Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies.pdf

Whether you're new to SEO or looking to refine your existing strategies, this webinar will provide you with actionable insights and practical tips to elevate your nonprofit's online presence.

1. Elevate Your Nonprofit's
Online Presence: A
Guide to Effective SEO
Strategies
Julian Gerace & Jon Hill
Tapp Network
06.18.2024

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Introductions
Julian Gerace
Jr. Director of Data Solutions
Tapp Network
Julian is a strategic digital marketing developer specializing in
creative solutions for web, marketing, and online media. He works
closely with a wide variety of clients to solve problems while
considering their budget, workflows, and future goals.
With 10 years of experience in digital spaces, Jon brings his
expertise in all things web to Tapp as our Web Project
Manager. He has a background in design, development and
project management helping brands both big and small achieve
their visions.
Jon Hill
Web Project Manager
Tapp Network

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Empowering Organizations for Good
Problem We Solve
Our Why
How We Innovate and Impact
We transform your visionary goals into digital
realities, empowering nonprofits and
government agencies to thrive in today's
dynamic world.
In the new Age of Acceleration, many nonprofits and government
agencies are challenged by a lack of digital infrastructure. This gap
inhibits their ability to keep pace and effectively support the most
vulnerable populations.
Tapp’s mission is more than just business growth; it's about driving
digital innovation across rapidly expanding sectors. We strive to
transfer our knowledge, tools, and technology to government
agencies and nonprofits that are tackling society's most pressing
challenges.
We achieve this by harnessing the power of artificial intelligence,
developing high-impact websites, software, and data-driven
campaigns. Our AI-enabled digital transformation strategies
enhance the positive impact of the organizations we serve and
amplify their engagement with the communities they support.
www.tappnetwork.com

6. Overview
•What is SEO?
•How SEO gains new users
•Practical Applications
•Our Services
•Q&A

7. What is SEO?
For Nonprofits

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Poll Question
How familiar are you with SEO (Search Engine
Optimization)?
A.Very familiar
B.Somewhat familiar
C.Heard of it but don’t know much
D.Not familiar at all

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●What is SEO or Search Engine Optimization?
○ SEO is a set of practices designed to
maximize your websites discoverability and
relevance to search engines. These practices
include optimizing the following:
■ UX or User Experience
■ Copywriting
■ Content Strategy
■ Technical configuration
●What is NOT Search Engine Optimization
○ A singular thing to be done

●Why is SEO important?
○ It is directly responsible for increasing your
search visibility and mission awareness
The Basics

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●It is a zero-sum game and only the search
engine knows the score

●You cannot cheat the system

●Both quality AND quantity matter

●Success is limited
○in scale
○in time

The Rules of The Game

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●Google is not a basic indexer
○It is a company providing a service to users
○It implements new features all the time
○The internet is a large place

●Adapting to change
○Will it affect you?
○Can you measure its impact?
○Is it busy work?

●Knowledge is cheap, tools are valuable
○Information cannot be gate kept for long
○Users value the means and opportunity for action and
change
“THE ALGORITHM”

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●Organic/Paid
○Keywords
○Competitors
●Backlinks
○The Social Aspect of SEO
●Readability
○Can your audience parse the
information?
●Search Engine Results Page
Features/Snippets
○Uses structured data - schema.org
○Google’s choice (as with everything
else)
○Testing -
search.google.com/test/rich-results

Some Handy Terms

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●Meta-
○Title
■Biggest SERP text, OpenGraph Title, Heavy rank
effect
Under 60 characters, not generic
○Description
■Content Summary, OpenGraph Description, Context
Paragraph
■Little to no rank effect
■Action-oriented, human-targeted
○Keywords
■Waste of time
●Robots
○Instructions for the search engine (hide page from
crawlers)
○Index, NoIndex, Follow, NoFollow, NoArchive
Some Handy Terms

14. How SEO Gains New Users
For Nonprofits

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Poll Question
What is your main goal for improving your
organization's online presence?
A.Increase website traffic
B.Boost online donations
C.Raise awareness about your mission
D.Improve engagement with your audience

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The Types of SEO

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●Site UX
○Think of your site as a tool for users to complete
conversion actions

●Site Content
○Your copy should reflect your ideal user’s knowledge
and language, not just your own

●Accessibility
○Your site should utilize structure within HTML
■HTML is the markup language of the internet
○Ease of reading for all users and compatibility with
screen readers
On Page SEO

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•Building real-world connections

•Driving website traffic via other channels
(social media, email, flyers, in-person events)

•Making tangible change via your mission
Off Page SEO

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Your site should serve your user first and
Google second
How Content Serves Users and Searchability

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●Site Speed
○Optimize your images, remove bloat
■If it’s over 1mb, take a look
■Desktop
●ImageOptim
●Pinga
■Browser
●TinyPNG
●Optimazilla
■Website
●EWWW Image Optimizer
●Siteground Speed
○Google Page Speed
○Use a Site Cache


Technical SEO

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Technical SEO
Image Courtesy of WP Engine

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●Sitemaps
○Tell Google what all the pages are on your
site and how they’re organized
■Do not do this by hand, your website platform
should provide resources
■Wordpress - Yoast SEO, Google Sitemap
Generator
○Sitemap resource
○Google Search Console

Technical SEO

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●Structured Data
○Featured Snippets and provided answers are the future
for Google Search
■The AI Answer Fiasco
■Lack of a universal ranking

●Mobile Responsiveness
○Your site is indexed and scored on the mobile version
first
Technical SEO

24. SEO Implementation and Practical Applications
For Nonprofits

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Poll Question
Which of the following SEO practices have you
tried or are interested in trying?
A.Creating content for your website
B.Using social media to drive traffic
C.Optimizing your website for search engines
D.None of the above

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•Install Google Search Console and Google
Analytics on your website
This enables:
-Monitoring of Search Engine
performance
-Ability to measure changes
-Knowing when to stop

•End Result - establish a baseline for long-term
comparison and measuring your effectiveness
Step 1: Setting Up Systems

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●User Behavior
○How users move through a site
○Where they are coming from
●Events
○Page views, file downloads, form starts and
submissions, video plays, and more
●UTM Tags
○Connect social, email, and printed campaign
performance
○Google Campaign Builder
Google Analytics

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●Your direct connection to Google Search
○Can check and validate everything we’ve discussed
today
○Can help index or de-index search results
●Your first stop for issue diagnosis
●Backlink Central (For Free!)
○Search Console will show you who is linking to your
site and the text they use to link

Google Search Console
Image courtesy of Seobility

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Google Search Console

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●Should include data from Analytics and
Search Console
●No more frequent than monthly
●External tools can be used for keyword
tracking
○Rankings change day to day
○Some keywords are more difficult to rank for than
others
○SEMRush (pictured) is Tapp’s tool of choice
Custom SEO Reports

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●The importance of keyword research
○You will never rank for a keyword that isn’t live text on
your site

●Tools and methods for keyword analysis
○SEMRush, Moz, Ahrefs, Plain old Google Search

●Applying keyword research to website content
○Content Audit, Blog Writing, Calls-to-Action

●Types of language
○Addiction vs Substance Use Disorder
○Community Assistance vs Can’t afford groceries
○TMDL pollution reduction goals vs Chesapeake Bay
health

Step 2: Keyword Analysis

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Keyword Report

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●Start with Best Practices
○It’s much easier to optimize as you create, rather than
going back later.

●Monitor relevant trends
○Keep an eye your keyword performance and monthly
searches — if one of your terms has a surge in traffic,
update page content or create new blog content.

●Look for gaps in user experience
○Are users exiting the page without interacting? Are they
getting to your conversion forms? Find the reason for
these blocks and resolve them.

●Keep your tech updated
○A site with security or functionality issues will be
deprioritized in search, and worse, drive users away.

Step 3: Ongoing SEO Upkeep

34. SEO & Website Maintenance Services
Essentials | Upgrade | Premium

35. SEO Audit
Starting at
$1,500

An SEO Audit is a comprehensive analysis of your
website's adherence to best practices in search engine
optimization. It identifies areas for improvement to ensure
your site is optimized for search engines, enhancing both
its visibility and ranking. A good SEO strategy improves the
quality and quantity of website traffic by ensuring your
content is accessible, relevant, and competitive. Our
premium package includes:

•Meta Information
•Keyword Reports
•Sitemap & Robots.txt:
•Sitemap Organization
•Robots.txt Formatting
•Page Speed Report


•Website Traffic Analysis
•Keyword Ranking
•Website Crawl Data
•Backlink Audit
•UX Report
•Competitor Analysis

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Website Maintenance Services
Starting at
$499/mo

Keeping a website running smoothly is not an easy job! Our
website maintenance services are designed to ensure your
site is always performing at its best. From broken links to
building new pages for your fundraising event, you’ll have
access to the technical experts and can submit requests to
make those repairs or turn that creative website idea into a
reality.
Your dedicated Account Manager will ensure the successful
delivery of requests. Requests are managed through our
ticketing system and timelines will be provided within 48
hours of receiving any request.
Dedicated
Account Manager
Available
9am–8pm EST
No Contract.
Cancel Anytime.

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How We Can Help You - Learn More Here

























Strategy
Start with a technology audit and
digital marketing game-plan to
accelerate your growth and market
share within your sector.
Integration & Migration
Build bridges and knock down silos
with simple and painless CRM
integrations and migrations that are
seamless to your team.
E- Commerce
We deploy the transactional services
and software you need to increase
sales across all your audience touch
points.
SEO and Content
Marketing
Build bridges and knock down silos
with simple and painless CRM
integrations and migrations that are
seamless to your team.
HubSpot
Implementation
Ensure a smooth and successful
transition from an alternative solution
to HubSpot, without all the
headaches.
Creative and Branding
Make your brand stand out from your
competitors to reach the right
customers with the right message.
Web and APP
Development
With our 20+ years of experience, we
know your 24/7 salesperson must be
beautiful, functional, and optimized
for your goals.
Sales Enablement
We can help you close the loop
between your marketing and sales
teams—and more desirable deals.
Inbound Marketing
We provide the complete solution to
increasing leads, revenue, and brand
authority as a Platinum Hubspot
Partner
Social Media Marketing
One of the most effective ways to
engage influencers, customers and
prospects to drive brand awareness,
followers, and sales

Paid Media
TAPP makes your budget go further
with a targeted approach to reaching
your buyer personas in search and
social.
Public Relations
Defining the right audience and
media channels to build regional and
national brand recognition as well as
thought leadership.

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39. Any Questions?

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41. Thank You!
Tapp Network
[email protected]
tappnetwork.com