Becoming visible with limited resources: Non-profit journalists' perspectives on search engine optimization

Area of Science:

• Digital Communication
• Non-profit Management
• Information Science

Background:

• Non-profit organizations increasingly rely on online platforms to disseminate information and achieve their missions.
• Web visibility is essential for non-profits to reach target audiences and fulfill societal objectives, such as public education and advocacy.
• The digital landscape presents unique challenges and opportunities for non-profit online publications.

Purpose of the Study:

• To investigate the perspectives of non-profit online magazines on their online presence.
• To understand the perceived role and impact of search engine optimization (SEO) on their visibility.
• To explore the challenges non-profits face in utilizing SEO due to resource constraints.

Main Methods:

• Semi-structured interviews were conducted with representatives from seven non-profit online magazines in Germany.
• Qualitative data analysis was employed to identify key themes and insights.
• The study focused on understanding the practical application and strategic importance of SEO for these organizations.

Main Results:

• Visibility is crucial for non-profits to achieve societal goals, distinct from commercial competition.
• Search engine optimization (SEO) is recognized as an important tool for enhancing online reach.
• Limited resources necessitate that SEO is treated as a secondary task, impacting its effectiveness.

Conclusions:

• Non-profit online magazines view SEO as vital for achieving their mission-driven goals.
• Resource limitations pose a significant barrier to effectively leveraging SEO for maximum audience engagement.
• The study highlights the need for a balanced approach to online content discoverability, considering both for-profit and non-profit sources and search engine provider responsibilities.