In the digital age, having a strong online presence is essential for nonprofits or social enterprises looking to make a difference. One of the most powerful ways to achieve this is by optimizing your website for search engines, a practice commonly known as SEO or Search Engine Optimization. Today, we bring you expert insights and best practices so you can work towards a goal to increase your nonprofit website’s organic traffic by over 50% in 2024.
Understanding the Basics of SEO
Before delving into advanced strategies, it’s crucial to understand the fundamental principles of SEO. Search engines like Google (the search engine most Canadians prefer) use complex algorithms to determine the relevance, subject-matter-expertise or authority and credibility of websites. By aligning your website with these algorithms, you can significantly enhance your visibility in search results and increase the number of clicks from prospective users.
Keyword Research: A Foundation of SEO
Start by conducting thorough keyword research on your existing digital footprint. Identify terms and phrases relevant to your nonprofit’s mission and vision. Utilize tools like Google’s Keyword Planner to find mid to high-volume (consumers searching with these keywords), and low-competition (unique to your brand) keywords. These keywords will form the basis of your content and optimization efforts.
On-Page SEO: Optimizing Your Website Content
Once you’ve identified your keywords, incorporate them strategically into your website content. If your website is older, review the existing content to see what might need to be updated or perhaps edited to make it more concise (e.g. bulleted lists) so users on mobile phones are enticed to read further. This includes ensuring each webpage’s headings, meta descriptions, image alt tags, and body copy naturally include the keywords you priortized. High-quality, relevant content not only engages your audience but also signals to search engines that your site is valuable and informative. Ensure you always post your content first on your website and then on any social media or alternative platforms as your website will then be considered to have authentic content vs. duplicated content.
Technical SEO: Enhancing User Experience
Technical SEO focuses on the backend of your website. Ensure your site is mobile-friendly as Google prioritizes mobile-first indexing. Improve your website’s loading speed by optimizing image sizes/formats, and create a clear site structure. An intuitive and user-friendly website enhances the overall user experience, leading to higher engagement and better search rankings.
Link Building: Establishing Credibility
In the world of SEO, backlinks, or inbound links, are crucial. Encourage reputable websites and influencers in your niche to link to your content. Google views these links as votes of confidence, boosting your site’s credibility and authority. As we mentioned in our Fall 2023 Consumer Behaviour posts, consumer reviews and third-party endorsements are critical to building brand trust.
Regular Monitoring and Adaptation: Staying Ahead
SEO is not a one-time task; it’s an ongoing process. Regularly monitor your website’s performance using tools like Google Analytics. Analyze the data, identify what works, and adapt your strategies accordingly. Stay updated with the latest trends and algorithm changes to ensure your nonprofit’s website remains competitive.
By implementing these foundational best practices in SEO and digital marketing, your nonprofit can significantly increase organic traffic, expanding your reach and impact. For additional learning, check out our Search Engine Marketing Masterclass Course for Nonprofits and Social Enterprises. We donate all proceeds from our courses to Canadian nonprofits and you will have access for 52 weeks to a comprehensive training course on SEO. Elevate your online visibility, connect with a broader audience, and fulfill your mission effectively.
Stay tuned for more insights on how to empower your nonprofit organization and how to maximize your digital footprint.