Mediarun Search Marketing News

Third-sector offered search engine optimisation advice

August 23rd 2010

Search Engine Optimisation News

Research into the digital marketing strategies used by third-sector organisations has shown that many have a long way to go if their website optimisation programmes are to lift them out of obscurity and into mainstream browsing routes.

According to the Internet Advertising Bureau (IAB), some 60 per cent of third-sector websites are underperforming when it comes to search engine optimisation and so the organisation has developed a new website optimisation toolkit to help charities get the most out of their web portal.

The IAB's Search Marketing Toolkit was developed in conjunction with leading charities Oxfam and Shelter, as well as the Central Office of Information. It incorporates a number of best practice guidelines for search engine optimisation and several case studies. The focus of the new toolkit is on the importance of developing a well-rounded website optimisation strategy which incorporates as many different aspects of search engine marketing as possible.

"With 89 per cent of active internet users relying on search engines, resulting in almost two billion searches per month in the UK it is now the cornerstone of consumers' online activity," the IAB said.

The Search Marketing Toolkit offers benchmarking and planning advice, tips on executing a successful search engine marketing campaign and advice on obtaining funding for website optimisation strategies.

Jack Wallington, head of industry programmes for the organisation and chair of the IAB Search Council, said: "In a crowded space where many organisations are competing for share of voice on and offline, search marketing has become one of the best ways for non-profits to get visibility with people looking to support them or to use their services.

"However, the non-profit sector is often resource-light and time-poor, which means that taking the time to learn about new and emerging digital techniques, regardless of how significant, may not always be possible."

Mr Wallington's comments highlight the benefits of outsourcing search engine marketing strategies to a third-party SEO company. Such a company will not only know how to develop and implement a successful website optimisation strategy, but will also be aware of all the latest developments in the sector and be able to offer tailored campaigns that take into account an organisation's available marketing budget.

To find out about the SEO solution we can offer you and your business, speak to one of our consultants on 0207 843 2265 or contact us.