Search engine registration should be on your to-do list, but it shouldn’t be your top priority. We have consistently found that a well-advertised (and easily remembered) URL is a much better tool to direct visitors to a planned giving page than investing a fortune in SEO efforts. “Google only loves you when everyone else loves you first,” says artist and business mentor Wendy Piersall — and she’s absolutely right. Market your planned giving website to your prospects, and the visits will come.