2. Hi! 👋
Charity Box is a company that works exclusively
with third sector organisations.
● Digital design and development
● Support and mentorship
● Digital training workshops.
Follow me:
www.charitybox.io
www.twitter.com/WeAreCharityBox
3. Thank you to our sponsor, Lightful...
● Social media monitoring tool for charities
● Free plan available
● Get 50% off forever on any paid plan by entering
the code CBOX at checkout
http://bit.ly/lightful-cbox
4. This session
● What SEO actually is
● Google’s relevance to SEO
● On-page vs off-page SEO
● Backlinks and keywords
● Shout-out quiz (make notes!)
● 10 minute break
● How to measure SEO
● What to look for in an SEO provider
● Q&A
6. What is SEO?
● SEO stands for “search engine optimisation”
● It is all about helping your organisation to be found online
● SEO can broadly be categorised into “on page” and “off page”
Because SEO is so important, you’ve probably received spam emails from “SEO
experts” promising to get you page 1 rankings.
7.
8. ● A good SEO profile indicates a healthy marketing strategy
● Being easily found online is an indicator of authority and trust
● If people come to you, it makes life a lot easier
Having an SEO strategy enables you to be seen by more of the right people,
reduces how much you need to spend on advertising and enables your
organisation to gain more support and improve its impact.
Why is SEO important?
11. ?%
Google’s UK market share
https://www.statista.com/statistics/280269/market-share-held-by-search-engines-in-the-united-kingdom/
12. 87%
Google’s UK market share
https://www.statista.com/statistics/280269/market-share-held-by-search-engines-in-the-united-kingdom/
13. Google is synonymous with “search”
● Google’s technology has driven what it means to catalogue and search for
information on the internet.
● In the nineties it patented its own algorithm called “PageRank” which it saw
as the optimal way to index web content. PageRank is still used today.
● Google is driving search in other areas, such as local and voice search.
15. On-page vs off-page SEO
● Page titles
● Contact information
● Website HTML code
● Website loading time
● Website security
● Press coverage
● Blogger outreach
● Social “buzz”
16. Your web page title
● Your page title is the most important on-page SEO factor
● It should accurately describe the content of the page
● Add key search terms to maximise your chance of being found
17. Contact information
● Your physical address, telephone
number and email addresses
● Helps you to rank when people search
for your services in the local area
● Adds authority to your organisation as a
“real” business
Be sure to register with Google My Business
to appear in local search results.
18. Website code
● Websites are created using a combination of HTML, CSS and Javascript
● This determines how accessible and responsive the website is
● Google appreciates websites that have been built well.
19. Website security and loading speed
Google prefers websites that are:
● Fast loading
● Secure (SSL)
Why do you think this is?
21. What is off-page SEO?
● Relates to any marketing activities
that happen outside the website
● Relates directly to Google’s
PageRank algorithm
● Is way more important than on-
page SEO
23. ● Every link that points to your website is an “endorsement”
● The more links that a website has, the bigger the endorsement
● The more links, generally, the better (but quality is important)
Links determine popularity
25. Backlink examples
● Blog post mentions
● Press releases
● News coverage
● Social media posts
● Partner/supplier/customer mentions
26. Exercise:
Write down the places you could
get some coverage right now.
Who’s interested in your story?
27. Where you can get coverage right now
● Your beneficiaries - sharing their story
● Your fundraisers - they may have their own networks
● Partner organisations
● Local press - always looking for stories and good news
● Local business directories
31. Head vs tail keywords
“Head” keywords
“Cancer charity”
“Chinese restaurant”
“Second hand cars”
Why do this?
“Longtail” keywords
“Testicular cancer support charity Leeds”
“Vegetarian cantonese restaurant”
“Buy second hand cars Manchester”
35. How to use your keywords
● On specific landing pages
● In blog posts
● In paid advertisements
● In press coverage
Think keywords every time you write a piece of content!
48. Measuring your SEO investment
● SEO is not cheap, in time or money
● It can take several months to see the fruits of your labour
● But when you do, how do you determine its value?
49. SEO is difficult to
“measure” because
it is a company
mindset more than
a set of activities.
50. ● Number (and quality) of backlinks
● Domain authority
● Organic website traffic
Check your backlinks and authority at https://ahrefs.com/backlink-checker
Key performance indicators (KPIs)
51. Setting goals
● Investing in your website is pointless without goals
● And setting goals is pointless unless you track them.
What goals might we set?
63. Tips for hiring SEO services
● Know what your goals are
● Know your budget and timescales
● Understand the strengths and weaknesses within your team
● Be prepared to commit
64. What to look for in an SEO company
● Proof
● Ethics
● Good communication
● A partnership
65. Wrapping up
● SEO is not just a way to be found online; it is integral to marketing mindset
● Focus on Google, but be aware of other ways that people find content online
● Off-page SEO trumps on-page SEO
● Get as many backlinks as possible, and use keywords where appropriate
● Measure your progress using the AIDA model, but don’t obsess!
● Consider your strengths before seeking SEO support
66. Exercise:
Write down three takeaways
from today’s session. What have
you learned? How will you apply
your learnings?