If you’re a nonprofit or social enterprise you might have faced the tricky balance of trying to get more people to visit your website while sticking to a tight budget. Without spending money on ads, you need to understand SEO. But don’t worry, SEO (Search Engine Optimisation) doesn’t have to be complicated.
SEO is about making small, strategic improvements that help your website rank higher in search results, bringing in organic traffic without the ongoing effort required by social media marketing or paid advertising. Instead of relying on constant outreach, your website works for you 24/7, attracting visitors who are actively searching for what you offer.
What is SEO?
SEO is about making your website more visible to the right audience. This starts with understanding your target audience and their search intent. By tailoring your content to reflect the real language and search terms of your audience, you can make sure the right people find your website when using search engines.
You may have heard of โkeywordsโ in the context of SEO. Keywords are the words and phrases people type into Google when they’re looking for services, information, or support. Using the right keywords helps your website appear higher on search engine results pages (SERPs), so more people find the programmes, events, and opportunities your organisation offers when searching online.ย
Why Does SEO Matter?
Think of keywords as the bridge between what people are searching for and the content you’ve created. When you use them strategically, you make it easier for search engines to understand what your pages are about and show them to the right people.
SEO helps you to build consistent website traffic organically without paying for ads. This means youโre utilising your website content more thoughtfully and effectively, helping to extend your reach and visibility.
How to Implement SEO Effectively on Your Website
Content SEO
Your website’s content is the foundation of SEO. When you write content that genuinely helps your audience, search engines take notice. They want to serve useful results to their users, so they rank helpful content higher.
1. Place Keywords Naturally in Your Content
Keywords should appear in meta tags, headings, and on-page text rather than being forced into navigation menus or other unnatural places. The key word here is “naturally”โyour content should always read smoothly for human visitors.
Avoid “keyword stuffing” (repeating the same phrase too often). As a general rule, aim for 2โ3 uses of your main keyword per page. Search engines are sophisticated enough to understand variations and related terms, so you don’t need to repeat the exact phrase constantly.
2. Optimise for Different Audiences
Different people search for your organisation in different ways. Consider creating content optimised for each of your key audiences.
For example:
Service users search with location and need in mind: “support groups Camden”, “activities for older people Camden”, “mental health services North London”.
Funders and partners look for impact and expertise: “community wellbeing Camden”, “mental health support charity London”, “youth engagement programs”.
Volunteers and staff focus on involvement: “volunteer opportunities Camden”, “work with a mental health charity”.
By thinking about how each audience searches, you can match your content with their intent, and create pages that speak directly to your audienceโs different needs.
3. Use Internal Linking
When you mention a keyword that relates to another page on your website, link to it. For example, if you write “Explore our community events,” link that phrase to your Community Activities & Events page.
Internal linking not only helps visitors navigate your site but also helps search engines understand the relationship between your pages. It’s a simple way to improve both user experience and SEO crawlability.
4. Keep It Local and Specific
If you serve a specific geographic area, connect your services to location keywords. Instead of just “mental health support,” use “mental health support Camden” or “mental health services North London.”
Local keywords help you appear in searches from people in your area who are most likely to actually use your services. They also tend to be less competitive than broad national terms.
5. Write for People First, Search Engines Second
This is the golden rule of SEO: your target audience is people, so ensure your content is natural and clear. Search engines reward content that genuinely helps users, so focus on creating valuable, readable content first. The keywords should fit naturally into that content, not the other way around.
If a sentence feels awkward because you’re trying to force a keyword in, rewrite it. A slightly less optimised sentence that people actually understand and want to read will always perform better than keyword-stuffed content that ultimately drives visitors away.
Technical SEO
Technical SEO covers the behind-the-scenes elements of how your website is built and performs. Great content is essential, but technical issues like slow loading speeds or poor mobile performance can prevent your site from ranking well, no matter how helpful your content is.
1. Use Keywords in Strategic Areas of the Page
Search engines pay special attention to certain parts of your web pages. Meta titles and descriptions appear in search results and help people decide whether to click your site. Make sure your keywords appear in these high-impact areas:
Page titles & Subheadings: Your main heading should include your primary keyword and clearly describe what the page is about. The following subheadings should include secondary keywords and structure the content.
First 100 words: Search engines give more weight to content that appears early on the page, so make sure to include your keyword into your opening paragraph.
Meta descriptions: Write a clear, compelling sentence with your keyword that will appear in Google search results. This is your chance to convince someone to click through to your site.
2. Use a Logical Heading Structure
Creating a logical heading structure not only improves the experience for real visitors but also helps search engines interpret your website.
H1 = Page title (should include your primary keyword)
H2 = Subheadings for main section
H3, H4โฆ = Subsections to organise content
Make sure to maintain logical hierarchy (no skipping levels like H1 to H3). Incorporate primary keywords in the <h1> and secondary keywords naturally in lower headings, making them descriptive, scannable, and user-focused to guide both readers and search engines through your content.
3. Add Alt Text for Images
Every image on your website should have alternative text to describe what’s in the image. This is primarily to support low or no-vision readers who rely on screen readers to navigate the web but also helps search engines understand an image. Where relevant, alt text can be another opportunity to include keywords but make sure you don’t compromise the experience of users with accessibility needs. No keyword stuffing!
4. Speed Up Your Website
Google prioritises fast websites because slow pages frustrate users. A few ways to improve the speed of your website:
Compress images: Use appropriate formats (JPEG for photos, PNG for graphics), and resize them to fit their display dimensions before uploading.
Remove unnecessary plugins: WordPress sites can become bogged down with plugins, so make sure you remove ones youโre not using. Check out our website care plans if you need help maintaining your site.
Hosting: Invest in a fast, reliable hosting provider.
Mobile optimisation: Prioritise speed for mobile users, as they expect instant loading.
You can use Google PageSpeed Insights to test your siteโs speed.
SEO is a Long-Term Investment
Unlike paid advertising that stops working the moment you stop paying, SEO builds value over time. Each optimised page becomes a permanent asset that can attract visitors for months or years to come.
Start with your most important pagesโyour homepage, your main service pages, and any pages you want people to find most often. As you create new content, build these keyword strategies in from the start.
Remember, good SEO isn’t about tricking search engines. It’s about making it easier for the people who need your services to find. And that’s something thatโs definitely worth investing in.
Need help optimising your nonprofit website for search engines? Our WordPress SEO services are designed for purpose-driven organisations โ from agile teams to growing nonprofits and mission-led brands. We deliver strategic, search-first insights to help you boost visibility, protect your organic traffic, and lay the groundwork for sustainable growth โ tailored to your goals and resources.
