 I'm going to be leading us through the conversation today. You may have noted as you join, we have the default to be microphones muted and cameras turned off. And so just know that that's the expectation for today. We are going to go through the webinar and we're going to get started real soon. As we go, we do encourage everyone to ask questions. And as you have them, we ask that you put those in the chat. The rest of our team will be monitoring there as we go. And we do plan to save some time at the end to answer some of those questions that have come up throughout the webinar. Last but not least, the webinar is being recorded and we are going to distribute this after the session. So if anyone's scrambling to take notes or if you have things or you want to share this with colleagues later, just know that that link is going to be available to you when we send that follow-up email. So just getting started from here, this is our webinar on how to use search data to improve your communication strategy, communications and outreach. Before we get started, a couple of comments. So first things first, we are Parsons TKL. So we are a consultancy that has pioneered an approach we call engagement architecture. What engagement architecture means is the idea that your organization is a interconnected system of people, platforms and processes that drive audience engagement, drive impact. And so we look at all of those pieces across departments and we see how they work together to accomplish these goals, accomplish organizational missions. And so that's a little bit of background about who we are and the type of work that we do. Of course, as the head of the data team, we focus a lot on how data moves throughout these systems and how they can be used both to improve your capabilities from a technology and product standpoint, but also from a process and team standpoint. How does data help empower your staff to do their work more effectively? So that's a little bit of background about us. So a little bit about us, I think in a couple of moments, you should see a poll pop up. I would like to just get a little bit of sense about who's joining today and what roles you play on the team and recognizing that in the mission-driven sector, sometimes that's many hats. So we'll just take a couple of minutes for you guys to fill out this poll here. And one of the big reasons why I want to have this information is data in general and I think search data in particular can do a lot of things. Every one data point can be used in many different ways. And so knowing a little bit about what your role is can change what's possible with the data that you have. So these are the types of ideas and insights that we're gonna wanna bring into the discussion today, but then also I want you guys to have in mind as you go back into your work and think about how you wanna use search data on a day-to-day basis. Okay. All right, so I think everyone should see the results. It does look like we've got predominantly communications, but really not exclusively. And I think an interesting correlation between communications and marketing, those are roles that overlap a lot, especially in this sector. And then also some program, public relations, executive leadership. Okay. All right, this is all really helpful. So we're gonna keep going here. So let's talk about search data. What is search data and why should we be focusing on it? First things first, for anyone who is just getting started, has heard of, maybe you looked at, but doesn't make search data a daily part or weekly or any kind of regular part of your work. We have seen consistently that search data is one of the most underutilized resources. It's something that every organization has access to, whether they know it or not, but we rarely see it being used as a part of sort of a standard kit of analytics. And so that's one of the big reasons why we wanna focus on it. In this webinar, we're gonna talk about what it is, we're gonna talk about where to find it, and we're gonna talk a little bit about some of the specific tools and the places where you'll find it in your organization. So specifically Google Search Console, on-site search data and a couple of ways and some of the most common. But then other places where you can get search and search-like data, including publicly things like Google Trends, and we'll talk a little bit as well about social media, sort of an honorable mention there. So search data is particularly valuable when you are trying to understand your audiences, you're trying to understand their interests. Search is where people express their interests in their own words in a way that they often don't elsewhere. So you think about Google Search, people are typing in as they would phrase it, the things that they want and they expect the magic of Google to return it to them. Once they actually get to your website, a lot of you will have your on-site search configured. And so with that site search, you can then also type in exactly what you're looking for. We'll talk about it a little bit more, but there's a key difference here. In Google Search, people are looking for what they want and then ideally they find it. On your website, people often use site search when they want to find something, but they can't. And so then they search for it. So similar experience in terms of what the user is typing in, but they have very different implications for you, for your user experience and the types of insights you can draw from them. So I mentioned and we'll talk again about social media, but that is another place where people go and where they are typing things and directly sharing ideas from their head. So it's another place where you can look at the text that they enter and learn about your audience from that. And then last but not least, we're focusing on search data today, but this is just one part of all the different types of data that you can collect. And so there's lots of other types of interactions with your site, whether that's just simple page views or things like downloads or scrolling on your website. All of those are other things that you can use to gauge and evaluate interests, but rarely with those are you getting as direct a sort of a human language input about what people are wanting. So we like to correlate these with the search data, but it serves a different purpose. So just to go by analogy in a couple of ways, thinking about what search data represents. So you could imagine that you own a storefront. You've got your rose, you've got your food, your drinks, all of that would be the content on your website. If you were sitting there at the front of your store and people came in, they would turn to you and they would say, hey, where's the toilet paper? Where's the milk? Where are the things that I want and that I need? And as you were hearing that, you would start to notice the patterns, you would start to get a sense for what people typically want and how you might change the layout of your store to serve those needs. That same thing is happening online. You are getting those same types of quick, I want this, I want that. And a lot of that information is hiding in your search data. So where it might be more obvious and intuitive how to do it and how you should respond in person, you have to do a little bit of digging in your data to get that same benefit from your online search data. So one of the things that we hear often, a little bit sometimes with Google search, but especially with site search, is people say, oh yeah, but that's just, that's such a small volume of my data. Google search typically runs in the realm of 30 to as much as 70% of the website's traffic. But site search, a lot of people are only seeing site search being one to 3% of their traffic, which may sound small, but the first thing to remember is that these are people who are motivated to find your stuff. That's somewhat true with Google search, it's definitely true with your site search. The fact that they haven't already given up and that they're actually going into that extra field to look for things that they want means that they really want it. So those are important people to listen to. But even just thinking about the numbers, here we've got approximations, let's say your site has a million page views in a year, just based on the lower edge of these estimates, that means 300,000 people have typed something in to Google search in order to find your content. And all of that is saved data. And so those are all questions that people ask that you can look at. Even site search at 1% of your million page views or a million visitors is gonna be 10,000 people who used your site search. Compare that to things like focus groups running surveys where you might have on the order of hundreds or maybe thousands of people. This is slightly different type of feedback you're gonna get, but it's orders of magnitude more people that you could be learning from by using your site search and Google search data. And then last but not least, to close out the prelude, there's a good question of why now? Why is now a good time to look at, think about and use your site search data. One of the analysts on our team has a experience as a trail builder and he brought to us a saying from the trail builder community that the best time to build a trail is in the rain. It may sound terrible. It's unpleasant out there, it's muddy, things are washing away, but that's exactly where you get to see the weak points in your trail that where the erosion is wiping away the trail, where you need to reinforce things. And I think with a lot of what's going on in the world right now, non-profit organizations are experiencing that. They are experiencing erosion. We are all having a rainy day right now. And I think in some cases where you've got a lot of traffic, this is your first time to get a sense of who these people are, understand what their needs. Even if you have your existing audience, your core constituents who are coming to you, their lives have changed, their needs have changed. So you might need to readjust what you think you know about them. And your search data is a place that you can look for that. So it is, with everything that's going on right now, we really encourage people to be looking at their data and search data in particular is a great way to understand your audiences. So I'm gonna jump forward and we're going to start talking about tools in particular, but as we begin, I wanna put up one more poll and just get a sense of overall in the audience here, how much experience we have with and how much access we have to these types of data in your organization. So we've got two questions up right now about what you do or don't have access to in terms of data. And I'll use the feedback from this to help guide a little bit how deep I go into talking about some of the different tools. But I think also it's just gonna be useful to get a sense of how much work there might be afterwards after this webinar for this group in order to start taking advantage of their search data. So we'll just take a minute or so to get that input from everyone. Okay, all right, it looks like we've got pretty consistent access to Google Analytics data directly and also about half of folks have access to Google Search Console, but I think it's also gonna be worth spending some time talking about that platform, what it is. And I think we have also seen access does not mean awareness. And so we're gonna spend a little bit of extra time on that platform in particular, talking about what it is and what we can start getting from it once we get access. All right, so your tools, what's available today for getting search data and search insights. So first things first, Google Search Console. Google Search Console is Google's gift to the world. They have become the first stop for seeking information for much of the human race. And so they have a tremendous amount of information about what people want, what they need. And Google Search Console is a platform that they have created, that they make available to anyone who owns a website so that they can see what are people looking for that leads them to you. So in Google Search Console, well, first of all, let me talk about getting your Google Search Console. This is Google's own dashboard. It's something that they, data they have and it's a system that they manage. So it's not actually that you need to somehow get it or install it. What you have to do is claim it. You are proving to Google that you are the person who owns your website, that you are a person who should have access to this data. And there are a few different ways to do that. Sometimes just having your Google Analytics access is enough to get in. Other times you are gonna need to actually put little bits of code on the website to prove to Google that you deserve to have access. So this is something that you may and likely will need to work with your technology team in order to claim access. Once you are in there, Google Search Console gives you a lot of deep information. And so we've got a couple of screenshots here that give you a sense of what's in there. So they are gonna give you the direct queries, things that people have typed in that resulted in your content getting featured in one way or another. It also shows you the specific pages. That people are finding when they search for things related to your content. You can also look at countries or sort of by geography where people coming from. There's information about devices, how your content appears in search appearance, and more. I think there's a lot of other edges to that platform. We could spend a whole webinar just talking about it. I think another important distinction here is Google Search Console tells you about the people who found you and came to your website and actually showed up there. But it also is going to tell you about people who searched for things, saw your website and the results, but did not come. And so I think that's something that often gets lost. You can see here for this website, again, orders of magnitude, more people searched for things that Google thought was related to your website, but they decided your website wasn't the one they wanted to click on. And so there's a lot more you can learn about your potential audience, not just your existing one, but the one that you're almost getting. So a lot of different uses for this. So in terms of the data itself, this is giving you search terms and search queries that you can mine for insights. You can mine for trends and words. If there's a particular term that your organization uses, takes pride in, you can see where that's showing up. You can see trends in it. So a lot of information available there. So I'm gonna stop on Google search console for now and we'll jump forward to internal site search and learn a little bit about what that data looks like. So on-site search can be powered by a lot of different platforms in terms of your actual website's technology. But I'm gonna focus right now and a little bit of how we're gonna be talking about is gonna be in the context of Google Analytics. We do know that that is by far the common analytics tool. We have found that some 90 to 95% of nonprofits seem to be using Google Analytics. So this is probably gonna be the most obvious place for you to get at this data. But just to say, there might be other places. Your own website, your CMS and the search tools you use might also have search data that you can get at. Within Google Analytics, first thing to note, how do you get it? How do you start capturing it? It is something that needs to be turned on. You are not collecting that data by default necessarily. So that's something, if you have never looked at it before, haven't started accessing that, you may need to work with your tech team to start collecting that site search data. But the experience here is one, again, that's gonna be pretty familiar to everyone. You're looking at a website, you want something, you don't see it right there on the homepage. So you go to that little box and you type in what it is that you're looking for. Once you do that, Google Analytics starts learning a lot. So it learns about how many sessions, how many people are actually searching. It tells you a little bit about their behavior after they have completed a search, how many of the results are they actually looking at? Are people giving up entirely and jumping out of site search even before they've clicked on anything because they didn't see what they were looking for? Are they changing their search? If they search for US and don't see what they want, do they then search America? So you can sort of see when people keep trying in order to find what they're looking for. And then behaviors after search, how much time are they spending? So a lot of different types of insights that it automatically starts collecting once you turn it on. And then with that again, I think these are the real goods, being able to see what are the individual terms that people are typing in. And you can get these sort of different engagement metrics on a term by turn basis as well. So this is very helpful. I think it's useful in a way similar to Google search data where you are getting a sense of just what people want. But again, as I alluded to before, there's a slightly different user experience that sometimes applies to site search. It's not necessarily, I wanted this, I searched for this, it came up and I'm thrilled. Sometimes it's, I have been looking for this and I couldn't find it. And I'm starting to get frustrated. So I'm gonna type it into site search. So a slightly different feel and mentality that users have when they're using this. And again, I'm speaking in general terms, the specifics of this will change site to site, how you encourage people to navigate your content. So, but yeah, just some overall takes there. All right, I'm gonna jump on to the next one. Google Trends. If anyone isn't familiar with Google Trends, Google Trends is another tool that is provided by Google where Google Search Console is telling you about your website and how your website engages with the world and what people are searching for. Google Trends lets you know for the entire world how are people searching for certain terms. And it lets you type in things and sort of see how things are trending. Again, by geography over time. And it lets you explore related interests. So it's a great research tool for this type of data, search data in particular. The things that you learn from your Google Search Console, the things that you learn from Google Analytics are great to bring here. And you can see how they plug in with Trends overall. It helps you find other queries that you might run and it helps you put things into context. It helps you compare things. You compare yourself against global trends but also compare individual word choices that you might be making. So a very helpful research tool in that regard that deserves mention while you're working with search data. And then lastly, Twitter monitoring and other social insights. Because of the nature of working with language working with user input language, it's hard to think about what you might learn from search without also wondering what's happening on social media. And a lot of social media platforms but Twitter in particular makes it easy to get at their content. So you can get at tweets very, very easily. And you can explore tweets, you can explore those conversations. And so we can certainly talk more about use cases for using search data when doing social monitoring and social listening. But just to know that this is another platform where you can pull up people's human language, enter it interests and explore them for similar insights as what you might look for in search data. What is gonna be different here is you don't have as tight a connection between the words they're using here and the words that they might be using to find your content sort of page by page content. It's a little bit more removed from your content than search data is. So it can take more work at least in order to reunify those two. So those are the four universes of data that I would just wanna make sure everyone has in mind as they start thinking about using search data. Having data is one thing, using it is an entirely separate thing. And a hat tip to all the analysts out there, it is not easy working with search data. That's one of the biggest reasons why it doesn't get used is that when you open it up, it's incredibly dense. In the example I showed, which was a relatively small site, you still had 28,000 searches that resulted in that website's content showing up. And so that means 28,000 people typed something in, which means 28,000 rows of human entered text. So it's important to, those tools themselves I should say first are built for exploration. They are built so that you can click through, type things in, search for things, do a little browsing as well. But they are kind of lightweight research tools. They're okay as reporting tools. And so if you really have complex questions, questions you wanna answer quickly, you're gonna have to start getting your data out of those platforms and doing your own analysis on them. Which sounds scary, but I just wanna assure you that these things are also pretty close at hand. Excel is an extremely powerful data analysis tool. You can do a lot in Excel to extract, explore, unpack, and turn your data into visualizations that are ready for sharing around the rest of your team. Cause that's the important thing is your whole organization is probably not gonna enjoy just sitting in Google search console all day. But with a little time and a little elbow grease from an analyst, you can start turning that data into insights that are much more digestible. So important to think about that. And then once you have the data cleaned, organized the way you like, structured to answer the questions that you have. I would say putting it into things like dashboards. We use Data Studio often with our clients and having ways that make it easier for people to consume is how you're gonna start to get more value out of your search data. To support the analysts. And this advice is I think for everyone and especially everyone else. Getting good insights out of your data depends on asking good questions of your data. And so a few tips on that. What and why questions are very thought provoking but can sometimes be the hardest to answer. And so if you're just getting started out with search data, you're just sort of trying to get a sense of what kinds of things you can know. Try to ask yes, no questions. Is this word commonly used? Is this word used more than it's synonym? Can we get sort of simple yes, no questions about things that might help us? I think that that can be a much easier way especially if you're at an organization that does not have an analyst. And you're just sort of bringing somebody who's not really as experienced in data analysis. This is a good way and it makes it easier to get started using the data. That being said, be very clear about the decision that you're trying to make based on the answer to your question. Again, open-ended questions I encourage. I think they can be very thought provoking but when you have an action that your organization might take based on the result, it can really help with focus in exploring this data. It can also help in deciding how confident that you are. So yeah, it seems like this term is better. Okay, well, we're going to change the name of our organization based on that. Well, hang on, hang on, hang on. I don't think, I'm not quite that confident about it. So being clear about what you're gonna do based on the results can change what you learn and how you wanna use the data that you have access to. And then lastly, trying to pose your question in terms of data that your analyst has available. Again, this is a big part of our work is helping organizations just get a handle on what do they have and to the extent that you can sort of enter that world with them and get a sense of what things, what tools they actually have to answer questions. If you can ask your question in that context and sort of say, I want to know based on the frequency of this term, as opposed to I want to know just what impact we've had overall. A lot of times if you ask questions about just starting with the impact of somebody who only has access to on-site consumption, it's a lot harder to connect to those dots. And so trying to meet in the middle between the analyst and the stakeholders can make those conversations a lot more productive. And a big asterisk there. Again, I do not wanna discourage those big open questions. I think those big open questions are critical to having a healthy data culture and also can help you lead to new capabilities. But even as you're on your way towards that, being able to collect new data, use it, being able to make use of what you have today. I think these are some tips to support that. So yeah, I'm gonna move on from here. We've got some examples and we'll have the deck afterwards. But examples of the types of questions you might ask and what you might do with them after the fact. Okay, I'm gonna jump forward. And I actually think we're doing, yeah, we're doing quite well on time. So we're gonna put up a poll, another poll just to get a sense from the group. How, what do we wanna do now? Do we want to keep rolling with the deck? We have a couple of potential use cases that we could talk through. Or if everyone's got questions bottled up, we can jump straight into Q and A right now and maybe switch back to the content later. Okay, all right, it looks like we're hungry for more content. So that's great. I think very clear answer there. Okay, so we have talked through what is search data? Why is it useful? Why is it important? We've talked through a few of the tools, the places where you can get at your search data. We touched very briefly on what it takes to analyze it and how staff and stakeholders can help ask good questions. So what we're gonna jump forward through now are a couple of thought examples. So sort of hypothetical ways in which you might use search data. One that has certainly come up for us and that we've done work on is evaluating the value of your brand. So how can you find audiences that are using your brand terms when searching for content? And what can you learn from how frequently they do that? And again, brand is a pretty big term and it can represent a lot of things. So the brand could be your entire organization, but the brand might also be certain programs or initiatives or campaigns that you're running within the organization. Or it could be things like a product. A lot of organizations have, again, product is a big term, but it could be the brand of your annual gala or it could be the brand of a certain resource that you publish once a year. And then last but certainly not least are the people of your organizations. Your experts, any sort of celebrities, your board members who might be important boosts of your organization. Being able to look for those terms in your data can give you a sense of how much lift your organization is getting from them. And that can be very useful just internally, from a messaging perspective, being able to show the effect of brand work that you have done. But then I also think it tells you a lot about audiences and sort of what those different audiences want because people who are using your brand terms have more affinity. They are not just looking for the topic that you cover as somebody who doesn't care who you are, they just wanna know about the topic. These are people who wanna know about that topic and know that they wanna know your opinion. So these are really some loyal audiences. And so being able to sort of see how their patterns and what content the people who search for your brand are consuming. And it can be very, very informative. It can also show you as you look at brand, across your whole website and brand traffic across your whole website, where is your brand having the most impact in what parts of your content might actually need more help. You might need to focus more on brand because the brand isn't actually saturating in the community that's looking for educational materials. Your brand is really good on healthcare but you could actually do more to help the education market recognize your brand because you do good work on education. So I think these are just some examples of the types of questions you might ask when doing brand analysis. Putting it into practice. So first things first, you have to have good definitions of your brand. Being able to map your brand to the actual terms and phrases that people are gonna use is necessary and sometimes fraught because sometimes it's not always clear. Is this term a brand term or is this just an English language word that does or does, it may or may not have to do with your brand. So there might be some internal consensus building that you have to do before you're ready to even do this analysis. Actually exploring those brand terms can and be very quick at a base level. Just jump into Google search console and type in the name of your organization and voila, you've got your first insight. How much of your search traffic comes from people using the brand name. It can get more complicated from there very quickly as you start looking to just subsets of your content. That's the kind of thing you might wanna start pulling the data offline to do custom analysis. But why should you do that? Some of the things we described, being able to elevate the brand, figuring out what audiences you might need to work harder on to elevate the brand with and otherwise as an input to your brand strategy. If you're starting a brand project, absolutely do this. I think this is critical information for any brand strategy. And then again, how else might you use the results from this? Having those insights that you can report up to leadership to help give them clarity and confidence over, yes, our brand is working, our brand is making a difference. I think you'll have to think through what the expectations there are in terms of how you present the results of brand research in your search data. I think there's a lot of art in that, being able to sort of think through what those expectations were. But in the absence of data, this might be the first time to start, drawing lines in the sand, having benchmarks and being able to show what the value and the history of that value of your brand was. I think the next one I wanna talk about is being able to understand how well your content is serving audience needs. And so this is thinking a little bit more about how to tie search to engagement. And this is an admittedly tough one, but the idea here is we wanna be able to get a sense on a term by term basis. How do words match up with audiences that are coming to the site and then engaging well? And there's a lot of details into that type of analysis, but what it takes to put it into practice is first developing the sets of high and low quality terms based on engagement. And so that's gonna mean having good definitions of engagement, I should have put a bullet above there. You need to be able to evaluate and measure engagement on your site, first and foremost, before this really becomes possible. You can do it at a very base level with just Google search data. You can see term by term, our people clicking on our website when they see the result. That type of search analysis is a good first step and can be done much more simply. But if you wanna start connecting it to things, concepts like impact, you're gonna have to start bringing together from sort of throughout that user journey. And so yeah, so I think that's one of the steps that you have to take there. Once you've done this though, I think the results of this type of analysis can be very, very powerful in terms of informing your editorial team, giving your editorial team direct input on these are words that people are using, these are words that people aren't using. And then also when people search for us with these words, they are taking the next steps. It leads them to content that helps us accomplish the mission versus you may have popular words that are bringing people to the site, but those people don't stick around or those people are coming to content on your site that actually isn't as mission critical. You might have pages on your site that are very interesting and informative, but perhaps there was just the description of your company picnic last summer that's got great pictures. Is it really mission aligned? There's some good hard questions about content strategy and then about the editorial process of creating content that helps you with the satisfying terms, gets you more term A traffic and then either reduces or redirects term B traffic to content that's gonna satisfy those people more. And then being able to monitor engagement based on those changes as a sort of real time feedback for your content team, your editorial team, your marketing and promotions teams and being able to let them see what the impact of sort of SEO type work might be or even taking it into the social media email outreach. Yeah, so I think that's sort of another use case being able to use search data and this content and content production context. Last but certainly not least, we talked before about the relationship between search and search data and social media, both being places where people are really giving you very direct and candid insights and feedback into what they like, what they don't like. There are some great opportunities to use search as a way to learn about the language that your audience uses so that sort of as I alluded to in the last use case so that you can change the way you conduct your outreach. I think again, from an editorial perspective you can use it directly. You can just say, hey, social media team, here's a report on what we've learned about the use of key terms in our lexicon and these are things that we want you to know and terms that we want you to start using more, terms that we found nobody uses so let's maybe downplay those even if it's in the report but I think the real power of this comes when you start introducing new social listening tools. So with social listening tools, you can again, take those terms that you found to be particularly on brand or particularly engaging for your audiences and you can start looking, listening out on social media for communities where those conversations are already happening, perhaps and very likely without you. So it's a way that you can discover individual users or whole communities where you should be and perhaps aren't. And so as you have that going on you can do this sort of strategically and sort of say, okay, comms team, let's, you know, we're going to Reddit. There's a great community that we found by searching for these terms and that's just a place that we should start generally participating but you can even get really, really tactical with this. So you could have real time alerts that say, okay, whenever we're talking about defense policy in Afghanistan and somebody with more than a thousand followers mentions any of these individuals that's something that our scholar on defense in Afghanistan needs to know about because they can then jump onto Twitter right away and say, oh, hey, Colonel so-and-so, we've done a report on what you just said about Afghanistan and here's our best insights and they can start a conversation and sort of have that real time social engagement. In order to do that, and in order to do that at scale, it really helps to have confidence in your lexicon and what you've learned about your lexicon and the ability to sort of bring that back as a feed-in. So I think those are three examples I wanted to talk about. There are so many more. If you're doing any work on taxonomy, I think that's an obvious one. Here are your audience's own words that you can use to inform what your organizational taxonomy should be. So that's a really clear one. Another one that I didn't go into detail here but I also have no monopoly on this one but it's the idea of using your search data to inform your SEO strategy and inform your search engine marketing strategy. And so you could set up AdWords campaigns based on what you learned from your search data. These are, no, that's a much more traditional use of this search data whereas here we're sort of focusing on more unusual and sort of edge cases but lots of thoughts of ways in which you could do that. Yeah. So those were the use cases I wanted to walk through. We're gonna go into Q&A before I do and we'll encourage this again at the end about four things you should do today. Whether you already have, if you already have access, I encourage you to go into Google Analytics, navigate your way to the site search reports. It's under the behavior tab and Google Analytics and in Google Search Console, go to the website, log in to the Google Search Console website. Again, that's Google's own dashboard that they have set up. Navigate your way to that data. Make sure you have access to it. If you do have access to those just give each of them five minutes. Just poke around if you've never done it before. I think you can learn so much so quickly about what's possible and you can start getting answers. But then otherwise, if you don't have access to either spend those five minutes instead, trying to find the person at your organization who can help you get access. There is so much data available to you and access and awareness are the biggest blockers at most organizations. So do that favor for yourself and for me. It makes me happy when people get at this data. And then I would say the last step here is schedule a meeting with somebody on your team where you're just gonna sit down together and just look at this data together. Just give it 15, 30 minutes. Again, the data only helps your organization when you use it and just putting that time pressure if you can get it on your calendar then it's gonna happen and you can know that. It's easy to put this off as a resource indefinitely. You can get by without it but it can do tremendous things for your organization if you start using it. And I think these first steps will at least get you on the road. So that is, got some other advice that we can talk about the sort of a summary of what we just described. But I think that otherwise is the end of the content. So I'd love to jump into questions and answers. I know our team has been looking at the things that you guys have been typing into chat the whole time. So we're gonna have Lisa from our team be your voice. So Lisa, do you wanna let me know what we've been hearing? Yes, we've gotten a few really good questions in the chat. I've been really excited to see. One of them, one of the first things we got pointed out was that your screenshots that you used in your presentation GC, GSC looks a little different in our screenshots than it did for the user. So what's that about? That is interesting. I'd be very curious to talk to those. So GSC- It sounds like that that person was using an integrated search console with GA? Maybe we are. Yes, yes, yes, yes, yes, okay. Thank you, thank you. That is a great call out. Yes, Google Analytics has a Google Search Console integration. It was developed at a point where the relationship between Google Search data and Google Analytics data was much tighter than it is today. It's a few years ago now, Google stopped reporting individual terms and keywords to Google Analytics for privacy reasons. So Google Analytics lost about 90% or more of the individual term and query and keyword data. So that connection is still there. It's a little bit vestigial. I don't love it personally and I rarely encourage it. Do not look for your Google Search keyword data and Google Analytics. It will disappoint you and perhaps even mislead you. Go directly to Google Search Console. Google Search Console still gives you all of the terms, but there they've taken steps to make it harder for you to say, oh, this specific word is what my aunt Betsy typed in in ways that could violate individual user's privacy. And so they've done it to protect the public, but it makes it harder on us analysts to sort of get at the data, which is now in these two different places. And we have to do more work to get those insights out of it. So yes, yes, that's probably the biggest difference. I will also say of Google Search Console, there's a lot in there. I'm going from memory right now, but I think when you get in, you want to click on the performance tab on the left. And that's where you'll start to see familiar screenshots to the ones I took. Cool, very helpful. Yes, thank you. We also had a question of how often would you check terms on Google Trends? Are they changing daily, weekly? No, I mean, right now, I would say daily. It's gonna depend entirely term by term and what's going on in the world, but you will find some incredibly wild swings in there when things hit the news cycle. If you're working on something and you're curious about terms that are on the front page of any major news outlet, I would go in there on a pretty regular basis to get a sense of trends. I wish I brought it in, but we did a sort of fun analysis on coronavirus-related terms, things like shelter in place, things like case counts for coronavirus, and things that you might think people are searching for because they are sheltering in place, things like food delivery and people wondering what to do with their money. And you can see how interest in the virus itself spiked early on and has been gradually waning as people, we get it, we're in a crisis, whereas the sort of more personal needs, how am I gonna take care of myself? What am I gonna do with my money? How do I take care of my kids? Interest in that is sustaining and even growing in some cases. And so I think there's a lot to be learned by exploring Google Trends about what's going on in your audience's world. Another good question, what are some listening tools that they could use? Listening tools, yes. And I've got, I have a blog post about this. I don't remember if we had already planned to put it in our follow-up note, but Lisa and Andrea, let's make sure we get it in there. If you search social media listening tools, you are gonna get hundreds, there are hundreds of tools out there. Some of them are very, very expensive. A lot of them are gonna have more power than your average non-profit here is gonna have the time and attention to take advantage of. So I would say starting simple is good. I know that Google Sheets in particular has a plugin called Twitter Archiver. It's free and you can go in there and you can configure a certain term that you wanna search. You can set it to automatically refresh. So I think that one for Twitter data in particular is a really good starting place. In terms of Amores, that's good, especially if you have, I've got very focused question I wanna ask and I wanna monitor it in just this way and I wanna do things with it afterwards. But a lot of tools that you already have, things like TweetDeck, I think HootSuite itself also has social listening tools. So I would say first look at the tools that you already have and already use, a lot of them will have some even lightweight social listening capabilities. Beyond that, we've got a blog post that we'll pass around afterwards. And I think there's a lot of options there. And that one is for GA site search, what's an okay range for a percentage of search exits? I've searched exits. I would hesitate to answer without actually looking at the site, looking at the search and sort of thinking about the user experience of your site search implementation specifically. I a little bit going on memory here, I think I often see things in the range of 10 to 40%. So that's a pretty big range. And I think a lot of that comes down to what tool you're using to manage your site search. And then also specifics about the user experience of your site and the type of content that you have as well. If you're a site with a lot of content on a narrow set of topics where you should expect people to find exactly what they're looking for, then I would expect your exits to be a bit lower. But if you're an organization that has an incredibly broad range of things that you're gonna talk on, maybe only a little bit of content in each of those categories, you should expect to have a higher exit rate because people might come in looking for something that, oh, well, I guess they're not, they're not quite the right fit here. That's also gonna change based on your marketing and outreach strategy. A lot of, that's an engagement metric. Other engagement metrics include things like bounce rate, time on site. A lot of people will get nervous when they see those metrics turn bad. But that's just because you just did a big blast and a whole bunch of people who've never heard of you before just came to your site for the first time. These are people who you should expect to be less engaged. And so having those bad, bad, lower engagement rates is more a sign of your activity as much as it is the value and quality of your content or even of your outreach. So how's that as a, it depends, answer. I think you can catch that one really well. Yeah. Another one, does Google Search Console provide insight into the not provided terms? Yes, yes. So that is, that's the piece that I mentioned before. So a million people go into Google Search and they type something in. Google Search Console is going to give you the text that they typed in for, I don't know exactly what percent, but a very, very high percentage of those people. Google has that data, they are letting you search that data. They broke the connection between that data and Google Analytics. So in Google Analytics, if this many people searched and then maybe 90% of that data is in Google Search Console, I would say about one, five, maybe 10% of that data is in Google Analytics. So it's gonna give you a huge chunk, maybe like 80% of the data is lost in that step. So Google Search Console will give you a lot of information that shows it was not provided in GA. Kind of a follow up to an earlier question. What about the query data that we can see in Google Ads? Like most nonprofits, this is the instance getting here, like most nonprofits, we've been using the Google Grants for Ads and have a variety of ad terms. There is a search keywords in there. Okay, yes. That one might bear a little bit longer. I know we're just coming up on time now. So that might be a better one to talk about offline. But those, if I'm understanding the question correctly, Google Search data from GSC and your site search are gonna be a place where you research and come up with the terms that you'll want to use to configure your Google Grant AdWords setup. So that'll be a place where you bring your insights and then you change the keywords that you're using to post those ads. And so you can start targeting more specifically just people who are using this term that we do really well with or just people who are using this term that we don't really have, we only have one piece of content for it, but we wanna make sure everyone finds it. And so I think it can guide your search engine marketing, your AdWords strategy and really fine-tune sort of ways. And those fields would be the ones where you do that. Thanks for grabbing that was our last question. All right, very good. Well, thank you everyone for joining and for everyone who stayed all the way through. We really appreciate it. This is the first in a series that we plan to be doing over the coming months. I think especially given the way the world has changed on all of us. So we will be having a follow-up note coming out. And I do want to apologize for anyone who got stuck at the beginning. We had a little bit of a delay in getting the webinar started. So thanks for those of you who stuck through it. We'll have a survey coming out. We'll have a follow-up email with resources that are gonna help guide us forward. All right, well, thanks everyone. We're gonna sign off.