SEO for Non-Profits may seem daunting or overwhelming when you’re just starting out. To be fair, there is a lot that is working against you as a brand new website. Your domain authority quantifies your domain’s reputation. It is primarily calculated based on a measurement of how many backlinks your site has accumulated, and those take time. Not to mention that another factor in domain authority is simply that – age. As a brand new website, you will struggle to rank on Page 1 organically for any competitive terms.
Does that mean you should give up immediately and ignore SEO? No!
As with any digital marketing strategy, SEO will play just one part of raising awareness and conversions on your site. You should be aware of your SEO performance, and look for opportunities to improve. Set a list of targeted phrases you believe would bring you relevant traffic. Then, track your ranking for those phrases. Use these same keywords to inform your keyword strategy. This includes building additional content around certain topics to raise your reputation on search engines. Tools like Google Search Console can help you determine which keywords users were searching when they arrived on your site. You can capitalize on what you’re already ranking for to drive more, engaged traffic to your site.
But that’s the long game. You will grow domain authority over time and start to see more and more organic traffic. But, it will not happen over night. That’s where PPC, or pay-per-click advertising, can help. You can use the same keyword lists that you are monitoring for SEO and bid on them in Google AdWords. If you are a registered 501(c)(3) non-profit, you can even do this free of charge through Google’s Ad Grant program. Bidding on a keyword won’t affect your organic ranking. But, over time you can marry the two strategies to get the most real estate possible on page 1. Then start to drive relevant traffic to your site.
If you’re ready to look at the SEO performance of your site and drive more traffic for free to your non-profit, contact us today!