and easy way to help out. You will want to adjust your SEO plan accordingly, giving
extra effort to link-building.
And what is even better than inbound links from other sites? How about some fabu-
lous “site of the day” awards from major web presences like Yahoo! and
USAToday.com? “Site of the day” editors are always on the lookout for worthy sites,
and nonprofits are in a perfect position to tap into this source of visibility and traffic.
It’s helpful—but not necessary—if you have something new on your site to show off.
Be sure to include some time in your SEO Plan for building that “site of the day”
potential. Sure, it’s a little like winning the lottery of SEO, but for you, it’s worth a try.
Your odds are a lot better than for-profit sites’ odds.
Advantage: Simple Website Structure
And there’s more good news: some of the charac-
teristics that might, at first glance, seem like disadvantages for nonprofits are actually
not so bad. Oftentimes nonprofits are short on cash but have plenty of untrained man-
power available. Using your as management and training time for a small
team of sharp-witted college students might just be the SEO strategy that brings you to
the top. Another “problem” that might not be as bad as you think: an old website.
That’s right, your cruddy old 1999 website was probably built using no Flash, little
just the things that can send
search engine spiders
packing anyway! A “classic” all-text
site can be just the ticket for getting noticed by the search engines. Before you make
any changes, make sure you aren’t in an “if it ain’t broke, don’t fix it” situation.
Advantage: Less PPC Competition
Many nonprofits think that there’s no way that
they can survive in the competitive world of paid listings. However, there are a few
ways that you can, as a nonprofit, get your foot in the door. For one, it’s very possible
that the keywords that matter most to you are not the same words that commercial
organizations are vying for. After all, nobody’s out there selling “AIDS in China.” Even
better, both Google and Yahoo! offer free advertising programs for nonprofits. Be sure
to check their websites for current programs and availability.
Challenge: Internal Issues
Internal disorganization, an overworked and underpaid
workforce, lack of funding, and lack of a clear bottom line could throw hurdles in the
way of Your SEO Plan. If you are a small operation, you may not even have a market-
ing department to manage the website. And without a clearly measurable bottom line,
it may be very hard for you to prove the value of your efforts. You will need to do
some creative thinking to figure out a way to get that ROI measured. Is there a specific
event that you can promote? A campaign or drive that can be earmarked as an SEO
testing ground? With any luck, your SEO campaign will be funding itself after a few
months of effort. You may be surprised to find that it becomes one of the most impor-
tant outreach venues your organization will use.
c02. 7:58 35