While SEO is more predominantly used in B2C and B2B marketing, non-profit organizations can also use this digital marketing tactic to gain brand awareness, increase donations, and attract more volunteers.
Here are seven SEO tactics non-profit organizations can use to optimize their websites’ search rankings:
More online users are using question-based queries to search online. For example, more users are using search queries such as “what’s the best ___?” or “____ near me” to relevant information. To rank for these search queries, create a frequently-asked-question (FAQ) page so the questions in the FAQ page match the search queries and your page will likely to appear on search results.
As a non-profit organization, you can write questions such as “Looking For Senior Home Volunteer Opportunities?” or “Looking for Volunteer Opportunities for High School Extracurricular Activities?” in your FAQ page to rank for related question-based search queries contain keywords in the questions in your FAQ page.
To find search queries that are question-based, you can use tools such as Google Trends and Google Ads Keyword Tool for keyword research.
One of the key objectives for non-profit organizations is recruiting new volunteers. You can use SEO to support this objective by optimizing for generic volunteer-related keywords in volunteer position titles so users can find your volunteer postings when they search for volunteer opportunities online.
For example, if you have a volunteer driver position for a senior home or a volunteer photographer position for a fundraising event, make sure keywords such as “volunteer driver” or “volunteer photographer” are included in the title so the postings will optimize for those keywords.
Writing tips, best practices, or news such as “12 Organic Food You Should Eat in 2019 To Prevent Cancer”, “Canadian Doctor Finds New Prevention Techniques to Reduce the Chance of Alzheimer” or “10 Fitness Exercises You Should Do Daily To Prevent Heart Diseases” helps you rank for keywords related to services your organization offers and organization cause (e.g. cancer agency). This helps you attract online users who are interested in your services and your organization cause.
Hyperlinking service pages in your blog posts using service pages URLs helps the service pages rank for the hyperlinked keywords. For example, if the Canadian Cancer Society hyperlinks the keywords “cancer prevention” using https://www.cancer.ca/en/prevention-and-screening/reduce-cancer-risk/can-cancer-be-prevented/, it’ll help Google understand that https://www.cancer.ca/en/prevention-and-screening/reduce-cancer-risk/can-cancer-be-prevented/ is related to cancer prevention and the search engine will rank the webpage for cancer prevention-related keywords.
Structured data is data that is organized logically so search engines or databases can process the data more intelligently and efficiently.
For SEO, structured data refers to data that contains critical local SEO information such as the name, address, place, type of business, services, and social media pages of a website. When this information is included in the structured data of a website, Google will have a better understanding of the location of the business, the type of business (e.g. non-profit organization), and services your organization offers. This info helps Google rank your website for related search queries in suitable geographic locations.
Gaining backlinks by submitting websites on directories is still a common SEO tactic used by organizations in general because gaining quality backlinks remains an integral factor in SEO.
You can gain backlinks to submitting your website to directories such as:
Google My Business (GMB) released a new feature last year which enables Google My Business users to write and publish posts on their GMB accounts.
For example, when you search for Craft Council of BC, you can see that the organization has recently published a post to recruit volunteers.
Non-profit organizations can use GMB posts to drive organic traffic to their website or specific pages on their website.
There are four types of GMB posts:
Product posts lets you display an image, price (fixed or range), name, description of a product, and a link of a product.
What’s New posts are posts related to updates. You can feature product launches or company news in a What’s New post. You can include a description of the news, an image, and a link.
Events posts let you publish an image or video associated with the event, event name and details, time of the events, and links to the events.
Offers posts let you display titles of products or services you offer, offer descriptions, time of the offers, and links to product pages.
These post types are useful for grasping online searchers’ attention when they’re searching for your organization and driving website traffic to specific webpages.
By using the seven SEO tips for non-profit organization above, you can improve the search ranking of your non-profit organization website for related search queries, increase online exposure for volunteer positions, and generate website traffic to specific webpages using GMB posts.
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