Nonprofit Search Engine Optimization (SEO)

At Harvest, we compare digital marketing to the cultivation of a field. SEO is like planting seeds of excellent optimized content that require time to grow.

Enhancing your nonprofit’s visibility on search engines is crucial for reaching those who need your help and for supporters willing to contribute through donations, volunteering, or participation. While your nonprofit may already rank high when someone searches for its name, the real challenge lies in connecting with individuals who don’t yet know about your organization but are searching for what you provide.

SEO (Search Engine Optimization) is vital in increasing online visibility, building credibility, and driving meaningful actions. From creating high-quality, optimized content to improving technical aspects of your website, a consistent and strategic approach can help ensure your nonprofit stays at the top of search results.

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: You won’t be #1 on Google for the keyword “donation,” so 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 arrive on your page know nothing about your organization. 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, such as donating, volunteering, or signing up for an event. Example CTAs:

  • “Donate to Support Families in Need.”

  • “Volunteer Your Time to Make a Difference.”

  • “Sign Up for Our Annual Fundraiser.”

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, especially if you are a local or regional nonprofit.

  • Be specific when selecting business categories. If you are a Science museum, choose this category instead of “Museum,” and include “Non-profit organization” and (if relevant) “Volunteer organization” as secondary categories.

  • If your nonprofit is associated with an organization with a distinct phone number and hours of operation (like a cafe or thrift store), create a separate Google business profile.

  • If your nonprofit has multiple offices, ensure each has its own profile managed under a single account.

Learn more about Google Business Profiles for Nonprofits

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.

Our Work

SEO for National Nonprofits

Nonprofits with a national focus face the challenge of competing for visibility across a larger audience. Success requires extensive keyword research and the creation of authoritative, high-quality content that aligns with user intent.

Educational Content

Informative pages can rank well and encourage users to take action. For example, a national cystic fibrosis nonprofit might create pages like:

  • “Is Cystic Fibrosis Genetic?”: Explain genetic factors and their impact on symptoms. Discuss ongoing research and invite readers to donate.

  • “Is There a Cure for Cystic Fibrosis?”: Share recent breakthroughs in treatment and encourage support.

  • “What Is the Life Expectancy for Cystic Fibrosis?”: Highlight improvements due to treatments and invite readers to join your mission.

Hot Topics

Creating content around trending topics or news stories that impact your cause is a powerful way to engage your audience.

  • Example: Write the best page on the internet about a breakthrough drug like Trikafta, answering commonly searched questions about cost, side effects, and effectiveness in improving life expectancy

Visionary Thinking

Searchers often look for solutions to major societal challenges. Nonprofits can create visionary content by answering questions like:

  • “How to End Homelessness”

  • “How to Stop Human Trafficking”

Even if the solution is complex, you could capture new donors by casting a compelling vision for change, showcasing your efforts, and inviting others to join your mission.

Best Nonprofit to Donate to

People search for the best nonprofits to donate to about specific causes. Create a page detailing why your nonprofit is the best to donate to and why. Emphasize if your nonprofit has received any awards as the best in your field.

SEO for Local and Regional Nonprofits

Local nonprofits have unique opportunities to rank for location-specific searches. By tailoring your content to your community, you can attract more donors, volunteers, and participants.

Homepage Optimization

Include messaging about your mission, but use the H1 page title field to describe who you are and what you do.

  • Example Title: “A Mental Health Nonprofit for Children in Des Moines.” You will likely gain more visibility on Google to people in Des Moines searching for children’s nonprofits as well as mental health nonprofits.

Dedicated Service Pages

Create separate pages for each of your services. For example:

  • “Family Therapy in Des Moines.”

  • “Support for Parents of Children with Mental Illness”

Audience-Specific Pages

The services you provide for a child with autism may be very similar to those you provide for one with Down Syndrome, but searchers want to know you can help them with their specific challenges. Tailor content for the different groups you serve to address their specific needs.

  • Example: “Support for Teens with Autism in Des Moines.”

  • Link these pages to your Donate page with phrases like “Donate to Support Teens with Autism in Our Community.”

Donation Pages

Optimize your donation page with clear and actionable messaging.

  • Example: “Donate to a Mental Health Charity Supporting Children in Des Moines.”

  • Use terms like “charity” alongside “nonprofit” in your content since the word charity may indicate greater intent to donate.  

Volunteering

Create location-specific pages for volunteering opportunities and events. For example:

  • “Thanksgiving Volunteer Opportunity in Des Moines.”

  • “Volunteer Opportunity with Kids in Des Moines.”

Events

People search for fundraisers, charity events as well as charity walks, runs, and bike rides. Title the page describing what the event is:

  • “10K Charity Run in Des Moines.”

  • “Charity Event for Children in Des Moines”

Harvest Can Help!

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