But Wait, We Don't Have Deep Pockets and We Just Started Our SEO Strategy
Which type of organization are you?
- A. Using Google Grants/AdWords program but only for awareness and not fundraising.
- B. Using Google Grants/AdWords program for fundraising.
- C. Want to use Google Grants/AdWords but haven't started.
- D. Have no idea what this is!
Anyone who answered D, call me, write me, do some blogging and searching, talk to your agency — you're missing out on some great opportunities to spread the word about your organization. And yes, the "grant" part of Google Grants is true. Nonprofits get some things free.
Anyone who answered C, good for you. Now get started — you're late to the party.
Anyone who answered A, well, you're missing out on great fundraising opportunities. That AdWords account needs to be wrestled away from the marketers and branding folks and shared with the fundraisers. With that said, the below is still going to give you some heartburn if you have been tracking your current results and making decisions based on them.
I'll get in trouble for this (in other words, don't yell at me for my opinion — I know you might not agree already), but for many branding and awareness campaigns the metrics are a bit fuzzy and soft. If that describes your organization's tracking, change and start tracking this and making SEO decisions based on results.
Unfortunately, anyone who answered B (or frankly any of the other answers), get out the antacid because you're absolutely going to have heartburn — like everyone else out there running non-paid search campaigns through Google. If you're doing paid search, then it's a different story but keep reading.
Here's the deal. As Thom Craver of Search Engine Watch put it, "The day many SEO professionals hoped would never come, but feared eventually would, apparently has arrived. It appears that Google has cut off keyword data altogether."
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.