A non profit guide to SEO is available online from the writers of the famous Blogger?s Guide to SEO.
The guide starts out with a brief introduction to the concept of SEO and links to sections on keyword research, internal linking, on page SEO and external link building. According to the guide, external link building is the most critical area to focus on in terms of achieving better rankings.
Google places a lot of importance on the quality of external links to your site, and non profits enjoy an advantage in this respect because they can more easily obtain these links for free. This is because they are not seen as competitive threats by businesses, so underlining your non profit status is to your advantage in this regard.
Webmasters are likely to consider linking as a form of gift or donation to a good cause and will usually help you out.
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Source: http://matthewalberto.com/2012/02/non-profit-guide-to-seo-2/
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