If you are running a non-profit organisation, we really are rooting for you! Within this world of rush and greed, there are very few individuals who would stop their pace and contribute to the well-being of another individual.
NGOs have been a part of our societies for centuries. Different NGOs cater to the welfare of different groups- from orphans, disabled people, old people, and the oppressed and deprived people to rescue animals and rare plants, NGO’s work to shape our society into a better and kinder place for the ones who really need the help.
If you’re struggling to gather the requisite amount of traction for your NGO’s website, keep reading this blog until the end! When it comes to the marketing or business writing industries, the term “SEO” is fairly widespread. You’re probably wondering what this digital marketing catchphrase is about and why SEO is essential for any business organization, including Nonprofit Organisations like yours. Let us dive deeper into SEO for nonprofits to help you get a better understanding of the process.
What is SEO?
The term “SEO” stands for Search Engine Optimization and it refers to the process of improving a website’s structural setup, content relevancy, and link connection so that its pages may be more readily found, more relevant to user search queries, and popular with users. As a result, search engines such as Google, Yahoo, or Bing place them better, and you obtain traffic from the “organic” or “natural” search results.
One of the main ways that visitors discover your nonprofit website is through search engines. Visiting your website also entails finding out more about your company, your services, your upcoming events, and your contribution page.
Being highly ranked is essential to an organisation’s success since so many donors are preferring to make donations online. A solid SEO strategy may assist you in reaching your objectives, whether they aim to encourage volunteering, boost online donations, or raise public awareness of a certain topic.
Does Your Non-Profit Organisation Require SEO?
If your goal as a nonprofit founder is to spread awareness about your organisation, share your story and have more people join you in your cause, SEO can surely be a great tool that you can leverage for your growth. There are several other organisations out there working towards the betterment of society. Focusing on getting higher traction on your website can help you connect with people who believe in your cause and a ready to contribute to the upliftment of your organisation. Achieving that audience traction is easier with a strong SEO strategy. Additionally, implementing great SEO tactics establishes credibility for your website on Google. This ensures that visitors can fully trust your organisation and help in boosting the brand authority of your nonprofit
How Does SEO for Nonprofits Work?
The goal of SEO for Nonprofits is to assist these organisations to raise the page ranks of their content for key phrases on search engines like Google. In order to calculate SEO, major search engines like Google implement a variety of elements, some of which are not publicly disclosed. However, numerous factors that contribute to a page ranking highly have been deduced, enabling businesses like your nonprofit to produce optimised content that will increase traffic to your website.
Users that find your page while doing a search on a search engine and choose to click on a link to your content are known as organic traffic. By improving your content’s rank on the search results page, SEO for NGOs increases the likelihood that users will notice it as they browse through the page’s results. How does this affect your nonprofit organisation? More visits offer more chances for online fundraising.
Advantages of SEO for Non-profits
If you’re still considering whether you should SEO-optimise your website and other social media pages or not, we will highlight a few specific advantages that SEO-optimization can add to your business!
1. Widespread Audience
Implementing SEO strategies in your business will improve your visibility for a particular keyword. Once you keep regularly updating content on your social media as well as your website, the visibility of your profiles will keep on increasing. This will expose you to a completely new set of audiences, in turn improving brand visibility.
2. Higher Brand Awareness
Along with visibility, SEO for non-profit organisations also help in creating strong brand awareness. Once your website starts ranking for specific relevant keywords, the brand awareness of your NGO maximises. This can play a crucial role in attracting the target audience to your website and allowing them to take redirected action on your website. Having a strong brand awareness online can really open several doors of opportunity for your NGO.
3. Improved Audience Retention
Once your audience lands on your website, it is important to keep them hooked throughout. Implementation of credible on-page SEO tactics will ensure that your page loads on time and provides information that is useful for your visitors. If your audience can connect to your website content, they will spend a higher amount of time checking out all the linked pages. This, in turn, boosts the audience retention rate on your website.
3. Maximised Brand Credibility
Once you have implemented the best SEO techniques to drive website traffic and increase the audience rate, Google will recognise your website as a credible business page and an authentic source of information, pushing it higher in the SERP ranking.
Top 7 Effective SEO Tips for Non-Profits
Boosting visibility and improving online growth can play a crucial role in helping your NGO grow in terms of services as well as financial aid. With the best SEO implementation, you can target the right audience who believes in your cause to donate to or fund your NGO, improving the operational scale of your organisation. Hence, here are some ways to ace your SEO game for non-profit websites:
1. Get Your Keywords Right
Keywords are notions and themes that describe the subject matter of your article. They are the words and phrases that users type into search engines, also known as “search queries,” in terms of SEO. You could now be expressing your business in somewhat different ways, therefore, it’s crucial to utilise the terminology your audience employs.
Speak with your consumers, frequent discussion boards and online communities, and conduct your own keyword research using a programme like Keyword Explorer to find your keywords. Based on your analysis, develop a list of keywords.
Even if pictures and innovative language are good, it’s best to explain what your organisation does in plain, simplistic terms that people can easily look for.
2. Focus on Content
Specifically, when it comes to SEO, content is the main factor. While adopting shortcuts and tactics like targeted keywords and cloaking could produce results quickly, they are not recommended and are not long-term solutions.
Every day, search engines get more intelligent. In order to provide its users with the most relevant results, they are continually changing how they rank websites.
Making outstanding content is the only method to effectively improve your website. Produce informative, engaging, and discoverable material that benefits your clients and addresses their questions.
One factor to bear in mind is to adhere to the E-A-T principle, which refers to expertise, authority, and trustworthiness while writing content for your website. It’s a metric by which Google assesses a website’s content, and it influences how well a webpage ranks.
You may confirm that you’re abiding by the E-A-T concept by:
- Being consistent with your ideas
- Make sure it is factually correct and enlist the help of experts or guest authors to provide material.
- It’s crucial to organise your material before you sit down to write a single word. Those significant keywords will effectively direct you toward the content you want to express to readers, so have them in mind while you write.
When developing your content marketing strategy and selecting which pages and articles to create, bear the following in mind:
- Use audience information to specify key subjects: Even while you may believe that your readership wants to learn about every aspect of running your organisation, if the statistics don’t support that, it is not worthwhile investing your time and money in it.
- Sort your content by category: This process, known as “clustering,” might start to make you rank highly for particular phrases or sets of keywords. As you prepare your content, organize it by category to identify any gaps where you may use extra information.
- Create evergreen content: News articles and event recaps are excellent examples of time-sensitive content. Evergreen content, on the other hand, will benefit your SEO for a very long time because it doesn’t have a set period when it becomes relevant.
- Make an editorial schedule: When you write without a plan, it’s a lot simpler to put things on hold when you become busy. Create a calendar before you start writing to keep you on track by listing all the content you plan to write and the deadlines for it.
- Increase channel distribution: Putting up a blog on your website is excellent, but if you don’t advertise it through other channels, it’s a major waste of time. An effective method to expand the reach of a new blog article is to use your social media platforms to publicize it.
If you don’t have the time or resources to dedicate to it, you shouldn’t go overboard and produce fresh material every day or even every week. Rather, it is far preferable for your SEO to take your time and produce well-written, quality material that you distribute occasionally.
3. Use Link Building to Generate Brand Awareness
You should make sure your SEO plan includes a strategy to get your name in front of fresh eyes since familiarity with a charity organization is essential when it comes to raising donations. Link development and content marketing can do this. The creation of fresh content that other websites want to share and link to is essential for effective link development. In the charity sector, repurposing any yearly reports you generate to make them shareable would be a wonderful place to start.
Links to your website from other websites affect how well your website performs in search results. You will rank better the more other websites link to yours. Links from reliable websites with high search engine rankings, however, are given greater weight.
One so-called “off-page” aspect that affects SEO is backlinks. Here’s how Google decides whether your website is trustworthy and reputable. Here are some of the ways to get quality backlinks:
- Ask news outlets to provide a link to your website whenever you are mentioned in a piece.
- Request backlinks from your business sponsors and partners.
- Work with other NGOs and ask them to connect to you in a blog post as a result of your collaboration.
- Put a link to your website in guest blog articles on other websites.
- Create outstanding content that others will want to link to organically. Make it comprehensive so it receives top search ranks and attracts links and shares.
- Include social media sharing buttons to make it simple for others to share your material.
You don’t want to use too many backlinks, just like you shouldn’t use keywords. Your site may be blacklisted from search engines if you repeatedly spam other websites with links to it. Although link building is labour-intensive, it is an essential component of SEO.
4. Prioritize a Local SEO Strategy
Making progress in a local area might be crucial when it comes to SEO for charities and organizations. For instance, it can assist in directing volunteers to your nearby offices or drawing attendees to a certain location for a charity fundraiser.
- Among the techniques for improving local SEO are:
- Making a listing on Google My Business
- Using Google Maps to enter the location of your centre or branch
- Including your NGO or charity in online directories
5. Conduct Frequent Technical SEO Audits
Technical SEO focuses on the website’s technical optimization. Every website requires a technical SEO audit to probe deep into the technicalities and figure out what is working in favour of your objective and what isn’t.
Having an SEO foundation is one of them. Details such as the HTTPS protocol, robots.txt file, sitemap.xml, and many others. You can do everything at once and just periodically check for mistakes after that.
Another thing to keep in check is content accessibility for search robots. It is the quantity of material compared to the website’s code, where it is located on the page, and even whether or not someone can see or receive it.
Reassess the site’s loading time. It depends on operational technologies, business procedures, servers, and content. For instance, the website will load slowly if there are many large, weighty images.
Although the user may not always detect technical SEO, search engines always index it. The site’s ranking will drop if there are mistakes in it. The detection of these problems will be improved by a qualified technical audit.
6. Improve User Experience
The long-term objectives of your website can be to broaden your audience, win over supporters, and raise money. Your first priority should be to provide the finest customer experience to your viewers in order to accomplish this. Furthermore, a positive user experience positions your website for SEO success.
- Ensure that your website has a concise site map and is simple to browse. Over time, websites develop and evolve. Update your primary navigation menu when you add new material to your website, and pay attention to that navigation to make sure it is constantly understandable and pertinent to the information on your website.
- Improve the performance of your website to reduce loading times. Visitors might be turned away by sluggish loading speeds, which are typically caused by graphics. Make sure the file size of your photographs is under 1MB to make them more suitable for usage online.
- Shorten your paragraphs. Readers find it simpler to understand short paragraphs, and they display well on mobile devices. To keep things interesting, you should also vary the length of your sentences.
7. Go All in for Video Marketing
Making interesting videos is one of the best methods to advertise your nonprofit organisation. These videos may be used to raise awareness of the cause, encourage donations, and perhaps encourage enthusiasm in joining your organization. When producing your videos, concentrate on telling a gripping tale that your audience can identify with. Your audience will be more receptive to your message if your videos are more relatable.
Ensure to optimize your videos for search engines using the following tips: –
- Make a title that is optimized: When someone searches for your video online, among the first things they will notice is the header of your video. To get attention, make sure your title contains your primary keyword.
- Incorporate your keywords in the video description: You can also use the video description to include your main keyword. To avoid being compressed on search engine results pages, restrict your description to 150–200 words.
- Make sure your video is accessible: You need viewers to watch your video in order for it to be found online. Make your video shareable if you want to increase viewership. At the conclusion of your video, you might incorporate a call to action and an engaging tale.
Let’s Sum It Up!
Even if you make every effort to keep on top of SEO for Nonprofits, search engine algorithms change frequently, so there is always plenty to discover, adjust, or try out. Move forward along with how much resources will allow you to; you don’t need to be an SEO guru to increase the number of people who find your business through search.
Ultimately, and more importantly, keep your attention on the people who will visit and read the material on your website rather than the search engines. Building a strong online presence for your charity organisation won’t be difficult if you concentrate on producing the finest content you can for a website that is simple to read and navigate while also adhering to search engine optimization regulations.
Remember that it takes time for search engine optimization to start producing results. The fruits of your labour may not be apparent for months, but once they are, all your hard work will have been worthwhile.