When people think about search engine optimization (SEO), they likely think of corporations fighting for search engine users’ attention.
They see a system created to bring profits to owners based off of marketing and sales tactics meant to push their product or service. What people don’t think about is that SEO plays a vital role for non-governmental organizations (NGOs), too. SEO is a tool that can be the difference between an organization that falls apart or one that withstands the tests of our technological era.
Outlined below are the four key benefits NGOs gain from investing in SEO.
- Visibility and Potentiality:
Literally billions of search requests are submitted every single day, and search engines are arguably the largest and most utilized resources individuals use to get the information they need. While this can seem daunting, NGOs should recognize search engines for the potential for clienetele that they are. With so many people using search engines to find what they need; the trick becomes figuring out how to optimize your chances for being seen during those searches.
- Networking and Relationship Building:
SEO by nature requires the building of networks and relationships. Any good SEO company will tell you that the most important part of establishing your brand is developing relationships with groups of people before you’ve even met them. Your brand tells a unique story about your non-profit that should connect with people and make them want to be a part of your organization. Naturally, the more people you can connect with, the more recognition your brand gains, and the more support your garner. SEO networks by bringing fields together in unexpected ways. The beauty of search is that under the right conditions; a single mother of three who works as a nurse can still be a networking source for a company specializing in rocket fuel. The possibilities are endless which means so are the opportunities to build new relationships.
- Brand Awareness and Thought Leadership:
Thought leadership–being a “household name”–is the kind of goal any type of business, profit and non-profit alike, should aspire to. This is accomplished by ensuring that your brand is available, accessible, and persistent. If you see an advertisement for a NGO benefitting autism every time you conduct a Google search on mental disabilities then you are going to create an association between the two. But if you see the same advertisement anytime you conduct that same search, go to the doctor for a checkup, log into your Facebook account, or watch a YouTube video then you’re going to recognize the need that company is addressing. Furthermore, anytime you think of autism and those that are trying to fight for better treatments and research, you’re going to think of the company whose advertisements you persistently saw.
- Support and Donations:
All that advertising and SEO isn’t for nothing. Ultimately, no NGO can survive without the support and donations of those search users. Turning search engine users into volunteers and/or donors is the primary goal of all NGOs. How to go about this can seem tricky at first, but the options available are incredibly numerous. Ultimately, having a strong SEO presence will be the determining factor in having a strong support and donation pool.
NGOs like to remove themselves from the corporate world because oftentimes their goals do not align. A company that is driven by profits will fundamentally operate differently than an organization that is driven by a need to create change within the world. It’s important to remember though that SEO isn’t an evil corporate sales tactic but a tool people who need brand awareness or search traffic should embrace to optimize their web presence and maximize their potential.
I think this was a post that was difficult to rewrite because the original article is actually a compilation of resources. I thought the rewrite was well-done but I wasn’t exactly sure where the various components came from within the original text.