In the modern world, everyone is online and organization’s hoping to succeed must capitalize on available social media tools. Online interaction is key to building a vested community of supporters. Regularly updated social media is essential. Having a dialogic website is necessary. Once these steps are completed, however, there is still more to consider.
One of the areas in which nonprofits struggle is search engine optimization. Though you may have a fantastic website, you may be getting very few visitors. This is likely because people cannot find it online. Search engine optimization (SEO) requires regular attention and updates to ensure your website is reaching your target audience.
Firespring, a web company, “provides more than 3,000 small businesses and nonprofit organizations with sensible websites and smart marketing tools.” They also use the “power of 3” to donate 3% of products, profits, and people to nonprofit companies. One of their contributions is free webinars to help organizations learn how to optimize their website. Yesterday I attended one of these free webinars through Nonprofit Hub, “a virtual clubhouse for community nonprofits.” For nonprofits seeking guidance and aid in their online dealings, Nonprofit Hub is a valuable resource.
Yesterday’s webinar was a speed course on website SEO. Jay Wilkinson, founder and CEO of Firespring offers many more in-depth courses on these topics. The important information to share from this seminar and to encourage future participation is Jay’s Fundamental steps for website success. Here’s a brief review of this info – if you want to learn more consider attending Firespring’s free webinars.
- Keyword research
- Should focus on name, mission and location of your organization
- What words do I want to focus on so when people type those words into the search engine – they’ll find my page
- Website optimization
- Applies to keywords, bundle keywords in the text throughout your website
- Use these keywords in the text on your website in a natural flow
- Name your images – these keywords help make your page searchable
- Avoid pages with little or no content – these lower your search ratings
- Title Tags – tags that show up on the top of the page – every page has a title tag, keep those to fewer than 70 characters, never more than three keywords, on each page there should be one thing you’ve done to optimize value on that page
- Include a sitemap or footer map
- Link building
- Get other websites to link to your website
- Anchor text matters – the words they click on to bring you to the page is as important as the page
- Fresh content
- Select a content team and have a content strategy
- Post dated content on your front page – this makes it clear your page is regularly updated
- Think from the mindset of your constituents – write for people not search engines
- Landing pages
- The most important world in your website
- All the different places people go to before landing on the front page of your website – offer a landing page between the connection and your website where visitors can take action
- Search engine
- Annual appeal letter
- E-mail marketing program
- Word of mouth
- Make sure you utilize available analytics
- Website platforms generally have Google analytics installed, so you can see what people are clicking on
- Learn your conversion rates – if 100 people go on the landing page, how many people sign up
- Track the conversion rates religiously and figure out how to improve those conversion pages
The information in this webinar was very helpful for starting website SEO – if you found this interesting – consider attending a webinar through Firespring.