Civil Liberties & Social Justice: How to Grow Support for Your Cause Through SEO

This audit provides actionable tips and takeaways to:

• Grow awareness for your cause
• Build trust with your website visitors
• Increase your donations and volunteer applications

Website Review Summary

Quick Notes

More Info: Growing Your Online Authority

Visit Nonprofit: CCLA

About Canadian Civil Liberties Association

What: Works to defend the rights, dignity, safety, and freedoms of all peoples in Canada.

Why: Everyone should be treated equally AND the legal system should work for the people, not against them.

How: 

• Litigation – partnering with top law firms and intervening / acting on relevant court cases (and monitoring of cases)
• Civic Engagement & Mobilization – supporting media on civil liberties issues, represent issues via submissions on behalf of the public
• Research – into key issues
• Education – provides publish programming to educate people in Canada on their rights and freedoms

Growth Goals

• Primary: Continue to reach more people through awareness via the CCLA website

Growth Opportunities

Raising Awareness

1. Optimize for Search Results so people can find you through search engines (organically)
   1. Branded vs Non-branded Optimization
   2. Provide relevant educational information
2. Utilize Adwords – Ensure you are ranking for Branded terms and high-value Non-Branded terms.
3. Improve + Optimize Content to help you rank for more non-brand search terms. (keyword rank list)

Building Trust

1. Build More Educational Content and use it to 1) help specific segments navigate your site, and 2) provide relevant and timely follow-up content via email and retargeting.
   1. Expand your issue pages to help your site visitors find the information they need (Issues)
2. Integrate Trust Builders into your most important pages. 
   1. Project success metrics
   2. Support from other organizations
   3. Case studies

Encouraging Visitors to Take Action

1. Clarify Communication on the value exchange that takes place between you and donors.
   1. What is included in a membership?
   2. Where does my money go when I donate?
2. Clarify Homepage CTA to make sure your mission is conveyed.

Questions or Comments?

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