{"id":6813,"date":"2020-12-02T11:34:53","date_gmt":"2020-12-02T08:34:53","guid":{"rendered":"https:\/\/www.evenzia.com\/?p=6813"},"modified":"2020-12-02T11:34:54","modified_gmt":"2020-12-02T08:34:54","slug":"local-seo-for-nonprofit-organizations-5-tactics-to-try-today","status":"publish","type":"post","link":"https:\/\/www.evenzia.com\/fr\/local-seo-for-nonprofit-organizations-5-tactics-to-try-today\/","title":{"rendered":"Local SEO for Nonprofit Organizations: 5 Tactics to Try Today"},"content":{"rendered":"\n

Many marketing channels are interruptive by nature, meant to divert attention away from a task, be it reading and replying to emails, perusing articles online, browsing social feeds, listening to the radio, watching TV \u2014 the list goes on. SEO is one of the only marketing channels (the only?) that serves to first deliver something, instead of asking before delivering. At its core, SEO is used to deliver helpful content to people actively searching for it. And, it can (and should!) be used to reach target audiences at the local and national level.<\/p>\n\n\n\n

According to Google<\/a>, searches for local places without the use of \u201cnear me\u201d have grown 150% over the last two years \u2014 showing that, when people search, they\u2019re increasingly expecting local results. This creates a powerful opportunity for those organizations primed to take advantage of it. Through the \u201csearch and deliver\u201d dynamic of SEO, nonprofit marketers have the opportunity to reach local audiences that indicate their interest and engagement through their search behaviors. Nonprofit marketers can leverage this to engage supporters, drive donations, and share their nonprofit\u2019s mission with the world.<\/p>\n\n\n\n

So, how do you make the most of local SEO? Read on for local SEO tactics you can try today.<\/p>\n\n\n\n

Before we dive in, it\u2019s important to first understand what primary factors impact your nonprofit organization\u2019s local search engine rankings. This can be distilled into four primary areas: relevance, distance, trust, and prominence.<\/p>\n\n\n\n

Relevance<\/strong>: How well your website matches the search term a user searches for. If Google determines your business is an educational charity, then your website has a higher likelihood to rank for the term \u201ceducation charity\u201d in comparison to another business Google determines is a health nonprofit.<\/p>\n\n\n\n

Distance<\/strong>: The proximity of your business to the searcher. As Google learns more about you and your whereabouts via the ever present homing beacon in your pocket \u2014 your smartphone \u2014 distance has become a top (if not the top) ranking factor. Essentially, the search engine result page (SERP) for \u201chealth nonprofit\u201d in Portland, Oregon will be completely different from the result in Seattle, Washington. Heck, the SERP in the Portland ZIP code of 97219 will be different than the Portland ZIP code of 97209.<\/p>\n\n\n\n

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Trust<\/strong>: How trustworthy Google thinks your business is, based on its reputation. This could be determined by your review quantity and ratings, or the number of high-authority websites that link to your website. Quantity and quality of reviews, quality and quantity of linking domains, domain age, and quality of website content are a few ways that Google can determine trustworthiness.<\/p>\n\n\n\n

Prominence<\/strong>: How often your business appears across the web. Examples could be a mention of your nonprofit online (by a local news outlet, for example) or a business listing on directory sites like Great Nonprofits or Charity Navigator.<\/p>\n\n\n\n

Some of these are easier to impact than others \u2014 you can\u2019t change the distance of your business to the searcher \u2014 so let\u2019s dive in to five local SEO tactics you can implement today.<\/p>\n\n\n\n

1. Create or claim a Google My Business page \u2014 it\u2019s free!<\/h2>\n\n\n\n

Google accounts for 88% of all online searches<\/a>, so making the most of Google is critical in developing a strong online presence for your nonprofit. Google has also reported that 46% of online searches have local intent<\/a>, so doing what you can to amplify your nonprofit\u2019s local search presence can have a big impact on your business.<\/p>\n\n\n\n

Are you convinced? I hope so. Creating and\/or claiming a Google My Business (GMB) page is a great first step in leveraging Google \u2014 and it’s completely free. When you create a GMB page, your nonprofit is listed in Google Maps, your odds of getting listed in Google\u2019s local 3-pack improve, and you\u2019re more likely to improve your overall local search rankings, thereby ensuring that more people searching for your nonprofit (or nonprofits like yours) find you.<\/p>\n\n\n\n

By creating a Google My Business(GMB) page, you tackle all four ranking factors outlined above, so if you can only do one of the tactics outlined in this blog post, do this one.<\/p>\n\n\n\n

If you already have GMB pages claimed and completed for all your business locations, high-five! Go ahead and skip to #2.<\/p>\n\n\n\n

Before you start claiming GMB pages, the first thing you\u2019ll want to do is collect and organize accurate location data, or \u201cNAP\u201d (name, address, phone number), for all of your nonprofit locations. A few things to keep in mind when it comes to NAP:<\/p>\n\n\n\n