Should a nonprofit be concerned with SEO?
That is a question I’ve been asking myself a lot lately. Inherently I understand the value of SEO for entrepreneurs looking to share their story on the web, generate leads, and build their brand. But, for nonprofits, is it worth the effort and expense necessary to become educated and effectively impact keyword rankings? I think the answer to that question will be different for each nonprofit and will be be evident from simply doing some initial keyword research to see if anyone is actually searching for your services.
Remember, SEO essentially has 3 components (The TLC’s of SEO): Technical, Link Building, and Content. A nonprofit can gain a lot of SEO juice by simply having their existing website technical structure and content optimized. Link Building is where the true cost and effort considerations comes to play, but is also what will drive real ranking changes.
If you’re a nonprofit considering SEO, ask yourself these 3 questions. 1) Is anyone searching online for my organization, 2) If yes, where do I currently rank and is it acceptable, and 3) How much can I budget in time or money to improve rankings. The answers to those questions will determine if SEO is right for your organzation.