Charities and other non-profit organisations could benefit greatly from the implementation of search engine marketing (SEM) campaigns, it has been suggested.
New research by experts at Pepperdine University's Graziadio School of Business and Management showed that SEM could be a cost-effective means of promotion for non-profits, as well as a good way of improving the efficiency of overall operations.
Dave McMahon and Charla Griffy-Brown's study, which was published in the International Journal of Internet Marketing and Advertising, called on non-profits to conduct the relevant keyword research to ensure they attract the right kind of web traffic.
"The compilation, selection, and evaluation of search engine keywords are vitally important to any search engine marketing campaign," they said.
Conducting user questionnaires could be a good way of finding out what potential donors expect to find on a chairty's site, the researchers explained.
This comes shortly after SEO Book published a guide to SEM specifically for non-profit organisations.