1. 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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4. 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

5. 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

6. About TechSoup

7. 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?

8. 4/25/2018
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.

9. 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

10. SEO for Beginners: Simple Steps for Nonprofits & Libraries

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

12. 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

13. Part 1: How it works

14. 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

15. 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

16. My Brief and Selective History
Human (Dawn of time )
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)

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

18. Smarter Search

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

20. PageRank

21. Links are Votes

22. 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!

23. Ranking

24. Part 2: The Process

25. SEO Process

26. SEO Process

27. SEO Process: Keywords

28. SEO Process: Keywords

29. 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

30. Curse of Knowledge

31. Keyword Volume - Google.com/Trends

32. Keyword Volume Ad Planner

33. 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

34. Keyword Research
Short vs Long-tail
Relevance
Phrasing

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

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

37. YouTube.com

38. Keyword Research
Phrasing

39. Long tails
Understand the way people drill down on searches

40. Google Search Console

41. Competition: Ispionage.com

42. SEO Process: Content

43. SEO Process

44. 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

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

46. 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

47. Capture, Engage, Convert

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

49. SEO Growth
340,000
poets
adwords traffic only
0 poets

50. Funnel to Goal
-can also create segments

51. MOZ.com/content/search
Stroke prevention

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

53. Hubspot

54. headlines.Sharethrough

55. headlines.Sharethrough

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

57. Spectrums vs Selling out

58. Be Mary Poppins - not Idiocracy

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

60. SEO Process: Link Building

61. SEO Process

62. 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

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

64. Shareability

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

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

67. 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

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

69. Questions?

70. 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!

71. https://techsoup.course.tc/catalog

72. 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!

73. Thank You to Our Webinar Sponsor!
ReadyTalk offers dedicated product demos for
TechSoup organizations 4 times per week.
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