SEO Evaluation for an Organization: A Step-by-Step Guide
Introduction
This article is targeted to staff of nonprofits, associations and mission-driven organizations. Specifically, I am writing for digital and web managers, or Communications officers and directors who manage backend web and digital operations and make decisions on website content and investments to improve the digital presence and footprint of an organization.
SEO or search engine optimization is the process and practice of making websites and other online properties findable on the internet via search engines like Google, without relying on paid ads. SEO is crucial because a strong online presence attracts customers, supporters, and enhances credibility. An organization that does not rank well on search engines or has flaws in how it displays on search engine results pages (SERPs) is missing out on opportunities to promote its work and attract advocates, volunteers, donations and other support.
According to recent data from Nonprofit Tech for Good, a source of benchmark data and best practices for the nonprofit industry:
Nonprofits receive an average of 12,708 website visitors per month. However, they experience a high bounce rate of 60-70%, suggesting a need for improved content and user engagement strategies.
Mobile users account for 52% of all visits to nonprofit websites, underscoring the importance of mobile-friendly design and optimization.
Before attempting to make improvements, it is important for an organization to first, assess its current SEO standing.
With 17+ years working in digital roles for nonprofit organizations, I’ve overseen assessments and made data-driven decisions to improve organizations’ SEO. I’ve implemented solutions on my own and with the help of digital vendors and consultants. I’ve developed a comprehensive, step-by-step approach for evaluating an organization’s SEO which any web or digital staff for an organization can follow and use.
Step 1: Evaluate Technical SEO
Technical SEO refers to the optimization of a website’s infrastructure to improve search engine crawling, indexing, and performance. It includes aspects like site speed, mobile-friendliness, structured data, XML sitemaps, robots.txt, and Core Web Vitals.
XML Sitemap and Robots.txt
My very first step in technical SEO assessment is to look at your Google Search Console account if your site has an XML sitemap and a robots.txt file installed and how recent it is. The XML sitemap is like a map for search engines, guiding them through your site and helping them index your most important pages. It is a file that lists all the important pages on your website to ensure search engines can discover and crawl them.
The robots.txt file acts as a set of instructions, telling search engines which parts of your site they should avoid crawling. It is a simple text file uploaded to the root directory of your website that instructs search engine crawlers on how to crawl and index pages on your website. Together, the XML sitemap and robots.txt help ensure search engines efficiently crawl and index your content.
Core Web Vitals
Core Web Vitals are a set of performance metrics defined by Google that measure user experience on a webpage, focusing on three key aspects:
Largest Contentful Paint (LCP): measures how long it takes for the largest visible content element (e.g., an image, video, or large block of text) to load on the screen. A fast LCP gives users the impression that the page is loading quickly and is ready for interaction.
First Input Delay (FID): measures the time between a user’s first interaction with the page (e.g., clicking a link, tapping a button) and the browser’s response to that interaction. A low FID ensures that the page is interactive and responsive.
Cumulative Layout Shift (CLS): measures the visual stability of a page by tracking how much the page content shifts unexpectedly during loading (e.g., when an image or text moves around after the page has loaded). A high CLS score can lead to a frustrating user experience, as users may accidentally click on something they didn’t intend to.
Google places a large emphasis on these metrics in search rankings. You can check how your site is performing on these metrics in Google Search Console.
Step 2: Evaluate Content and On-Page SEO
Good On-Page SEO refers to optimizing individual web pages to improve search engine rankings and user experience. On-page SEO helps search engines understand the content and improves a page’s visibility in search results. It involves:
Keyword Optimization – Using relevant keywords naturally in titles, headings, content, and meta tags.
High-Quality Content – Providing valuable, original, and engaging content that meets user intent.
Meta Tags – Writing compelling title tags and meta descriptions to improve click-through rates (CTR).
Header Tags (H1, H2, H3, etc.) – Structuring content for readability and SEO.
Internal Linking – Connecting related pages for better navigation and indexing.
Image Optimization – Using descriptive alt text and compressed images for faster load times.
Mobile-Friendliness – Ensuring a responsive design that works well on all devices.
Page Speed – Optimizing loading time for a better user experience and rankings.
Example: How to Optimize Page Titles
The page title is the HTML <title> tag and appears as the clickable headline in search engine results pages (SERPs) and the browser tab. It’s one of the first elements Google reads to understand the topic of a page. Some things to look for:
Do titles include target keywords? Primary keywords or keyphrase should appear early in the title (preferably at the start), as search engines give more weight to words that appear first.
Are titles concise and descriptive? Keep the title under 60 characters to ensure it displays fully in search results.
Do titles include branding: Whenever appropriate, include your brand name at the end of the title for recognition (e.g., “Best SEO Practices - Company Name”).
Example: How to Optimize Meta Descriptions
The meta description is the snippet of text that appears under the page title in search engine results. It serves as a brief preview of what users can expect from the page. I look at metadata to see if:
Does the meta description incorporate primary keywords? This helps users and search engines understand what the page is about.
Are meta descriptions engaging and descriptive?
Are meta descriptions concise? The ideal length for a meta description is between 150-160 characters. This ensures it displays fully on mobile and desktop search results.
Does the meta description align with search intent? Ensure the meta description aligns with the user’s search intent (informational, transactional, navigational).
Example: Keywords and Keyphrases in Headings and Content
Headings (H1, H2, etc.): Ensure your primary keywords appear in the main heading (H1) and secondary keywords in subheadings (H2, H3). This helps both search engines and users navigate the content easily.
Content: Naturally integrate keywords and keyphrases into your content but avoid keyword stuffing. Aim for a natural flow where keywords are placed in context.
Internal Links: Use anchor text with relevant keywords to link to other pages on your site. This can boost the SEO of both the linking and linked pages.
Example: Check the CMS for SEO Features
I check how a typical post or page looks in the back end of your CMS (content management system). I check to see if you use plugins like Yoast SEO and if you are maximizing its features to make your content more findable by search engines.
Is the focus keyphrase field consistently filled in on individual posts?
Is the meta description consistently filled in on individual posts?
Are these keywords and phrases informative in describing the content?
Step 3: Evaluate Content Quality and Relevance
High-quality, relevant content is the key to ranking well in Google and other search engines. Content should provide value to its audience by being informative, well-structured, and engaging while also adhering to SEO best practices. High-quality content performs well in search engines because it aligns with both user intent and search engine algorithms that prioritize user experience. The four key aspects of high-quality, relevant content are readability, originality, engagement, and keyword optimization.
Readability refers to how easy it is for readers to understand and consume your content. Even if your content is well-researched and full of useful information, it won’t be considered high-quality if it’s difficult to read or understand. How does your content stand up to the following criteria?
Use short paragraphs and sentences.
Include subheadings (H2, H3) to break up the text and make it scannable.
Use bullet points or numbered lists for easier consumption.
Avoid jargon or overly complex terms unless necessary (and explain them if used).
Ensure content flows logically from one section to the next.
Originality in content is content that is unique and not copied from other sources. Search engines, especially Google, penalize duplicate or plagiarized content. Originality ensures your content provides fresh insights and perspectives. Does your website content do the following?
Avoid copying and pasting from other websites.
Provide original research, case studies, or insights.
Add your personal or brand’s perspective to the topic.
Cite and give credit to sources of external information to ensure transparency.
Engagement refers to how well your content encourages interaction and holds the attention of your audience. Engaging content fosters a relationship with the reader, keeps them on the page longer, and encourages them to interact (e.g., comments, shares, or clicks). Does your content do the following?
Use compelling headlines and hooks to grab attention.
Ask questions or invite feedback from the audience to spark conversations.
Incorporate multimedia (images, videos, infographics) to enhance the user experience.
Use storytelling to make the content more relatable and interesting.
Keyword optimization involves strategically using relevant keywords and keyphrases to make your content discoverable in search engines while maintaining a natural and user-friendly tone. Keyword optimization helps search engines understand the content of your page, so it can be shown to the right audience. How to optimize for keywords:
Use primary keywords in important areas like titles, meta descriptions, headers, and throughout the body text.
Avoid keyword stuffing—ensure the keywords appear naturally within the content.
Use related or semantically similar keywords to support the main topic.
Optimize images by using relevant alt text with keywords.
Google’s E-E-A-T Principles
It is important to understand how Google uses E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to assess content quality.
Experience: Google places a high value on content created by people who have direct, hands-on experience with the subject matter. Content should reflect a real understanding and practical experience.
Expertise refers to the level of knowledge and skill in the subject matter of the content. Google prioritizes content that demonstrates genuine expertise. To optimize for expertise:
Ensure content is written by a recognized expert or someone with qualifications in the field.
Link to credible sources and back up claims with authoritative research or statistics.
Include author bios with qualifications or certifications to build trust with users.
Authoritativeness refers to how recognized and credible the website, author, or content is within its field. Content from authoritative sources is deemed more reliable, and Google favors authoritative websites in its rankings. How to optimize for authoritativeness:
Gain backlinks from reputable, authoritative websites.
Establish a strong presence on social media or other platforms where your expertise is recognized.
Get cited by other respected websites in your industry.
Trustworthiness refers to the credibility of the website and its content. Content on trustworthy websites is considered more reliable by Google and users. How to optimize for trustworthiness:
Ensure your site has a clear privacy policy, secure HTTPS encryption, and transparent author bios.
Provide accurate, up-to-date, and fact-checked content.
Make it easy for users to contact you or the author of the content.
Step 4: Evaluate Off-Page SEO, Internal Links and Backlink Profile
Internal and external links signal authority and trustworthiness to search engines and are crucial elements of a successful SEO strategy. Both help search engines understand the structure of your website, establish content hierarchy, improve user experience, and drive traffic.
Internal links are links that point from one page of your website to another page on the same website. Internal linking helps search engines discover new pages on your site, understand the relationships between pages, and determine the importance of different pages. Internal linking:
Improves site navigation: Internal links make it easier for users to find relevant content on your website.
Enhances user experience: By guiding users to related content, you keep them on your site longer, reducing bounce rates.
Passes link equity (link juice): Internal links help distribute the authority and ranking power from high-authority pages to other pages on your site, boosting the overall SEO performance.
Helps search engines crawl your site: Googlebot uses internal links to discover new pages and index them faster.
Best Practices for Internal Linking
Use Descriptive Anchor Text: Use anchor text that clearly describes the content of the linked page. This helps both users and search engines understand the relevance of the linked page. Instead of “click here,” use something more specific like “SEO tips for beginners.”
Link to Relevant Content: Always link to pages that are contextually relevant to the content. This increases the value of the link for the user and helps search engines understand the topic hierarchy.
Maintain a Logical Hierarchy: Internal links should create a clear, logical site structure. Most authoritative pages (e.g., homepage or cornerstone content) should link to secondary, less authoritative pages (e.g., blog posts or service pages).
Link Deeply into Your Site: Avoid just linking to top-level pages. Deep links to blog posts, product pages, or other content not only improve SEO but also help users access more specific content.
Limit the Number of Internal Links per Page: Don’t overdo it. Too many internal links on a page can confuse search engines and users. A good rule of thumb is to link to about 3-5 relevant pages from each piece of content.
Update Old Content: When new pages or blog posts are published, go back and add internal links to older content. This helps with site-wide visibility and keeps content fresh for search engines.
External links (also called backlinks) are links from one website to another. Backlinks are a critical ranking factor for SEO because they signal to search engines that your content is credible, authoritative, and valuable. It is also important to link out to external, authoritative sources from your content. External linking:
Improves credibility and trustworthiness: By linking to authoritative and relevant external websites, you show search engines that your content is well-researched and credible.
Establishes authority: Outbound links to well-established sites (e.g., educational institutions, government websites, etc.) signal that you trust authoritative sources, which can improve your own site’s authority.
Provides value to readers: External links guide users to additional, valuable information and provide a better user experience.
Best Practices for External Links
Link to Authoritative, Relevant Sources: Only link to external sites that are reputable and relevant to the topic of your content.
Use Descriptive Anchor Text: Like internal linking, the anchor text for external links should be descriptive and provide context for the user and search engines. Avoid terms like “click here.”
Open External Links in a New Tab: Set external links to open in a new tab so that users don’t leave your website entirely. This enhances user experience and keeps visitors engaged with your content.
Don’t Overuse External Links: Too many external links on a page can distract the user and reduce the authority of your content. Make sure each external link is relevant and adds value to the user experience.
Monitor Link Quality: Periodically check the quality of external links on your site. If any of them become broken or lead to low-quality or spammy sites, remove or replace them.
Earn Quality Backlinks: Focus on earning backlinks from authoritative websites in your niche. You can do this by creating valuable content (e.g., comprehensive guides, case studies, infographics) that others want to link to.
Step 5: Assess SEO Performance Metrics
Success in SEO depends on regularly tracking key metrics that indicate website performance, user engagement, and search visibility. Below are important metrics, their definitions, and tools used to analyze them.
Organic Traffic
The number of visitors who land on your website through unpaid search results. It is a direct indicator of how well your site ranks in search engines. This metric:
Shows how much of your traffic comes from SEO efforts.
Indicates how well your content and keywords are performing.
Tools to Track Organic Traffic:
Google Analytics 4 (GA4) – View organic search traffic under Acquisition > Traffic Acquisition.
Google Search Console – See organic search performance in Performance > Search Results.
Domain Authority (DA) / Domain Rating (DR)
A score (from 1 to 100) that predicts how well a website will rank on search engines. Higher scores indicate a stronger domain with authoritative backlinks. This metric:
Helps compare your website’s authority to competitors.
Influences ranking potential for competitive keywords.
Tools to Measure DA/DR:
SEMrush Authority Score – Available in SEMrush’s Backlink Analytics.
Click-Through Rate (CTR)
The percentage of users who click on your website’s link after seeing it in search engine results. This metric:
Indicates how compelling your title and meta description are.
A higher CTR means more people find your listing relevant and appealing.
Tool to Measure CTR:
Google Search Console – Under Performance > Search Results, view CTR for queries and pages.
Impressions
The number of times your webpage appears in search engine results, regardless of whether it was clicked. This metric:
Shows visibility for specific keywords and pages.
Helps identify keywords where you rank but need better optimization.
Tool to Measure Impressions:
Google Search Console – Check impressions under Performance > Search Results.
Keyword Rankings
The position your website holds in search engine results for a specific keyword or phrase. This metric:
· Determines how visible your site is for targeted queries.
· Higher rankings drive more organic traffic.
Tools to Measure Keyword Rankings:
· Google Search Console – Shows average position for search queries.
· SEMrush– Provide keyword tracking and ranking reports.
Bounce Rate
The percentage of visitors who leave a webpage without interacting (e.g., clicking links, navigating to other pages). What to watch out for:
High bounce rates may indicate poor content relevance or bad user experience.
Lower bounce rates suggest users are engaging with the site.
Tool to Measure Bounce Rate:
Google Analytics 4 (GA4) – Bounce rate is part of the Engagement Rate metric in GA4.
Average Session Duration
The average time a user spends on your website during a session.
A longer session duration indicates high content engagement.
Helps assess if your site keeps users interested.
Tools to Measure Session Duration:
Google Analytics 4 (GA4) – Available in Engagement > Overview.
Microsoft Clarity – Show user interaction and time spent on pages.
Mobile Usability
How well your website performs on mobile devices. This metric is important for SEO because:
Google prioritizes mobile-first indexing.
A mobile-friendly website improves rankings and user experience.
Tools to Measure Mobile Usability:
Google Search Console – Reports mobile usability issues.
PageSpeed Insights – Assesses mobile performance.
Your own mobile devices – View how your site appears on different types of mobile phones and tablets
Example of How to Troubleshoot SEO Issues
Google Analytics can help diagnose SEO issues and user behavior problems. Regular monitoring allows you to make data-driven improvements.
Traffic Acquisition Report
Metrics to Check: Organic Traffic, Referral Traffic, Paid Traffic, Direct Traffic.
A sudden drop in organic traffic: Could indicate Google algorithm updates, lost rankings, or technical issues.
A spike in referral traffic: May indicate backlinks from high-traffic sites, which is beneficial for SEO.
Engagement Report (User Behavior)
Metrics to Check: Engagement Rate, Average Session Duration, Pages per Session.
Low engagement rate: Users leave quickly, possibly due to irrelevant content, slow load times, or poor UX.
Action: Improve readability, add internal links, and ensure the page matches user intent.
Conclusion and Next Steps
Based on the information I find out from this assessment I will prepare a written report for the client that outlines key takeaways. I will give an overview of what aspects SEO are strong for the organization, opportunities for improvement, deeper issues that need to be addressed and how to address them.
Next Steps
Would you like to try your hand at an SEO assessment for your organization? I have prepared a handy checklist you can use to assess SEO for your organization’s website. Note that a proper assessment requires that your organization have access to and use tools like Google Analytics 4, Google Search Console, Microsoft Clarity, and SEMRush.
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1. Evaluate Technical SEO
☐ Check for an XML sitemap and robots.txt file in Google Search Console
☐ Analyze Core Web Vitals (LCP, FID, CLS) for page speed and user experience
☐ Ensure mobile-friendliness and responsive design
2. Assess On-Page SEO
☐ Optimize page titles and meta descriptions with relevant keywords
☐ Use header tags (H1, H2, etc.) to structure content effectively
☐ Ensure internal linking to relevant pages for better site navigation
☐ Optimize images with alt text and compression
3. Evaluate Content Quality & Relevance
☐ Ensure readability with short paragraphs, subheadings, and bullet points
☐ Maintain originality by avoiding duplicate content and providing unique insights
☐ Enhance engagement with compelling headlines, multimedia, and storytelling
☐ Align with Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness)
4. Analyze Off-Page SEO & Backlinks
☐ Audit internal links to ensure a logical site structure and proper anchor text
☐ Check for high-quality external backlinks from authoritative sources
☐ Monitor and fix broken links to maintain SEO health
5. Track SEO Performance Metrics
☐ Monitor organic traffic using Google Analytics 4 and Search Console
☐ Check Domain Authority (DA) or Domain Rating (DR) for backlink strength
☐ Track keyword rankings and click-through rates (CTR)
☐ Evaluate bounce rate and engagement metrics to improve content
Do You Need Help with SEO?
Would you like experienced, hands-on help with assessing SEO for your organization? Schedule a free consultation to see if my services are a good fit for your organization’s needs.
