Do you know your SEO?Fundraising & Philanthropy Australasia Magazine

Knowing what you say and how people search is essential to your digital content strategy. Shanelle Newton Clapham shares her SEO expertise.

Content is king: it was in around 2007, when I had already been working as a digital marketer for three to four years, that I first heard this term. In more recent years, I have seen the expression expand into ‘If content is king then distribution is God almighty’ – and Google is arguably the world’s largest distribution network.

In fact, we live in a world where any intellectual dispute ends with the challenge: “Google it!” It is at this point that your content strategy needs to take on a scientific angle and you need to invest in Search Engine Optimisation (SEO) strategies. Because what your nonprofit organisation wants to say and what enquiring minds type into Google when looking for the very same information is different.

It’s not common sense, it’s data-driven

Knowing what people type into…

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