Let’s face it. Search engine optimization (or SEO) is not something that keeps you up at night. You’re likely aware of it, but there are other pressing realities that undoubtedly keep this from floating to the top of the list.
Nevertheless, the role of digital marketing is one that should be of particular importance to executive directors, directors of development, and marketing directors alike. If all your effort to establish yourself online isn’t working for you and helping you connect with more people and move them along the engagement cycle, then you are really just creating a lot of work for yourself with very little benefit. And that can be depressing to think about.
So how can you possibly get up to speed with the changes in SEO without getting lost in “geek speak”?
That’s exactly why I wrote 3 SEO shifts that affect every nonprofit (and what to do next). Without the right context, you might think Panda, Penguin, and Hummingbird are new exhibits at the local zoo.
SEO has made some significant shifts in the last several years. If you’re still operating off old paradigms and assumptions, you could be doing more than just treading water; you could be being penalized by Google and other search engines for breaking the rules.
You don’t need to know everything. You just need to know enough to ask the right questions.
Leadership isn’t about knowing how to execute on every detail, but it is about knowing enough to ask the right questions to make sure every initiative and every effort are advancing your mission in a measurable way. This primer on the recent changes in SEO strategy will give you what you need to applaud your staff … or call their bluff.
Your SEO habits impact your ability to be found online. If you don’t be found online, you don’t exist.
What have you learned about SEO in recent years? If nothing, it’s time to find out.
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