Search toolkit for charities
The Internet Advertising Bureau has teamed up with Oxfam and Shelter to offer a search marketing toolkit designed to help charities and public sector organisations increase their visibility online.
The toolkit includes tools for benchmarking and planning, tips on how to execute a successful search campaign including setting targets and planning, and steps to improve website landing pages.
One case study looks at how Oxfam worked with SEO experts LBi to ensure relevant areas of its website appeared in search rankings for high volume generic keywords.
The toolkit also includes a look at new landing pages adopted by Shelter, which resulted in conversion rates rising 10 per cent and average donation levels increasing by an impressive 100 per cent.
Source: Civil Society Media