In order to grow your membership or attract supporters and volunteers, people need to be able to find you online! That’s where SEO – or Search Engine Optimization – comes in.
SEO is “the process of improving the visibility of a website or a web page or “optimizing” content to achieve a higher ranking in search results in search engines.” It’s all about optimizing your website content to achieve a higher ranking in search results (e.g. through specific keywords or links) so it’s easier for people to find you online.
Search Engine Marketing (SEM) is the process you follow or the steps involved to achieve higher search rankings through "natural" (un-paid) search results; paid advertising (e.g., pay-per-click); and other internet marketing tactics.
Search Engine Marketing Guide
Keith Holloway of Envoke (Search Engine Marketing agency), suggests that “making yourself more visible on search engines can go a long way in getting traffic to your website, raising awareness and increasing your member or supporter base.” So to help small associations, non-profits and membership organizations understand what SEO is all about and why they should care about it, Keith wrote an SEM Marketing Guide - Search Engine Marketing for Associations and Non-profits - which is now available in our Membership Knowledge Hub.
This is a great resource for organizations just getting started with or who want to know more about Search Engine Marketing. In the guide, Keith explains what Search Engine Marketing (SEM) is and how it can be used to increase your online visibility, target potential constituents and drive more visits to your website.
Search Engine Marketing for Associations and Non-profits - What you need to know before integrating SEM into your marketing mix - includes the following:
- What is Search Engine Marketing?
- Google Adwords, placement targeting
- Social Media Marketing (SMM)
- Integrated Vertical Search
- It’s all about Keywords
- Traditional Search Engine Marketing
- Search Engine Optimization (SEO)
- Pay-per-click advertising (PPC)
- Beyond SEM
- How to get to know your audience better
With effective SEO, membership organizations can get more traffic from search engines – which should lead to increased member applications and event registrations.
To get started, check out the SEM guide as well as the other resources we’ve listed below.
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Photo credit: Website Building and Marketing - from Bigstock