SEO For Nonprofits

By | August 15, 2019

if you run a non-profit you know that
every dollar counts. And especially when you’re working in a non-profit
environment. We’re going to talk about how nonprofits can make great decisions
about being the most findable resource to the people who really need your
website. SEO for nonprofits. This can be a
challenge. Not only are you working on a typically a pretty tight budget but your
marketing has often been done by volunteers and people rolling in
offering their time to help. Which is fabulous. But I want to walk you through
maybe a different way to see how your nonprofit would market yourself
specifically for findability or SEO online. I want you to meet Mount Saint
Vincent home. This is a group that helps people, children primarily who have been
in horribly abusive situations. Wonderful organization. They do all kinds of
amazing work in the Denver community. Now, I did a day where I came in and I work
with their nonprofit. And you’ll see here we’ve got their team. Very small team
doing a whole lot of work. When I sat down and we really started to think
about how do we make them findable to really the people who need their help. So,
this is not so much about getting out to paying clients. This is about outreach to
the parents or to the families that have had children that have been somehow
abused or have been mentally challenged in some specific situation. So, let me
show you what we did for them. What you’re seeing here is the start of their
what we call a website, a keyword website map. So, every single thing that they want
to rank for has to have their own keyword phrase. So, you’ll see here that
child behavioral treatment gets 8,640 searches
a year. That’s a lot. We want to get into some of that search action. But then
underneath that, they also do art therapy. That’s 177,000 searches a year. Animal assisted therapy, that’s 34,800 searches a month. Play therapy, 64,800 searches
month. Cognitive behavioral therapy, 594,000
searches per month. Then of course, we’ve got medication therapy management. So, all
of these very specific keyword phrases that speak exactly to the people that
need them the most. So, it’s
not about being salesy here. It’s about showing up to them in a meaningful way
that you can help them immediately. So, a lot of times like, “Oh, we do autistic
research or we do behavioral research.” Very generic phrases but that’s not
necessarily how people are searching. So, let’s meet This
organization does wonderful work with adults who have autism –young adults, that
is who have left high school. Now, their benefits end when they leave high school.
So, this is massive gap in that whole transition period. So,
helps young adults to transition into real life. They’re doing some amazing
work. However, their website was completely
unfindable. They had great photos, they have a wonderful mission, they’re doing
some great work. But they’re completely unfindable. So, let me show you what we
did to make them the most findable resource in autism. So, what you’re seeing
in front of you is a site map. Now, a site map helps to navigate your thought
leadership around how other people are searching. So, I say you got up get him
into church before you convert them. Meaning, I got to use their language
first and then I’m going to then dazzle them with what you do second. Now, most
companies do the other way around. They talk about what they do and then they
talk about the creative sizzle once they get there. No. You got to talk about what
their keyword is first then you can convert them once they get to the
website. So, take a look at this. We’ve got 4 chapters in transitions website. We
have autism, career employment, college and autism resources. So, let’s take a
look at how do we make them findable to people in their area that are searching
for this. Well, the first thing we’re going to do is they’re located in New York
and we’re going to put New York and all the surrounding locations in the footer. So,
when people are searching for things like autism jobs, autism employment
opportunities, getting a job with autism, autism summer jobs. These are all very
specific things that most likely either the person who is challenged
with autism or their family members are searching for. So, we want to show up
right where they are. And so if I type in autism summer jobs gets 1,080 searches per month. That’s a lot of people that need their help.
Also we have like autism transition program, autism college, autism supports
in college, autism reading programs and autism
homework strategies. Do you see how these are so very specific about things that
they will need when they go to college. So, someone types in autism homework
strategies, they’re going to meet transitions for the first time. It’s like
a fabulous virtual handshake. And this organization is doing some fantastic
work. So, as a result of the work we did with them, then we went back in and we
built a beautiful website for them. Now, when you search for these specific
phrases, you can find them in the Greater New York area. And those are the people
that they can help the most. So, as a non-profit, don’t think that you can’t
afford SEO and you don’t have to hire expensive SEO professionals to do this
for you. You just have to make sure that you’re thinking like how the people that
need you the most are searching and you show up to them when they need you most.
I love helping nonprofits. And if you liked what you heard today, sign up for a
findability review. Let’s all get on the phone. Let me walk you through what’s
happening at their website, how you rank. And let’s make sure that you can serve
as many people as possible and really help to change their lives through your

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