Achiya – SEO For A Charity For Learning-Disabled Children

Author: Gab Goldenberg

Charities have a unique SEO problem: there’s not a lot of people searching to give to them, which makes keyword discovery difficult. I saw that with Mada Center, a soup kitchen in Montreal that I tried to do PPC for but we failed for lack of keywords, and recently have come across a similar challenge for Achiya, an Israeli charity for learning disabled kids whom I work with via illuminea, a web agency in Jerusalem.

Without giving away the farm, what we’ve decided to do is produce content to brand them as the experts about their issue, and target terms related to learning disabilities.
For instance, we want to give parents tips about coping with ADHD kids, giving techniques on doing homework with the kids and so forth.

Some that sell products as a means of fund-raising have it easier, or participate in well known stuff like ‘adopt-a-child programs’ but it’s generally uncommon for people to be searching for charities to give to.

I’d be curious to hear if you guys ever did SEO for a charity?

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  1. I suggest cleaning up the "????" before you post might help your SEO ;-) Clearly the essence of SEO is to create content that people you want to attract are likely to want, and able to find through search engines. That applies pretty universally, not just to charities. Focussing on a credible niche or area of expertise is one of the most effective ways to do this, and a well known approach to effective marketing. So this makes good sense to me. I'm talking to a charity at the moment, but we have yet to get to talking about SEO yet. Still early days. Mark (in London)

    Comment by theWebalyst - January 12, 2012 @ 9:14am
  2. I've done SEO for a few charities. The nonestablished ones are the most difficult to work. The established ones are extremely needy, they won't listen to you or would rather pocket $$$$ for their executives and take advantage of your knowledge. It's like doing SEO for a commercial company, we have to ensure they are a good fit for us and then work from there. For the new ones, make sure you don't set unwise expectations, it will come and bite you in the ass.

    Comment by Anon - January 16, 2012 @ 10:56am
  3. hey Mark, Thanks for the fyi and comment! You're right, relevant comment matters- but often people don't see what they can work on, if you're in charity. The reason is that as SEOs our keyword focus is typically solutions - ex.: "winter tires" or "patio chairs" and not problems, ex.: "car traction in snow," "hosting guests in summer" etc. Good luck with your gig!

    Comment by Gabriel Goldenberg - January 17, 2012 @ 8:37am
  4. Yeah, I've seen lots of charity rating companies. Personally I find those companies are not really helpful since they want payment n it's a catch-22: you need certification to get donors, you need money (e.g. donors) to get certified. Bottom line- I think those 'ratings' companies are just greedy initiatives taking advantage of paranoia/fear. Good point on expectations!

    Comment by Gabriel Goldenberg - January 17, 2012 @ 8:39am

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