Optimizing your Association's Website for Search Engines

We have all heard the term search engine optimization or SEO but the thought of implementing it often seems daunting. We are here to tell you, it is not as hard as it sounds AND can bring big results when it comes to your organization’s membership, event attendance, and more! Search engine optimization is simply making sure your content provides the answers that members are looking for, at the moment they are looking for them.

Knowledge and Education are the most important values that associations offer their members. (Omnipress) When people are seeking that education, it is important to ensure your website is set up to optimize their chances of coming across your content. Here are a few of the most overlooked steps to improve SEO that Omnipress shared with our team!

1. Web page optimization: Optimizing your web page increases the quantity and quality of traffic to your website through organic searches. In order to set yourself up for success, make sure that everything from links to images are properly titled. For example, if you have a session at your upcoming event on what to expect when starting your nursing career, make sure the link to that session includes the title. (www.nurseassociation/event/what-to-expect-when-starting-your-nursingcareer) This type of description is also important when it comes to images that are uploaded to the website. Ensure your images are responsive and tagged with (alt=) on the backend of your site. This will allow them to appear in Google image searches.

2. Document optimization: When uploading a document to your website, take the time to fill out any keywords, titles, and descriptions. This will allow it to appear higher on a  search engine.

3. Public-facing content: If you have a membership portal with members-only content, make sure there is a description of what users can find in that portal on the public-facing site. This will allow visitors to have full knowledge of what benefits your association offers, allowing them to then decide if they want to join the association. It will also allow the content to show up in a search that it otherwise would not have shown up in.

These quick changes can significantly increase the amount of traffic your website is seeing each month. Sites like Wild Apricot make this process incredibly easy by providing a sidebar when you edit the page, allowing you to edit the suggested areas for optimization. Take the time to learn more about SEO and implement it within your association and you won’t regret it.

Understanding Generation Z

Associations have been focused over the last few years on growing their millennial membership. It has been much more difficult to bring millennials into associations than previous generations. Although it is important to keep understanding and pursuing millennials, there’s a new kid in town that your focus should also include. The older group of Generation Z is now reaching the age of college graduates and young professionals. In order to relate to them and capture their attention, it is important that you understand them.

Generation Z includes people born between the mid to late 1990s and 2015. Generation Z is unique in several ways. They are known for having an optimistic outlook on things despite having grown up in a post-9/11 world and living through a recession. Gen Z’s have also never known a world without advanced technology. They are quick to learn and figure things out. These traits can be incredibly useful to your association bringing different perspectives to leadership.

Gen Z’s also have a tendency to be researchers. They take information from multiple sources, fact check, and form their own opinions on things. This leads to a lot of time spent on Google which might not be a bad place to find them! They often do quite a bit of research on a company or brand before committing to it. This means your website and social media should be up to date, informative, and relevant.

When it comes to their work life, Gen Z’s are always seeking opportunities and ways to gain experience. This makes them a great fit for associations! Pairing them with mentors and providing educational content will allow them to get what they want out of joining.

Another thing to keep in mind when considering ways to recruit and involve this group, is that they are accustomed to instant gratification. If they do not get this, they can often get frustrated or assume something is wrong. Keep this in mind when setting up the application system for membership, registration for events, and any other interactions where they might expect a complimentary email or gratification.

Generation Z makes for the perfect association member. The obstacle is recruiting and retaining them. Continue to learn about this age group and find ways to make your benefits match what they need.

Focusing on Young Professionals

Now more than ever, recent college grads and young professionals will be looking for new ways to grow their careers. Your association can offer them something they cannot get anywhere else, connections! The problem for this age bracket has always been and will always remain money. They are coming out of college with debt and no job meaning they aren’t exactly looking to throw money into an association. Below you will find a few solutions to this obstacle and what you should be marketing to the young professional demographic.

Discounts. If money is an obstacle, provide discounts to students and young professionals. As they age and become more stable within their careers, they will be able to pay more and their membership price can increase. Discounts, however, will help get them in the door, which can often be the hardest part.

Job Boards. If the group you are targeting is fresh out of college, provide them the opportunity to find a job through your organization. Include a section for starter jobs or internships. If the job board proves successful for them, you can guarantee a long term member.

Networking Opportunities. You might be thinking now is not the time to network, but you are wrong! People need networking opportunities now more than ever. Set up meetings or even a speed networking opportunity online. Zoom can be your new best friend when it comes to bringing members together. This shift also makes members of national organizations more comfortable with the idea moving forward.

Professional Development. Professional development for young professionals should look different than professional development you are offering members of 10-15 years. Help young professionals to create an elevator speech, explain what the perfect resume looks like, provide inside tips on what companies are looking for when hiring. Older members can be the perfect mentors when it comes to those starting off their careers.

Leadership Roles. Get your younger members involved right off the bat. When they join, send them information about your young professionals’ committee or mention that there is a rotating spot on the board for a young professional. This is the perfect resume builder and could be a huge incentive to stay in the organization long term.

Young professionals might be the more difficult group to recruit, but the results will pay off. If you can make lifelong members out of them and set up their first few years for success, they will bring revenue and future members to the organization.