August 31, 2023

SEO for Nonprofits 2023: Tips for Charities To Increase Website Traffic

SEO for Nonprofits 2023: Tips for Charities To Increase Website Traffic

Having a good online presence is essential for any business, and it's no different for nonprofits. The internet is the main way people get information and interact with each other, so it's no surprise that nonprofits need to use digital strategies to get in touch with their target audience. One of those strategies is SEO, and it can really help nonprofits get noticed and raise funds online

So, in this blog post, we'll dive into SEO for nonprofits in 2023 and give you some tips on how to get more traffic to your website and help your charity reach its goals.

Do nonprofits need SEO?

Yes, SEO is absolutely necessary for nonprofits. Nonprofits are not focused on making money; they are focused on making a difference. And the only way to make a difference is if the right people find your charity and engage with your mission. SEO is like a digital compass that leads people to your donation page. 

Let’s say you’re a nonprofit that’s focused on providing education resources to underprivileged kids. Without SEO, your website would be lost in a sea of content. But with SEO, your website could show up at the top of Google’s search results for terms like “educational resources for disadvantaged children.” This visibility can lead to an increase in online donations, volunteers, and partnerships, which in turn will drive your nonprofit’s mission forward.

Why is SEO important for nonprofits?

Search Engine Optimization (SEO) is super important for nonprofits because it helps them stand out from the crowd. By optimizing your digital content, you can get higher rankings on search engines and make sure your mission, initiatives, and donation opportunities are seen by more people. In today's world, where everyone is vying for attention, SEO helps nonprofits get their message out there and make a difference in people's lives.

Increased visibility: In today’s ever-changing digital world, visibility is key. SEO helps nonprofits appear higher in SERPs, which means they’re more likely to be found by people interested in your cause. 

Cost-effective: Nonprofits often have limited budgets. SEO provides a cost-effective way to reach a larger audience compared to traditional advertising methods.

Targeted traffic: SEO enables nonprofits to attract users actively searching for relevant information. This means that the traffic driven to the website is more likely to convert into supporters, donors, or volunteers.

Credibility and trust: High search rankings indicate credibility to users. When a nonprofit's website appears at the top of search results, it establishes trust and authority in its field.

Long-term results: SEO efforts take time and patience, but they’re sustainable. Once your nonprofit’s website starts to climb the rankings, you’ll enjoy consistent traffic without having to make long-term financial investments.

Global reach: With SEO, nonprofits can reach a global audience, expanding their impact beyond geographical limitations.

Now that we understand the importance of SEO for nonprofits, let’s learn about some tips that charities can implement to increase their website traffic effectively.

1. Keyword research

Keyword research is at the heart of SEO. It identifies terms and phrases that prospective supporters are likely to search for when looking for information related to your nonprofit’s cause. Tools like Google Keyword Planner can help nonprofits find relevant keywords with high search volumes and low competition.

Understanding audience language

Keyword research enables you to tap into the language your audience speaks. By identifying the terms they commonly use, you can create content that resonates with their preferences and aligns with their search intent.

Mapping content to intent

Keywords reveal not only what your audience is searching for but also why they are searching. With this insight, you can craft content that precisely matches their intent, whether it's seeking information, finding ways to contribute, or learning about your initiatives.

Data-driven decisions

Keyword research is not guesswork; it's grounded in data. Tools like Google Keyword Planner provide invaluable metrics on search volume and competition, helping you prioritize keywords that offer the best opportunities for visibility.

Optimizing for long-tail keywords

Long-tail keywords, which are longer and more specific phrases, often hold significant value. They attract users who are closer to taking action, such as making a donation or volunteering, making them prime targets for conversion.

Keyword research is not a one-size-fits-all thing; it covers a lot of different areas of SEO. From creating eye-catching titles and meta descriptions to organizing your content using the right headers, keywords can make or break your entire website.

2. Optimize on-page SEO

On-page search engine optimization (SEO) is an essential part of improving your nonprofit’s online visibility. By optimizing individual web pages for optimal performance, you increase your website’s visibility, relevancy, and user-friendliness to both search engines and users. Here’s how to optimize your on-page site for your nonprofit:

Title tags and meta descriptions

The title tag and meta description form the first impressions of a page. It is important to craft them carefully to capture the essence of the content while encouraging readers to click through to the next page. Incorporating relevant keywords naturally enhances search visibility.

Headers and subheadings

The H1, H2, and H3 headings are used as markers to guide readers through the content. Utilize them strategically to break down your content into easier-to-read sections. This not only improves readability but also assists search engines in recognizing the order of your information.

High-quality content with keyword integration 

On-page SEO relies on quality content. Write content that responds to the specific needs, queries, and goals of your audience. Include your target keywords in your content in a natural way. However, don’t use keyword stuffing – overusing keywords that make your content hard to read and seem spammy. 

Images and alt text

Visuals are awesome; however, search engines are unable to process them in a similar manner to humans. To improve accessibility for users with visual impairments, descriptive alt text should be used for images to provide context to search engines.

Video content optimization

If you're an organization looking to get your message out there, video content is the way to go. Nonprofits can use videos to explain their mission, share success stories, and showcase their initiatives. Use the right keywords and descriptions to get your videos to show up in both video and regular search results.

Internal and external linking

Internal links link your pages together and direct people to the stuff they need to know. External links, or backlinks, link to trusted sources. They act as endorsements, signaling to search engines that your content is valuable and authoritative. Nonprofits can build backlinks by creating shareable content, reaching out to relevant websites for guest posting, and participating in online collaborations. Both internal and external links help create a balanced user experience and help with SEO.

Regular content updates

Search engines like to see fresh and up-to-date content on your website. Nonprofits can keep their blogs up-to-date by regularly posting articles, stories, events, and other relevant information. Not only does this attract traffic, but it also opens up opportunities for internal linking, which is good for SEO.

Social media integration

Social media and SEO are intertwined. Incorporate social sharing buttons into your website to encourage users to share your content across social media platforms. Also, promote your content on social media platforms to increase visibility and drive traffic to the website. Social shares and engagement can indirectly impact SEO by enhancing brand recognition and encouraging others to link to the nonprofit's content.

Page loading speed

Both users and search engines prefer websites that load faster. Optimize your page’s loading speed by compressing images, reducing code size, and using browser caching. You can also use tools like Google’s PageSpeed Insights or GTMetrix to identify and fix speed issues.

Website security

Website security is vital not just for user confidence but also for SEO. Search engines prioritize secure websites (those with an HTTPS connection) over non-secure ones. Nonprofits should ensure their website is SSL-certified to improve both security and search ranking.

On-page SEO isn’t just about appeasing search engine algorithms. It’s also about user experience. Make sure all the pages, including the peer-to-peer fundraising pages on your website, are user-friendly, with easy-to-read menus and an easy-to-use layout. When you focus on user experience, on-page SEO will also get a boost automatically. 

3. Mobile-friendly website

With the majority of internet users accessing content through their smartphones and tablets, nonprofits must recognize that mobile-friendliness directly impacts their online success. In its search results, Google emphasizes mobile-friendly websites. 

Not only does a responsive website increase your visitors' likelihood of returning, but it also directly impacts your ability to accomplish your mission-driven objectives. That’s why nonprofits should conduct an in-depth review of their website’s mobile responsiveness and make sure it passes the mobile-friendly test. It’s a critical step that assesses how well a website performs on different devices and screen resolutions.

4. Local SEO for community engagement

For nonprofits with a local presence, local SEO is crucial. Local SEO focuses on connecting your nonprofit with people in your immediate vicinity who are seeking the services or support you provide. 

Optimizing for local keywords and Google My Business

Target location-specific keywords. When people search for services or causes in their area, your nonprofit's website can pop up if you've optimized your content with relevant local keywords. Create your Google My Business account and work on improving it. It acts as a virtual storefront, displaying crucial information such as your nonprofit's address, contact details, and operating hours directly in search results. This seamless accessibility can significantly boost your local visibility.  

Encouraging online reviews for credibility

If there’s one thing that can help you increase your visibility organically, it’s positive customer reviews. Encourage your satisfied beneficiaries, volunteers, and supporters to leave reviews about their experiences. Positive reviews not only inspire trust but also influence search engine algorithms, further elevating your local search ranking.

At its core, local SEO serves as a guide for your nonprofit to draw the attention of your local community toward your virtual door. Basically, it's a win-win situation for you and your community. As you engage with your community, your community becomes more aware of and engaged with your nonprofit.

5. Utilize analytics

In a world where data-driven decision-making is the key to success, analytics give nonprofits the tools they need to make smart decisions. How effectively can nonprofits utilize data insights? Let’s see.

Google Analytics

Google Analytics helps nonprofits get a 360-degree view of website traffic. By analyzing metrics such as user demographics, page views, bounce rates, and more, you can gain a holistic view of your audience’s behavior. This insight isn’t just about numbers. It’s about figuring out what resonates with your audience, where visitors are leaving, and how you can improve your website’s user experience.

Data analysis

The data you get from Google Analytics or other third-party tools is the foundation of your strategy. By keeping an eye on these metrics on a regular basis, you can spot trends, strengths, and areas that need improvement. For example, if you see a lot of pages with high bounce rates, it might make you think about how you could improve their content or the user experience. 

Data-driven decisions don't just make your current strategies better; they also help shape future ones and lead to a steady increase in SEO impact.


Follow the above actionable SEO tips, and you’ll be able to boost your website traffic and broaden your reach. Don’t forget that SEO isn’t a once-and-for-all solution. It’s an ongoing process that requires commitment and flexibility. As search algorithms and technology continue to evolve, nonprofits will need to continually refine their SEO strategies to stay relevant, visible, and influential online.

If you want to generate an SEO-friendly donation page or form for your website, GivingX can help. It is a custom fundraising software that has features to help you create an embeddable donation landing page and form, manage detailed donor lists through CRM, get free access to over 5,000 apps through Zapier, and include 125+ secured payment gateways to ease the donation process for donors. This amazing custom fundraising software has many more features, all aimed at optimizing your donation pages to get more traffic and engage potential donors. 

So, are you ready to create an optimized donation page for your nonprofit and increase online donations? Try GivingX today!