What is SEO?
Search engine optimization (SEO) is a powerful marketing tool that nonprofits need to understand and care about. Not only is it a relatively inexpensive way to attract potential donors and other important constituents, but SEO also helps nonprofits drive their brand awareness.
Nonprofits need to focus on local SEO as much as possible. This is because the majority of donations come from individuals, businesses, and foundations in your local area.
1. Increased Traffic
SEO is an important tool nonprofits need to use to drive traffic to their websites and convert donors. However, it’s not a quick fix, and takes time to see results. The key is to invest in a strategy that evolves and adapts over time, so you can see results gradually.
For instance, one of our clients, CreakyJoints, has seen a four-fold increase in search engine traffic after just five months of implementing a comprehensive SEO strategy. This included monitoring and resolving website issues, optimizing existing pages for Google search crawlers, and providing content recommendations based on keyword research.
The first thing to do is identify high-value keywords that relate to your organization and potential supporters. These keywords must be relevant to your cause and have a strong enough volume to generate the kind of traffic you want. To identify these phrases, you can use various keyword reporting tools that will help you understand the search volume, difficulty, and competition for each word.
Another way to optimize your keywords is to include them in your on-page elements, such as the title tag and URLs. These elements carry heavy weight when it comes to search engine optimization, so it’s crucial to ensure that they are accurate and well-written.
If you’re working with a consultant, they can provide you with an SEO strategy that’s tailored to your specific needs and goals. They can also help you create an effective link-building strategy to improve your rankings.
In addition, you can also build a strong online presence for your nonprofit by optimizing your social media channels and creating downloadable resources. This can increase donations and bring in new volunteers.
Finally, it’s also a good idea to reach out to journalists for press coverage. These media mentions can help your nonprofit stand out in search engine results, increase brand awareness and boost PR.
Getting press coverage is an essential part of any nonprofit’s marketing strategy. But it can also be hard to get a mention in the media that has a direct impact on your SEO and branding efforts. By responding to journalist requests on sites like HARO, ResponseSource, ProfNet and Source Bottle, your nonprofit can increase its chances of getting featured in articles.
2. Increased Donors
When it comes to finding ways to increase donations, nonprofits have a lot to gain from search engine optimization (SEO). This is because online giving has become increasingly common in recent years and can be an excellent way for donors to find organizations with which they are interested.
Nonprofits also benefit from SEO because it can help them get more attention from the general public. This can lead to more donors, which in turn can help them provide more funds and resources for their mission.
While most people know that SEO is important, many don’t understand how to implement it correctly. Thankfully, there are some tips and tricks that can help nonprofits make their SEO efforts more effective.
Firstly, it’s best to focus on keywords that are relevant to the main topic of your website and content. These keywords should be chosen wisely and grouped into a logical order for the pages on your site.
A good place to start is by researching popular keywords that your target audience uses when searching for your cause or social issue. Then, brainstorm what questions they may have and write content that answers these queries.
Once your content is ready, it’s time to share it! Whether this means sending it to your email list, publishing it on your social media accounts or guest posting on other leading sites, it’s important to make sure that people see it and that they convert to donors.
One of the most effective ways to do this is by using keyword phrases in your articles, blog posts and other online marketing materials. This can help potential donors find you and will also boost your page rankings in search results.
Adding location information to your content is another great way to boost local SEO. You can do this by optimizing web pages, blogs and news articles for the city you are based in or where your fundraisers are held. This is especially helpful for nonprofits that host events in different cities, as well as those that want to increase their outreach to the local community.
3. Increased Awareness
Search engine optimization (SEO) is a digital marketing strategy that can help your nonprofit attract more traffic to its website. This traffic can include donors, volunteers, and potential constituents.
SEO for nonprofits focuses on keywords and website structure that make your nonprofit appear more prominently in organic (non-paid, natural) search results. These rankings are influenced by a variety of factors, including the age and trustworthiness of your domain name, your website’s content, and your competitors.
For example, if you run an environmental grassroots movement in Boston, your target audience will likely include people interested in a local cause, such as environmental pollution or climate change. But if you also want to draw in more national donors and supporters, you may need to expand your keyword selection and focus on terms that will bring in more national traffic.
Another way to approach your SEO efforts is to target educational, informative phrases that will appeal to people who are not just looking for ways to donate or volunteer, but are also researching a specific nonprofit’s work and interests. These phrases may have less search volume than money keywords but can still be effective if they’re targeted in the right way.
Moreover, you can improve your nonprofit’s search results by utilizing a site map that helps Google and other search engines understand how all of the pages on your site relate to each other. This can be especially helpful for large websites that have thousands of pages and a complex structure.
Finally, make sure to create a user-friendly experience on your website. This will make it easy for visitors to navigate your site and find the information they’re looking for, increasing their likelihood to convert into a donor or volunteer.
The bottom line is that SEO is an essential part of any nonprofit’s digital marketing strategy. While it can take several months for organic SEO to pay off, it’s a long-term, low-cost and high-reward strategy that will increase awareness and drive new visitors to your nonprofit’s website. This is why so many nonprofits are embracing it as a critical part of their digital marketing.
4. Increased Revenue
Nonprofits need to understand and care about SEO because it’s a powerful marketing strategy that can bring in new donors, volunteers, and clients. It’s an affordable, long-term investment that can pay off with increased visibility and engagement.
SEO, or search engine optimization, is a set of best practices that help websites and their content rank higher in search results. It also includes strategies for tracking keywords and building links to enhance your site’s authority.
Search engines like Google facilitate billions of searches every day, connecting people with businesses, entertainment, news, and more. In order to make this happen, they use a complex algorithm that reflects their knowledge of the vast network of websites on the web.
For example, if you enter the phrase “environmental grassroots movements in Boston,” Google will show you a variety of relevant nonprofits that could help you find information about environmental issues in your city. Similarly, if you’re looking to promote a local cause, Google will show your nonprofit in the top results for searches that include the name of your city or state.
The key to successful nonprofit SEO is understanding your target audience and what they want. For example, if you run a small animal rescue organization in the Midwest, you’ll need to focus on words that mean a lot to the community of people in your area who are interested in helping animals.
You’ll need to research and optimize your website, blog, and social media posts for these keywords. You can use tools that analyze the health of your site to identify what areas you need to improve, such as page speed or a website’s mobile usability.
If you’re not sure how to choose the right keywords for your nonprofit, you can always reach out to an expert or a consulting agency. The consultant can assist you with finding keywords that fit your mission, target audience, and budget.
In addition to researching the keywords that you’ll use for your nonprofit, you’ll need to do keyword research on your industry or topic. This will help you determine which words are most popular and what users are searching for.