Be the Neighborhood Darling: Local SEO for Nonprofits
Updated: Jun 19, 2020
One of the biggest challenges nonprofits face is standing out from the crowd. While historically two-thirds of all giving comes from individuals, that doesn't mean that your neighbor is going to give to your organization. A huge percentage of those dollars end up going to the big guys - the Red Cross, Salvation Army, United Way - organizations with marketing budgets that blow yours out of the water. How could you possibly compete? Start local. With billions of searches on Google every month, it can be difficult to get your nonprofit in the national spotlight. By starting on a local level, you can build awareness in your community.
1. Include your location in your web page titles and descriptions so when someone Googles “clothing donation Fort Collins” you’ll be on the top of the list.
2. Claim your nonprofit’s Yelp and Google My Business profiles: Once you’ve claimed your page, ensure your name and description are consistent with your other sites, set your categories, and update your local radius/area of service. Third-party sites like Yelp, Google My Business, and others help Google determine which business and orgs are truly local and can make a huge impact on your local SEO.
3. Keep your Name, Address, and Phone Number across all sites: Google uses the consistency of this combination of information to determine which local results you show up in.
4. Take advantage of local media: while your NGO’s services or events might not catch the attention of national media outlets, local press loves telling stories of local and community involvement. Get listed on community event calendars, promote your next event or volunteer opportunity on the local morning show, and build relationships with local reporters. These efforts can have a major impact on awareness—and donations!