Search Engine Optimizationand Search Engine Marketing David Tinker, CFRE MISST, INFR608 September 4, 2009
What We’ll Go Over • Need • Terminology • How a Search Engine Ranks a Web Page • Current ACHIEVA Web Page Statistics • How People Search for ACHIEVA On-Line • Our Rankings • Tools • Plan of Action
Need • Search Rank impacts • Revenue • Brand • Relevance • Above the scroll • Allows people who really need us to find us
Terminology • Search Engine Optimization – SEO • Keywords • Back Links • Site Maps • Black Hat / White Hat SEO • Organic SEO
Terminology • Search Engine Marketing SEM • Pay Per Click (PPC) • Banner Ads • Sponsored Search Results
How a Search Engine Ranks A Webpage • Crawls Website for • Keywords • Meta Tags • Site Map • Crawls Internet for • Back Links • Social Media • Relevance • Paid Content • Paid Links • Paid Banner Ads
Which Search Engines People Use Source Hitwise 8/09, AWStats 9/09
Tools • Current • AWStats • Check Manually • Recommended • AWStats • SEOmoz –Free & $129/mo. • SEOTools - Free & $150/mo.
Plan of Action • Study baseline information collected • Identify keywords • Indentify ways to get back links • Learn SEO tools • Create budget for SEM • Implement SEO changes, purchase SEM ads • Monitor our results vs. competitor rankings
ROI • Each new referral for program can equal thousands of dollars. • E.g. Each Early Intervention child gained can equal several thousand dollars. • Potential to support child and family throughout their life can equal tens if not hundreds of thousands of dollars. • Increase in vocational sales and services will add jobs for people with disabilities. • Reaching more people fulfills our mission to provide lifetime services for people with disabilities.
Conclusion • There is a definite need for SEO and SEM. • It is an ongoing effort. • Search engines continue to improve the relevancy and speed of their results , requiring regular updating of agency site. • Tools are helpful. • ACHIEVA web page is behind the curve. • The ROI will increase finances and people served. • ACHIEVA should invest manpower and money in it.