Running a nonprofit is not easy. You work hard to make a difference, but getting people to notice your cause online is a struggle. Many nonprofits rely on word-of-mouth and social media, but that’s not enough. If people can’t find your website on Google, you are losing potential donors, volunteers, and supporters.

That’s where SEO (Search Engine Optimization) helps. It makes your nonprofit easier to find when people search for causes like yours. The best part? It works without spending big money on ads.

Many nonprofits skip SEO because they think it’s too complicated. But it doesn’t have to be. In this guide, we’ll show you simple, practical SEO strategies that can help you rank higher, reach more people, and grow your impact.

Let’s get started! 🚀

What is SEO for Nonprofits?

SEO (Search Engine Optimization) is the process of making your nonprofit’s website easier to find on Google. When people search for causes like yours, SEO helps your site show up higher in search results, bringing in more visitors, donors, and volunteers.

It’s not tricks or pay-per-click advertising—it’s making your site more useful so search engines can understand what your nonprofit does and whom it serves. That requires the proper keywords, helpful content, and good site performance.

Simply put, SEO makes sure your nonprofit gets noticed online so more people can support your mission. 🚀

Why Do Nonprofits Need SEO?

There are over 1.5 million nonprofits in the United States alone. With all of them vying for attention, being heard on the internet is tougher than ever.

While that’s happening, more people are donating online than ever before—online donations grew 12.1% in the last year. That means people are really searching for causes to donate to. But if your nonprofit is not on Google page one, you’re keeping donors, volunteers, and supporters out.

Why Ranking on Google Matters

🔍 People use Google to find nonprofits – Every day, there are 3.5 billion searches, including many about charities and donations.
📌 Most users don’t go past page one – 75% of people never check the second page of Google. If your nonprofit isn’t on the first page, it’s nearly invisible.
💰 SEO is cost-effective – Unlike ads, SEO helps you reach more people without spending money on marketing.

How SEO Helps Your Nonprofit

✅ More donations – Donors find your campaigns faster.
✅ More awareness – More people learn about your cause.
✅ More volunteers – People searching for volunteer work can easily find you.

Your nonprofit is doing important work. SEO helps the right people find you so you can grow your impact. 🚀

SEO Basics for Nonprofits: Where to Start

Before you do something fancy, nonprofits need to first get the basics squared away. These simple steps will put your site on Google and in front of more people.

1. Keyword Research: Understanding What People Search For

Before you start doing SEO for nonprofits, you should know what individuals search for on Google. That is keyword research. Keyword research allows you to find words and phrases people search for in searching for nonprofits such as yours.

For example, if you run a food bank, people might be searching for “where to donate food near me” or “assistance for poor families.” You are placing these keywords in your website material so that Google will display your website to the target people.

Why Is Keyword Research Important?

🔹 Brings the right visitors – Helps donors, volunteers, and supporters find your nonprofit.

🔹 Improves search rankings – The right charity keywords help your site rank higher.

🔹 Saves effort – Instead of guessing, you focus on words people already use.

If you skip keyword research, your website might not show up in searches. Finding and using the right words is the first step in good SEO for charities.

2. Content Optimization: Creating Value-Driven Content

After you have chosen the right charity keywords, the next thing you have to do in SEO for nonprofits is to optimize your website content. This is to make it understandable, useful, and readable so that Google and visitors understand what your nonprofit is all about.

Why Does Content Optimization Matter for SEO?

📌 Helps Google rank your site – Well-written content makes it easier for search engines to understand your nonprofit.
📌 Brings in the right visitors – People searching for your cause can find the right information.
📌 Engages the visitors – If the content is concise and informative, individuals spend more time on your site.

If your site lacks quality content, no matter how good the SEO for charities is, it will not work. Well-structured, good content is the key to ranking better and being accessed by more people.

3. Off-Page Optimization: Building Trust & Authority

Off-page SEO is about improving your nonprofit’s reputation outside your website. It helps Google and people see your site as trustworthy. The more your nonprofit is mentioned or linked to, the more credible and visible it becomes.

Why Is Off-Page SEO Important?

📌 Google trusts popular sites – If other websites link to yours, Google sees it as more important.
📌 More people can find you – The more your nonprofit appears online, the more visitors you attract.
📌 Build trust – If trusted websites talk about your nonprofit, people are more likely to support you.

Off-page SEO includes getting backlinks (links from other sites to yours), being listed in nonprofit directories, and staying active on social media.

For better SEO for nonprofits, you need to increase your online presence. This helps bring in more donors, volunteers, and supporters.

4. Technical SEO: Ensuring a Smooth User Experience

Technical SEO gets your site fast and working. If it is slow, clunky, or non-mobile, users will leave. Google also prefers simple-to-use sites, so you’re enhancing your rank by solving these issues, too.

Why Does Technical SEO Matter?

📌 Google ranks better websites first – A slow or broken site won’t show up in searches.
📌 Visitors won’t wait – If a page takes too long to load, people will leave.
📌 Works on all devices – More people use phones to browse. A site that doesn’t work well on mobile loses visitors.

What to Focus On?

✔ Speed – A fast website keeps visitors engaged.
✔ Mobile-Friendly Design – Your site should look and work well on phones.
✔ Secure Connection (HTTPS) – A secure site builds trust.

A well-functioning website helps visitors stay longer and take action. Fixing these issues is an important step in SEO for nonprofits.

15 SEO Strategies for Nonprofits to Rank Higher & Increase Impact

These simple SEO tips will help your nonprofit show up on Google, reach more people, and get more support.

1. Understand & Match Search Intent

When people search online, they have a specific goal. Some want information, some want to donate, and others want to volunteer. If your website doesn’t give them what they need, they will leave. Google also ranks pages higher when they directly answer what people are looking for. How can search intent be used to get more visitors and supporters?

✅ Step 1: Find Out What People Are Searching For

Use Google Search, AnswerThePublic, or Google’s “People Also Ask” section to see what questions people ask.

For example, if you run an animal shelter, people might search:

• “How to adopt a rescue dog?” → They want clear adoption steps, not general pet advice.
• “Best animal charities to donate to” → They are ready to give, so your donation page should be easy to find.

✅ Step 2: Create Content That Matches Their Intent

Once you know what people are looking for, make sure your content answers their question right away:

• If someone searches “how to donate to a food bank”, your donation page should appear first with a clear call-to-action.
• If they search “volunteer opportunities near me”, your volunteer sign-up page should be well-optimized and easy to use.

✅ Step 3: Format Content the Right Way

• For donation searches: Have a simple, clear donation page with quick steps.
• For informational searches: Use FAQs, bullet points, and headings so answers are easy to find.
• For local searches: Use Google My Business and location-based keywords to appear in local results.

Think like your audience. What do they expect when they search for your nonprofit or cause? If your page quickly gives them the right answer, you will rank higher, keep visitors on your site, and get more donations, volunteers, and awareness.

2. Optimize for Voice Search & Conversational Queries

More and more users are employing voice assistants like Google Assistant, Alexa, and Siri to search the web. Instead of typing, they ask in full sentences like “Where can I donate clothes around me?” or “How do I volunteer at an animal shelter?”.

For nonprofits, that means your site needs to respond to these questions simply so Google can display your page in voice search results. How do you get your site voice search friendly?

✅ Use Simple and Natural Language

People talk differently than they type. Instead of “food bank donation,” they ask, “Where can I donate food near me?”.

• Write in a clear and natural way, like how you would answer a question in real life.
• Use FAQs on your website to answer common voice search questions.

✅ Use Question-Based Keywords

Most voice searches start with words like “who, what, where, when, why, and how.”

• Find common questions using:
  • Google’s “People Also Ask” section.
  • Tools like AnswerThePublic.
  • Your own emails, social media, or FAQs.
• Example:
  If you run an education nonprofit, instead of using “best charities for school donations,” use “Which charities help schools?” or “How can I donate books to schools?”.

✅ Optimize for Local Searches (“Near Me” Queries)

Most voice searches are local, meaning people are looking for services nearby.

• Keep your Google My Business (GMB) profile updated with your address, contact info, and services.
• Use location-based keywords like “best homeless shelter in Chicago”.
• 58% of voice searches are for local businesses and services.

✅ Make Your Website Fast & Mobile-Friendly

Google favors fast websites in voice search results.

• Use Google PageSpeed Insights to check and improve your site speed.
• Make sure your website is easy to use on phones, since most voice searches happen on mobile.
• Pages that rank in voice search load 52% faster than average sites.

Voice search is growing, and nonprofits need to write content the way people speak. If your website gives clear, direct answers, more people will find, trust, and support your cause.

3. Be Strategic with Keywords (Avoid Overuse!)

Keywords help Google understand what your nonprofit does and connect you with the right people. But using too many can hurt your rankings. The key is to use them naturally so your content reads well. How to use keywords the right way?

✅ Choose the Right Keywords

• Use tools like Google Keyword Planner or Ubersuggest to see what people search.
• Instead of “charity”, go for specific terms like “best charities for homeless support” or “where to donate for disaster relief”.
• Longer phrases (3-5 words) work better because they match what people actually type in searches.

✅ Place Keywords Naturally

• Add them in titles, headings, and the first few sentences.
• Make sure sentences sound natural. Don’t force keywords into every line.
• Avoid repeating the same word too much. Google lowers rankings if it looks unnatural.

✅ Use Keywords in the Right Places

• Page Title & Meta Description – Helps Google and visitors understand your page.
• Headings (H1, H2, H3) – Organize content so it’s easy to read.
• URL – Short, clean URLs with keywords work better (e.g., nonprofit.org/donate-food-shelter).
• Alt Text for Images – Helps search engines and visually impaired users understand images.

Mix main keywords (e.g., “food bank donation”) with related words (e.g., “where to donate food near me”). This helps reach more people without overloading content.

The right charity keywords help Google show your site to the right people. Use them wisely and naturally so your content ranks well and stays easy to read.

4. Create High-Quality, Trustworthy Content (E-E-A-T)

Google ranks websites based on trust and credibility. If your nonprofit wants to show up higher on Google, your content should be useful, clear, and honest.

Source: Semrush

Google follows E-E-A-T, which means:

✅ Experience – Do you have real experience in your field?
✅ Expertise – Does your nonprofit know what it’s talking about?
✅ Authority – Do other websites trust and mention your nonprofit?
✅ Trust – Is your website safe and reliable?

But how do you create trustworthy content?

📌 Share Real Stories

• Instead of general content, tell real stories of people your nonprofit has helped.
• Example: If you run a food bank, write about a family that received meals and how it changed their lives.

📌 Use Facts and Updated Information

• Add real data, reports, or statistics to back up what you say.
• Keep your content fresh—outdated information can make your site look unreliable.

📌 Show You Are an Expert

• Include testimonials, interviews, or insights from your team or partners.
• Explain your processes and programs clearly so visitors understand your work.

📌 Make Your Website Safe and Transparent

• Use HTTPS to keep your site secure.
• Have clear pages for About Us, Contact, and Donation Information.
• Show partnerships, recognitions, and media mentions to build trust.

Look at your website as if you’re a first-time visitor. Does it clearly explain who you are and why people should trust you? If not, update it with real examples and clear details.

Good content isn’t just about ranking on Google—it’s about gaining trust. When people trust your nonprofit, they are more likely to donate, volunteer, and support your mission.

5. Strengthen Local SEO & Optimize Google My Business

If your nonprofit is local, local SEO assists individuals in your community to find and support you. Whatever they may need to donate, volunteer, or receive assistance for, your nonprofit must show up when they search online.

One of the good choices for that is Google My Business (GMB)—a free listing that will make your nonprofit show up in Google Search and Google Maps. Boost local seo by

✅ Claim or Create Your Google My Business Profile

• Visit Google My Business and set up your nonprofit’s profile.
• Add your name, address, phone number, and website.
• Make sure this information (NAP) is consistent everywhere (on your site, social media, and directories).

✅ Fill Out Your Profile Completely

• Pick the right category (e.g., Animal Shelter, Food Bank, Charity Organization).
• Write a short, clear description of what your nonprofit does.
• Upload real photos of your work, team, or events.

✅ Get Reviews & Stay Active

• Ask donors and volunteers to leave reviews.
• Reply to reviews—thank supporters and address concerns politely.
• Post updates about events, fundraisers, or community work.

✅ Use Local Keywords on Your Website

• Include your city or town name in your content.
• Example: Instead of “We run a food bank,” write “Our food bank in Chicago serves over 500 families every month.”

Search “[your nonprofit name] near me” or “charities in [your city]” on Google. If you’re hard to find, update your Google My Business profile and website.

Local SEO makes it easier for people in your community to find and support your nonprofit. Keeping your Google My Business profile updated and using local keywords on your website helps you reach more donors, volunteers, and those in need.

6. Build a Resource Hub to Earn Organic Links

A resource hub is that one section of your site that has useful guides, reports, or tools for your mission. When your content is useful, others share or link to it, which helps your nonprofit show up higher in Google. How to make a resource hub?

✅ Step 1: Find Out What People Need

• Think about common questions people ask about your nonprofit’s work.
• Use Google’s “People Also Ask” or AnswerThePublic to see what topics people search for.

✅ Step 2: Create Useful Content

• Write guides, toolkits, and educational posts that help your audience.
• Example: If you run an animal shelter, create a guide on “How to Adopt a Rescue Pet”.
• Design infographics, reports, and fact sheets that people can easily share.

✅ Step 3: Make It Easy to Share

• Add social sharing buttons so visitors can post your content on social media.
• Reach out to bloggers, news sites, and schools that may find your content useful.
• Update your content regularly with new facts and insights.

Check what pages get the most backlinks on other nonprofit websites. Use free tools like Ubersuggest or Ahrefs Backlink Checker to find out. Then, create better content on the same topics.

A resource hub helps more people find your nonprofit and increases your Google ranking. The more helpful and shareable your content is, the more organic backlinks you’ll earn, bringing in more donors and supporters.

7. Secure Backlinks from Universities & Government Websites (.edu & .gov Links)

Links from .edu (universities) and .gov (government) websites are highly trusted by Google. If these sites link to your nonprofit, your website becomes more credible and ranks higher in search results. How do you get .edu & .gov backlinks?

✅ Partner with Universities

• Many colleges have volunteer programs that connect students with nonprofits.
• Contact them and ask if they can list your nonprofit on their website.
• Example: If your nonprofit helps the homeless, a university social work program may link to your site as a volunteer opportunity.

✅ Get Listed on Government Websites

• Some government websites share lists of trusted nonprofits.
• Search Google for “nonprofit resources site:.gov” to find pages that list charities.
• Reach out and ask if your nonprofit can be added as a resource.

✅ Offer Free Educational Content

• Universities and government sites link to research and guides.
• Create a helpful guide related to your cause and share it with schools or agencies.

✅ Apply for Grants

• Some government grants lists approved nonprofits on their website.
• If you apply and get selected, you may receive a backlink from a .gov site.

Look for local universities and government agencies that support causes like yours. Send them a short email explaining how your nonprofit helps and why it should be listed as a resource.

Getting .edu and .gov links takes effort, but they boost trust and visibility for your nonprofit. The more trusted websites link to you, the easier it is for Google and potential donors to find and support your cause.

8. Make Your Website ADA-Compliant & Accessible

Your site should be accessible to everyone, including the disabled. By having your site accessible, you will allow more users to read, navigate, and interact with your site. Accessible sites are also SEO-friendly since Google prefers accessible sites. How do you make your site more accessible?

✅ Use Clear, Easy-to-Read Text

• Pick simple fonts that are easy to read.
• Use high contrast colors so the text stands out clearly.

✅ Add Descriptions for Images (Alt Text)

• Alt-text is a short description of an image that helps visually impaired users understand what’s on the page.
• Instead of “volunteers”, write “Volunteers distributing food to families in need.”

✅ Make Sure People Can Navigate Without a Mouse

• Some users can’t use a mouse and rely on the keyboard.
• Make sure all buttons, links, and forms can be selected using the Tab key.

✅ Add Captions & Transcripts for Videos

• Some users cannot hear audio in videos.
• Adding captions and transcripts allows them to follow along.

✅ Improve Forms & Buttons

• Forms should have clear labels so users know what to enter.
• Avoid small buttons that are hard to click.

Test with Google Lighthouse (free) to see if your website is accessible. If you have a low score, fix the problems so that your website is more accessible to everyone who comes to visit.

An accessible website enables more people to participate in your nonprofit. Easy adjustments like including alt text, captions, and intuitive navigation make your site more accessible and SEO-optimized as well.

9. Improve Website Speed & Mobile Optimization

People won’t wait for slow websites. If your site takes too long to load, they will leave. Google also ranks fast websites higher, so speed matters for SEO.

Everyone scrolls on their cell phones, so your website must be accessible on cell phones. A mobile-friendly website also allows your volunteers, donors, and supporters to access your content in an easy manner. How to make your website faster & mobile-friendly

✅ Check Your Website Speed

• Use Google PageSpeed Insights (a free tool) to see how fast your site loads.
• If it’s slow, the tool will give simple fixes to speed it up.

✅ Make Images Smaller

• Large images slow down websites.
• Use tools like TinyPNG to make images smaller without losing quality.

✅ Store Website Data for Faster Loading

• Enable browser caching so your website loads faster the next time visitors return.
• If you use WordPress, you can add this feature with a simple plugin.

✅ Make Sure Your Site Works on Mobile

• Test your website on different phones and tablets.
• Use big, clear text and easy-to-click buttons.
• Make sure pages resize automatically to fit smaller screens.

✅ Remove Extra Plugins & Code

• Too many plug-ins or scripts slow down websites.
• If you use WordPress, delete any unused plugins.

Try to load your website over a slow connection. If it bothers you, consider how many readers abandon ship without ever reading your writing. Fix the slow parts!

A fast and mobile-friendly website retains individuals on your site longer and inspires action—donate, volunteer, or learn more. Simple adjustments like image compression, speed, and button accessibility can have a significant impact.

10. Use Internal Linking to Improve SEO & Navigation

Internal links are links that lead from one page on your website to another. Internal links make it easy for visitors to access important information and for Google to understand your website better.

For non-profits, smart internal linking can bring people to critical pages like donation forms, sign-up for volunteering, or success stories, and retain them longer. How to utilize internal links effectively?

✅ Link to Important Pages

• If a blog mentions donations, link to the donation page.
• If you discuss volunteering, link to the volunteer sign-up form.
• Only link when it makes sense—don’t overdo it.

✅ Use Clear & Meaningful Link Text

• Instead of “Click here”, use “See how your donations help” or “Sign up to volunteer”.
• This helps visitors and search engines understand the link’s purpose.

✅ Make Sure Every Page Has Internal Links

• Each page should have at least 2-3 links to other pages.
• Important pages (donation, about, services) should be easy to access.

✅ Check for Broken Links

• Outdated or broken links frustrate visitors and hurt SEO.
• Use free tools like Google Search Console to find and fix them.

Look at your most-visited pages (Google Analytics can help). Add links from these pages to your most important actions, like donations or event sign-ups.

Good internal linking is easy to navigate for people and enhances SEO. The simpler it is for visitors to locate what they are looking for, the better they will be able to support your nonprofit.

11. Repurpose Old Content for Ongoing SEO Gains

You don’t always need new content to improve your website. Updating and reusing old content can help your nonprofit reach more people and rank better on Google. Fresh content ranks higher, so small updates can make a big difference. How to reuse old content?

✅ Update Old Blog Posts

• Add new facts, recent success stories, or updated stats.
• Example: If a post talks about last year’s fundraiser, update it with this year’s impact.

✅ Turn Blogs into Other Formats

• Break a long blog post into short social media posts.
• Make an infographic or PDF guide from key points.
• Record a short video summarizing the content.

✅ Combine Similar Articles into One Detailed Guide

• If you have multiple posts about fundraising tips, merge them into one big guide.
• This makes the content easier to find and more useful.

✅ Use Old Content in Email Newsletters

• Share past blog posts, success stories, or helpful tips in your emails.
• Example: A blog about “Finding Volunteers” can be shared as a weekly tip.

Check which blog posts get the most traffic using Google Analytics. Start with those—update them first and repurpose them into new formats.

Reusing old content saves time and helps SEO. Small updates and new formats keep your content fresh and help more people find and support your nonprofit.

12. Track Your SEO Progress with Free & Paid Tools

SEO is an ongoing process, so it is advisable to monitor your site’s performance. Then you can see what is working and what isn’t. You can download free and paid tools that can inform you how many visitors your website gets, which pages are highly ranked, and where you can optimize. Best seo tools for nonprofits:

✅ Google Search Console – Free

• Shows which keywords bring people to your site.
• Alerts you about broken links or missing pages.
• Helps Google understand and rank your site better.

✅ Google Analytics – Free

• Tracks how many visitors come to your site and where they come from.
• Shows which pages are popular and which need improvement.
• Helps track donations, volunteer sign-ups, and other important actions.

✅ Ubersuggest – Free & Paid

• Helps find new keyword ideas to attract more visitors.
• Shows which pages are ranking well and which need updates.
• Gives simple SEO tips to improve your site.

✅ PageSpeed Insights – Free

• Tests if your website loads too slowly and suggests ways to fix it.
• Faster websites rank higher and keep visitors longer.

✅ Ahrefs – Paid

• Shows who links to your website (backlinks).
• Helps track your keyword rankings and compare them to competitors.
• Finds SEO issues that need fixing.

✅ SEMrush – Paid

• Suggests new keywords and shows how competitive they are.
• Helps track competitor SEO strategies to improve your own.
• Analyzes your site for errors and improvements.

Check your SEO stats once a month. If you see traffic dropping, update old content, fix broken links, or improve page speed. Start with free tools, and if you need deeper insights, consider Ahrefs or SEMrush.

Tracking SEO helps your nonprofit reach more people, improve search rankings, and grow online. Free tools are enough for basic SEO tracking, but paid tools can help you go further.

Conclusion

SEO helps nonprofits get noticed without spending money on ads. It puts your cause in front of the right people—donors, volunteers, and those who need help.

Small steps make a big difference. Keep improving your website, update your content, and track your progress. Over time, more people will find your nonprofit, support your work, and help you create a bigger impact.

FAQs on SEO for Nonprofits