Google Generation

After keywords are developed and added to the site tags, the Web site content needs to be adjusted to make sure the keywords are prominently featured throughout the Web site .It seems obvious, but you would be surprised at how many site owners miss this simple point: In order to rank well for a particular set of keywords, your site text should contain them.

Some SEO professionals recommend that a Web site should have 250 to
1,000 words per page and that 5% to 10% of those should be the organization’s keywords. The number of keywords per page divided by the number of words per page is called keyword density.

Search engines also may begin to ignore a Web site if the content is old. It is pointed out that the content of a Web site should be regularly updated. How fresh is your content? How relevant is it? How often is it updated? And how much content is there. Although organic search is cheaper than the paid placement that is the focus of the next section of this research, updating content may be difficult for some nonprofits.

Cortes conducted a series of interviews in 2004 and 2005 to determine the technology adoption of San Francisco–based nonprofits. They noted that some nonprofits relied on volunteers or students to create their organizations’ Web sites. The organizations had to count on those people to update their Web sites, but that presented a problem:

A number of organizations, when asked for examples of how they kept their Web sites current, stated that they returned to the volunteer who had originally built it. When that volunteer was no longer available, they struggled to find a replacement, sometimes with no success. One organization had its Web site developed by a student so that it could easily update the content on its own. It gave an example of a nonprofit and the challenges it faced in updating content on its Web site.