How to Show Up on Google Without A Huge Budget

We all know the importance of ranking high in a Google search, but how does a small nonprofit contend with big competitors who have more time, money, and resources? The good news is that you can’t just buy your way to the top of a Google search. There are many factors that go into what shows up in search results, and many of these can be handled by someone with experience and expertise, no matter how large or small your organization is. 

Here are four ways to boost your search engine optimization (SEO) and climb those Google rankings. 

Know Your Audience

Who is your audience? There are two types of audiences: those who actually visit your website and those who you want visiting your website. Learn more about the general demographics of your current audience and how they may be similar to or different from your target audience. Consider whether the style of your website and the tone of your content matches your intended audience. Analyze how your current site functions, whether the fonts are easy to read yet still grab attention, and whether or not a more professional or conversational tone is appropriate for your audience. 

Develop Unique Content

What is the audience looking for and how do you meet their needs? Specificity is key to demonstrating how you stand out from your competitors. Once you have a better idea of the target demographic, you can start to learn more about what they are looking for and how they search for your site. This strategy allows you to focus on what is already working well and capitalize on that. But more than that, unique content all across your site is key to capturing the attention of your audience and keeping them on the site. Avoid directly copying sentences and paragraphs from one page to the other, which actually harms your ranking, and instead create unique, original content on each page of your website. If you feel ill-equipped to do this, as many business owners do, consider outsourcing content writing and blogging to an expert in the field to ensure your content is informative, engaging, and serving your site and readers appropriately.

Use Keywords Strategically

What keywords is your audience using to find you and how often do they appear in your content? Finding out what keywords your audience types into Google can help you get a better idea of how to develop or update the content on your site. The more strategically you mention these keywords, the more likely they are to attract your intended audience. Additionally, consider multiple ways of using the keyword and add locations or other specifics to help your site stand out. Do a quick search of your existing content to see how often these keywords are used and make a plan to work more in as appropriate. 

Link to Other Content

How do you keep the audience engaged with your site? The goal of search engine optimization should not just be about showing up first in the rankings, but also about what keeps your audience coming back to your website time and time again. The content on your site should be clear, helpful, and informative so your audience can depend on it as a quality resource. Consider additional pages with infographics, step-by-step guides, bullet points, or numbered lists that take a deeper dive into your specific content than what is on your home page. Put yourself in the shoes of your audience and find the logical routes to commonly searched information so you can make sure everything is easily accessible across your site. 

If you are overwhelmed at the suggestions above and still feel like you aren’t certain about your next step, get in touch with Faithworks Marketing for some expert assistance.