Search engine optimization (SEO) is the process of improving the visibility of your website in search results so that the right people can find you—whether they are potential donors, partners, or community members. For nonprofits, strong SEO means amplifying your mission online, increasing awareness, and ultimately driving more impact.
Today, SEO is no longer optional. It is an essential part of every organization’s digital strategy. A well-optimized website builds trust, improves discoverability, and supports fundraising and outreach efforts. Below are some core best practices to help your site perform better in search results.
Title Tags
A title tag is the first thing users see in search results—and often what determines whether they click your page or scroll past it.
Best practices:
- Keep titles under 60 characters so they display fully.
- Include your target keywords (e.g., “Donate to Support Spinal Cord Research – SCIO”).
- Avoid duplication and keyword stuffing.
- Make it clear, relevant, and engaging—reflecting the page’s content and your mission.
Adding a compelling meta description (under 160 characters) also helps improve click-through rates and gives users context before they visit your site.
HTTPS (Security)
HTTPS encrypts the connection between your website and its visitors, protecting sensitive data such as donation or contact information. Google prioritizes secure sites, and users are far more likely to trust your organization if they see the lock icon in their browser.
If your site does not yet use HTTPS, ask your hosting provider about an SSL certificate or use a free option like Let’s Encrypt.
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Page Speed
Fast websites keep users engaged and improve search rankings. Slow load times can cause visitors—especially donors—to leave before completing a form.
How to improve page speed:
- Use a reliable hosting provider.
- Compress images and videos without losing quality.
- Minify and combine CSS/JS files.
- Enable browser caching and lazy loading for images.
- Test performance regularly using Google PageSpeed Insights.
Aim for a load time under 2.5 seconds across all devices.
Keywords
Keywords are the terms people use to find your services, campaigns, or causes. Choosing the right ones helps connect your content to the people searching for it.
For example, instead of targeting “charity,” use more specific phrases such as:
- “Healthcare fundraising in Ontario”
- “Accessible housing support for people with disabilities”
Tips:
- Use tools like SEMrush, Ahrefs, or Google Keyword Planner to find keywords with moderate competition and good search volume.
- Include keywords naturally in titles, headings, and first paragraphs—not just for search engines but for real readers.
Image Optimization
Images play a big role in both accessibility and SEO. Search engines rely on filenames and alt text to understand what an image represents.
Best practices:
- Use descriptive filenames (e.g., volunteer-event-toronto.jpg).
- Add alt text that clearly describes the image (important for accessibility compliance such as WCAG and AODA).
- Keep alt text under 125–255 characters.
- Optimize image size to balance quality and loading speed.
Properly optimized images improve visibility in Google Image Search and enhance the user experience.
Internal Linking
Internal links help visitors navigate your site and help search engines understand how your content is structured.
For nonprofits, this could mean linking from a blog post about a community event to your “Get Involved” or “Donate” page.
Best practices:
- Link logically between related pages.
- Use descriptive anchor text (e.g., “Learn more about our accessibility initiatives”).
- Regularly review for broken links.
Backlinks
Backlinks—links from other reputable websites to yours—signal authority and trust to search engines.
For nonprofits, backlinks can come from:
- Partner organizations
- Local news outlets
- Community directories
- Donor recognition pages or event listings
Avoid paying for backlinks or using spammy directories. Instead, focus on authentic, mission-aligned collaborations and content that people genuinely want to share.
Final Thoughts
SEO for nonprofits is not just about rankings—it’s about reach and relevance. By improving your site’s structure, security, and content, you help more people discover your cause and engage with your work.
Consistent optimization will help your organization appear where it matters most: in front of those looking to make a difference.
Looking for what’s next?
Read our guide to emerging SEO trends and AI-powered search.
