AT ALBION, WE DO THINGS DIFFERENTLY…

Of course, it goes without saying that your website needs to rank in position 1 in Google’s natural search results for keywords relating to the name of your charitable organisation – because people who already know about you require access to the information they came to find on your website. However, it is high visibility in Google’s natural search results for other keywords related to the cause they are inclined to support that really matters. This is how your organisation can reach out to potential new groups of supporters and particular demographics around the world.

Attracting large increases in natural traffic from new members, paid-subscribers and repeat donators is one area where Albion marketing has proven time and time again to get great results and make a real difference. Our tried-and-tested Search Engine Optimisation packages ensure your website’s content and metadata is optimised for your main target keywords as well as including a whole range of strategies that have been known to achieve high ranking Google results.

We make sure your website pages load quickly and are optimised for users of mobile devices and that Googlebot is able to efficiently to crawl, index and rank your pages. Other measures include reducing the duplicate content Google frowns on, especially from blogs that have been “over-tagged” by inexperienced web editors. These may have inadvertently diluted Google’s index with tag pages and archive pages which forces your own web pages to compete with each other and waste a large proportion of “ranking power”.

We also ensure our client’s Google rankings continue to increase over time, by implementing ongoing link building campaigns. Thus by acquiring more and more incoming links from highly trusted websites, Google begins to see your website as an authority in your field and is more likely to reward you with higher rankings than competitor websites using the same keyword phrases.

Ongoing content creation and marketing has been shown to work well alongside link-building campaigns and together they have become one of the most powerful ways of achieving high visibility in the search engine results pages. The good news is that both can be outsourced to our team of expert SEOs or indeed implemented by your own in-house staff, once we have shown them how it is done properly.

The amount of increased targeted traffic SEO can bring depends, of course, on the search volume and competition related to each keyword phrase your pages are optimised for. If few people search for that phrase your page won’t see an increase of web traffic. For this reason, we ensure that our team does a comprehensive round of “keyword research” in order to discover the exact phrases searched for by large numbers of your target market.

Rather than blindly optimising pages for keywords your team have guessed are relevant, a more effective method is to establish first which search queries to target with your web pages. This means we ensure both our and your team are well informed about the most lucrative keywords you should target – as well as the all-important “modifier” and “qualifier” keywords to include in your online content.

For example, by including variations of this page’s target keyword phrase (“charity marketing”) in the heading, subheadings, meta data and content of this page, it will have chance of ranking for that search term. However, by including instances of words like “digital”, “services”, “agency” and other phrases we know people often use in their search query, we are able to rank for many other related keyword phrases without having to create more pages or content. So by including these qualifier keywords we are able to rank for a whole range of further search queries such as “digital marketing agency for charities”, “online marketing for non-profits” and a whole lot more “long tail” keyword phrases we know our market searches for.

With regards to a charity website that sells branded posters, shirts or other products that help not-for-profit causes, it is wise to optimise product page contents and meta data for the product name but also for words like “buy”, “online”, “best”, “shop” or “store” etc, because search traffic data shows these are words also used in related searches. And for those organisations who want to attract new groups of people to sign up to their paid subscription or regular donation programmes, it is essential to include words like “join”, “sign-up”, “donate”, “help” and a range of other words relating to your particular cause.

By looking at your website contents and your marketing message, it isn’t easy to uncover all those extra words your website designer or copywriters should have included. However using pro SEO tools to identify these words is often the key process required to tap into a larger amount of traffic from “long-tail” search queries your charity should be attracting.