5 Tips for Non-Profits to Master SEO

nonprofit seo

There are many reasons why non-profits have a great opportunity in digital marketing channels. The competition is low, their brands are authoritative and private companies love to be linked to them to improve their PR and brand recognition.

One of the online channels with great opportunities for non-profits is Search Engine Optimisation. Follow these 5 tips and make it work for you.

1. Understand your potential

How powerful is your non-profit’s website? Google uses a very complex algorithm to assign a value to every website that it will later use to decide which one is shown in rankings when someone uses the search engine.

In order to understand this value we can use 2 metrics from different trusted SEO tools, Domain Authority (DA) from Moz and Trust Flow (TF) from MajesticSEO. Even if you don’t have a paid for account, you’ll be able to see this data.

I’ve used 2 non-profits as examples to see how many points they are given:

(Please note that Orbis is a big and well-established international non-profit and Help them Hope a small national non-profit operating in Peru.)

As you can see, there are big differences in the above values, but these numbers are not helpful unless you have some context. Find your competitor’s score and see how your site fares against them.

2. Understand what works for you

I am sure if you are a UK non-profit like Orbis you would love to rank for terms such as “Donate to Charity”. And as I’m sure you know, this can prove difficult. The first non-profit that shows for this term is Oxfam. They score a DA=87 and a TF=66. However, you really don’t need to go after these big competitive terms; there are thousands of long tail keywords that would be more strategic. The question is: how do we find them?

If you log into your Webmaster Tools (now called Google Search Console), you will be able to find many keywords that your site is ranking for. Go to Search Traffic/Search Queries and download these keywords in a spreadsheet.

webmaster tools

This is the data for the last month for my digital marketing blog. I sorted the data by impressions to see where the opportunities are.

You can now easily check your current rankings for the top 10 keywords and see how far you are from 1st position. In my case, I have a great opportunity in RLSA as there is lot of interest based on the number of impression and I’m just 2 positions off 1st page.

If you are a registered non-profit in the UK, you are eligible for Google Grants, free AdWords advertising in Google! You can use this grant as a testing tool to see how the chosen keywords convert for you. If you see these are working for you, you´re in a stronger position to start your SEO campaign.

Now that we have the data and we know what to focus on, let’s see how we can put this into practice.

3. Make it accessible

We first need to check your On Site ranking factors to make sure Google can access your site easily and understands what you offer to potential visitors. Here is a checklist:

  1. Title tags: Do you use unique title tags in each page? Are these under 60 characters long? Do you use keywords when appropriate?
  2. Meta descriptions: Do you use engaging meta descriptions to improve your Click Through Rates? Make sure you add ‘call to actions’ to stimulate clicks.
  3. Page speed: How quick is your site to load? This is a very important SEO ranking factor
  4. Internal linking: Do you use internal links to refer users from one page to another? Internal linking is one of the best tools at your disposal to help Google understand what your site is about.

A great tool which will help you with this checklist is Woorank. Woorank analyses your on-page SEO accessibility and lets you know what you should focus on.

4. Build Links

This is where non-profits have their best chance to improve their SEO value.

Donors: Have a look at your list of current corporate donors. Do you have a link from their sites to yours? Go and ask them if they can put up an article on their blog/news section about how cool they are by funding one your latest projects. Offer them help to write up the article and they should be happy to oblige.

Badges: Most companies that donates to charity likes to be linked to the organisation they’re supporting. Why don’t you create an official badge that every donor can proudly show on their homepage? Make sure this badge contains a link back to your site.

Events: Charities tend to organise events in collaborations with other companies/organisations. Make sure you do a write up article talking about how great these companies are and let them know once this is published in your blog. They’re likely to take the bait and link back to your article to show their customers the great endorsement you’ve written about them.

5. Monitor your results

SEO is an art; you can’t scientifically prove what will work and what won’t. Therefore most of your successes will come from testing! And in order to test, you need to monitor the impact from your activities.

One tool I really like for this purpose is Serplab. Serplab is an amazing free tool that will allow you to monitor your rankings for all your chosen keywords on a daily basis. You can even set an automatic email with a daily report so you don’t even need to log into the tool.

Implement, monitor, learn and repeat!


Alvaro Bellido is London-based digital marketer passionate about non-profits, advertising and entrepreneurship. Alvaro collaborates with a number of non-profits as a digital consultant as well as London-based start-ups. You may find him on Google+, Twitter and his personal website.

Personal to Pro: Selling Ideas Like a Motivational Speaker

public speaking

One of the most important ingredients for a successful, happy and harmonious life is the ability to communicate effectively. Life is built upon relationships, and one of the components of positive, successful connections is good communication. This applies in both your personal and professional life.

Motivational speakers are known for their skilled communication abilities, and we can learn a lot from them. Whether you work for an existing company or are an entrepreneur, the only way you’ll be able to sell your ideas is by communicating what you’re offering in an effective and compelling way. The same goes for having a satisfying personal life. Here are five of the hallmark strengths of the very best motivational speakers that you can incorporate into your own communication style:

1. Know Your Audience

Avoid a one-size-fits-all approach. Every customer, individual or group you will be addressing is unique. Get to know their background as well as their primary wants, needs and concerns. Focus on the individual aspirations of each person you speak to, whether it’s an employee, a customer, your child or your life partner.

2. Establish Credibility

If you’re meeting someone for the first time, you’ll likely have to work to establish credibility and earn their trust. If you’re pitching new ideas, define a proven methodology ahead of time that you can explain and help compel your audience. Whether your agenda is personal or professional, create a detailed, step-by-step, clear plan for success. Your credibility will rise exponentially if you can point to past successes based upon the same formula.

3. Learn From the Best

When choosing and refining your communication style, there’s no need to reinvent the wheel. Look to successful speakers and great leaders that you admire and glean ideas and inspiration from them. For example, consider Josh Shipp or Ed Young; according to inc.com, Shipp is a motivational sensei, employing both his youthful spirit and sense of humor to relate to audiences. Ed Young, the founder of Ed Young Fellowship Church, uses a creative communication style that helps to make even complex ideas easy to understand and apply, according to FellowshipChurch.com.

4. Build a Genuine Connection

While this tip will be easier to apply in your personal life, it can be invaluable in your professional life as well. No matter who the person is, no matter what their background or walk of life, you can relate to them on an authentic personal level. All you have to do is speak from the heart and have true empathy for them as a fellow human being. We all want pretty much the same things in life: security, peace of mind and to be appreciated. If you relate to every person you meet with this in mind, your relationships are likely to thrive.

5. Expect the Best of People

A positive attitude and outlook can go a long way toward success in every area of your life. Try and enter into every human interaction with an expectation of the highest and best outcome from the exchange. Visualize your ideal scenario with that person before the meeting begins. Expect the very best from people, and you’ll likely be amazed at what transpires.

public speaking

Sean Patterson is an English instructor and is working on his first screenplay.

Brand Conversations: Not Just On Your Twitter Feed

social media marketing

Are you in charge of running a company’s social media campaign? If so, you know that your brand receives all kinds of feedback from followers on social media.

In day-to-day monitoring and community management, social media managers are faced with both positive and negative mentions about their brands. From complimentary praise to harmful attack, social media feeds reflect what people think, feel and write about brands and products.

For marketers, this is of top concern. They should be aware of how their brand is being perceived. The three Cs for marketing teams are Content, Conversations and Community. How is the brand developing content? How are marketing teams leading and responding to brand conversations? What’s the community vibe of a particular product and brand?

Dedicated Twitter feeds, like the Twitter stream of iAcquire NYC, are growing in practice; Facebook pages are optimizing the use of social opt-ins and digital marketing firms are selling social services to clients across the entire online spectrum.

But it’s not the only thing. Where’s the conversation about your company happening? It isn’t just on your social media stream. It’s happening in forums, online webinars, LinkedIn chains, street level marketing events and brand-sponsored tours. How can brands utilize these areas to drive partnerships, bring in new customers and offer up new branding opportunities? Let’s take a look:

Buzz Marketing (aka Word of Mouth Marketing)

As Forbes rightly points out, word of mouth marketing just keeps getting better. Why? It’s a sign that a company is doing something right, and many people are driven to want its product or service. Brands can use teaser and buzz marketing campaigns to build conversations around some of their customers’ best testimonials. For years TV ad campaigns have used customer testimonials. More recently, there are buzzworthy tee-shirt campaigns in urban centers, delivering messages (and sometime free swag) to passers-by.

Street Marketing

Consumer brands should look to street marketing activities for many of their offline campaigns. They can set up booths at city festivals, sponsor local industry functions, and align themselves with local non-profits or worthy causes to boost their community partnership standing.

Marketing Forums

Marketing leaders on all fronts should follow industry insights to benefit their daily roles. LinkedIn hosts a number of industry forums to follow, as do local professional associations. Global and international associations have forums worth following, too.

TV Advertising

A great TV campaign can spark online and offline conversations about your brand. A great product, along with a great message, good timing and a link to the current cultural zeitgeist will help any TV ad campaign. From “Where’s the Beef’ years ago to the best TV ads of 2013, great TV ads can capture a brand’s audience and get them talking about and engaging with the brand. TV ain’t dead yet.

Industry Webinars

Marketers can learn a lot from hosting, sponsoring and participating in online webinars. Direct feedback from customers, competitors, and potential new business partners is invaluable to marketing teams. The key to making a webinar valuable is understanding essential industry topics that need further discussion. If your timing is right, then your webinar can have long-lasting benefits. Set it up with a provocative title, invite the best marketers, and host it with one of these top webinar platforms.

Once marketers spend some time off Twitter, Facebook and Pinterest, they may find there is another, sometime deeper, discussion taking place. Online and off, it’s time to manage the discussion of your brand, with the audience that suits your company best.

big data

Guest post by Lucy Kim. Lucy is a mom and avid environmentalist who runs a social media company from her home.

Marketing Idea #127: Silent Auctions

silent auction

Not only do silent auctions bring in money for your cause, they can also be a great marketing idea for nonprofits seeking new donors. Because you’ll need to do a little pavement-pounding to collect the items up for bid, you’ll have the opportunity to forge new relationships within the local retail community, leading to future revenue.

Get Organized

Putting together a silent auction is a lot of work, but it isn’t as hard as you may think. The first steps are to organize your mission statement, write a letter to potential donors, and create a form through which they can submit donations of merchandise or gift certificates. Set up deadlines on when the items need to be collected and when the auction will begin and end. All this information should be in the cover letter handed out to local business owners and managers.

Recruit Sponsors

Next, you’ll need to take a walk. Have two or three of your employees canvas several retail strips within your community. Make sure they can speak intelligently and passionately about your cause. Widen your search for items by advertising the auction on social media and Craig’s List. In your online advertisement, you’ll have the opportunity to reach out to potential bidders, too. As donations roll in, take a photo of each and share them on Facebook, Twitter, or your nonprofit’s website to further entice the bargain-hunters and philanthropists you aim to reach.

Select the Venue

An essential part of a successful silent auction is finding one high-traffic venue willing to host a board of items for a few days to a couple weeks. Small, locally-owned coffee shops and organic grocery stores are both excellent options. Typically charitable, they’ll also be hungrier for cross-promotion.

Promote, Promote, Promote

Once you have a bevy of items, a venue, and a schedule, continue to promote via print and social media. Customers can register online, receiving a bidding identification number in the process. Set up your auction board with attached photographs and space for bidders to write their I.D. number and bid amount. Don’t forget to supply pencils.

Let Them Know Who Won

Once the auction has ended, collect the bids, and notify all winners by the contact information required for registration. Appoint a time and place to pick up and pay–perhaps your non-profit headquarters over the course of a week. After that week, if a winner has not collected his item, default to the next highest bidder. This part of the process usually takes a while, with winners floating in and out over the course of several days.

Now Go Launch Your Silent Auction

A successful silent auction can bring in hundreds, even thousands of dollars depending on what type of items you receive and how many you collect. While a fair amount of hard work, it’s an excellent way to spread awareness of your cause and pull in revenue at the same time.

Contact us for more advice on how to make your small business or nonprofit a success.

Big Data and the Future of Digital Marketing

marketing big data

It’s no secret that the world of marketing has become increasingly sophisticated in the ever-evolving world of digital media. This new complexity is derived from marketing data becoming exponentially more massive and fueled by today’s discerning, fluctuating consumer base. Big data is here, and it’s changing everything.

What is Big Data?

We produce and consume roughly 2.5 quintillion bytes of data daily, and 90 percent of the world’s data has been generated in the past two years alone, according to IBM. Whether we like it or not, all of the data we’re dealing with and managing in the web marketing space is big data. In a nutshell, big data is information that is gathered from social media, GPS, photo sites and general Internet browsing — pretty much anywhere that thousands of users congregate to post and download information produces massive data sets referred to as big data.

Big Data: The Future of Marketing

Five years ago, the idea of web marketers leveraging big data to deepen their understanding of potential customers was laughable. The cost alone of backing up terabytes upon terabytes of marketing data on a daily basis was almost overwhelming. But now with the advances of storage, managing big data in the marketing environment is easier than ever. Many companies are taking advantage of online backup comparison sites that help ensure realistic and affordable prices for online data storage.

Beyond the lowered cost of managing big data, big data-centric social businesses have received a lot of interest from investors over the past few years. Many of these social businesses — Facebook, LinkedIn, Vitrue, Buddy Media, etc — are all resources that marketers use on a daily basis. This is all outstanding news for the marketing community. Never before in advertising and marketing have millions upon millions of users all congregated in the same place. But the big problem with this social business trend, according to Business Insider, is a lack of effective measurement.

This is where big data analytics come into play. It allows marketers to gain sophisticated data on millions of users and social impressions in a single, unified big data analytics dashboard.

Big Data in Healthcare

One of the major industries benefiting from big data technology is healthcare. Big data technologies are making it easier for healthcare professionals to manage data that both helps increase the efficiency of mission-critical healthcare processes and makes it easier to help patients of all kinds. With the right systems in place, healthcare facilities can easily understand and deliver data to patients and other professionals throughout the facility. Big data streamlines these healthcare processes through a combination of virtual administrative assistants (not unlike Apple’s Siri), data mining and analysis, data collection and market analysis, as TechTarget notes.

Big Data in the Entertainment Industry

Big data is even reaching its way into the marketing sector of the entertainment industry. Take the film industry for instance. The film industry needs to embrace this new era of big data to keep up with the growing demands of tomorrow’s moviegoers, opines Steve Canepa on Business Insider. This idea of big data and entertainment industry marketing even trickles down to the video game industry. As more games become social and rely on sophisticated user data, the only way to keep up is through the use of big data technologies.

big data

Guest post by Sarah Phelan, everyone’s favorite IT gal. She does tech reviews on the latest in virus protection software and web hosting.