In this webinar, members learned how to get you up to speed on modern SEO tactics, why they're important, and how to build a strategy to keep your website's performance up to date.

1. SEO Strategies for
Nonprofits
Boosting Visibility and Traffic to
Your Website
Julian Gerace & Jason Spangler
Digital Solutions Manager & Director of Business Development
11.07.2023

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4. Jason Spangler
Director of Business Development
jason.spangler@tappnetwork.com
Julian Gerace
Digital Solutions Manager
julian.gerace@tappnetwork.com
Introductions

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Empowering Organizations for Good
Problem We Solve
Our Why
How We Innovate and Impact
We transform your visionary goals into digital
realities, empowering nonprofits and
government agencies to thrive in today's
dynamic world.
In the new Age of Acceleration, many nonprofits and government
agencies are challenged by a lack of digital infrastructure. This gap
inhibits their ability to keep pace and effectively support the most
vulnerable populations.
Tapp’s mission is more than just business growth; it's about driving
digital innovation across rapidly expanding sectors. We strive to
transfer our knowledge, tools, and technology to government
agencies and nonprofits that are tackling society's most pressing
challenges.
We achieve this by harnessing the power of artificial intelligence,
developing high-impact websites, software, and data-driven
campaigns. Our AI-enabled digital transformation strategies
enhance the positive impact of the organizations we serve and
amplify their engagement with the communities they support.
www.tappnetwork.com

6. Overview
• What is SEO?
• How SEO gains you new users
• Practical Applications

7. Section 1
What is SEO?

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• What is SEO or Search Engine Optimization?
• By definition is a set of practices designed to maximize your websites discoverability and relevance to
search engines. These practices include optimizing the following:
UX or User Experience
Copywriting
Content Strategy
Technical configuration
• Why is SEO important?
• It is directly responsible for increasing your search visibility and mission awareness
The Basics

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1. It is a zero-sum game and only the search engine knows the score
2. You cannot cheat the system
3. Both quality AND quantity matter
4. Success is limited
a. in scale
b. in time
The Rules of The Game

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• Organic/Paid
- Keywords
- Competitors
• Backlinks
• Readability
• Search Engine Results Page Features/Snippets
- Uses structured data - schema.org
- Google’s choice (as with everything else)
- Testing - search.google.com/test/rich-results
Some Handy Terms

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• Meta-
- Title
Biggest SERP text, O.G. Title, Heavy rank effect
Under 60 characters, not generic
- Description
Content Summary, O.G. Description, Context Paragraph
Little to no rank effect
Action-oriented, human-targeted
- Keywords
Waste of time
• Robots
Instructions for the search engine (hide page from crawlers)
Index, NoIndex, Follow, NoFollow, NoArchive
Some Handy Terms

12. Section 2
How SEO Gains You New Users

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The Types of SEO

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• Site UX
- Think of your site as a tool for users to complete conversion actions
• Site Content
- Your copy should reflect your ideal user’s knowledge and language, not just your own
• Accessibility
- Your site should utilize structure within HTML
- HTML is the markup language of the internet
- Ease of reading for all users and compatibility with screen readers
On Page SEO

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Your site should serve your user first and Google second
How content serves users and searchability

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• Site Speed
- Optimize your images, remove bloat
- Use a site cacher
• Sitemaps
- Tell Google what all the pages are on your site and how they’re organized
- Google Search Console
• Structured Data
- Featured Snippets and provided answers are the future for Google Search
- Lack of a universal ranking
• Mobile Responsiveness
Technical SEO

17. Section 3
SEO Implementation and Practical Applications

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• Install Google Search Console and Google Analytics on your website
This enables:
- Monitoring of Search Engine performance
- Ability to measure changes
- Knowing when to stop
• End Result - establish a baseline for long-term comparison and measuring your effectiveness
Day 1 Steps for Success

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• Tracking performance with analytics tools
- Google Analytics
• Setting up custom SEO reports
- No more frequent than monthly
• Google Search Console
- Your direct connection to Google Search
SEO Monitoring and Analytics

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• The importance of keyword research
- You will never rank for a keyword that isn’t live text on your site
• Tools and methods for keyword analysis
- SEMRush, Moz, Ahrefs, Plain old Google Search
• Applying keyword research to website content
- Content Audit, Blog Writing, Calls-to-Action
Keyword Research

21. Wrapping Up

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How We Can Help You - Learn More Here
Strategy
Start with a technology audit and
digital marketing game-plan to
accelerate your growth and market
share within your sector.
Integration & Migration
Build bridges and knock down silos
with simple and painless CRM
integrations and migrations that are
seamless to your team.
E- Commerce
We deploy the transactional services
and software you need to increase
sales across all your audience touch
points.
SEO and Content
Marketing
Build bridges and knock down silos
with simple and painless CRM
integrations and migrations that are
seamless to your team.
HubSpot
Implementation
Ensure a smooth and successful
transition from an alternative solution
to HubSpot, without all the
headaches.
Creative and Branding
Make your brand stand out from your
competitors to reach the right
customers with the right message.
Web and APP
Development
With our 20+ years of experience, we
know your 24/7 salesperson must be
beautiful, functional, and optimized
for your goals.
Sales Enablement
We can help you close the loop
between your marketing and sales
teams—and more desirable deals.
Inbound Marketing
We provide the complete solution to
increasing leads, revenue, and brand
authority as a Platinum Hubspot
Partner
Social Media Marketing
One of the most effective ways to
engage influencers, customers and
prospects to drive brand awareness,
followers, and sales
Paid Media
TAPP makes your budget go further
with a targeted approach to reaching
your buyer personas in search and
social.
Public Relations
Defining the right audience and
media channels to build regional and
national brand recognition as well as
thought leadership.

23. Q&A

24. Thank You!
sales@tappnetwork.com
www.tappnetwork.com