Understanding Search Engine Data for Not-For-Profits

Search Engine Data can be a game changer for not-for-profit organisations. By better understanding how people discover your website, you can optimise your digital presence to reach more supporters, donors, and stakeholders. Today, we’re digging into three core metrics in search engine reporting, as well as tools that can make managing and presenting this data easier for your team.

What Are Queries, Impressions, and CTR?

When you start exploring your search engine data, you’ll come across terms like queries, impressions, and click-through rate (CTR). Here’s what each one means:

• Query: This is the exact word or phrase a person types into a search engine. For example, if someone searches for “best volunteering opportunities,” that’s the query. Think of it as a digital version of what people are looking for when they turn to Google.
• Impression: An impression is counted every time your website shows up in search results for a query, even if the user doesn’t click on it. More impressions mean your site is appearing in more searches, giving you greater visibility.
• Click-Through Rate (CTR): CTR measures how often people click on your website after seeing it in search results. It’s calculated as (Clicks ÷ Impressions) × 100. While a good CTR varies by industry, it typically falls between 3-5% for Google Search. A drop in CTR could indicate missed opportunities to engage users effectively.

What Is Google Search Console, and Why Should Your Organisation Use It?

Google Search Console (GSC) is a free tool that provides invaluable insights into how your website performs in Google Search. For not-for-profits, it can help you understand what people are searching for, how often your organisation appears in queries, and which pages are getting the most attention.

Setting up Google Search Console is straightforward, and it starts with this guide from Google. Once it’s up and running, GSC can help you:

• Identify search terms and content topics people are engaging with.
• Monitor your website’s performance in search results.
• Spot technical issues that might prevent your site from appearing in searches.

By using this tool, you can align your website content with the interests and needs of your audience, ensuring maximum visibility to the people searching for you. Want to learn how to better align your content with search engine expectations? Check out What is SEO and why is it important for non-profits? for insights on improving your website’s discoverability, or explore our guide, 13 Website Copywriting Tips & Hacks for Non-Profits, packed with practical tips to make your message shine.

Reporting Made Easy with Looker Studio

Managing data is one thing, but presenting it in a simple, insightful way? That’s another story. This is where Looker Studio (previously Google Data Studio) shines. Looker Studio allows you to create visually appealing reports by combining data from both Google Search Console and Google Analytics. This is especially valuable for Boards or Management in not-for-profits, as they need clear, concise metrics to inform decisions.

With Looker Studio, you can:

• Create dashboards that highlight key metrics such as website visits, top-performing pages, and search trends.
• Tailor reports to focus on what’s most important for your organisation, such as growth in donor traffic or visibility in local searches.
• Enable non-technical staff or stakeholders to easily understand performance insights at a glance.

These reports are not only cost-effective but also incredibly useful when presenting your organisation’s digital growth and impact at board meetings or fundraising events.

Need Help Setting Up Reports? We’re Here to Help

At Digital Services Lab, we understand that not every organisation has the time or expertise to manage website reports.  We specialise in setting up Google Search Console, integrating it with Looker Studio, and creating ready-to-use reports that showcase the data your team cares about in a meaningful way.

Get in touch with us today and we’ll take care of setting up a custom dashboard for your organisation that saves you time and gives you the insights you need to make smarter decisions about your digital strategy.