In both SEO and SEM strategies, it is important to know which keywords have the most searches but the least competition. You may want to use free keyword research tools that can help you identify which keywords are applicable to your nonprofit website .
For example, your nonprofit focuses on helping children with disabilities. Using a keyword research tool, you may find that your top keywords would be “disability application” or “disability insurance.” Since these are quite competitive, you may want to choose long-tail keywords that can help you avoid the competition. After further research, a long-tail keyword with less competition would be “is my disability taxable.”
This gives you an idea of the type of content you want to create for your nonprofit website. You can create a blog post, a YouTube video, or a transcribed podcast that features the keyword “is my disability taxable.” This helps you rank higher in search engines.
The same strategy can be applied for SEM. For example, if you are setting up a campaign in Google Adwords, make sure to enter “is my disability taxable” as the main keyword phrase where you want your nonprofit’s ad to appear.
Evaluate the results of content creation campaigns and strategies.
Another way to increase your chances of having a successful SEO and SEM campaign is through constant testing. Are you familiar with the 80/20 principle? special lead This suggests that 20% of the effort you put into completing a job creates 80% of the results. Therefore, you need to recognize the results of the campaigns and content creation strategies you are implementing.
In the digital marketing world, elsa zhang marketing this is referred to as the A/B testing process . When creating advertising campaigns, you can choose to create two different versions and see which perform better. Additionally, you can try creating different types of content (blogs, videos, social media posts ) to help you identify which ones users engage with the most. This helps you narrow down the strategies you should focus on.
Implement a backlink strategy.
For your SEO and SEM strategy to be successful, you also need to consider having a backlink strategy. Backlinks can be created through guest posting on blogs , site features, and being a trusted source through your content.
This may seem overwhelming to nonprofit owners who are new to digital marketing. However, building backlinks can help you rank in search engines much faster and will also help you generate leads for donations, partnerships, caseno data and other opportunities.
When building backlinks, you can try the following:
- Hire Guest Bloggers: In addition to creating content on-site, you can hire guest bloggers who will use researched and related keywords that will link back to your nonprofit’s website.
- Contacting Non-Competitive Businesses: Do you think your nonprofit could be a resource for another non-competitive business? For example, you can contact an eco-friendly blog that will feature or link to your nonprofit that supports sustainable packaging.
- Quora and Search Engine Submissions: You can strive to become a voice in your nonprofit’s niche by answering questions on Quora while linking to your website. Additionally, you can also submit your website to search engine directories.
Have a regular content creation and campaign schedule.
Another key to SEO and SEM success for nonprofits is consistency. While the effects of digital marketing increase over time, that doesn’t mean you should just “set and forget” your content and campaigns.
It is important to have a regular content publishing schedule. Depending on your capabilities, you can choose to publish content 1-3 times a week. Additionally, you can also set up scheduled SEM campaigns while choosing the most optimal times .