When you want information on a company or organization, the first stop is usually a web search. Whether you use Google, Bing, or another search engine, it will likely involve inputting a few words and reviewing the results.
That’s where search engine optimization (SEO) comes in. With SEO, content is optimized to ensure it shows up prominently in search results. SEO can refer to everything from the keywords you use to the links you include to the way you tag your content. There are plenty of articles on how to optimize your content, but it’s also important to first understand why it’s so important.
It Delivers You to Your Demographic
Whether you’re optimizing your content for local searches or for those interested specifically in your subject matter area, SEO helps them find you. When someone sees your posts in search results and clicks, you’re getting someone who fits that specific demographic.
Over time, SEO will help you establish an online presence that naturally attracts the right audience. Whether you hope to build your pool of volunteers, raise money, gather interest in upcoming events, or a combination of all three, SEO can get you there.
It’s Low-Cost Advertising
Advertising is expensive. Large corporations and even midsized businesses may have extra money in the budget to invest in paid advertising, but it’s tougher for nonprofits.
That’s where SEO can help. Although it does take time to keep up with the latest SEO best practices and create optimized content, putting the content out there is free, assuming you already have a website.
It Creates a Networking Opportunity
External linking is a vital part of any SEO strategy. You choose relevant websites to support your content and plug in a link. This not only helps you catch the attention of search algorithms, but it helps your site visitors get to know other organizations in your area or trade.
But external linking can also help you interact with other organizations. Even if you don’t directly communicate with them, they’ll see that your site is sending clicks their way. You may even agree to a link exchange with other nonprofits.
It Spotlights Older Content
External links aren’t the only way to capture the attention of algorithms. Internal links are also a valuable part of an SEO strategy. You link to other content on your own site and help search engines better understand your website’s structure.
There’s an added benefit to internal linking, though. You put time and energy into creating content. You may even pay writers, photographers, videographers, editors, and others to create and post it. Internal linking ensures that content continues to get attention long after you’ve pressed “publish.”
Keeping up with the latest recommended SEO practices can be challenging, but for nonprofits, it will pay off. ArcStone’s blog is jam-packed with tips that can help you as you create a solid SEO strategy. But if you’d prefer expert help creating and implementing your marketing plan, reach out to one of our digital strategists to find out how we can help you.