Webinar follow-up: SEO Best Practices
TW: Page content that reflects the strategic goals of your organization or references them in some way, images tagged correctly in your page code, and metatags (again, page code) that are descriptive of the content and services your organization provides.
Q. What is cross promotion? Does that mean linking to a page within my site or linking to other sites?
TW: I generally refer to cross promotion as both linkages within an organization’s Web network and with outside organizations that are partnered in some way with the organization.
Internally, if you have more than one office, this is where your structure can really work for you. Externally, with corporate or nonprofit coalition partners, cross promotion serves as a way to engage these contacts as marketers and holds the potential of providing them with relevant content about your organization. Getting third-party partners to send out a link via one of their e-newsletters is a secondary goal — and something that’s often easier for them to orchestrate.
FT: Yes, cross promotion refers to listing related resources within your site on each page (consider Amazon’s recommended reading list). Listing these internal links not only helps keep visitors on your site longer, but is often valued by users if the recommendations are relevant and up-to-date.
Q: LLS, can you talk a little bit about the different tools you used to track return on marketing investment on SEO efforts and what your ROMI was for this campaign?
TW: Our Web analytics program (Omniture) provides traffic reporting that shows where the traffic sources are coming from. For specific initiatives, you can track for conversions. That, used in conjunction with any paid or Google Grant reporting, draws a clear picture on the impact of any given search effort.
Q: LLS, is your fundraising centralized for your chapters or do they all do their own campaigns?