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SEO Guide For Non Profits
 

SEO Guide For Non Profits

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Quick and easy guide for nonprofits (and other businesses to follow in order to improve their online presence and authority.

Quick and easy guide for nonprofits (and other businesses to follow in order to improve their online presence and authority.

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    SEO Guide For Non Profits SEO Guide For Non Profits Document Transcript

    • SEO for NonprofitsHow to implement search engine optimization techniquesto increase exposure for your organization.
    • 2ContentsSummary: In the past ten years the number of nonprofits in the United States has nearlydoubled. Whether you are a local or international charity, getting exposure and increasingdonations for your nonprofit is difficult.Learning and properly utilizing some basic search engine optimization (SEO) techniquesdiscussed in this document will make a big difference – increasing traffic and online donations.Topics PageThe Importance of Search Engine Optimization………………...……………………..……...….3Keyword Research…..…………………………………………………………….….……....……..4On-page Search Engine Optimization...……………………………..…………………………....5Internal Linking Structure.………………………………………....................…..................…….6Inbound Link Building …………………...………………………………………..………………...7Fresh Content……………..…………………………………………...….……………...................8 SEO for Nonprofits
    • 3The Importance of Search Engine OptimizationSearch Engine Optimization Increases Exposure for your OrganizationOne of the main ways that people look for information online is by using a search engine. InApril 2011, within a single month, Americans alone conducted over 18 billion queries using asearch engine such as Google, Bing, or Yahoo (via Comscore).Although modern day search engines are great at delivering results, there is a lot ofcompetition and without utilizing search engines optimization techniques your organization willmost likely be buried in the results.A recent study by Optify was released showing the importance of ranking high in searchengine results. The study shows that a websites ranking number one for a keyword receivesabout 37% of the total clicks for that keyword and 90% of search engine users do not evenclick a result on the second page (via Optify).Ranking high in the search results pages is crucial for increasing exposure and onlinedonations. The concepts in this document will provide the foundation you will need tounderstand and implement search engine optimization techniques and obtain higher rankings.Note: We typically perform a quick SEO audit before beginning any optimization. If you wouldlike to take a look at the template we use to perform these audits, we would love to share it withyou. It can be found here: SEO audit template (Excel Document). We filled in some of the fieldsto give you the general idea.If you need advanced search optimization services contact ROI Pop and we can help. SEO for Nonprofits
    • 4Keyword ResearchImportance of Keywords and How to Perform Keyword ResearchAs a search engine reads your website it tries to figure out what your website is about so it canlater produce relevant results for its users.Using the right keywords is one of the most important ways to help search engines understandyour website and increase rankings.Think of keywords that may be relevant to your nonprofit organization, just a quick brainstormand add them to a list.Next, visit a free keyword research tool like Google Keyword Tool to give you additional ideasand to show you how often people type in certain words.This keyword list will help you incorporate specific phrases into your content and into thestructure of your website. Example of Google Keyword Tool Results SEO for Nonprofits
    • 5On-Page Search Engine OptimizationIncorporating the KeywordsNow you have your list of keywords, it’s time to begin looking at ways to incorporate them. Oneof the easiest ways is to add the specific keywords or phrases from the list into the text of yoursite.Start by reviewing your homepage and see if you can add in any relevant keywords from thelist. Consider adding them to page titles, paragraph headings, body content, or imagealternate text. After reviewing your homepage, complete the same process for each of yourinterior pages. Keep in mind that you may need to generate additional keywords if the theme ofyour content changes.If you are comfortable making changes to your website’s source code and you need some tips,we recommend taking a look at The Web Developer’s SEO Cheat Sheet .Some additional on-page SEO tips to consider are:- Avoid ‘keyword stuffing’ by making sure the text still reads naturally. Remember you arewriting this for people, not just search engines.- Integrate relevant keywords into your page URLs. Again, the keyword should reflect thecontent of the page. A number of content management systems used by nonprofits have thefunctionality to easily make these changes.- Incorporate keywords into the filenames of images and rich media. An example is to use;“[your organization’s name]-logo.jpg” instead of something as generic as “logo.jpg”.- A topic for another document, but which is a factor for SEO is how quickly your website loads.Visitors do not like slow websites and search engines will penalize those sites which underperform. Visit Web Page Test.org for a free website performance check. ROI Pop offers website performance optimization services and we can significantly improvethe load time of your website. Contact us for more info. SEO for Nonprofits
    • 6Internal Linking StructureMake Your Site Easy To NavigateYour site should be as easy and intuitive to navigate as possible. This not only helps thevisitors explore all pages of your website, but it also makes it easy for search engines to findexisting or updated content on your site.Your homepage should have links to internal pages – especially those that are the mostimportant for your organization. Similar to your homepage, a visitor on any interior page shouldalso be able to easily navigate to other pages.When a search engine is analyzing a website it navigates from page to page via internal links –similar to a subway system. If a page is a dead-end or links to a missing page then the searchengine robot eventually leaves your site. This is not good and it needs to be addressed.SEO best practice is not only to ensure that your internal link structure is multi-faceted, but alsoto create a sitemap which includes all of the URLs for all of the pages on your website that youwould like to have indexed.Like the name implies, a sitemap is a file which maps not only the location for all of your pages,but also includes a defined priority of each specific page. This file is extremely helpful forsearch engines and should be present on your website if you would like your pages to befound.To view an example of a sitemap and for access to a free sitemap generator visit:XML-Sitemaps SEO for Nonprofits
    • 7Inbound Link BuildingThe Most Important Factor in SEOWhen a search engine is analyzing another site, it sometimes finds links to other websites.When this happens, the search engine records the reference.If a website references and links to your organizations website in a positive way, this is viewedas an endorsement or vote for your website. Ultimately, as the number of relevant inboundlinks that your organization receives the authority and ranking of your website for specifictopics and keywords increases.Increasing the number of inbound links is the most time intensive process for SEO, but typicallythe most important in the long-run. The process is ongoing and should be done organicallyand consistently. A great start is to make sure that your website is added to some generaldirectories such as DMOZ and Yahoo Directory . A press release via a service like PRWebgenerally produces good results as well.Some additional linkbuilding tips include:- Create a page on Wikipedia about your nonprofit and make sure to include links from theWikipedia page to your site.- Create a profile for your organization at Google Places, Yahoo! Local, andBing Business Portal .- Write articles or helpful comments for other sites that link back to yours.- Start a blog and write helpful and informative posts. Make sure to reference applicablewebsites when possible - you might get a link back in return.- As a nonprofit you can ask for links from relevant government agencies and educationalinstitutions. Examples include getting your next event or fundraiser posted to your locallibrary’s site, or your local city’s site. SEO for Nonprofits
    • 8Fresh ContentSearch Engines Prefer Updated ContentThe last basic SEO concept is to give your unique and up-to-date information. Share with themthe latest news and developments. Not only do visitors like updated content, search enginesprefer new content as well.A blog is excellent at helping generate unique and fresh content and if your site currently doesnot have the functionality for a blog then visit Wordpress , Blogger , or Tumblr and signup for afree blog.You can start off with having an article published once a month and eventually work towardsincreasing the frequency. When creating the new content make sure to use all of thetechniques discussed earlier and before you know it your exposure will increase. Aside from ablog and adding pages to your nonprofit organization’s website, consider incorporating someof your social media feeds like Facebook and Twitter into the site. Social media platforms havewidgets that you can embed directly into your site very easily.If you are a nonprofit and would like to have our have experts handle your SEO or pay-per-click(PPC) optimization give us a call toll-free at 1-855-764-7671 or send us an email atcontact@roipop.com.Good luck and happy optimizing!-The ROI Pop Team Find out more about ROI Pop at: http://roipop.com SEO for Nonprofits