Local SEO strategies for nonprofit events and campaigns (download)

There are numerous techniques within search engine optimisation (SEO) and digital marketing strategies that can greatly enhance your endeavours in promoting nonprofit events and campaigns online. These range from straightforward additions of text on your webpage to adhering to precise technical specifications.

In this guide we’ll go through eight ways you can increase your online visibility, each with benefit and effort scores. Each is scored out of ten, with 1 being the lowest and 10 the highest.

Benefit: This refers to the positive outcomes you expect to achieve from implementing SEO strategies, such as improved search engine rankings, increased website traffic or enhanced brand visibility.

Effort: This refers to the resources, time and work required to execute and maintain effective SEO strategies.

Where you can increase online visibility :

• Keyword Research
• Onpage Optimisation
• Local Listings and Directories
• Content Creation
• Local Relations
• Social Media Engagement
• Mobile Optimisation
• Monitor and Analyse

Keyword Research

Start by researching keywords related to your nonprofit’s mission, the event or the campaign. Use tools like Google Keyword Planner, SEMrush or Ubersuggest to identify relevant keywords with decent search volumes.

Focus on long-tail keywords that are specific to your event or campaign, such as “volunteer opportunities in [your town]” or “fundraising event for [cause] in [location].”

Benefit: 10     Effort: 3

Onpage Optimisation

Ensure your website is optimised for local searches by including your nonprofit’s name, address and phone number (NAP (Name, Address, Phone)) on every page, typically in the footer.

Create dedicated landing pages for your events and campaigns, each optimised with relevant keywords, event details and a clear call-to-action.

Incorporate schema markup to help search engines understand your nonprofit’s information, such as event dates, locations and descriptions.

Benefit: 10     Effort: 4

Local Listings and Directories

Claim and optimise your nonprofit profiles on local business directories like Google My Business, Yelp, Bing Places and any relevant industry-specific directories.

Ensure your NAP information is consistent across all platforms to build trust with search engines and potential donors/volunteers.

Encourage satisfied volunteers, donors and attendees to leave positive reviews on these platforms to improve your nonprofit’s visibility and credibility.

Benefit: 10     Effort: 4

Content Creation

Produce high-quality, engaging content related to your nonprofit’s mission, events and campaigns. This could include blog posts, videos, infographics or social media updates. Incorporate local keywords naturally within your content, focusing on providing value to your local audience while promoting your events and campaigns.

Benefit: 9     Effort: 9

Local Relationships

Reach out to local businesses, community organisations and media outlets to build relationships and secure backlinks to your nonprofit’s website.

Participate with content on local blogs or news websites to increase your nonprofit’s visibility within the community and improve your search engine rankings.

Benefit: 5     Effort: 5

Social Media Engagement

Leverage social media platforms like Facebook, Twitter and Instagram to promote your events and campaigns to a local audience.

Use geotargeting features to reach people in specific geographic areas and engage with local influencers and community groups to amplify your message.

Benefit: 5     Effort: 3

Mobile Optimisation

Ensure your website is mobile-friendly as a significant portion of local searches are conducted on mobile devices.

Optimise load times, streamline navigation and use responsive design to provide a seamless experience for users accessing your website from smartphones and tablets.

Benefit: 10     Effort: 8

Monitor and Analyse

Regularly monitor your nonprofit’s online presence using tools like Google Analytics, Google Search Console and social media analytics platforms.

Track key metrics such as website traffic, keyword rankings and engagement levels to evaluate the effectiveness of your Local SEO strategies and adjust as needed.

Benefit: 7     Effort: 5

We have created a handy checklist for you to download and use containing this information.