The document discusses how small organizations with limited budgets can utilize free or low-cost tools to manage their websites and technology needs more efficiently. It provides an overview of some basic search engine optimization and marketing strategies.
1. Does
your
small-‐staff
organiza3on
manage
its
own
website
or
technology
needs
on
a
limited
budget?
Learn
what
tools
are
available
for
FREE
or
at
a
low
cost
that
can
help
you
evaluate
your
site,
streamline
opera3ons,
assist
staff
in
working
more
efficiently,
and
explore
strategies
to
help
you
spend
your
money
wisely.
You’ll
also
discover
some
of
the
basics
search
engine
op3miza3on
(SEO)
and
search
engine
marke3ng
(SEM).
1
8. How
to
Plan
a
Successful
SEO
Campaign
I
love
working
with
clients
who
bring
energy
and
enthusiasm
to
an
SEO
campaign.
It’s
great
to
want
to
jump
in
and
get
started
on
new
content
development,
link
building,
blogging,
and
so
forth.
But
first,
that
energy
and
enthusiasm
has
to
be
channeled
into
crea3ng
a
plan
that
outlines
the
strategies
and
tac3cs
that’ll
be
used.
Step
1:
Set
Goals
The
first
step
in
an
SEO
plan
is
to
set
goals.
What
problems
do
you
hope
the
SEO
project
will
solve?
You
might
need
more
organic
traffic,
more
sales
of
your
red
widgets,
more
sign-‐ups
to
your
newsle]er
or
community,
or
more
contacts
via
a
lead
genera3on
form.
The
ques3on
I
like
to
ask
at
this
early
stage
is,
How
will
we
measure
success?
Answer
that
ques3on
and
you
have
your
goals.
Step
2:
Establish
Your
SEO
Team
This
is
easy
if
you’re
a
one-‐man-‐band
or
a
company
with
only
a
few
employees.
But
if
you’re
a
small
business
with
mul3ple
departments
in
your
organiza3on,
it’s
impera3ve
to
establish
at
the
start
who
will
be
the
primary
drivers
of
your
SEO
campaign.
A
typical
SEO
project
will
touch
your
Marke3ng,
Product,
PR,
and
IT/Tech
departments.
And
it’ll
obviously
need
sign-‐off
at
the
execu3ve
level.
This
is
also
a
good
3me
to
discuss
other
resources
that
will
be
needed.
For
example,
do
you
have
an
analy3cs
program
tracking
web
site
traffic,
or
do
you
need
to
choose
one?
If
you
plan
to
launch
a
blog,
do
you
have
a
good
writer
with
a
blogger’s
personality?
Know
what
you
have
and
what
you
need
in
terms
of
people
and
resources.
Step
3:
Iden>fy
Your
Audience
Chances
are
you
get
a
variety
of
people
visi3ng
your
web
site,
but
do
you
know
which
type
of
person
tends
to
become
a
customer
most
oben?
You
might
have
a
product
that
appeals
mainly
to
men/husbands,
but
studies
suggest
that
major
purchases
are
usually
decided
by
women/wives.
Know
your
audience
and
you’ll
be
able
to
tailor
your
copy
for
be]er
SEO
success.
Step
4:
Choose
Appropriate
Strategies/Tac>cs
There’s
no
fixed
solu3on
here.
Every
company
is
unique,
and
every
SEO
campaign
has
to
be
unique,
too.
Knowing
your
goals,
your
available
resources,
and
your
intended
audience
will
help
you
choose
the
right
strategies
and
tac3cs
for
your
SEO
campaign.
Be
careful
not
to
try
too
much
at
the
start.
I
believe
it’s
be]er
to
move
slowly
and
do
a
few
things
very
well
than
to
spread
your
company
so
thin
that
the
campaign
as
a
whole
suffers
from
lack
of
accomplishment.
Step
5:
Measure
Your
Results
Plan
on
tracking
your
results
closely,
but
realize
that
SEO
is
not
about
overnight
success.
Like
many
other
search
marketers,
I
tell
most
clients
it
usually
takes
3-‐6
months
to
see
any
tangible
results
from
most
SEO
tac3cs.
The
actual
3me
depends
on
the
compe33veness
of
your
industry
and
a
host
of
other
factors
that
are
out
of
your
control.
Step
6:
Adjust
and
Repeat
SEO
is
an
ongoing
process,
not
a
one-‐3me
effort
that
can
be
turned
off
like
a
TV
when
the
show
is
over.
Aber
a
few
months
you
should
have
a
good
idea
of
what
worked
and
what
didn’t.
Plan
on
using
the
data
you
have
to
eliminate
the
underperforming
strategies
and
tac3cs.
Go
back
to
Step
1
—
do
you
need
to
re-‐examine
your
goals?
Go
back
to
Step
2
—
did
you
put
together
the
right
team?
Con3nual
evalua3on
of
your
success
and
failures
should
be
part
of
every
SEO
plan.
Final
Thoughts
This
has
been
an
a]empt
to
simplify
what
can
some3mes
be
a
complex
process.
I’ve
purposely
leb
out
the
discussion
on
doing
SEO
yourself
vs.
hiring
an
SEO
consultant,
and
I’ve
also
ignored
any
men3on
of
budge3ng.
Both
of
these
are
important
parts
of
planning
an
SEO
campaign;
this
ar3cle
assumes
you’ve
made
those
decisions
already.
The
main
point
I
hope
to
make
here
is
that
you
must
devote
3me
to
planning.
“If
you
fail
to
plan,
you’re
planning
to
fail”
is
a
truism
that
fits
small
business
SEO
campaigns.
Be
enthusias3c,
but
first
channel
that
enthusiasm
into
developing
a
winning
plan
for
your
online
marke3ng
efforts.
8
11. Brainstorm
your
keywords
Reverse
engineer
your
compe3tors
keywords
(go
to
their
pages
and
view
the
words
in
their
HTML
code)
Consider
branded
and
non-‐branded
keywords
Uncover
seasonal
trends
in
what
is
being
searched
for
Organize
your
keywords:
core
words,
helper
words,
nega3ve
keywords,
value
to
your
mission
KEYWORDS
should
be
in
3tle
tags
meta
descrip3ons
on-‐page
3tles
sec3on
headings
body
text
image
alt
text
naviga3on
text
hyperlinked
text
footer
text
URLs
(but
avoid
deeply
nested
URLs)
11
12. Xenu's
Link
Sleuth
(TM)
checks
Web
sites
for
broken
links.
Link
verifica3on
is
done
on
"normal"
links,
images,
frames,
plug-‐ins,
backgrounds,
local
image
maps,
style
sheets,
scripts
and
java
applets.
It
displays
a
con3nously
updated
list
of
URLs
which
you
can
sort
by
different
criteria.
A
report
can
be
produced
at
any
3me.Addi3onal
features:
Simple,
no-‐frills
user-‐interface
Can
re-‐check
broken
links
(useful
for
temporary
network
errors)
Simple
report
format,
can
also
be
e-‐mailed
Executable
file
smaller
than
1MB
Supports
SSL
websites
("h]ps://
")
Par3al
tes3ng
of
bp,
gopher
and
mail
URLs
Detects
and
reports
redirected
URLs
Site
Map
ONLINE
BROKEN
LINK
CHECKER
Summary
of
the
features
-‐
Checks
your
websites
for
dead
links
-‐
Can
scan
unlimited
number
of
web-‐pages*
-‐
Validates
both
internal
and
external
URLs
-‐
Shows
problema3c
link's
loca3on
is
your
HTML
code
!!!
-‐
For
bad
URLs
reports
HTTP
response
code:
404
etc
-‐
Can
run
on
Mac
OS
X,
iPad,
Linux,
UNIX,
Windows
*
free
version
currently
has
a
limit
of
3000
pages
This
free
website
valida>on
tool
reports
only
hyperlinks
that
are
really
broken
-‐
unlike
other
popular
tools
which
list
both
good
and
bad
weblinks
all
mixed
together
making
it's
very
hard
to
comprehend
and
work
with
such
"noisy"
informa3on.
Also
our
linking
problem
finder
analyses
en3re
site
-‐
its
web-‐content
as
a
whole,
keeps
track
of
issues
already
reported
and
doesn't
repeat
the
same
invalid
URL
unless
you
ask
about
that
-‐
the
tool
is
very
flexible.
HUBSPOT
MARKETING
GRADER
Top
of
the
Funnel
Are
you
doing
enough
to
bring
visitors
to
your
website
and
fill
the
top
of
your
sales
and
marke3ng
funnel?
How
are
your
content
crea3on,
op3miza3on
and
website
promo3on
skills?
Middle
of
the
Funnel
How
do
you
do
when
it
comes
to
conver3ng
traffic
into
leads
and
leads
into
customers?
Do
12
your
landing
pages,
conversion
forms,
email
marke3ng
and
social
media
efforts
compare?
Analy>cs
Do
you
know
what
marke3ng
ac3vi3es
are
working
(or
aren't
working)?
Do
you
measure
your
successes
and
failures?
14. AddThis
is
the
global
leader
for
sharing
and
social
insights.
AddThis
helps
you
integrate
sharing
tools
into
your
site,
spread
your
content,
and
drive
social
traffic.
In-‐depth
analy3cs
provide
insight
into
your
audience
and
their
ac3vity.
Powerful
APIs
can
address
any
use
case.
The
ShareThis
plugin
seamlessly
enables
users
to
share
your
content
through
Email,Facebook,Twi]er,
Google
+1,
Like,
Send
and
many
more.
Add
to
Any
features
the
most
streamlined
sharing
bu]on
we’ve
seen.
This
service’s
stats
can
be
rolled
into
Google
Analy3cs.
Use
a
service
that
includes
all
the
places
that
you
are
present
–
WordPress,
Blogger,
Drupal,
Tumblr,
TypePad
in
addi3on
to
FB,
LinkedIn,
etc.
giving
your
users
only
the
bu6ons
they’re
actually
going
to
use
in
significant
numbers.
This
frees
your
page
from
clu6er
and
frees
your
users
from
irrita>ng
and
possibly
confusing
fly-‐outs,
all
while
providing
compelling,
ac>onable
bu6ons
for
the
services
that
affect
your
traffic
the
most.
14
15. Social
Media
Dashboard
The
leading
social
media
dashboard
to
manage
and
measure
your
social
networks
•
Manage
mul3ple
social
profiles
•
Schedule
messages
and
tweets
•
Track
brand
men3ons
•
Analyze
social
media
traffic
•
3
million+
sa3sfied
users
Lets
you
monitor
twi]er,
facebook,
linkedin
and
much
more
Schedule
your
messages
with
scheduler
and
lets
you
know
that
the
messages
went
out
15
17. The
Belarc
Advisor
builds
a
detailed
profile
of
your
installed
sobware
and
hardware,
network
inventory,
missing
Microsob
hoxixes,
an3-‐virus
status,
security
benchmarks,
and
displays
the
results
in
your
Web
browser.
All
of
your
PC
profile
informa3on
is
kept
private
on
your
PC
and
is
not
sent
to
any
web
server.
Provides
serial
numbers
and
a
lot
more
What
is
this?
KnowEm
allows
you
to
check
for
the
use
of
your
brand,
product,
personal
name
or
username
instantly
on
over
550
popular
and
emerging
social
media
websites.
Grab
your
name
and
secure
your
brand
before
someone
else
does.
Search
over
550
popular
social
networks,
over
150
domain
names,
and
the
en3re
USPTO
Trademark
Database
to
instantly
secure
your
brand
on
the
internet.
Checking
for
usernames
across
mul3ple
social
media
sites
is
important
because
when
you
set
out
to
start
a
social
media
campaign
you
need
to
know
what
is
already
in
use
and
what
you
will
be
able
to
use
in
the
future.
Know
em
allows
you
to
iden3fy
if
your
chosen
username
or
brand
is
already
in
use
across
domains
and
social
networks…very
helpful
when
dealing
with
associa3ons.
KnowEm
was
developed
to
assist
everyone
-‐
from
individuals
to
Fortune
500
companies
-‐
in
discovering
where
their
names,
brands,
or
trademarked
terms
are
available
(or
stolen)
on
Social
Media
networks.
KnowEm
will
not
only
help
you
secure
your
name
across
the
vast
social
media
landscape
but
we
can
also
show
you
how
to
contact
each
site
in
order
to
have
the
name
released
and
returned
to
you.
17
18. The
Visual
Thesaurus
is
an
interac>ve
dic>onary
and
thesaurus
which
creates
word
maps
that
blossom
with
meanings
and
branch
to
related
words.
Its
innova>ve
display
encourages
explora>on
and
learning.
You'll
understand
language
in
a
powerful
new
way.
18
19. FLIPBOOK:
To
get
an
online
flipbook,
all
it
takes
is
a
click
of
a
bu]on
to
upload
your
PDF.
Within
minutes
the
automated
page
flip
sobware
converts
it
into
a
flash
flip
book
that's
ready
to
be
uploaded
on
your
website.
Create
Magazines
1
FREE
publica3on
completely
free
of
charge.
Meaning
you
can
publish
mul3ple
3mes
but
can
only
have
1
publica3on
at
any
3me.
To
have
a
new
publica3on
you
will
need
to
delete
the
exis3ng
publica3on
if
you
had
published
before.
Unlimited
readers
25MB
Web
Storage
Deeplinking
to
publica3on
pages
Sta3s3cs
and
Google
Analy3cs
19
20. Available
on
web;
iPad;
Android;
You
can
interact
with
Remember
The
Milk
via
direct
messages
on
Twi]er.
To
add
a
task
to
your
account,
just
send
your
rtm
friend
a
direct
message
with
the
name
of
the
task.
You
can
also
send
one
of
the
commands
listed
below
to
do
more
with
your
tasks.
If
you're
sending
a
message
to
Twi]er
via
SMS
or
IM
or
the
web
update
box,
remember
to
add
d
rtm
before
your
task
name
or
command
to
indicate
that
it's
a
direct
message.
For
example:
d
rtm
pick
up
the
milk
d
rtm
!complete
call
jimmy
(If
you're
sending
the
message
through
the
direct
message
web
page
on
Twi]er,
you
can
leave
off
the
d
rtm
part.)
20
21. Dropbox,
is
a
web-‐based
hos3ng
service
that
lets
you
store
and
share
files
and
folders.
Any
file
you
save
to
Dropbox
also
instantly
saves
to
your
computers,
phones,
and
the
Dropbox
website.
2GB
of
Dropbox
for
free,
with
subscrip3ons
up
to
100GB
available.
Your
files
are
always
available
from
the
secure
Dropbox
website.
Dropbox
works
with
Windows,
Mac,
Linux,
iPad,
iPhone,
Android
and
BlackBerry.
Works
even
when
offline.
You
always
have
your
files,
whether
or
not
you
have
a
connec3on.
Dropbox
transfers
just
the
parts
of
a
file
that
change
(not
the
whole
thing).
Manually
set
bandwidth
limits
-‐-‐
Dropbox
won't
hog
your
connec3on.
Simple
sharing
Shared
folders
allow
people
to
work
together
on
the
same
projects
and
documents.
Invite
friends,
family
or
teammates
to
a
folder.
It'll
be
as
if
you
saved
the
folder
to
their
computers.
See
other
people's
changes
instantly.
Create
photo
galleries
viewable
by
anyone
you
choose.
Send
a
link
to
any
file
in
your
Dropbox
using
your
Public
folder.
Dropbox
mobile
Your
stuff
is
safe
Evernote,
is
a
suite
of
sobware
and
services
that
helps
you:
“CAPTURE
ANYTHING.
Save
your
ideas,
things
you
like,
things
you
hear,
and
things
you
see.”
ACCESS
ANYWHERE:
Evernote
works
with
nearly
every
computer,
phone
and
mobile
device
out
there.
FIND
THINGS
FAST:
Search
by
keyword,
tag
or
even
printed
and
handwri]en
text
inside
images.
The
note
can
be
text,
a
picture,
voice,
or
a
webpage.
21
The
Evernote
Web
Clipper
lets
you
save
interes3ng
stuff
you
see
on
the
web.
No
more
bookmarks,
tabs,
or
open
windows.
See
something
you
like,
clip
it
and
you’ll
22. • Implement
a
reliable
database
system
for
keeping
track
of
contact
informa3on.
• Treat
informa3on
as
a
valuable
asset.
• Choose
the
most
appropriate
methodology
and
technology
to
manage
your
informa3on.
• Eliminate
unnecessary
duplica3on
of
informa3on.
• Create
a
paper
filing
system
that
works
for
you
-‐-‐
easily
and
consistently!
• If
your
filing
system
is
not
working,
it
may
be
easier
to
start
over
than
to
try
and
fix
it.
Implement
a
reliable
database
system
for
keeping
track
of
contact
informa>on
for
clients,
prospects,
vendors,
and
consultants.
Sobware
programs
such
as
Outlook,
Act,
Goldmine,
or
Salesforce
will
eliminate
wasted
3me
looking
for
contact
info.
One
of
the
most
valuable
assets
of
any
business
is
its
rela3onships.
The
more
you
know
about
your
clients
and
your
prospects,
the
greater
your
prospects
for
increasing
the
value
you
provide
to
them.
The
more
you
know
about
your
suppliers,
the
greater
your
chance
for
reducing
cost.
Treat
informa>on
in
your
company
as
the
valuable
asset
it
is.
Create
and
maintain
a
records
management
program
for
paper
and
electronic
informa3on.
Iden3fy
what
informa3on
you
should
keep,
in
what
form,
by
whom,
for
how
long.
One
of
the
major
sources
of
clu]er
in
offices
is
employee’s
lack
of
knowledge
of
what
they
are
expected
to
keep.
Check
with
the
accoun3ng
and
general
counsel’s
office
to
determine
tax
and
legal
liabili3es.
Determine
what
documents
are
important
from
a
historical
aspect
-‐-‐
one
copy
of
every
newsle]er,
for
example.
Choose
the
most
appropriate
methodology
and
technology
to
manage
your
informa>on.
Do
not
assume
that
the
most
expensive
technology
is
always
the
best
choice.
Some3mes
“less
is
more”
–
even
when
it
comes
to
technology.
If
employees
are
was3ng
3me
looking
for
electronic
files,
your
company
is
was3ng
money
and
opportuni3es.
Programs
such
as
Enfish
and
Google
allow
you
to
find
any
electronic
document
in
your
network
in
seconds.
Eliminate
unnecessary
duplica>on
of
informa>on.
Implement
what
I
call
the
“ The
Originator’s
Rule™:
Whoever
originates
a
document
is
responsible
for
its
reten3on.”
Other
people
may
keep
it
as
long
as
they
want
it,
but
when
they
no
longer
need
it,
they
are
not
responsible
for
keeping
it.
The
trash
generated
in
most
organiza3ons
with
the
implementa3on
of
this
rule
is
staggering!
Create
a
paper
filing
system
that
works
-‐-‐
easily
and
consistently!
Aber
consul3ng
in
hundreds
of
offices,
I
have
observed
that
a
filing
system
is
much
like
the
founda3on
of
a
building.
It
may
not
be
very
exo3c,
and
you
can
build
a
great
building
on
top
of
it,
and
even
decorate
it
magnificently
-‐-‐
but
sooner
or
later,
the
building
will
begin
to
suffer
-‐-‐
or
even
collapse.
The
same
can
be
said
for
a
filing
system.
The
key
to
the
least
labor
intensive
and
most
reliable
filing
system
is
a
File
Index
–
a
“chart
of
accounts”
for
your
files.
A
filing
program
such
as
The
Paper
Tiger
sobware
allows
you
to
find
any
physical
resource
in
an
en3re
department
in
a
ma]er
of
seconds.
If
your
filing
system
is
not
working,
it
may
be
easier
to
start
over
than
to
try
and
fix
it.
Empty
the
old
stuff
out
of
your
most
accessible
file
space,
and
put
it
into
less
accessible
space.
Begin
your
new
system.
As
you
need
informa3on
from
the
old
files,
incorporate
it
into
the
new
system.
Eventually,
the
two
systems
will
be
combined
-‐-‐
or
more
likely
80%
of
the
old
system
can
be
tossed
or
put
in
storage.
22
24. 50%
can
be
deleted
or
filed
30%
can
be
delegated
or
completed
in
less
than
2
minutes
20%
can
be
deferred
to
your
Task
List
or
Calendar
to
complete
later
Using
the
4
D's
model
on
a
daily
basis
makes
it
easier
to
handle
a
large
quan3ty
of
e-‐
mail.
Our
experience
shows
that
on
average,
people
can
process
about
100
e-‐mail
messages
an
hour.
If
you
receive
40
to
100
messages
per
day,
all
you
need
is
one
hour
of
uninterrupted
e-‐mail
processing
3me
to
get
through
your
Inbox.
Our
sta3s3cs
show
that
of
the
e-‐mail
you
receive:
Of
course,
if
you
have
a
backlog
of
hundreds
of
messages,
it
will
take
3me
to
get
to
the
point
where
your
daily
rou3ne
keeps
you
up
to
date.
It's
important
to
get
that
backlog
down,
so
I
would
suggest
se}ng
chunks
of
3me
aside
to
work
through
it.
Then
you
can
really
enjoy
processing
your
messages
every
day
using
the
4
D's.
24
26. LogMeIn:
complete
remote
access
for
Windows
and
Mac
–
control
from
iPad
or
iPhone
–
try
it
free,
but
then
need
to
pay
for
service
Bob
Harris
has
opera3nfg
frameworks
and
tools
for
Nonprofits,
self-‐audit
checklists,
6
Manuals
to
run
a
NonProfit;
templates
from
crea3ng
a
board
agenda
to
explaining
why
a
Consent
Agenda
is
a
good
thing;
opera3ng
documents
that
include
a
Board
Orienta3on
Manual,
a
Disaster
Preparedness
manual
Avery
or
other
products
you
use
oben
have
templates,
etc
already
created
for
your
use
–
why
not
use
them
instead
of
trying
to
create
something
yourself
Need
a
group
presenta3on,
project
tracker,
newsle]er
in
a
hurry
–
check
out
Microsob
office
for
their
templates
from
agendas,
to
award
cer3ficates
to
brochures
to
budgets
to
calendars
to
flyers
to
invoices
to
newsle]ers
to
planners
to
presenta3ons
to
reports
Staff
need
some
training
on
a
topic
–
they
have
tutorials
on
their
website
Free
office
Web
Apps
All
you
need
is
a
Windows
Live
ID
&
a
compa3ble
browser.
Doesn’t
ma]er
if
they
are
working
on
a
PC
or
a
MAC.
Office
Web
Apps
in
Windows
Live
SkyDrive
give
you
browser-‐based
viewing
and
edi3ng
of
Office
documents
from
anywhere
you
have
a
connec3on
to
the
Web.
If
you
have
Microsob
Office
2010,
you
can
save
Word,
Excel,
PowerPoint,
and
OneNote
documents
directly
from
your
Office
program
to
SkyDrive,
the
free
online
storage
service
from
Windows
Live.
Even
if
you
don’t
have
Office
2010
you
can
store
documents
on
your
SkyDrive
and
start
using
Office
Web
Apps
immediately.
26
27. lets
people
put
up
offers
to
do
a
kabillion
crea3ve,
fun
jobs
for
a
fiver
—
five
bucks.
Here’s
a
sample
of
products
and
services
you
can
buy
for
five
bucks:
27
28. Wiggio
–
host
virtual
mee3ngs
and
conference
calls
create
to-‐do
lists
&
assign
tasks
send
email,
text
&
voice
messages
manage
events
with
a
shared
calendar
poll
your
group
in
real
3me
upload
and
manage
files
in
a
shared
folder
AnyMee3ng:
hold
large
or
small
mee3ngs
send
mee3ng
invita3ons
create
custom
registra3on
forms
sell
3ckets
to
webinars
share
your
screen
live
video
conferencing
record
your
mee3ngs
collect
info
&
follow
up
JoinMe
free
for
Windows,
Mac
&
mobile
–
have
the
conference,
skip
the
room;
view
someone
else’s
screen
Doodle:
Easy
scheduling,
free
of
charge
&
w/out
registra3on:
create
poll,
invite
par3cipants,
confirm
date
and
3me
Eventbrite:
Tools
to
manage
and
promote
your
event
28
29. Marshall’s
ar3cles
include
coaching,
entrepreneurial,
career
management,
networking,
interviewing
&
nego3a3ons,
branding/marke3ng
YOU,
leadership
Corbin’s
ar3cles
include
mee3ngs
technology,
mee3ng
planning
sobware
tools,
technology
ar3cles
SNOPES:
defini3ve
Internet
reference
source
for
urban
legends,
folklore,
myths
29