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Discussion of all legal and related information should be provided to fully explain the benefit of a donation. Explain the nature of nonprofits and the benefit of charities within the context of federal and state law.

Explain the economics of charities, why governments can give more or what inherent problems are associated with charitable donations. In the simplest terms, the Internet is a series of web pages connected by hyperlinks. A website is a component part of the Internet, being both a member of the whole network and an individual group of pages unique unto itself.

What search engines attempt to do is aggregate information on individual sites into content groups. Search engines consider links a strong signal of subject relevance. Virtual silos use a drill-down cross-linking structure to create distinct subject categories.

In other words, the theme of the top landing page is supported by relevant pages linking to it. Virtual siloing may be useful for an established site that does not have a directory file system set up or is hesitant to break established page locations to change site architecture. In a virtual silo, each supporting page is linked to the category landing page and also linked to the other supporting pages for that theme.

The theme of the silo is created and reinforced by this type of cross linking of the pages. To create the virtual silo, all five pages would link to the crunchy peanut butter landing page. This tells the search engines that these pages are related to and support the topic presented in the landing page. Each page should then also include a link to every other support page in the virtual silo. In this case, each support page would link to the four other support pages of the silo.

The easiest way to do this is to include navigation on the page to link the pages together, essentially creating a category-sitemap on the page. When linking out to other pages within the site, you must be very cautious about not risking the integrity of your silo. To link two related peanut butter pages found in separate directories, link only to category landing pages. Linking this way will help build the theme of each silo. As mentioned earlier, when linking this tightly, beware of failing to address your general keywords.

Sticking with the simple peanut butter example, say your site sells a type of jelly that is particularly complimentary to creamy peanut butter. It may be fitting to link from your peanut butter page to the flavored jelly page. Since the jelly page would be a supporting page in the jelly silo, you would want to link your creamy peanut butter page to the landing page of the jelly silo instead of to the particular flavored jelly page.

Linking from support page to support page in different silos will dilute the theme of both silos. By linking to the top of the jelly silo, you not only keep the integrity of the two silos, but you also are helping to establish the jelly landing page as the main page for that silo. Cross-silo and intra-silo linking, collectively considered internal site linking, is one important part of virtual siloing best practices.

The three main linking types that affect high keywords rankings are: inbound linking, outbound linking and internal site linking. As before, we are using Heifer International as our case study. Anchor Text The anchor text directly affects the subject relevancy for all types of linking.

As discussed earlier, Heifer International chooses text throughout their website that fails to address their target audience, thereby making their site relevant for the wrong audience. Choosing the most appropriate keyword phrase to use as the anchor text will not only help to improve keyword rankings, but it will increase targeted fundraising to the site by helping to match donors with a worthy cause that meets their interest in giving and social justice.

Visitors are much more likely to click on the search result if it addresses the most relevant keyword phrase. Inbound Linking The majority of the websites that link to Heifer. In order to rank for subject-related terms, they should request updates of the anchor text of inbound links with high-traffic subject relevant keyword phrases. Inbound linking is perhaps the most well known and discussed of the link structure elements.

Despite all the good press, too few websites obtain the most relevant keyword phrases in the link text pointed to their site. However, for many charity or nonprofit sites, having a page on your website dedicated to instructing visitors on how you prefer to be linked to or even offering an appropriate code snippet would be acceptable. In the case of commercial websites, never require certain text, but provide options for the creatively challenged.

PageRank is the measure Google uses to determine the value or expert status of any website. Link anchor text containing appropriate relevant keyword phrases e. A relevant website linked to the most relevant category on the website offers the highest value. A link from a page that has little or no relevance may harm or dilute the link value of the overall website. It is important to have other high -ranked websites pointing links to your site; however, if the only websites that link to your site are of expert quality, it may seem artificial or suspicious to search engines.

It is a more natural pattern to see a variety of new and more established sites linking to your site acquired gradually over time rather than instantaneously.

Choosing sites that deliberately try to boost link popularity through link farms or other schemes to fool the search engines may lead to a drop in rankings or possible search engine penalties. Buying links is one of the tactics that Google is trying to eradicate from the web, and suspicion of link buying may lead to severe penalties. Outbound Linking Links out to other websites are called outbound links and are the least understood link structure elements.

Often, the drive to build inbound link campaigns dominates link structure projects while outbound linking remains ignored and misunderstood. Companies specifically express concern that they will likely lose traffic and customer sales if they link to relevant information, products or services on other sites. However valid these concerns might be, most sites are unaware of the harm that failing to link out causes to their search engine rankings.

The effort devoted to building inbound links is only effective when balanced with appropriate outbound linking, which is evaluated through the same type of keyword focus factors. You must serve as a hub to other authority sites or you are not much of an expert. The anchor text that points to another site must be evaluated with the same scrutiny given to inbound links.

Evaluating the competition is critical to understanding why a site has high keyword rankings. The keywords phrases used as anchor text should reflect the same type of keywords that the site is trying to rank for itself. To be a subject matter expert on a subject, link from that silo to other experts on that same subject as appropriate. The practice of selling links that transfer PageRank, no matter how tempting, can be met with very strong search engine penalties and possibly bans that can remove the website from the search engine.

Internal Site Linking Subject relevance can be built on-site using the navigation and on-page elements. Arrange the main subjects in most rational manner in order to build subject relevance.

Organize menus to categorize the sites content and categories. The browser renders HTML code including the site menu in a visually engaging way, as seen above.

However, search engines view a page stripped of images and graphic elements, as seen below. The difference between how a search engine views this menu and how a human views this menu in a web browser has both positive and negative aspects.

That all the links can be followed and that the site is readily indexable is good. As mentioned above, the menus are thoroughly indexable; however, the menus do not help to classify the main subjects which are: Charitable Giving, Philanthropy, Wills and Estate Planning, Nonprofit Organizations, World Charities, Church Fundraiser, Corporate Responsibility and Fundraising Ideas.

The above categories should replace the top-level navigation elements as anchor text:. Menu items should support the main category and provide links that are relevant to the category subject. For example, the subjects of Corporate Responsibility and Individual Giving are not compatible except in the loosest sense. The second level navigation represents the individual landing pages of the primary silos and the purpose of this navigation is to focus on the subcategories or secondary silos of this section of the Website.

The very elements that exist in the drop-down elements are rendered on the page within the most appropriate way possible. The left navigation is a perfect example on how to outline secondary silo elements on the primary silo landing pages. It tells both user and search engine alike exactly what the user can expect to see when further exploring that information category. When inner linking throughout the site, link like-subjects together and divide unrelated categories.

Use the link structure to channel relevance and be careful not to interlink subjects that break down or dilute subject themes. When you link between different silos within the site, you may always link normally to a landing page.

When linking between Silos and the target page is not a landing page we want to have ranked, in that case we would use a nofollow link attribute. This will allow unrelated pages to link to each other without confusing the subject relevance. I frames: If you have repetitive elements, add an iframe to isolate the object to one location and eliminate subject confusion from interlinking. The contents of an iframe constitute an external element; however, Google can now understand iframe elements as part of the page they are embedded in.

As such, this is no longer a solution for hiding or dissociating some content from the main page unless the site excludes iframe files within the robots.

Note: Previously, JavaScript and Flash were viable options for keeping content out of view of search engines. However, Google continues to improve its Flash indexing capabilities and the engine has also announced its bot is able to parse JavaScript. Striking a balance between these elements of link structure, including inbound linking, outbound linking and internal site linking will serve to create maximum subject relevancy.

Learning to control subject relevance requires a firm understanding of your subject and who you choose to include in your link network. Content is king. The truth is that the importance of content has to be qualified. Content is king, but not all content is created equal. Your content needs to be written with specific qualities in mind to fulfill the standard that search engines are looking for today.

It has to meet a number of guidelines before it is even considered worthwhile, and even then it might not be enough to satisfy your ROI in helping to improve your rankings. The first step in creating keyword-rich content is to look at how much content needs to be written or otherwise provided in order to be competitive in the top results. Knowing exactly how much content you will need in order to have a top ranking in the search engines can be incredibly empowering.

We have spent a great deal of time looking at Google, as they deliver the greatest potential reward for efforts. How does one determine how much content a website needs in order to effectively compete in Google? The answer is to use special Google operators to find the data that we will need to identify competition and content volume, then analyze those pages as a community in our Multi Page Analyzer.

Google search results. The combination of these two search engine evaluation techniques will give you a good idea of how much content is needed to compete with the top ranking pages and what is required to get in the top results. Use the two operators above to determine how much content will be required to compete for a given keyword phrase.

Typically a charity-oriented website would have some existing content focused on many of the main fundraising and charity-centric subjects that they target. However, in the case of Heifer. Below is a potential breakdown by type of target audience and some possible related keywords. Beyond just measuring the quantity of pages, we must also investigate the quality of the content on the average page throughout a given site.

We are going to evaluate how many words should be used per page and the complexity of how the content is laid out on the page, using the fundraising silo as an example. Review the tables below to learn how much content is required to compete for a given keyword phrase. There is more to ranking a website than just writing content. Use these samples to estimate the amount of content required on the site to compete with top-ranking results.

The higher ranked the website, the more likely they have the highest number of pages about a subject. These estimates must fall under the same level of scrutiny you give any other siloing category and need to be considered as one factor in the overall silo construction. This site has a huge amount of content on their home page which highlights two major factors.

Second, that much of this information is built by volunteers. The information is lengthy and very generic with little adherence to an actual institution, which suggests it was written by well-meaning teachers and other types of educators for school programs. Acting as more like a directory than an actual guide, the home page of fundraiserhelp. The majority of content on easy-fundraising-ideas.

From the results of competitive analysis, we can determine a range of content that we should be aiming to meet. Use the lowest content measurement among the top 10 as a milestone. If you start by budgeting for the lowest denominator you can make it your goal to aim higher over time. It is much more important to get in the game, rather than becoming overwhelmed by the seemingly impossible task of immediately being the best.

You might ask yourself if it is practical to pay very much attention to these figures. Indeed, this data is valid especially in very competitive fields, as many competitors are likely to be implementing such strategic implementations. NFL players react to police shooting of Daunte Wright. Biden nominates 1st woman to be Army secretary.

Porizkova, 56, on dating: 'I'm there to be pleased'. Punter wonders why he has been shunned by NFL. Masters champ's caddy pays tribute to Augusta National. Answer Save. Favorite Answer. Atonement Definition. Atonement is generally defined as establishing ONEment, meaning "be in harmony".

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