October 4, 11, 18, 2023 | 90 min sessions | Find your time zone here
We often put a lot of time and resources into organizational and campaign websites and landing pages.
So it’s frustrating when we realize our site isn’t visible to the key audiences we care about. And it’s downright galling when fossil fuel companies and other opponents are popping up first, with our campaign against them nowhere to be found.
Sometimes this is critical to our work. For example, for a worker center helping people fight back against wage theft. Tough one if the people who need the support search online for help in their city and the center doesn’t come right up, right?
This 3-part series — designed for social justice groups with limited resources — will up your game on Search Engine Optimization. Sure, if you have wads of money and want to contract out, go for it. But this course will enable you to get results yourself. (It will also help you understand better what your contractor is doing and what to ask for if that’s the route you’re going.)
Here’s what we’ll cover:
- How search engine results pages are structured and how site pages are ranked
- When you should consider implementing SEO strategy
- How a site’s backend affects search rankings and how to communicate SEO needs to a developer
- Tools for technical SEO audits
- The importance of keywords and tools for keyword research
- How to use AI tools to create SEO titles, meta descriptions and structure page content
- How to implement keywords into existing and new site content
- Optimizing your social media channels
- Working with other sites to raise your rankings with “link building”
Benchmarking and Measuring Results
- Find out how to benchmark your site against similar organization sites and opposition sites’ rankings
- What and how to measure results using free tools
- Understand where to focus your strategy, including short-term vs long-term strategies
- Learn how to use results to inspire new content/material and campaigns
- Time investment to expect, and how soon you’ll start seeing results
- Setting up guidelines, and basic SEO training, for your website’s editors
The series includes three 90-minute sessions. There will be 3 assignments to apply learnings to your organization.
Instructor: Polyana Ferreira De Oliveira, SMT Staff Partner
Polyana has been working with online tools and tactics for over 15 years, starting with Search Engine Optimization (SEO). She began with SEO sales, moved to an ad agency, and then helped build one of the first in-house SEO teams in Brazil. Today, she supports environmental and climate movement groups with content strategy, SEO, and online community building in Portuguese, English and Spanish. Having grown up as an undocumented immigrant in the US, and then most of her adult life in her native Brazil, she is also passionate about refugee and immigrant rights as well as preserving local and ancestral knowledge and customs. In Brazil, she works with community-based tourism organizations and partners, to prevent mass tourism and support responsible travel.
In order to support a movement organization learning space, SMT trainings are for staff of non-profits – NGOs, unions and electoral campaigns. Trainings are not for consultants or agencies.
|Region||Budget of the organization||Early bird (by Sept 1, 2023)||Early Outreach Partner Referral (by Sept 1, 2023)||Regular (after Sept 1, 2023)|
North America & Western Europe
Global (outside North America & Western Europe)
Outreach Partner Referral Discount
Groups referred by outreach partners can get $75 to $150 off specific levels (see table above). Please name the outreach partner in your registration and forward the email you received to [email protected]. The outreach partner discount does not apply to group rates or 2nd person rates, which are already steeply discounted. Outreach partners pass along opportunities for training and coaching to lists of organizing groups. This helps SMT as a non-profit reach more groups that could organize more powerfully with SMT support. Interested in being an outreach partner? Contact [email protected] and describe the size and type of groups you’d reach out to. Typically, this is a list of chapters of a network; allied organizations across a country, state, region; or some other cohort or grouping of many organizations.