The internet has made the world a global village. It has allowed people from all over the world to stay connected. For profit-maximising organisations, the bottom line for search engine optimisation is simple — drive more traffic, increase conversion rates, and sales. It is not so black and white for non-profit organisations as most will be selling an ideology that they hope their audience can buy. SEO strategies for non-profit organisations are, therefore, bound to differ in some ways from those of their profit-making counterparts. How then can nonprofit organisations make the most of SEO? Here are some tips from the best SEO consultant in Sydney.
Onsite Versus Offsite Optimization
Before we dive into the details of how best to use SEO to your advantage, we first must understand the general ways in which we can strategise. Optimization of your website on search engines can be achieved in two general ways — onsite optimisation and offsite optimisation. Onsite optimisation is concerned with what your target audience is bound to see, the content you put up on your site, and the general visual layout of your site as well as backlinks to your site. Offsite optimisation is concerned with the technical bit of your site. It deals with the site code and other technical affairs.
Define Your Target Audience
Your target audience is the group of people most likely to interact with your site and its content. When for-profit organisations consider the people most likely to use their products, non-profit have to consider those most likely to relate to their ideologies and what they stand for. Having a clear picture of who your audience is in the first place is important as it helps to guide the type of content you create and how you structure your website. It also guides you on other online platforms to market your site with the most success.
Creating High-Quality Content
Content on your website is the message that you are trying to pass across. It should, therefore, be relatable to by the audience. It must also be easy to read seeing that most internet users are an impatient lot. Putting together high-quality content is not just about writing; it is all about how you structure your writing. Good quality, easy to read content has a logical flow to it. Each concept is presented in its own paragraphs, and the different concepts have to be contributing to the main purpose and message of your organisation.
Make Use of Keywords
Keywords are an important determinant of your site’s ranking on search engines. To determine the right keywords to be used, consider the main message of your site and describe it in a few powerful words. Do your research or hire the best SEO consultant in Sydney to research on the words you come up with and even try searching for them online to see what results are presented. It helps you determine whether or not these are words that you would like your organisation to associate with. After you have settled on suitable keywords, it is time to work them into your content. Do not, however, overuse them as this will negatively affect your site’s ranking.