Search Engine Optimization (SEO) has been around ever since the first Internet search engines started crawling websites. Search engines use an algorithm for ranking website content against similar pages found on the Internet. SEO recognizes those algorithms and tries to work the ranking more to their website content's favor.

Search engines continuously improve their research and analysis on SEO trends that unfairly promote some sites over others. They change their ranking algorithms to try to level the playing field. Search engines and SEO methods are in a constant cycle of escalating their advantage. SEO, when done properly, boosts the website's ranking on the search engine. If done poorly, websites risk getting banned from search engines.

One method for boosting traffic to a website is through the use of Keyword Research. This strategy looks at the psychology of word combinations to compel the search engine user to visit a website, and with luck performs the desired action (e.g., donate, purchase, engage in the community, etc.).

Not everyone searches the same way, nor do they use the same search words to find the information they were seeking. How can Keyword Research predict what words people use to find information?

The answer can be found in the above Pareto-type graph. This graph shows that about 80% of the searches made on a particular subject use a narrow 20% of the search terms. The graph dips down and to the right, indicating that the remaining 20% of the searches use a smattering of very unique words or phrases.

To break in to the Keyword Research method, you would want to focus on a very narrow cross-section of people who use very specific search terms. In this part of the graph (the lower right), there is less competition from other organizations on these terms, and it is much more likely you will get a response from the targeted person. As your organization gets more name recognition and your Keyword Research proves successful, you can start moving left and up the graph to connect with more people. You will also be competing with more organizations for fewer distinct search phrases. For your link to have a better ranking in the results, you have to have a better understanding of the search engine's ranking algorithm.

This Keyword Research method is interesting for search result placement, but how can it help a print campaign?

Placing ads in newspapers, magazines, or mailings is a physical manifestation of search engine results. People are looking for information. If the ad is placed in a newspaper or magazine, the ad can be placed near a story that has similar themes or concepts. This method is most like a Google ad that is targeted to search terms; people are thinking along similar lines, and the words you use in this ad would have a better chance to resonate with the reader. The more specific words you use, the more likely it is the reader will act on your message. For mailings, you have less control over the other mail a person receives in the mailbox. People may not be in the frame of mind to be affected by your message. The mailing campaign would therefore work best if the more generic search term concepts were used.

Begin your Keyword Research by looking at your website traffic statistics. Good analysis tools will show you which websites are pushing traffic to your website. Look at the website addresses (URLs) that are generating this traffic. In the URL, you will see search engine websites and the search terms people used to find your website. Make a note of each search phrase used, how many similar search words were used, and which page on your site did the visitor first enter. You can track this information in a spreadsheet.

Then use a search engine to run the searches yourself. Track the number of ads that get returned on each search phrase you use. A high number of ads usually indicates the search uses more common search terms. Fewer ads indicates more unique search terms. The more ads that appear above the search results implies a greater conversion rate of ad clicks to sales; these are the search terms that resonate best with the audience.

You can also use Google Trends and run the same searches to determine where the audience is more likely to use these search terms, and whether more people or fewer people are searching these phrases now than in the past. Try variations on these search terms to identify the best combination of words to use in your ad. This tool is a very powerful marketing application to identify markets and timing of advertisement.

Once you have the search phrase that best fits your target market, use those phrases in your print and search engine campaign. For print marketing, use a coupon code to track which ad people are responding so you can hone your marketing copy to get the best response. (Search engine ads can be tracked using a good website traffic reporting tool; ensure your website traffic reporting tool can show you not only the website that drove traffic to your site, but if it was a search engine, what search term was used when your site was visited, and which page(s) the person accessed.)

This method is fairly easy, albeit time consuming. It takes a lot of research, trial and error, and ingenuity to come up with the optimal words to use in your advertising campaigns. The more time you dedicate towards identifying the words that illicit the desired response from your donors/customers, the better your chances in delivering click-throughs and conversions to your business.