Recently the American Bible Society changed the technology platform on which its web site is built. As is common for many large non-profits, and for many other organizations with very large web sites, ABS utilizes a content management systems.

As you may or may not be aware, many content management systems have “challenges” when it comes to search engine optimization. The reasons are understandable - search optimization is low priority compared to managing content, editorial control, workflow, usable navigation, content editing, and other elements of these systems for managing websites. However, the difficulties do not mean the large organizations do not want the benefits of optimizing for keyword search.

The work proceeds from a plan to use the “holy trinity” of search optimization (onpage title, onpage text, on and offsite link text) to gain the best results possible. The onsite link text piece will be examined here. If you are familiar with the google sitemaps effort, you will understand that Google wants web owners/builders to clue it in to the keywords appropriate to its pages, through building a site map based on keywords rather than according to the navigational structure of the site. Building one is easy enough, here is a typical link ABS' planned targets:

Employment and Career Opportunities: Job Openings at the American Bible Society, a New York City based Religious Non Profit

You will note many keywords jammed into this rather long link. For the most part, we tend to think Google may penalize us for overly long links. I tend to use up to 256 charnacters, believing the threshold to be somewhat higher. Equally important will be placing these links on a page with balancing unlinked text. The best place to do this is on what I understand Google to think of as a key page on a site. Key pages are pages on your site that are very important - how does google know? By the percent of the pages on your site that link to that page. By this standard you will understand that the Home page is very important on most sites, whatever is universally in main navigation, and usually, whatever is linked in the footer.

In this case, I chose the privacy policy page. This is a page which viewers seldom read, and which therefore is unlikely to generate much confusion from the long list of links. I separate the keyword sitemap from the privacy policy with a rule. You can see the results here:

American Bible Society Privacy Policy page with keyword sitemap.

Here are a few sample listings for the American Bible Society:

• American Bible Society: Employment Opportunites, History, Leadership
• President Paul Irwin and the Leadership of the American Bible Society
• The History of the American Bible Society, a Timeline from the 1816 Founding to the Present
• Submit Your Resume for Consideration of Employment with the American Bible Society, New York City
• The American Bible Society Work Culture: Meaningful Work Aligned with Your Personal Calling
• Youth Ministry & Church Resources - Demographics on Teens by Age Group
• Children's Bible Study Resources, Activity Pages, Interactive Bible Stories for Children's Ministry
• Ministry Projects - Advancing the Bible Cause through Bible Education for Christians of all Ages, Bible Resources, Web Site Building Resources for Churches
• Search the Holy Bible, by Chapter and Verse, Keyword. Search Any Version or Translation of the Bible
• Opportunities to Share The Bible with People Hungry for the Word of God
• Museum of Biblical Art: Increasing the Appreciation of Biblical Art and History
• With a Gift Annuity, You Get High Interest Rates and Tax Deductions. Charitable Gift Annuities from the American Bible Society Support the Bible Cause
• Giving Stocks Bonds and Real Estate to the American Bible Society Supports the Spread of the Gospel and Provides Scriptures to Those Seeking God's Word