Webinar - SEO for Beginners: Simple Steps for Nonprofits and Libraries - 2016-11-29

SEO for Beginners: Simple Steps for Nonprofits and Libraries
With George Weiner, Whole Whale
November 29, 2016

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

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.
Countries Served TechSoup Partner Location NetSquared Local Group
Where are you on the map?

www.TechSoup.Global

Our Impact
Together, we build a stronger, more resilient civil society.
$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
79%
of NGOs have improved
organizational efficiency
with TechSoup Global's
resource offering*
*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
o Keywords
o Content
o 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

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

Two buckets of SEO
● 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
On-Page Off-Page
And 200+ other factors!

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

Keyword Volume - Google.com/Trends

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

●Short vs Long-tail
●Relevance
●Phrasing
Keyword Research

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

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

Understand the way people drill down on searches
Long tails

● 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
Evergreen Content

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
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
Design conversion
pages that drive
users to take
meaningful actions
like signing up for
programs

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

SEO Growth 2012-2016
0 poets
340,000
poets

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

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

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

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

Link Building Outreach
● 1:1 Outreach
●Broadcast new content
o Social, PR, Email blast
●Pay to play
o Paid social/search ads around target content
o (Google AdWords Grants!)

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

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!

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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!

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Webinar - SEO for Beginners: Simple Steps for Nonprofits and Libraries - 2016-11-29

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