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Posted by

Dan Gothard

Operations Director

Beginners Guide to SEO – Part One

While search engine optimisation (SEO) is a complex art, there is a lot that even the smallest charity can do to start optimising its website to make it stand out from the crowd. Over the next few blog posts we will explore a number of things you can start doing yourself today using only the tools you already have at your disposal.

Customise your title tags

The title tag is what is displayed in the top of your web browser, and the title of the entry comes up in Google when you get found. This is a valuable space, so make sure it descriptive of the page.

  • Every page on your site should have a unique page title
  • Get keywords related to the page into the title
  • Include your website/charities name at the start or end
  • Keep it under 70 characters

File names/URLs

Make sure your file names and URLs are descriptive and contain relevant keywords. Search engines get no meaning from URLs that are full of numbers.

So a charities donate page may have a URL like: yoursite.com/donate-now/one-off-donations

This has a lot more meaning than something like: yoursite.com/site.asp?page=123

Keyword rich content

At its most basic level this comes down to thinking about what people are searching for, and getting those words into your pages. Don’t try too hard though, the content needs to be readable to humans as well as search engines.

A couple of additional points:

  • Keywords have more importance if they are in headings than if they are in normal body copy
  • Search engines are clever, you don’t need to repeat the exact same phrase over and over, use variations and get them into the content naturally
  • Don’t keyword stuff your site, the old idea of the more the better isn’t really valid any more
  • Consider what people actually search for, if you only write about “refrigerators” but everyone searches for “fridges” they may not find you site (although search engines do compensate for this to some extent).