In part 1 of this blog series, we discussed how essential posting and maintaining quality content on your nonprofit’s website is to generating traffic. In addition to quality content, we explored the reasons why your website has to be intuitive to use, and furthermore, why it ought to be responsive and load quickly on mobile devices.
But driving more traffic to your website goes beyond just generating and maintaining updated content. That content has to be current, meaningful, and readers have to want to not only want to read it, but feel inclined to share that content, too.
Now that you’ve read and part 1 and know what visitors to your website are expecting when they arrive, it’s time to learn how to promote your site online to drive more traffic.
The easy answer to this question is through social media, but what are some less known answers to this question. How can your nonprofit increase its exposure on the seemingly impenetrable Internet advertising bubble.
Search Engine Optimized Content
In a previous blog post, we discuss in-depth strategies for optimizing your content for search engines. Check that out before reading further. Go ahead, we’ll wait right here.
Enlightening, wasn’t it? The truth is that search engine optimizing content can be tedious and difficult, but the results can be well worth the work. Following the guidelines laid out in the blog post that was alluded to previously will help your nonprofit start cracking the front page of Google for the search keywords you selected.
Make sure that the keywords you decide on are not overly competitive. The higher the competitiveness rating, the more difficult it will be for your nonprofit’s content to rank well on search engines. Try heading over to MOZ for a free trial and checking out the search terms you’re thinking about optimizing for.
If you didn’t know about the $10,000 Google Ad Grant that’s available for nonprofits, check this link out to learn more. $10,000 in free advertising money to some nonprofits like the Bill and Melinda Gates Foundation that just received a $2.6 billion donation from Warren Buffett might something to scoff at, but to most nonprofits, that money can make all the difference in the world.
Commenting on other blogs
By commenting on blogs posted by other nonprofits you’re effectively placing a native advertisement on the the readers of that website will have the opportunity to see.
Engage in conversation, ask questions, include links to your content, or other content that will intelligently add to the conversation. If someone is there discussing that nonprofit’s content, there’s a chance they’ll start doing the same for your blog.
Search Engine Marketing
Google Ad Words is great, but it does have some limitations. Search engine marketing can help jettison your nonprofit to the paid spot at the top of Google for key search terms that relate to your nonprofit. Internet advertising is competitive, so it’s important to pick your battles. A few tips if you’re getting into search engine marketing:
- Start with a modest budget and increase slowly as you see desired results.
- Buy less expensive, longer keywords. For example, hunger is going to be a very expensive keyword. Try instead “end hunger in haiti.”
- Make sure you’re keeping your ads consistent. If your advertisement is targeting donors (which it more than likely is) make sure your ad takes the visitor directly to your donation page, not your home page. They shouldn’t have to hunt to give.
The bottom line is, increasing the amount of traffic your nonprofit receives is difficult. There can be a lot of moving parts where if even one step is missed, your efforts could be all-for-naught. It is best to go about a project of this magnitude slowly and methodically, ensuring ever “i” is dotted, and each “t” is crossed.