As you may have noticed, Google has been making substantial changes to the layout of its search engine results pages.

Previously, only web pages and sometimes photos would show up when you did a Google search. Now pictures, videos, maps, news articles, social media posts, recipes, products and many more content types are shown when a user conducts a Google search. At last count, we estimate there to be 24 distinct content types grouped into five main classifications: local, advertising, knowledge graph, vertical and general.

I am not going to bore you with all of the little details about each one (you can do that here). But I do want to bring your attention to the changing search landscape of 2014, and how producing quality content can bring new donor prospects to your charity website or blog.

More than words

Quality content (on Google) can be anything as long as it is of value to your prospective donors and supporters. Here are five content types that will bring more visitors to your site from Google in 2014.

1. Authorship (profile picture)

Designed primarily for bloggers, the authorship feature allows users to associate an image with their blog and articles. When your website shows in the search results, your picture will show next to the content. It is estimated that websites using this tactic have received a significant increase in click-through rates.

2. Local search (map)

If you have locations where people visit, Google places is critical to your success. The process is a little time consuming but well worth it. Local search results typically show above other content types, making this a handy feature.  

3. Images

Many people overlook the importance of Google images. When adding images to your blog or website, adding a special tag or alternative text will increase the chances of your images showing in the search results. The image showing in a user’s search results could be a trigger that leads them to learn more about your charity.

4. Video

It’s estimated that about 62 per cent of Google results include video (and 80 per cent of them come from YouTube). Video allows you to make a greater connection with your users. We’ve seen many creative uses for video, including using it to showcase presentations with a voice-over or using it to tell stories. It also helps to know that videos have a 41 per cent higher click-through rate than plain text results.

5. In-depth articles

Last August (2013), Google created a new section called in-depth articles. They have a dedicated place on the search results page and appear in their own box. In-depth Articles are displayed when users are looking for a person or organizational name or other broad topic.

Google is still #1

Google is still the primary way people find your website. In a recent analysis, we found that about 60 per cent of traffic (from a sample size of more than 400,000 charitable website visitors) came from Google. Taking full advantage of the new content types will allow you to get more of the Google pie!

A tireless explorer of new developments on the web, Todd Jamieson has been keeping pace with its constant changes since 1996. Through EnvisionUP.com, Todd and his firm have worked with over 100 non-profits and charities. He lives in Ottawa with his wife and two young boys. Follow him via twitter.