Government Search Engine Optimization (SEO)

Government agencies have a wide range of tools to reach the public, but their websites remain one of the most underutilized. When someone searches Google for terms like “Oklahoma Human Services,” the official website typically appears at the top of the results. However, users often search differently, using phrases tied to the services they need rather than the agency’s name. Even if someone knows your agency is responsible for their query, can they quickly find the right content on your website or through Google?

Why SEO is Vital for Government Websites

Search Engine Optimization (SEO) is a powerful strategy for connecting with the people you serve by providing accurate, timely information exactly when they need it. Government websites inherently rank high on Google due to their authority and credibility, making SEO a relatively quick and effective way to drive relevant traffic. Success goes beyond just increased website visits; it can also lead to fewer calls and inquiries by empowering users to find answers independently online.

SEO Basics

Here are key steps to ensure your content aligns with SEO best practices:

Overcome Technical Challenges

There are hundreds of factors that influence your visibility on Google, including mobile usability and accessibility, page load speed, and optimized HTML metadata. Invest in Analytics & Tracking Setup to ensure your website is set up for success.

Research What People Search For

Even if you rank #1 on Google for a specific keyword, it’s not valuable unless people search for it. You need research to understand how people search for topics related to your nonprofit.

  • Conduct Keyword Research:  Use tools like Google Ads Keyword Planner to identify search terms your audience uses, or invest in a SEO Keyword Analysis Report to see how visible your website is for these terms. 

  • Conduct Competitor Research: It’s important to see how other websites rank on Google for the most relevant keywords you want to target. Invest in a Digital Marketing Audit and Strategy to get comprehensive information on keywords, web analytics, and competitors.

Strategically Optimize Your Content

Google has many pages on the internet to choose from for any particular topic, so make your content is as helpful, reliable, and relevant as possible.  Include keywords in your H1 page title, headings, body content, and metadata.

Introduce Your Nonprofit Clearly

Write optimized content assuming that visitors who know nothing about your organization will arrive on your page. Every optimized page should briefly explain who you are, what you do, and why it matters.

  • Use friendly, accessible language to connect with a wide range of audiences.

  • Link to other core pages to guide users through your site.

Use Clear and Actionable Calls-to-Action (CTAs)

Each page on your website should guide users toward taking a specific action. Example CTAs:

  • “Sign Up Today”

  • “Schedule An Assessment”

Prioritize Important Content

Google evaluates what you consider important based on how your site is structured.

  • Highlight Key Pages: Keep your most valuable pages within one click from your homepage or menu.

  • Interlink Strategically: Link to key pages from multiple areas of your website.

  • Avoid Burying Content: Pages that are hidden deep in your site won’t be seen as valuable by search engines.

Balance SEO and User Experience

Optimizing for SEO should never come at the expense of usability. Visitors will leave your site if it feels cluttered or difficult to navigate, especially on mobile devices.

  • Ensure your content is scannable with headings, bullet points, and short paragraphs.

  • Use visuals like images and videos to break up text and engage users.

Create Dual-Purpose Landing Pages

Pages created for SEO can also double as effective landing pages for campaigns, such as Google Ad Grants. For example, an SEO-focused page about a key program can serve as the destination for both organic and paid traffic.

Google Business Profile

Add or claim your business profile on Google and provide as much information as possible

Links

When your website content receives more links from authority websites, Google recognizes that your pages have authority and will give them more visibility. You can gain insights about the best websites to link to your content by reviewing the links already driving traffic in the Google Analytics referral traffic report. If these links result in excellent online engagement with your nonprofit, consider reaching out to other organizations and ask them to link to you.

Government Google Business Profiles

For citizens visiting your physical offices, Google Business often serves as the first point of reference for hours, location, and other details—sometimes even before they visit your website. By maintaining accurate, up-to-date information on Google Business profiles, you ensure people arrive at the right time and place. Here’s how to optimize your Google Business profiles effectively:

1. Centralize Profile Management

  • Unified Oversight: Assign a central team, such as the Communications Department, to manage all Google Business profiles across your organization. This ensures consistent messaging and accurate updates.

  • Avoid Duplicate Profiles: A centralized approach prevents duplicate profiles, which can confuse users and dilute your online presence.

  • Shared Access: Use a general email address accessible by multiple team members, reducing risk if an individual leaves the organization.

2. Choose Specific Business Categories

When selecting your primary category on Google Business, be as precise as possible:

  • For example, a "City Transportation Office" is more specific than a general "City Government Office." Add secondary categories if needed to enhance discoverability.

3. Maintain Individual Profiles for Each Office

  • Separate Profiles: If your organization operates multiple offices in the same building, such as DMV branches or police stations, each should have its own Google Business profile with unique contact information and hours.

  • Dedicated Web Pages: Instead of listing all offices on a single page, create individual pages for each office. Link these pages to the respective Google Business profiles for a seamless user experience.

4. Keep Information Comprehensive and Updated

  • Include logos, photos, and detailed descriptions in your profiles.

  • Ensure hours of operation, including holiday schedules, are always up-to-date to avoid confusion.

Learn more about Google Business Profile for Government

Our Work

  • State Department of Education

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  • State Website for Children with Disabilities

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  • State Consumer Protection Website

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Example Pages to Optimize on a Government Website

Core Example: State Health and Human Services (HHS) Website

Information Pages

Ensure every major topic has its own dedicated page, especially if there’s significant search demand. For instance:

  • Instead of one general page on safety issues like radon, asbestos, and lead poisoning, create separate pages for each.

  • For health topics, such as immunizations, have individual pages for COVID-19 vaccines, flu shots, and pediatric vaccines.

  • If your program name is unique (like "Encore" for senior services) or widely recognized by an acronym, optimize pages to reflect the terms people use when searching.

Consolidate overlapping or inadequate pages into a single comprehensive resource, and redirect old links to this new page to maintain traffic.

Audience-Specific Content

People search in specific ways depending on their unique needs. To serve them effectively:

  • For substance abuse services, create dedicated pages for specific issues like alcohol addiction, opioid misuse, and cocaine abuse.

  • For disability services, consider creating content tailored to different disabilities, such as autism, hearing impairments, and brain injuries.

By addressing these unique concerns directly, your content becomes more accessible and relevant.

Location-Specific Pages

Citizens often search by city rather than county or state. If important information isn’t adequately covered by city government websites:

  • Create dedicated pages for large cities or towns within your jurisdiction.

  • Include specific resources, services, and localized information to improve visibility and utility.

Example: A housing nonprofit increased traffic and engagement by creating separate pages for each major city in the state.

Encourage Early Action

Optimized content can encourage citizens to seek help or take action earlier, reducing costs and improving outcomes:

  • For instance, a parent searching “does my child have autism?” could be directed to a page about early childhood intervention (ECI) services, leading to earlier screenings and support.

  • Measure success through increased visits to key pages and the completion of sign-up forms.

Example: A government website created dedicated pages for reporting specific scams, driving increased engagement and reporting activity.

Respond to Community Issues

If people are upset about a local issue, addressing it promptly online can de-escalate frustration and provide constructive pathways for resolution. For example:

  • If noise complaints arise from a new concert venue, create a page explaining the issue, offering a feedback form, and providing updates.

  • This transparency builds trust and prevents citizens from taking matters into their own hands.

Crisis Management

During crises, outdated press releases won’t suffice. Instead:

  • Create a central hub for real-time updates on the crisis, such as a hurricane, flood, or mass shooting.

  • Use this page as the primary resource, linking to it in all communications.

Influence Behavior and Change Minds

Government websites can play a pivotal role in shaping behavior and clarifying misconceptions. For example:

  • A child support services page titled “How to Stop Child Support” can provide facts while encouraging continued payments.

  • Pages answering questions like “Can I burn trash in my yard in [city]?” or “Can I set off fireworks in [city]?” can clarify regulations and prevent illegal activities.

Support Non-Government Resources

Government services often work hand-in-hand with nonprofits and community organizations. Leverage this relationship by:

  • Including links to local food banks on your city’s food assistance page.

  • Highlighting community support networks for housing, education, or mental health.

Conclusion

Optimized content tailored to user needs not only enhances visibility but also improves public trust and engagement. By addressing specific information needs, supporting diverse audiences, and proactively managing crises or concerns, government websites can become indispensable resources for the communities they serve.

Harvest Can Help!

Contact us today to learn how SEO can help your organization!