David Tinker, CFRE

MISST, INFR608

September 4, 2009

Search Engine Optimization

and Search Engine Marketing

NeedTerminologyHow a Search Engine Ranks a Web PageCurrent ACHIEVA Web Page StatisticsHow People Search for ACHIEVA On-LineOur RankingsToolsPlan of Action

What We’ll Go Over

Search Rank impactsRevenueBrandRelevance

Above the scroll

Allows people who really need us to find us

Need

Search Engine Optimization – SEOKeywordsBack LinksSite MapsBlack Hat / White Hat SEO

Organic SEO

Terminology

Search Engine Marketing SEMPay Per Click (PPC)Banner AdsSponsored Search Results

Terminology

Crawls Website for KeywordsMeta TagsSite Map

Crawls Internet for Back LinksSocial MediaRelevance

Paid ContentPaid LinksPaid Banner Ads

How a Search Engine Ranks A Webpage

Current ACHIEVA Website Stats

2005 2006* 2007 2008 20090

200000400000600000800000

100000012000001400000160000018000002000000

Hits

Hits

Current ACHIEVA Website Stats

2005 2006* 2007 2008 20090

20000

40000

60000

80000

100000

120000

Visits

Visits

Which Search Engines People Use

Google Yahoo Bing (M-SNLive)

Ask.com AOL.com

Web 70.2 17 9.4 2.4 0.3

ACHIEVA

70.4 17.2 6.3 0.4 1.9

5

25

45

65

Perc

en

tag

e

Source Hitwise 8/09, AWStats 9/09

Key Phrase Searched2009 projected

searches

ACHIEVA 10,635

ACHIEVA Pittsburgh 2,611

ACHEIVA (typo) 590

ACHIEVA Family Trust 410

ACHIEVA Pittsburgh pa 357

ACHIEVA.INFO 322 Sample Special Needs

Trust 322

www.achieva.info 255

Camp ACHIEVA 209

ACHIEVA Pa 158

Other 15,687

Top 10 Terms People Use to Find Us

Keyword Term/Phrase ACHIEVA Competitor

ACHIEVA 1, 2 0ACHEIVA (typo) 1 0

Autism Pittsburgh 01, 2, 4, 5, 6, 7,

8Disability Pittsburgh 0 0Early Intervention 0 0Early Intervention Pittsburgh 2 1, 3, 6, 7, 8, 9Mental Retardation Pittsburgh 0 1, 2, 3, 5, 7Special Needs Trusts 0 0Vocational Supports 8,9 0

Rank in Google

Keyword Term/Phrase ACHIEVA Competitor

ACHIEVA 1, 2 0ACHEIVA (typo) 1, 2 0Autism Pittsburgh 0 1, 2, 3, 5, 6, 7Disability Pittsburgh 0 0Early Intervention 0 0Early Intervention Pittsburgh 5, 6 3, 7, 10Mental Retardation Pittsburgh 0 1, 2, 6, 8, 10Special Needs Trusts 0 0Vocational Supports 3, 4 0

Rank in Yahoo

Keyword Term/Phrase ACHIEVA Competitor

ACHIEVA 1, 5 0ACHEIVA (typo) 1 0

Autism Pittsburgh 01, 2, 3, 5, 6, 9,

10Disability Pittsburgh 0 0Early Intervention 0 0Early Intervention Pittsburgh 1, 8 3, 4, 5, 6Mental Retardation Pittsburgh 0 3, 4Special Needs Trusts 0 0Vocational Supports 4 0

Rank in Bing

Keyword Term/Phrase ACHIEVA Competitor

ACHIEVA 1, 9 0ACHEIVA (typo) 0 0Autism Pittsburgh 0 1, 2, 3, 4, 9Disability Pittsburgh 0 0Early Intervention 0 0Early Intervention Pittsburgh 3 1, 2, 4Mental Retardation Pittsburgh 0 1, 2, 3, 6, 7, 8Special Needs Trusts 0 0Vocational Supports 0 0

Rank in Ask.com

Keyword Term/Phrase ACHIEVA Competitor

ACHIEVA 1, 2 0ACHEIVA (typo) 0 0

Autism Pittsburgh 01, 2, 4, 5, 6, 7, 9,

10Disability Pittsburgh 0 0Early Intervention 0 0Early Intervention Pittsburgh 2 1, 3, 5, 7, 10Mental Retardation Pittsburgh 0 1, 2, 3, 6, 8 Special Needs Trusts 0 0Vocational Supports 7 0

Rank in AOL

CurrentAWStatsCheck Manually

RecommendedAWStatsSEOmoz –Free & $129/mo.SEOTools - Free & $150/mo.

Tools

Study baseline information collectedIdentify keywordsIndentify ways to get back linksLearn SEO toolsCreate budget for SEMImplement SEO changes, purchase SEM adsMonitor our results vs. competitor rankings

Plan of Action

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.

ROI

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.

Conclusion