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SEO for Nonprofits: How to Make Your Issue Visible

When it comes to Search Engine Optimization in the nonprofit space, there is one very important distinction: the overall mission is a shared one. Most nonprofit organizations want to raise awareness and contributions to their organization without necessarily discouraging donations to others. It's not about competition, but about helping the right donors and volunteers who care about your cause reach you online.

The fact is you need support for your programs and while you may not be "battling it out" with other nonprofits in search engine rankings, you do need to appear as high as possible on that list. Many people are looking for causes to support. In order to help them find you, it's important to create keywords and phrases that are authentic and relevant to what your organization does. (See Feature Article for more information on search engine keywords!)

While some nonprofits are resistant to SEO, the truth is that they actually have the advantage over for-profit ventures when it comes to off-site optimization. Once you've chosen dynamic on-site keywords, tap into available opportunities when it comes to off-site SEO: external links. The more quality external links you have driving traffic to your site, the higher your ranking will be on the top search engines.

Inbound Linking

Search engines don't just count the number of links out there for your organization; they also count the quality of the sites that showcase them. Links from high profile, non -commercial sites (including ones that end in .edu or .org) have more leverage on search engines as official education or non-retail related domains. It is often difficult for a commercial site to earn this type of link. You and your partnering organizations are much more likely to have one.

Make a list of top ranking for-profit and nonprofit sites in your niche who are not in competition with you and send them an email telling them about your cause. Placing a link on their site doesn't cost either party anything, but can impact your site traffic greatly. If your cause is relevant to their audience, most people are happy to help and show their site visitors that they support nonprofit initiatives.

When you send the initial request, consider distinguishing your organization from more aggressive marketers by telling a (short) success story or two about who you've helped and how. Be sure to remind your contact of your nonprofit status and make the email personal: crafted for the intended recipient rather than a general message.

Linkbaiting

Linkbaiting is the latest buzz word in the SEO world. Embraced by bloggers and rising in popularity among typical websites, linkbaiting entails creating materials (articles, videos, controversial or revolutionary ideas, humorous or moving pieces, etc.) that naturally attract backlinks for your web page by getting people to talk: discussing it on forums, blogging about it and linking to it from their sites. It gets your name and organization out there and attracts a lot of visitors to your site.

The name "linkbaiting" may seem to have a negative connotation but it a legitimate, ethical and organic tactic. It's inbound linking with a twist: Rather than seeking out links, you are bringing the links to you through unique and popular site content. You publish a new page on a topic and then set it free on the web. Hopefully others pick up on the content as fresh and interesting and link to it. Your content is the bait and the link to it is the catch.

Create content that is worth remarking upon and continuously update it on your site or blog. Join sites that will publish your articles for free, including Digg and Reddit. If web users find your content and begin discussing it, links to your organization will follow.

Unlike traditional marketing campaigns, search engine optimization is free or relatively inexpensive, so it won't drastically increase your overhead or go beyond the financial means of most nonprofits. Remember: many powerful web businesses want to support nonprofits with a link or banner and many web browsers want to hear true stories about how nonprofits are making a difference. Find quality organizations with similar values and established article submission sites where your content is relevant and your link will climb its way to the top of search engines.

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For more information on SEO strategies for nonprofits, see The Nonprofits Guide to SEO at www.seobook.org.