrasing

Auto-Complete for Long-tail Understand the searches that touch your term and the volume of interest.

Auto-Complete Ideas Understand the searches that touch your term and the volume of interest.

YouTube.com

Keyword Research Phrasing

Long tails Understand the way people drill down on searches

Google Search Console

Competition: Ispionage.com

SEO Process: Content

SEO Process

Evergreen Content Fills a perennial need Answers a unique question Serves as a timeless reference References other authorities Seasonally effected/relevant The page of a book you’d dogear Designed to hook users from search

List Example Highly shared & indexed by Google, lead to increased traffic, that lead to +3k users to other pages.

The Content Funnel Capture Engage Convert Design conversion pages that drive users to take meaningful actions like signing up for programs Content marketing: create content that captures organic traffic, drives referrals and social shares to reach new audiences Create content that helps people learn about your programs and helps them picture themselves as part of the solution

Capture, Engage, Convert

Convert Build Calls-To-Action Consider Pop-ups A/B test

SEO Growth 2012-2016 340,000 poets adwords traffic only 0 poets

Funnel to Goal -can also create segments

MOZ.com/content/search Stroke prevention

Copywriting Goals: People judge an article by its title first. Tools Hubspot.com/blog-topic-generator Headlines.sharethrough.com Think With Google Almanac

Hubspot

headlines.Sharethrough

headlines.Sharethrough

Titles that hook Titles and Meta descriptions are why people click.

Spectrums vs Selling out

Be Mary Poppins - not Idiocracy

Poll Time I believe that increasing organic traffic through SEO would help my organization: A lot! Somewhat A little Not at all

SEO Process: Link Building

SEO Process

Link Building Process Discovery Outreach Execute on your list + Learn Choose the content Choose the target Blogs, Communities Competition - ispionage.com + Similarweb.com Resource lists Social Influencers Partnerships Outreach Execute on your list + Learn

Link Building Outreach Broadcast new content Social, PR, Email blast Pay to play Paid social/search ads around target content (Google AdWords Grants!)

Shareability

Execute Build a spreadsheet with keyword, content and targets to build links Track progress

Analyze - Google Search Analyze who is linking Build the partnership Look for similar sites

Poll Time I am most excited about getting to work on: Playing with the cool website tools Doing our keyword research Writing some awesome content Rewatching this… I have a lot to do

WW Resources WholeWhale.com/University (code: webinar) Wholewhale.com/seo

Questions?

Learn and Share! Chat in one thing that you learned in today’s webinar or will try to implement. Will you share this information with your colleagues and within your network? Please complete the post-event survey that will pop up once the webinar ends!

https://techsoup.course.tc/catalog

Upcoming Webinars and Events 12/8: PS 103: Adobe Photoshop Tools and Filters for Nonprofits and Libraries 12/14: Libraries Supporting Social Good: Tools and Tips for Outreach to Nonprofits 12/20: Use It, Don't Lose It! Technology Donations Before Calendar-Year End Explore our webinar archives for more!

Thank You to Our Webinar Sponsor! ReadyTalk offers dedicated product demos for TechSoup organizations 4 times per week. For more information: www.techsoup.org/readytalk Please complete the post-event survey that will pop up once you close this window. 73