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| Path: Main Street > Resources/Library > Research Articles > Feature Article |
Search engine optimization: An introduction
By Wayne Atkinson
June 22, 2009
What is search engine optimization?
There are many charities and nonprofit organizations competing for funding and donations in this economy. How do you ensure that you will stand out in the online world?Search engine optimization (SEO) improves your website's placement on search engines. Leveraging the methods that search engines such as Google use to rank websites, search engine optimization can make your website appear on the very first or second page of a search engine's listings for your relevant keywords.
SEO's primary purpose is to make your site's content worthy of higher search engine ranking than other websites or organizations competing for those same keyword phrases (or causes). If you sell "toggle switches" you want to be among the top ranked websites returned by Google, Yahoo or MSN when a potential customer keys those phrases into their search engine of choice.
Ultimately, the purpose of SEO is to position your website at the exact time someone is looking for your particular charity or cause.
Why do you need search engine optimization?
- More than 87% of all offline sales are a result of online research.
- 92% of all traffic online is from search engines. This applies to both commercial and non-commercial sites.
- Many searchers specifically look for detailed information online, but do not necessarily take action online. They conduct their research online before emailing or phoning their chosen charity.
- The Internet is growing by 84,000+ sites per day.
- Being online does not mean you are being found. If you build it they won’t come.
- Less than 10% of websites are optimized.
The advantages of search engine optimization
- A large number of intent-specific online searchers take some type of action. This may come in the form of a phone call or an email.
- SEO gives you control over your website’s target audience by geography.
- Excellent ROI - it's one of the least expensive forms of marketing with the best longevity - SEO will positively affect your organization for years.
- Level the playing field in a global market; search engines don’t care how big you are, it’s how relevant you are to the searcher that counts.
- More qualified traffic - your website is a 24-hour sales team that gives potential donors the information they are searching for.
What does effective search engine optimization entail?
The combination of unique, keyword-rich content, and quality one-way links to your site gives Google and the other major search engines exactly what they need to see in order to place your site in the first page of results that are served up to local consumers looking for your product or service.
- Identify the most likely keywords that your searchers will be using when searching for the service you provide. Do extensive research to ensure that these are accurate, profitable and a match to your ideal customer demographic.
- Optimize your website for your profitable keywords. Create unique content and "Landing Pages" for your major keywords and key product or service. Remember it's not just about being found - when potential customers arrive at your site onto a landing page it is essential that it is crystal clear what it is you're offering, why you're offering it, and who you're offering it to.
- Search and acquire quality links to your site. The search engines look at one-way links as a vote of confidence in your website.
- List yourself in the local business directories and highly relevant sites like charityvillage.com. Consider advertising on these sites if that’s where your target audience goes for information.
- Regular measuring, monitoring, and maintaining of website performance metrics.
In a follow-up article I will outline proper page and article structure to make your web pages as relevant as possible to the search engines. I will also go into the possibilities offered by pay per click advertising. Google has a donation program that awards free advertising to select charitable organization. The details can be found at www.google.com/grants/.
Wayne Atkinson is the owner of OntarioSeo, which offers nonprofits and small businesses affordable Search Engine Optimization (SEO) and Search Engine Marketing (SEM) services in Ontario, Canada. It helps clients achieve the best possible high rankings in major search engines, while practicing ethical search engine optimization. For more information and a free site audit visit: www.ontarioseo.ca.
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