Non-profit organisations could see significant benefits from implementing search engine optimisation (SEO) techniques, it has been suggested.

A study carried out by researchers at Pepperdine University’s Graziadio School of Business and Management and published in the International Journal of Internet Marketing and Advertising showed that search marketing can be a cost-effective means of promotion for non-profits – even during the financial slump.

Dave McMahon and Charla Griffy-Brown’s research showed that focusing SEO efforts on keywords likely to be used by prospective donors in search engines could also help to improve that organisation’s community offerings.

"The compilation, selection, and evaluation of search engine keywords are vitally important to any search engine marketing campaign," the researchers said, adding that user surveys could be the key to picking out the most effective SEO keywords.

A recent study by the Direct Marketing Association Nonprofit Federation suggested that most charities planned to use new online marketing tools like blogs and mobile marketing in the future, reports the NonProfit Times.

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