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:
- http://orbis.org.uk/ (DA=65 | TF=57)
- http://www.helpthemhope.org/ (DA= 22 | TF=7)
(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.
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:
- Title tags: Do you use unique title tags in each page? Are these under 60 characters long? Do you use keywords when appropriate?
- Meta descriptions: Do you use engaging meta descriptions to improve your Click Through Rates? Make sure you add ‘call to actions’ to stimulate clicks.
- Page speed: How quick is your site to load? This is a very important SEO ranking factor
- 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.