This document discusses ways to improve search engine optimization. It provides background on how users interact with organic search results versus paid ads. It then lists four ways to improve SEO: 1) Pay Google for advertising placements, with options ranging from $0.14 to $1.20 per click; 2) Switch the website to HTTP/2 for a boost in loading speed; 3) Modify the website name or keywords to include more commonly searched terms; 4) Clarify the website's intent so users can easily find it for related searches. For a nonprofit with limited funds, the best options are switching to HTTP/2, modifying the name, or clarifying intent, as they are free ways to optimize without paid advertising.