![]() Nonprofits’ success in attracting traffic from organic search is a reflection of what nonprofits have to offer: a unique blend of current event news and problem-solving prowess, two factors that Google and SEO experts recognize as influential to search results.īut what happens once people arrive? Very often, they’re not donating. It’s common to see that percentage even higher, since we’re talking about the median group here. Nonprofits that produce a lot of content, like health groups, or have a local, physical presence (such as a museum) see even more of their traffic coming from organic search for cultural groups, a whopping 60% of all visitors come by way of a search engine, and for wildlife and animal groups, that number is 56%. In 2019, organic traffic comprised 44% of all visits to nonprofit websites. That’s why we study Organic Search traffic and how well nonprofits connect with searchers-specifically, how they are transforming those curious, answer-seeking visitors (who are mostly new to the organization) into donors. When you are trying to shed light on a subject, when you have a problem and are looking for solutions, when you have a question about just about anything in the universe, what’s the first thing that you do? That’s right: you pull out your phone and you Google it. These users comprise a lot of people who find you. Organic Search traffic is fundamentally different, because those users are coming to a site all their own in search of an answer to a question, which we can consider inbound marketing. These are direct, active, often highly targeted measures-and when a user decides to click through those links, they carry with them some sort of expectation of what the landing page will look like and ask of them since they are responding to a direct call to action. Most of the time, we practice outbound marketing, where we interrupt the experience of the user with content they either did or did not ask for, like in ads or email. Users from different channels are coming to your site with different expectations. And then there are those users who find you organically, most often by typing a few words into Google and clicking on one of millions of search results. ![]() You can pay for placement at the top of the Google or Bing results. ![]() You can target their newsfeed with donation ads and the big red CLICK HERE TO GIVE button. There are many paths a potential supporter might take to your website. Star light, star bright, how a visitor finds your site And…the M+R Benchmarks Study is out! Since I spend my days figuring out how to improve websites and donation forms, my favorite part of the study is the website analysis section, which includes some brand new data points this year. This is the best time of year-even *this* year.
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