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Posted by

Dan Gothard

Operations Director

Beginners Guide to SEO – Part Two

Following on from our previous post “Beginners Guide to SEO – Part One” today we will continue to explore things your charity can do to improve its SEO.

Unique content

Content is only really valuable if it is unique. It’s easy to fall into the trap of copying and pasting content, for example manufacturers stock descriptions of products. If your webpages look just like another one somewhere on the internet, Google may not choose to list your page, and even if it does, it probably won’t get the same ranking as unique content would get you.

When writing articles or descriptions for other websites, try to make this unique rather than copying and pasting something from your charities ‘about us’ page.


Each page of your site needs a core message or theme. Taking this further, develop themes that run through sections of your charities website, with similar key phrases in the content. Internal linking between pages where appropriate can help to bring relevant content together.

Keep content up-to-date

Find excuses to add content to your website, like a latest news page. Up-to-date content has lots of SEO value. This should be easy for charities, as you’ll always have a new story of how you’ve helped someone, and this sort of content helps to engage supporters.

Get External Links

The number of links pointing to your charities website is still a very important factor for SEO. As a general rule the more links the better, however some links are more valuable than others.

Links don’t have to go to your homepage; links directly to internal pages or news articles are also good. It can often be easier to get these sorts of links than more general links.

Good links:

  • From sites with similar topics
  • From popular sites, that appear high in the search engines themselves
  • From quality directories like DMOZ

Not particularly useful links:

  • Links from links pages
  • Link exchanges, where you swap links
  • No-follow links, often used in blog/forum comments

Bad links:

  • Links on pages that have thousands of links
  • Hidden links on pages, using tricks like making the text the same colour as the background
  • Purchased links