It starts with SEO. But what is SEO, anyway?
SEO stands for Search Engine Optimization. It’s just a fancy way of saying “helping your website show up when people search for things online.” Whether someone types a question into Google or uses a tool like ChatGPT, SEO helps your nonprofit get discovered by the people looking for support, partners, or ways to get involved.
These days, search tools are changing. Platforms like Google and AI tools often summarize content before someone even clicks through to your site. That’s why your website needs more than just keywords. It needs to show Experience, Expertise, Authoritativeness, and Trustworthiness (also known as E-E-A-T). We’ll break that down more in just a bit.
1. Make sure your website is using the right keywords
Your nonprofit’s homepage might look beautiful, but is it helping people find you?
Search engines like Google (and AI tools like ChatGPT) scan your website to figure out what your organization is all about. It does this by trying to match the intent of the people searching and the phrases they type into their internet search with the phrases that appear on your site.
For example, let’s say someone is looking for a place to volunteer to help animals in their city. They might type in: “Animal rescue volunteer opportunities in Dallas”.
If your nonprofit offers animal rescue volunteer opportunities in Dallas, you want to make sure you have that phrase in a webpage title or a prominent spot on your website so that search engines will find it and recommend your site to that person when they search!
So, think about what your nonprofit does and what people might be searching for to find you. If your site is missing key phrases like “youth mentorship nonprofit in Chicago” or “mental health programs for teens,” people searching for help or to give may not see you at all.
Also, be careful to use words your community uses (vs internal jargon). If your team always says “nutrition equity,” but your community is searching for “free food pantries near me,” guess which one search engines are going to prioritize?
Porkbun’s blog is also packed with tips for setting up SEO-friendly websites and making your content easier to find.
👉 Try this: Sprinkle in simple, clear phrases that describe what you do and where you do it. Focus on webpages like your homepage, About page, and even blog posts. Write the way your audience thinks, not just how your staff talks.
2. Got a physical location? Claim your space on Google (and keep it fresh)
You know that box that pops up when you Google a business, with their hours, address, photos, and more? That’s a Google Business Profile, and yes, your nonprofit can have one too.
Setting one up is totally free and helps your organization show up more prominently when people search for your name, mission, or programs. You can also add photos, events, and updates to keep it fresh and relevant.
Heads up: Google usually requires a physical address (even if it’s not shown publicly) to create a profile. If your nonprofit doesn’t have a physical office, here’s what Google recommends as alternatives.
👉 Try this: Go to
google.com/business and set up your nonprofit’s profile. Once you’re set up, be sure to verify your listing and keep it updated with any changes to contact info or services.
3. Make sure your site has “E-E-A-T”
It’s true SEO is evolving due to the rise of AI, which means in addition to using the right keyphrases and making sure you’re visible, you need to make sure the content on your site is decent quality.
Showcasing your organization’s “experience, expertise, authoritativeness, and trustworthiness (E-E-A-T)” in your content is key here.
Google describes E-E-A-T in depth on page 25 of its guide here.
How can you make sure your site has E-E-A-T?
👉 Try this: Make sure your site content is fact-checked and accurate (trustworthiness). Demonstrate (expertise) by sharing educational information about your topic. Include content that speaks to your team’s personal experience with the issue or subject, not just information recycled from other resources (experience). Build (authority) by sharing the credentials of your team and creating content others will want to share.
Additional Resources to help with SEO
- NeilPatel.com - Helps with keyword suggestions based on what people are actually searching for and an SEO audit of your organization’s website.
- Yoast.com - Assists with optimizing pages and blog posts for search that are in your website management system.
Try It This Week! 🚀
Pick one page on your website. Now, ask yourself: What would I Google to find this page if I didn’t know my organization existed? Add one or two of those phrases to your headline, intro paragraph, or image captions.
Need a better domain name or a place to host your site? As I mentioned above, I use PorkBun and it genuinely has been a super easy, smooth experience.
