SEO For Social Justice Advocacy

In today's digital landscape, search engine optimization (SEO) has become crucial for businesses to increase their online visibility and reach their target audience effectively. Understanding the basics of SEO is essential for website owners, marketers, and content creators alike. Let’s learn a little more about the various aspects of SEO, including the structure of search engine results pages (SERPs), site ranking factors, the role of site backend, content strategy, benchmarking, measuring results, and team management.

Understanding The SEO Basics

For starters, it's important to grasp the SEO basics. SEO refers to a set of techniques and strategies used to optimize websites for search engines like Google. The ultimate goal is to increase organic (non-paid) traffic to a website by ensuring that it appears higher in relevant search queries. It involves various techniques and strategies, including optimizing on-page elements such as content and meta tags, building high-quality backlinks, improving site speed and user experience, conducting keyword research, and staying up-to-date with search engine algorithms. SEO is a fundamental aspect of digital marketing, as it helps businesses reach their target audience, increase brand awareness, and drive valuable organic traffic that can lead to conversions and business growth.

Understanding SERPs and Ranking

Search engine results pages (SERPs) are the pages displayed by search engines in response to a user's query. These pages typically consist of organic search results, paid ads, featured snippets, knowledge graphs, map packs and other elements. Site pages are ranked based on various factors, including relevance, quality of content, user experience, backlink quality, and technical optimization.

Implementing An SEO Strategy

Considering an SEO strategy is crucial when you want to boost your website's visibility and organic traffic. It's recommended to incorporate SEO from the early stages of website development, but it's never too late to start. An effective strategy involves optimizing on-page elements, conducting keyword research, building backlinks, improving site speed, and ensuring mobile responsiveness.

Site Backend and Communicating SEO Needs

A website's backend plays a pivotal role in determining its search rankings. Factors such as site architecture, crawling and indexing, URL structure, and metadata influence SEO performance. To effectively communicate SEO needs to a developer, it's essential to provide clear guidelines, emphasize the importance of technical optimization, and collaborate on implementing SEO best practices.

Tools for Technical SEO Audits

Conducting regular technical SEO audits is essential to identify and rectify issues that might impact your site's performance. Several tools, such as Google Search Console, Screaming Frog, and SEMrush, can help you analyze factors like site speed, crawlability, indexability, duplicate content, and mobile-friendliness. Most of these are free and easy to use.

Content Strategy

Developing a robust content strategy is a cornerstone of successful SEO. Keywords play a crucial role in content optimization, and conducting keyword research is essential to identify relevant search terms. Tools like Google Keyword Planner, SEMrush, and Keyword Surfer can assist in finding high-volume and low-competition keywords. Additionally, as we all have been hearing, AI-powered tools can aid in creating compelling SEO titles, meta descriptions, and structuring page content effectively.

Implementing Keywords

Optimizing your site's content involves strategically incorporating keywords into existing and new content. It's important to maintain a balance and ensure that keywords are used naturally and provide value to the reader. Incorporate keywords in titles, headings, body text, image alt tags, and meta tags while avoiding keyword stuffing. Keyword stuffing can result in a Google penalty and your site’s performance will be affected.

Optimizing Social Media Channels

Social media platforms are powerful tools for boosting your site's visibility and driving traffic. Optimize your social media profiles and posts by incorporating relevant keywords, sharing valuable content, engaging with your audience, and building a strong network. Encourage social sharing within your organization and audience  to increase the reach and visibility of your content.

Link Building

Collaborating with other websites through link building can significantly impact your site's rankings. Focus on building high-quality backlinks from authoritative and relevant sources. Guest blogging, influencer partnerships, and creating shareable content are effective strategies for generating backlinks.

Benchmarking and Measuring Results

Benchmarking your site against similar organizations and competitor sites is crucial to understand your positioning and identify areas for improvement. Utilize free tools like Google Analytics, Google Search Console, and Bing Webmaster Tools to measure key performance indicators (KPIs) such as organic traffic, rankings, click-through rates (CTR), and conversion rates. These insights will help you refine your strategies and drive future success.

Using Results to Inspire New Content and Campaigns

Analyzing the results of your SEO efforts provides valuable insights into audience preferences and trends. Use this data to inspire new content ideas, identify gaps in your current strategy, and create targeted campaigns. Regularly monitor and adapt your approach to ensure continuous improvement and stay ahead of the competition.

Team Management

Investing time and effort in SEO is necessary to achieve long-term success. Results may vary, but it's essential to set realistic expectations and understand that SEO is an ongoing process. Establish clear guidelines and provide basic SEO training for your website's editors to ensure that SEO best practices are consistently implemented across your site.


Mastering the fundamentals of SEO is crucial for businesses aiming to thrive in the digital landscape. By understanding how search engine results pages are structured, implementing effective SEO strategies, optimizing site backend, crafting compelling content, benchmarking and measuring results, and managing your team efficiently, you can significantly enhance your online visibility, attract targeted traffic, and achieve your business goals. But sometimes small teams do not have the capacity to do it all. That’s where a freelancer like myself comes in. I stay updated with the latest SEO trends and best practices to ensure continuous success in the ever-evolving digital world. Let’s get in touch to see how we can work together!