Some of the most common questions I get from clients are about how to get their website to rank higher in Google. They say things like, “What do I need to change to make my website rank number one?” or “You’re the expert—can’t you just change the meta tags and then I’ll get a better ranking?”

What many people fail to realize is that ranking on Google is a process and not an event. When I explain this, I can tell this is not the quick solution they were looking for.

“But how long would I need to continue this process?” They ask. And I respond with, “forever.” It’s something you need to continually work on for as long as you want to rank on Google.

The optimization process

Once you accept that Google optimization is not a single event and instead an ongoing process, here is what your new world will look like:

1. Set expectations: You need to prepare stakeholders for this new reality of changing marketing landscape. Somehow, staff time or budget needs to be allocated to the work that will bring constant improvement on Google. All team members need to understand that this means ongoing effort. This may require systems to be altered or created.
2. Know where you’re going: We need to have some specific goals and some sort of feedback on what effect the work is having. We do this by setting up KPIs (key performance indicators). These give us feedback to let us know what is working and how it’s working.
3. Learn how to get there: Google is a moving target and they are continually making changes to their algorithm. Educating yourself from reputable sources like http://searchenginewatch.com/ or Google’s Webmaster Academy will ensure you are following best practices.
4. Improve site content: In 2014, Google is rewarding sites that provide quality content. Google admits that there are over 200 signals they consider when ranking a website. We’ve seen strong evidence to suggest that adding unique and useful content is a very good tactic for improving a website’s ranking. This means updating site content and ideally a blog.
5. Be patient: At the 2012 Summer Olympics, the British cycling team again dominated the podium. They did this by making small improvements. Dave Brailsford, the team’s performance director, shared his secret: “We broke down everything that goes into riding a bike and then improved it by 1 per cent.” Ranking on Google takes time, and it’s small incremental changes over time that make the difference. Try to be patient and most importantly, remember that there is no finish line.

It’s well worth the effort…

I’ve talked to many search engine optimization experts and many of them say the same thing. Getting a better ranking on Google takes patience, a plan and persistence. Only those who put in the time will see the results. It doesn’t necessarily mean you need to spend four hours every day but ideally a commitment of a few hours each week (depending on the size of your organization).

If you stick with it, it will be worthwhile. You’ll get more traffic and more site users who are successfully engaging with your website. The end result will be more engagement, more donations, and an overall greater exposure for your charity’s cause.

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.