One essential strategy to increase traffic to your non-profit website is through SEO, or Search Engine Optimization. A large percentage of the work in SEO is extremely technical. Hence, it is very important to hire a developer that has knowledge of marketing, design and programming. When you don’t take the time to incorporate SEO techniques and best practices, you may save a little bit of money at first, but you will cost yourself results in the long run and sell yourself short.
When thinking about your organization, let’s imagine a brick and mortar location. For this particular analogy, let’s image a storefront. The traffic patterns are very important when you choose a location to purchase a storefront. A professional developer understands the Internet the same way that a good realtor understands location. You want someone to walk by your business multiple times and then walk through the doors. They are more likely to purchase something when your store is visible and easily accessible.
SEO drives traffic to your website. It is the real estate of the Internet world. A good developer will get your website noticed and increase your click-rate. Again, SEO is a process by which a professional increases the visibility of your website through use of certain technology and keywords through the back end of your website. SEO causes an upsurge in traffic to your website. This will allow for more opportunities to capture business, which are called conversion rates.
SEO will include the following:
- keyword rankings
- search traffic
- Metrics/analytics – clicks and bounce rates
The reason that you hire a developer or a creative firm, is for return on investment. As a smart business person or intelligent development officer, you want to maximize profits. A professional developer who is trained in SEO understands the way to convert traffic to best support your business. A firm experienced with SEO will be able to guide you through the most important process of developing a website; they understand the important details that will increase your ROI.
Do your Research
We always encourage you to do your research. As we discussed in our last blog, know the right questions to ask to ensure that your needs are met. Ask the developer or creative design firm questions about SEO, and the ways in which they plan to improve your unique view rates. Ask the developer for an SEO plan or strategy. A good SEO strategy is one that will improve in the long-term. An inexperienced developer will present a short-term vision of success, which will cause frustration and setbacks.