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Do you Yahoo! Your donors do
“New surveys and traffic data confirm that search engines have become an essential and popular way for people to find information online. A survey of Internet users by the Pew Internet & American Life Project shows that 84% of online Americans have used search engines – that translates into more than 107 million people.” The Pew report says, “On any given day, more than half those using the Internet use search engines. Furthermore, there is a substantial payoff as search engines improve and people become more adept at using them. Some 87% of search engine users say they find the information they want most of the time when they use search engines.” The survey results also show that the average visitor scrolled through only 1.8 result pages during a typical search. Google, Yahoo! and MSN are the top search engines. When is the last time you searched for your organization? Take 15 minutes to come up with a list of words and phrases your donors are using to find your site (your site statistics may help you). Then, use those terms in the major search engines. Does your organization come up in the first page of results? If not, search engine advertising may be a possible solution. You can buy placement for terms that relate to your organization’s mission or fundraising efforts. This pay-for-performance program can result in millions of impressions, but you only pay for the times someone clicks on your ad. For a more in-depth look at how search engine advertising works, see a March 2004 e-Fund article at: http://npadvisors.com/NewContent/100371.asp. NPA can help you implement a search engine advertising or keyword buy program, manage the daily work and report the results to you monthly. If you think keywords can help generate more traffic to your site, contact NPA today. http://www.npadvisors.com/Contact.asp December 2004 | |
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