If you think search engine optimization (SEO) is critical only for-profit businesses to be concerned about, it’s time to change the way you think. The Google rankings of your not-for-profit’s website can make a huge difference in the donations, attention, and other support your nonprofit can receive.
Can we crack Google’s metrics?
Google isn’t the only search engine on the Web, but its widespread, worldwide use is impressive. Globally, Google accounts for more than 75% of search engine traffic, and that percentage is even higher in the United States. Research has proven that websites found on the first page of Google search results receive an impressive 90% of search traffic. Additionally, about 60% of web traffic gets divided between the first three results.
Although it is virtually impossible to unlock Google’s search engine metrics and configure your site so that it always lands on the first page, you must monitor search trends and adjust your Web strategies accordingly. For example, frequently review the keywords you use in headlines, content, titles, heading tags and meta descriptions. Then check the popularity of the keywords used on your site by using Google Trends to analyze your success rate. If there is a heavily trafficked news item that relates to your nonprofit’s mission or programs, you might be able to use fresh keywords to tie your site to the story and, thus, increase traffic to your website.
In addition to keywords that can boost your search engine standing, it is also critical to check the links from other sites that you chose to use on your pages. Quality matters when it pertains to active links on your page. A few links from sources or organizations with strong reputations in the relevant areas will be ranked higher than dozens from less credible sites. It’s important to remember that reputable and popular sites are more likely to link to your website if you provide substantive and informative content that isn’t available elsewhere.
What trends should we pay attention to?
One critical factor to your site’s success is that your content must be mobile-friendly to get the most mileage with search engines. Mobile device use has exploded in recent years, and even Google has expanded its use of mobile-friendliness as a ranking factor. Google even offers a Mobile-Friendly Test Tool at https://search.google.com/test/mobile-friendly. This tool is helpful when identifying mobile usability challenges so that your site can be adjusted to create a friendly user experience to navigate and search engines to index.
Social media is the other major game-changer of the past ten years. Facebook, Twitter, LinkedIn, and other platforms are integral to boosting the visibility of your nonprofit’s site and, indirectly, your SEO. Including links to your website in social media posts are crucial because the links are automatically shared when readers repost your content. However, keep in mind that links from other credible sources are rated more highly by Google than links from your postings.
There’s so much you can do — even with only a little technical knowledge — that will improve your site’s search engine visibility. But if you’re starting from scratch with a newly designed website, consider getting advice from an SEO expert. Some contractors offer lower-fee arrangements for nonprofits. Contact JLK Rosenberger at 972-331-5917 for recommendations or answers to other questions you may have concerning SEO.