Google’s April 21st search update continues to complicate the ever-changing world of search engine optimization. Here are some insights on how to improve your website search ranking.

Most nonprofits, and small businesses, do not have an extensive budget for digital marketing and SEO (Search Engine Optimization) efforts. These websites might be managed by a “jack of all trades” who knows a thing or two about blogging and social media but knows little about improving that vital SEO. Let’s be honest–-nobody wants to put in hours of work on a website if nobody is going to see it, which is one (of the many) reasons SEO is so crucial. Here are some quick-and-dirty tips for understanding SEO and why it’s so important.

What is SEO?

Nowadays, most somewhat internet-savvy folks understand that there is a ranking system when it comes to web searches. There are algorithms (complicated formulas), logic, reasoning, and some money intertwined in the complicated system that categorizes websites on Google. By definition, Search Engine Optimization is the process of doing the things necessary to improve your organization’s ranking in search engine results.

Understanding Page Rankings

On Google’s “how search works” page, there is a helpful explanation of the steps Google takes to properly judge the worthiness of each site. There are hundred of factors and complicated algorithms that go into this process and, of course, not all details are revealed.

Google does, however, provide brief explanations of the main steps in this process: crawling, indexing, and algorithms. Before the search process even begins, Google has already “crawled” all over your web content to take inventory of your online presence. “Googlebot” browses your web page, much like a normal user except much faster, and reports back on what it finds.

The bot looks for outside links, new changes, and dead links. If there are problems with your page or it’s outdated, Googlebot will pick up on this and rate your site lower. Sites with pictures, videos, and other forms of media related to a specific search topic may come up before less interactive sites with text only. Once a Googlebot has properly indexed your website, it uses an algorithm to match a user’s search to your website.

There are multiple indicators that aide in this process and Google lists them as:

• The freshness of content on a website
• The number of other websites linking to a particular site and the authority of those links
• Words on the webpage
• Spell check
• Synonyms of your search keywords
• Quality of the content on the site
• URL & title of the webpage
• Results recommended by people you’re connected to

Will your site survive the new SEO update?

As of April 21st, 2015, Google will now be including a website’s mobile compatibility into search engine optimization rankings. Yes, this means that if your site is not up to mobile phone and tablet usability standards you may be bumped.

Don’t know if your site is mobile-friendly?

Google was kind enough to provide an easy analysis via the Mobile Friendly Test. Not enough info? Check out the Page Speed Test to get a grade for how fast your page runs on both mobile and desktop platforms. Both of these simple evaluations provide huge insights into where you stand in the SEO landscape. If your website is receiving poor evaluations, it may be time to revamp your website. As for mobile-friendly/responsive web design– consider switching to a WordPress or Squarespace type platform and purchasing a responsive theme– this will take care of the problem for you.

What if your website is partially mobile-friendly, but not completely?

The good news is that Google assesses the compatibility for each page on your site separately. Just because you have a few weak links doesn’t mean Google will punish your website as a whole. It simply means that if you have a few pages that are more optimized than others, Google will promote these optimized pages over the less compatible ones. Of course, it’s always better to cover all of your bases and make your whole website mobile-friendly and/or responsive. Having a cohesive, up-to-date website that can be easily accessed across all devices will always be a best practice.

Now that you know how SEO works, here’s what to do:

1. Keep things new and relevant. Google strives to provide its users with up-to-date, relevant content that’s interactive, engaging, and interesting. That means changing it up. Add new pictures, videos, and content as much as you can. A blog is a good way to do this.
2. Prioritize live text. Putting up a JPG or PDF file to publicize an event may actually hurt your SEO if it does not include a brief text description. Google Bot cannot crawl the content of the image, which yields little to no added quality to the site. While images are great in their added visual appeal, make sure to include a write up to aid in driving traffic to the site.
3. Make sure nothing is broken. This seems intuitive, but you’d be surprised how many websites have broken or missing links. If you’re linking your content to an outside source, check up on it regularly. If that webpage has been removed, and your link is a dead end, this will count against you in the ratings.
4. Work on your social media. We’ve heard the importance of social media for a couple years now, but because Google is now turning to social media for signs of authority and relevance, keeping up on your accounts is more important than ever. If people are sharing your content, they’re generating a buzz around what you do, and Google will notice.
5. Use keywords. The best keywords are short and simple, two-to-four-word phrases that describe what you’re offering or writing about. It used to be though that “stuffing” your content with keywords was the way to improve SEO, but not anymore. Gratuitous use of keywords might actually have a negative impact on your optimization.  Try to keep a balance by keeping content general but providing enough specifics to stand out. Most engines pick up the first 200 words within a page, which should be kept in mind when writing the introductory paragraphs.
6. Consider using plugins. If you use WordPress, there’s a nice SEO pack plugin that might be of some help. It offers an array of services including automatically optimizing your titles for Google and other search engines, generating META tags automatically, fine-tuning Page Navigational Links, and providing support for Google Analytics.

Of course, the SEO process is an ever-evolving platform that is constantly being tweaked and adjusted by Google and other search engines. For best results, check up frequently on any changes and adjust accordingly.

By Katherine DiPlacito, Red Rooster Group.

Focus groups are an integral part of the discovery process, gleaning insights not accessible through other research techniques. With these benefits, however, come an array of obstacles that organizations must overcome to facilitate productive conversation.

These days marketing research seems to be an amalgam of keywords, Google analytics, cross-tabs, big data, and all sorts of quantitative hubble-bubble. Even for someone who thoroughly enjoys lengthy journal articles, the progression toward a steadfast dependence on numbers can be both frustrating and daunting. Quantitative data often paints an incomplete, even skeletal, picture of consumer wants and needs, and it can be daunting because, well, math.

Never fear! Qualitative research still has a place in marketing, especially in the nonprofit sector. In order to provide meaningful service, you need meaningful information. Numbers illustrate how many donors contributed gifts of $1,000 or more in 2014, but they can’t reveal what about your organization proves consequential and compelling for your donors. When you are building value for your organization, these stories are crucial to your nonprofit’s livelihood; numbers can’t do the trick alone.

The Catch: Group Dynamics

Many organizations rely on focus groups to get the full story and in-depth understanding of consumers’ inner thoughts. Ostensibly focus groups are great — you get a group of people talking about a product, a service, their opinions, perceptions, and understanding of what you have to offer as a nonprofit. But when it comes time to analyze, assuming that all of the information you gathered is reliable and honest might be a mistake.

Let me introduce you to a concept social scientists regard as the bane of all productive group activity: group dynamics. These “dynamics” each have their fair share of both overt and covert harm in a research setting. Focus groups are a breeding ground for such dynamics, so be on the lookout and do your best to mitigate their negative effects in order to glean raw, honest, unfiltered opinions from your participants.

1. Group cohesiveness, also known as “getting along with people in your group,” can be both a blessing and a curse. It’s great to make friends, and how wonderful — Sue, Megan, and Natalie really hit it off in your focus group because they’re all runners. In fact, they’re all running a 5k this weekend. You, as a caring and empathetic human being, are happy for their new-found friendship via your focus group. But, as a sharp and attentive researcher, you should be wary. Heightened cohesion within a group can lead discussion astray jeopardizing productivity of conversation. If the focus group gets off topic, it might be hard to reel it back, resulting in loss of important ideas.
2. Groupthink is another negative result of group cohesiveness. It occurs when the desire for group consensus overrides the desire to present alternatives, critique a position, or express an unpopular opinion. Sue feels very strongly that you already do enough outreach in the community; she says this is not an area you need to improve on and she doesn’t think it will increase funding. Megan is indifferent, and decides to side with Sue because she likes her and subsequently trusts her opinion. Natalie, on the other hand, completely disagrees. Your organization doesn’t run any events in her neighborhood, and she might’ve donated if you’d been a presence in her local area. But Sue was so vehement, and Megan agreed, and openly opposing their opinions would be uncomfortable. Natalie keeps quiet and, in that decision, an important insight is lost.
3. Group Polarization operates differently than Groupthink, but is just as problematic. Group polarization is a phenomenon wherein the decisions and opinions of people in a group setting become more extreme than their actual, privately held beliefs. Research shows, that in groups, people who’ve chosen a set opinion or side, tend to be more extreme in expressing that position.Main and Walker (1973) analyzed the decisions of Federal District Court judges sitting either alone or in groups of three to see if group discussions were a determining factor in the severity of verdicts. In the 1,500 cases where judges sat alone, they took an extreme course of action only 30% of the time. However, when sitting in a group of three, this figure more than doubled, to 65%. If well-trained, professional decision-makers are subject to the forces of group polarization, imagine what can happen to your focus group. Participants may overcompensate in order differentiate beliefs or opinions from what others think. Be aware of this dynamic in focus groups — varying beliefs and opinions is healthy, but mitigating polarization is crucial.

Now that you have the facts, here are a few quick tips to control these dynamics and facilitate smart, strategic, and truthful insights.

Ways to Prevent Group Dynamics

1. Monitor the emerging leader. Leaders are great, but in this context, they often speak early and strongly, discouraging other members from speaking their minds. Since, as the moderator of the focus group, you are another form of leader, take an opportunity to value the emerging leader’s opinion, but continue to move conversation along to other less vocal participants. By keeping the dominant leader under control, quieter participants may feel more comfortable speaking up and sharing their insights.
2. Prime critical thinking and openness. From the very beginning of the meeting, stress how important it is that everyone’s opinion be heard, regardless if matches group consensus. Although this seems intuitive, just putting the idea out there might encourage those who are reluctant to speak up.
3. Encourage participation. Some participants may begin to feel the forces of Groupthink and would rather stay silent. Call on these people, encourage them, and extract their thoughts carefully and thoughtfully. Make sure they know that whatever their opinion is, it is valid.
4. Appoint a devil’s advocate. The “devil’s advocate” you choose can be assigned to argue an opposing or alternative idea of your choice. Those who assume this role can avoid the social pressure that comes from rejecting the group’s dominant position because they have asked to do precisely that. According to the textbook Psychology by Peter O. Gray, the presence of even one nonconformist in a discussion can help pull the whole group away from polarization by reducing the social pressures that contribute to it. You may also try asking the group as a whole to consider or argue a different perspective. If the session is structured this way, participants can consider alternative ideas without taking ownership to them, increasing open-mindedness and versatility.
5. Avoid leading questions. Your job as the moderator is to facilitate discussion, not lead it. Avoid questions that insinuate your own personal opinion or imply an expected outcome.

If the necessary precautions are in place, focus groups are an excellent way to peer inside the minds of consumers. Upfront and personal, they allow organizations to measure reactions to products and services almost immediately. It’s often best to outsource this service; a well-trained moderator is skilled in controlling negative group dynamics– a must for acquiring honest, reliable data. Bringing in a professional neutral force may also allow participants to feel more comfortable expressing their unfiltered opinion about your company or organization. When done right, a focus group provides a broad range of detailed information, ideas, and perspective that can aide any organization in understanding how to better connect with its clients and customers.

By Katherine DiPlacito, Marketing Intern at Red Rooster Group