How Your Nonprofit Can Use Search Engine Marketing

Want to direct more traffic to your nonprofit’s website? In this video, Susan Buckles, public relations specialist at Northwest Area Foundation, explains how you can use search engine marketing or SEM as a strategy to boost your web traffic. SEM is the practice of using paid advertisements or links to promote your services or ideas for the purpose of creating more visibility on search engine results pages. This increased visibility makes it more likely that someone will visit your website. SEM is a good partner to search engine optimization (SEO), which is the practice of trying to improve your so called “organic” search ranking. Organic search engine results are those that display in the center of a search engine results page. Unlike SEO, SEM is a paid service (unless you receive Google Grants for Ad Words). However, you only pay when people actually click on your link, and you can be highly selective about who sees your link in the first place, increasing the probability that the right people are coming to your website. Nonprofits can use search engine marketing (SEM) to: * Drive more traffic to your website generally * Encourage people to donate to your cause * Market conferences or fundraising events * Get the word out about new research reports or products you might have There’s no limit to what subject matter you can promote with SEM — bottom line, it all comes back to the idea of driving more traffic to your website. Watch more of Susan Buckle’s videos on SEM and
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