{"id":349736,"date":"2019-02-05T10:41:11","date_gmt":"2019-02-05T15:41:11","guid":{"rendered":"https:\/\/nexusdirect.com\/?p=349736"},"modified":"2019-02-05T10:41:11","modified_gmt":"2019-02-05T15:41:11","slug":"the-why-and-how-of-seo-part-1-why","status":"publish","type":"post","link":"https:\/\/nexusdirect.com\/sanpablo\/the-why-and-how-of-seo-part-1-why\/","title":{"rendered":"The Why and How of SEO &#8211; Part 1, Why?"},"content":{"rendered":"<p>Some of the questions we most often hear from nonprofit clients about\u00a0digital marketing, even larger nonprofits, concern SEO (search engine optimization):<\/p>\n<ul>\n<li>Do we really have to invest in SEO?<\/li>\n<li>Isn\u2019t it too complicated for nonprofits to master?<\/li>\n<li>Can you really show a return on your investment (ROI)?<\/li>\n<\/ul>\n<p>The mechanics of <a href=\"https:\/\/nexusdirect.com\/solutions\/digital-social\">effective SEO<\/a> are very complicated, but the overall theory isn\u2019t complicated at all. Let me illustrate with an example.<\/p>\n<p>Imagine for a minute that instead of leading a\u00a0nonprofit organization, you are an executive at a grocery store chain. The grocery market is very competitive, and profit margins are tight, so you\u2019d need to be doing everything possible to attract and capture customers, then guide their buying behavior toward your most profitable items.<\/p>\n<p>So you design beautiful modern stores and stock the best products at a range of price points. You hire friendly staff ready to assist customers. You invest all of your resources into your products and services.<\/p>\n<p>Then the landlord asks you what your plans are for the big marquee sign and for the signage on the building. You tell him you\u2019re not going to invest in those, that people will find you on their own.<\/p>\n<p>When you run sales or specials, you don\u2019t bother advertising those, preferring to save that money.<\/p>\n<p>And then when your inventory systems give you detailed data about purchasing patterns \u2013 products, times of day, day of the week, etc. \u2013 you don\u2019t bother to optimize the store layout to put the most desired products in the most accessible locations.<\/p>\n<p>How successful do you think your stores would be?<\/p>\n<p>Signage, advertising, and store configuration are the bricks and mortar version of SEO. Yet despite the nonprofit \u201cmarket\u201d being as competitive as the grocery market, too many nonprofits don\u2019t invest in these\u00a0fundamental and proven marketing techniques.\u00a0 Are you one of them?<\/p>\n<p>Next time, we\u2019ll show you how \u2013 where to start, and how to be sure you don\u2019t get lost in the technical jargon.<\/p>\n<p>&nbsp;<\/p>\n<p>By: <a href=\"https:\/\/nexusdirect.com\/staff\/pete-ellard\">Pete Ellard<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Some of the questions we most often hear from nonprofit clients about\u00a0digital marketing, even larger nonprofits, concern SEO (search engine optimization): Do we really have to invest in SEO? Isn\u2019t it too complicated for nonprofits to master? Can you really show a return on your investment (ROI)? The mechanics of effective SEO are very complicated, [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":350589,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[38,36],"tags":[],"class_list":["post-349736","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-social","category-idea-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Why and How of SEO - Part 1, Why? | Search Engine Optimization | Nexus Direct<\/title>\n<meta name=\"description\" content=\"Some of the questions we most often hear from nonprofit clients about\u00c2\u00a0digital marketing, even larger nonprofits, concern SEO (search engine optimization). The mechanics of effective SEO are very complicated, but the overall theory isn\u00e2\u20ac\u2122t complicated at all.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nexusdirect.com\/sanpablo\/the-why-and-how-of-seo-part-1-why\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Why and How of SEO - Part 1, Why? | Search Engine Optimization | Nexus Direct\" \/>\n<meta property=\"og:description\" content=\"Some of the questions we most often hear from nonprofit clients about\u00c2\u00a0digital marketing, even larger nonprofits, concern SEO (search engine optimization). The mechanics of effective SEO are very complicated, but the overall theory isn\u00e2\u20ac\u2122t complicated at all.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/nexusdirect.com\/sanpablo\/the-why-and-how-of-seo-part-1-why\/\" \/>\n<meta property=\"og:site_name\" content=\"Nexus Direct\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-05T15:41:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/nexusdirect.com\/sanpablo\/wp-content\/uploads\/2019\/06\/thw-why-and-how.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"hemanthkp@yourdigitalagents.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"hemanthkp@yourdigitalagents.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/the-why-and-how-of-seo-part-1-why\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/the-why-and-how-of-seo-part-1-why\\\/\"},\"author\":{\"name\":\"hemanthkp@yourdigitalagents.com\",\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/#\\\/schema\\\/person\\\/8b03de9a4f86866ae2a6325b70367b96\"},\"headline\":\"The Why and How of SEO &#8211; Part 1, Why?\",\"datePublished\":\"2019-02-05T15:41:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/the-why-and-how-of-seo-part-1-why\\\/\"},\"wordCount\":351,\"publisher\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/the-why-and-how-of-seo-part-1-why\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/wp-content\\\/uploads\\\/2019\\\/06\\\/thw-why-and-how.jpg\",\"articleSection\":[\"Digital Social\",\"Idea Blog\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/the-why-and-how-of-seo-part-1-why\\\/\",\"url\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/the-why-and-how-of-seo-part-1-why\\\/\",\"name\":\"The Why and How of SEO - Part 1, Why? | Search Engine Optimization | Nexus Direct\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/the-why-and-how-of-seo-part-1-why\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/the-why-and-how-of-seo-part-1-why\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/wp-content\\\/uploads\\\/2019\\\/06\\\/thw-why-and-how.jpg\",\"datePublished\":\"2019-02-05T15:41:11+00:00\",\"description\":\"Some of the questions we most often hear from nonprofit clients about\u00c2\u00a0digital marketing, even larger nonprofits, concern SEO (search engine optimization). 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