Missing Children Center Gets Organic Search Boost
The Web site www.missingkids.com currently attracts nearly 126,000 hits daily. The site features pictures and details of missing children, as well as educational tools for families, law enforcement and the media. With hundreds of pages, factors like title and image tags, keyword density and inbound links need to be optimized for maximum search visibility, and San Diego-based Covario has donated an unlimited license of its Organic Insight software to make it easier for NCMEC's Web team to maintain prime search placement.
"Our Web site, and the Internet in general, are critical components in our fight to help keep children safe," said Steven Gelfound, IT director at NCMEC. By working with Covario to bolster NCMEC's organic search presence, Gelfound said that the organization hoped to "increase the chances that someone will recognize a missing child and provide the information that helps bring them home."
According to Russ Mann, Covario's CEO, the search and marketing technology firm offered to donate the software and related services to NCMEC after brainstorming about the kinds of causes that Organic Insight could best serve. "We want a core element of our company culture to be about doing good for the community," Mann said. "But as a venture-backed company, it's hard to donate money--and even harder for our employees to donate their time, because everyone is supposed to be coding or selling."
But Mann said NCMEC's cause resonated with the entire team, and so in addition to donating the software, Covario also sponsored the organization's annual Hope Awards dinner in February.