SEO (Search Engine Optimization) is crucial for any nonprofit that wants to have an online presence organization. This for-profit venture that is trying to be marketed is not limited. This means more than building a website and assuming your organization marketing events will win search rankings. You need to practice SEO for more than other nonprofit organizations with the same name or in the same arena.
Make a quick test: Google’s three search terms: the name of your organization, the name, and city of your organization and the country and city of your organization. For example, “Tampa Pet Society”, “Pet Society, Tampa FL” and “Animal Welfare Tampa FL”.
Where does your organization qualify? If you do a good SEO, your site should appear at the top of the search rankings, or at least the top 5. If your SEO efforts are missing, your site may not have appeared on the first page. We have seen several nonprofit organizations whose sites are severely overcome even by the newspapers that have written an article on the organization. It is obvious that this is not going to nonprofit organizations that are trying to collect donations online through their efforts.
An SEO technique for nonprofit organizations is to publish your newsletter on your site. The easiest (and best) is to display each item individually as a blog entry. This helps your SEO by providing additional content for the search engines to find. The more content you create, the better the performance of your search engine. You can always publish your newsletter, but the recycled content and use it in more than one place.
Another option is to publish the full month newsletter on a separate website. This will keep each item on a page, which will be easier for the web programmer but will not give many benefits of SEO as a blog option. Remember, a good SEO is based on frequency and speed, namely, update a lot, often update. If you can republish your articles as blog posts, referencing better results if you publish a one-page newsletter.
Another SEO technique is to buy a domain name that includes your country and the city. This is one of the best ways to improve SEO ranking. Get a local domain name only – “TampaAnimalWelfare” or “TampaFloridaAnimalWelfare” – and create a single page with basic information about your organization, with links to your main site. Be sure to use the content with keywords to search for that particular term. By creating a microsite like this, you can have a powerful backlink for your main site, which improves your rankings.
If you have offices in more than one city, use this technique for each city, county, and state. Or if your field can be defined by many different terms – animal welfare, animal welfare, animal care, animal shelter – then use every term with their city. The more pages can do it, the better the location of your search engine. You can buy domain names from cheap sites like GoDaddy.com, and often provide only one page for free.
SEO is a video of the end use of the technique as part of their marketing events. CEO messages, videos of special events, speeches, and fundraising events. Organize your videos on YouTube, create your own channel, and embed YouTube videos into blog posts or web pages. They are not only popular video content for search engines, but it is another way to get your audience and lenders involved in your organization and deepen the relationship.
While many not-for-profit organizations do not like to think of themselves as a business, you must remember that you are competing for discretionary dollars not only with other non-profit organizations but with Restaurants, cinemas, libraries and television. Not-for-profit organizations begin to approach their fundraising and development as genuine sales and marketing efforts will begin to see dividends from your SEO efforts.