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首页> 外文期刊>International Journal of Internet Marketing and Advertising >Developing an effective and affordable search engine marketing strategy for nonprofits
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Developing an effective and affordable search engine marketing strategy for nonprofits

机译:为非营利组织制定有效且负担得起的搜索引擎营销策略

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摘要

The authors propose a Search-Engine Marketing (SEM) process for nonprofit organisations that optimises organic search results. It is easy to adapt to the particular goals of different nonprofits and is within reach of nonprofits' limited personnel and financial resources. This process enables the organisation to fine-tune its web presence according to its values and the feedback from the marketplace regarding keywords and search terms that potential constituents might find useful to them. It answers the call in the literature to nonprofits for a finer-grained approach to segmentation, more specific targeting and better branding differentiation through values.
机译:作者为非营利组织提出了一种搜索引擎营销(SEM)流程,以优化自然搜索结果。它很容易适应不同非营利组织的特定目标,并且在非营利组织有限的人员和财务资源的范围内。通过此过程,组织可以根据其价值以及市场对潜在成分可能对他们有用的关键字和搜索词的反馈,来微调其网站的存在。它回答了文献中对非营利组织的呼吁,要求采用更细粒度的细分方法,更具体的定位和通过价值实现更好的品牌差异化。

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