SEO is important for every website that wants to attract traffic. SEO for non-profits, in that regard, isn’t that different from SEO for other businesses. The main heading of your page tells visitors, including search engines, what the page is about. Heading tags let us mark up what is a heading or sub-heading on the page, and we can use the h1 tag to show the primary header. Most CMSs do this automatically. The best links to your website are the ones coming from real websites, with good content and lots of social media shares. A 301 redirect is a permanent redirect from one URL to another. Whether you’re switching domain names, restructuring your URLs (more on that in the next section), or consolidating content as part of your website redesign, setting up 301 redirects is crucial to ensuring any “SEO juice” from your old URLs gets transferred to your new URLs.

The title is the first thing that searchers see because it is the big clickable part of the listing on the search results page

Website crawl-ability and making a website searchable goes beyond making sure Google can “crawl” the website. Understanding how a website’s users (including Google) are navigating a website is key to building an information architecture. Building the information architecture in a way that mirrors their thought processes will help both user types discover information on a website. The featured snippets that SEOs have been striving to get are a prime example of how voice search has changed SEO. Optimizing for these snippets requires old school SEO tactics combined with something new. Getting the technical details of search engine-friendly web development correct is important, but once the basics are covered, you must also market your content. After Google’s Exact Match Domain update, the importance of having the exact keyword in your domain name is far less important. Try to pick the best available domain name first & consider keyword matching/partial inclusion as a bonus but entirely unnecessary aspect of your final choice. Very much a nice to have not a need to have…

Responsive sites are becoming more and more important for SEO

Getting your site to rank in Google can be a tough slog. It requires knowledge of current ranking factors, as well as the time and ability to optimize your content for those factors. Search volume refers to how many times a particular phrase is searched for. It’s a handy way to gauge how much traffic you’ll receive from a specific query, though you should know that volume tends to fluctuate over time. The main aim of your content should still be to provide value and relevance for your target audience, but this doesn’t mean that it can’t be slightly more SEO-focused. If the wrong people are hitting your website, it's all for nothing

If you ignore nofollow links, you're missing out on a lot of potential customers

Your website is your primary marketing hub. Make sure the content is great because you’ll convert more customers and Google will like this as well! Search engines are responsible for driving a majority of the traffic. This is because people heavily rely on Google to get information. In 2012, people searched on Google 3.5 billion times per day. We don’t know exactly how many searches are being done today, but you can imagine the number is considerably higher. A good place to look for keywords is your internal site search. Offering visitors a search box within your site is good for users but also good for you, because it collects search query data. Gaz Hall, a Freelance SEO Consultant, commented: "A more technical topic, most sites can review and optimise their URLs, especially when creating new pages. Making URLs short, readable and keyword-subject-rich is a simple way to make the most of them."

Don’t fall into the trap of writing for Google or any other search engine

For those who have the budget and want instant visibility paid search often referred to as pay per click or PPC for short is the ideal solution. Using platforms such as Google AdWords or Bing Ads advertisers can market their business to potential customers anywhere in the world. Like SEO, PPC is a very specialist field and to get the best results it’s advisable to employ a company that knows what they’re doing and has a proven track record of success. Each year more than 2.8 trillion search queries are made on Google alone. This means that Google answers more than 88,700 searches worldwide per second.i In other words: Every second that your website is not indexed on Google, you miss out on hundreds, if not thousands, of opportunities in which someone might have accessed your website, viewed your content, and bought your product or services. A holistic approach to organic growth often requires buy-in from internal stakeholders that may have little previous experience, or even worse – suspicion of SEO. Visibility in search engines creates an implied endorsement effect, where searchers associate quality, relevance, and trustworthiness with sites that rank highly for their queries