Nonprofit Conversation asked Juan Munoz, Executive Director of Open Global Marketing, to share a few tips on nonprofit use of SEO. He wrote "Compare and Decide: How to use SEO 2.0 in Marketing." This is just a peek at the iceberg and certainly compelling. We hope to have him back to share more of his insights. Bunnie.
by Juan Munoz
When people talk about Marketing Strategies, many ad agencies and publicists are switching from the conventional traditional to the online jargon: SEO, PPC, PPA. Printing, radio ads and brochures are becoming out of date.
This article isn’t just about explaining SEO, but also exploring the new techniques to optimize Web sites for Non-profits.
The Difference between SEO and SEO 2.0
Three years ago, you built links, exchanged links, paid for links and manually added them to static directories to generate web traffic. Now, optimizing your content also includes getting links, blogging, writing pillar content, creating link bait and socializing.
Three years ago, you’d concentrate on creating sites or pages with many keywords related to your business. Today, that is wrong. In SEO 2.0 many spiders penalize the excessive us of the same keywords in one page. The next SEO 2.0 uses attention-grabbing post titles and limits the amount of keywords to two or three.
Three years ago, you’d compete with others to be on the first page Google’s search results. Now in SEO 2.0, you build a network and cooperate with peers – creating a neighborhood of web sites around you to generate a steady stream of traffic. This works perfectly for nonprofits who normally think that charities are all about getting money or grants and giving it all away.
Three years ago, you thought that exchanging one-to-one active links would give them value. Now, you can create links in your web site regardless whether you link back because it increases the relevance of your web site.
Three years ago, you’d likely say, “We’re not doing SEO. We can’t show our client list publicly, etc…” Now, transparency is the model. "Welcome our new client xyz. We are proud to work together with them, two-way communication, etc."
In the nonprofit world, you normally are used to keeping your donors or foundations very hidden because you do not want competitors to know where you get your grants. Now, more than ever, you can be proud and show your capacity to raise money with a very interesting list of donors in your website.
You can implement these strategies for the non-profit or for-profit world. Not matter what you do and how you do it, it is important to evolve and innovate by staying in tune with the new market-penetrating technology.
Remember, if you hit first, you will hit hard.