Online Marketing for Nonprofits: Organic Search Optimization

Author: Jono Smith on 20 October 2010 | 0 Comments

Tags: online marketing, SEO

The term “organic search” refers to search results that display naturally rather than those that are paid for. In other words, if you were to go to google and type in “fundraiser event ideas” the organic results would be those that appeared in the main body of the page.

Why does this matter?

 Because the use of Organic SEO is a very effective way of drawing both traffic and interest to your nonprofit organization. The higher your ranking, the higher your traffic flow and visa versa. In fact, if your nonprofit organization does not rank in the Top 10 or 20 results, then potential donors will not be able to find you.

 Look at Susan G. Komen for the Cure. When you go to Google and search “breast cancer,” their website is ranked 3rd in organic results. They are even ranked higher than the National Cancer Institute!

 

 Search the words “yellow bracelet” and LiveStrong.org is the very first site that pops up!

 

Search the word “ONE” and one.org is the first site on the list, followed by www.one.org/blog in the number two space.

 

These are examples of SEO at its finest!

 But these types of high organic rankings don’t happen by accident. They are the result of careful planning and the implementation of complex search engine optimization techniques. Yet no matter how successful the campaign, each of these sites started right at the beginning, and had to work their way to where they are today. They did so by building and implementing a sound SEO strategy.

The main facet to developing a sound SEO strategy is to dedicate yourself to identifying a targeted, effective list of keywords that relates to your organization and your nonprofit fundraising efforts. Well-researched keywords can make the difference between the success or failure of your campaign.

If you are just getting started with your nonprofit fundraising efforts, or are currently trying to improve your web presence, then the prospect of implementing an intense SEO strategy can seem overwhelming. Below is a great SlideShare presenation from SEOmoz.org to get you started.  It can help to partner with an SEO firm who understands the process as a whole and who can help to guide you on your path. Let them take care of the details while you focus your time on what really matters, promoting your special events fundraising!