Much like the rest of the world, the charity sector has become a lot more digitalized. That means if charities wish to be successful, they must adopt the necessary SEO practices. This way, their calls for a Zakat donation or a contribution to a water appeal will reach the necessary audiences. Despite this, there are a number of other benefits to SEO within the charity sector. From creating a sustainable donation income to enhancing the user experience, charities are able to reap several benefits with the help of SEO, as detailed below.
Local Attention for the Cause
Creating quality site content means that said content can be shared across other sites to spread awareness of the cause at hand. Not only does this allow you to gain local attention for the cause, but it also provides the opportunity to secure beneficial backlinks. This comes with two benefits: the first is that it provides your site with more authority, causing Google to perceive it as more trustworthy and placing it higher up the rankings. The second is that it creates a direct stream of traffic to the site from the relevant target audience. As this is the relevant audience, they will be more likely to donate.
Internal Links to Donation Pages
Internal links are effective in making donation pages more visible to users, and they also inform Google that the URL is an important one. By way of an internal link audit, you can determine how many times a donation page is linked within the site. At the same time, you can scour the site for any donation-related text. While repeated internal linking to the specific page signals the page’s importance, it also makes it easier for the user to navigate their way to the page. As a result, further donations are facilitated and encouraged.
Fixing Technical SEO Errors on Donation Pages
Unfortunately, pages can sometimes go wrong, meaning that technical SEO errors need to be fixed to ensure the user journey is in a good place. If a page is without an index, this can severely impact fundraising campaigns and donations. Typically, this occurs after a site has been migrated, as it may have been mistakenly tagged as no index in the staging area and not changed upon the launch of the site. Essentially, you need all donation pages on your site to be working if you want to receive donations.
Enhance User Experience
In order to get donations, the user experience needs to be seamless, and SEO helps make this happen. This is because the content informs users what the donations are to be used for, includes personal stories, optimises page speed, optimises donation forms, and includes clear CTAs.
Essentially, if a donation process is too fiddly, a potential donor isn’t going to proceed. They need to know exactly what they’re doing and why they’re doing it. Moreover, they need to be enabled to do this. It’s all about creating a pleasant process that the user is happy to engage with.
Reach Relevant Audiences
Last but not least, SEO allows you to reach the relevant audiences by way of keywords. This is because users will be searching for certain terms in Google, and if these terms appear in your content, it’s more likely to appear within the search results. While high-volume keywords seem like the most tempting, as most people are searching for them, they are also the most competitive. As a result, it’s important to strike the right balance in that enough people are searching for the term but ranking for such isn’t impossible.