Full Video Transcript

Hey everyone, today we're taking a look at Betterworld. They help you start fundraising for free. It's a bigger website with a 76 domain rating and already a lot of search traffic. It's a platform that makes it easy for non-profits to accept donations online. Betterworld has a noble mission to help charities raise funds more effectively. And we'll take a look at how they are marketing themselves, attracting organic search traffic, and we will cover everything in this SEO audit. At SEOworks.org, we donate 10% of our revenue towards climate change. And we've worked in the past with Bang.Green and Accenture Rebellion to do SEO for them and to build nice websites that help the world be a better place. I'll dive deep into the Betterworld's keyword rankings, on-page optimizations, backlink profile, and more to identify opportunities to boost their SEO and get in front of more donors and non-profits searching online. We'll compare Betterworld to some of the top competitors like DonorBox, GiveButter to see how they stack up and where they can improve their online search presence. So make sure to stick around in the end. I'll give you some juicy insights of how to work with a bigger domain rating website. So if we take a look here, we will see that their website is already very good, very optimized. They have mentions from Forbes. They have mentions from, they work together with 85,000 amazing non-profits. And if we take a look at the domain rating and the things that we can see on Ahrefs, they have a huge domain rating, which is 76. And this means they are the top 28,000 website in the world. So this is really good. They have a lot of search traffic and they rank for a lot of the keywords already. And as we see, their search traffic is really boosting and going up. So they even pay a little bit to page search, which means Google Ads, if we take a look at some of their existing landing pages, they have OP auctions, as an example, and they are ready to bid for this auction app keyword to make sure that they show up for this listing. So they have made a specific landing page for this one. It's a little bit more optimized, but it's not optimized for SEO, which is fine because this page is likely non-indexed. But this makes sure that your page has a better conversion rate and is specifically optimized for the keywords that you're looking for. So this is a nice way, and this means they're ready to pay to be on these platforms, to show up in Google as well. So they're likely also making sure, instead of spending that money on Google Ads, they could as well spend it on SEO and get even better results. Let's take a look at their top pages where they're getting traffic currently from. So it's Better World, their home page. People look for betterthisworld.com and they also show up here for this result, which potentially has a bit more search funding. But for Better World and Better World Login, there's about 1,000 to 2,000 searches per month, and they get most of the traffic because they're ranking number one for this. Also for Better World's fundraising and money and so on. They have some support articles, for example, how to retract a bid for the login page. And then the top pages that they're currently getting traffic from are, for example, GoFundMe alternatives, things to sell at a school, youth fundraising ideas, a Better World auction, how to do online raffles, free raffles, gala ideas, car wash fundraiser. So it's a lot of topics about charities, fundraising events. After a while, the traffic seems to drop a bit lower because they're not always ranking photo-specific pages and the first 100 results are quite good. But they do have a lot of existing pages, about 2,000 to 8,000, which gives them roughly 20K searches per month. And they seem to have stalled a little bit, but meanwhile, they're still growing if you look over the years. They do get a lot of backlinks already, which is a good sign. And for most of that strategy that they're working with is by offering subdomains. For example, for Sperry's Movies House, they accept some types of donations and they can request one. And those are subdomain backlinks that they get. It is a really good strategy, which gives them most of their domain rating currently. Because these bigger charities, they add a link to their existing website. So this is a really good strategy that works if you have some type of self-hosted content or bio-link pages or even profile pages. This will really work well as a strategy of having some type of information or content on your website that users can create. So most of your backlinks are actually from this. If we take a look at the backlinks specifically for their blog, for example, here we can filter on flash blog. We see that the traffic is steadily growing, so they are effectively investing more into SEO, so 300 pages more or less. And if we look at the backlinks for those pages, they have about 800 links, which is still good, but it's of course less than their overall strategy, but it still of course works. So even DonorBox has some links to them, which is a competitor of a higher domain rating, and they link out to the target. So DonorBox blog has even more traffic than BetterWorld.org, and it's a competitor. They also wrote a lot of pages, but they get a little bit better traffic because they have a better domain rating. Compared to the 76 domain rating, they have a 91, and they have a lot more backlinks. But it's really nice to see that they're ready to link out to competitors that potentially have better results. Otherwise, yeah, it's more content, more blogs. I'm guessing this is mostly natural just because they are fairly well-known, but the pages, if we check on page traffic, for example, most of those pages don't actually have so much traffic that are like really real nice backlinks that go to those pages, right? So they, one, two, three, four, and those are pages with real traffic. So it's not they are linked somewhere where they talk about the best auction platforms, for example. If you type in this result, best auction sites, or best fundraising sites, people look for this specifically, and they see a list of domains. They are not, for example, here. And GoFundMe is ranking for this page, and this page only gets about 5,000 volume per month. And they do have some competitors here. If we compare quickly, for example, they don't link out specifically to competitors here, but they do mention them. But for example, this donation website, yeah, they don't really link out to anyone. Let's take a second example, best overall. For example, Classy has again mentioned the second time here in the second blog post. And we see that they do have a high domain rating also, which is 88 compared to 76 from BetterWorld. And they do also have a lot of traffic. But the thing that I wanted to show is that their backlinks over here, they are much better potentially because they have a lot more page traffic, 110K and so on, also from specific competitors. So that is really nice to see. Anyway, how would I try to grow this website? It's by making or focusing more on the bottom of the funnel keywords. For example, GoFundMe alternatives are really nice. They already got a ton of traffic in here and PayPal alternatives. So make sure that you have a bit more of those bottom of the funnel keywords or that you're ranking for the keywords that we saw earlier, such as auction sites, as an example. One thing that I generally do here for bigger sites is running a competitive analysis. And then you type in the target and some of the competitors. I already did this over here. We have a competitive gap of these top websites. So it's DonorBox.org, GoFundMe, GiveButter, Fundly, Zephy, Snowball Fundraising. And they have a lot of specific traffic. And here we can see the keywords they have in common with each other. So the biggest match, for example, here is with DonorBox.org. They have about 8,500 similar keywords to each other. One thing that we then do is by checking the results by filtering on the target that BetterWorld does not have this keyword. And then at least two competitors have this keyword in the top 10. And then we see a quicker result over here. And we see that they are the keywords, for example, that are more bottom of the funnel, which give the top volume. And then it's donation sites. So this seems to be one of the most important keywords that both of these competitors rank in the top 10 for, which is Class C here, GiveButter, GlobalGiving, CharityNavigator, and GoFundMe. But our specific, and DonorBox, but our specific BetterWorld target isn't yet. They don't have this keyword at all. They're not ranking for this whatsoever. So that is something very important that you want to focus on. Make sure that those are very high and grow over time. Some ways to grow higher here is by making some blog posts. For example, DonorBox and GoFundMe, they're not ranking for this on their main homepage, but they're ranking for this because they wrote about it. They have two blog posts, the Best Online Fundraising Platforms, which go really in-depth, and then they place themselves first as number one, and then they highlight some other competitors. One way that you can try to get higher here is by contacting and negotiating some type of deal with DonorBox and saying, hey, we will write a similar post about this. Can you place us in one of the top nine and make it a top 10 instead by including us? And we will also mention you in our listicle that you write a similar blog post for. The next one is GoFundMe. They also wrote a similar blog post about the top charity fundraising sites, and they also highlight themselves as number one, and then they highlight some of these other competitors. So as you see, DonorBox and GoFundMe and Classy, they all kind of link to each other, and you should be able to make sure that you also rank for those specific pages. This will really help everyone's traffic, and if you make a nice group team effort, you will be able to rank higher compared to the other ones. So you make your small little click. The other page, the keywords that are really nice are donate button. So they rank here for the homepage, and DonorBox has it even in their title on the homepage. There's the free donate button, DonorBox, and if people type something in like this because people want to add a donate button, PayPal is ranking for this, DonorBox is ranking for this, and GoFundMe and other ones as well, and GiveBudder. So this is a keyword that you also absolutely need to have because this might be already to add to their website because they just want a donate button. They don't want anything special. GoFundMe also has a specific donate button page, and here you just go through this entire list, non-profit versus non-profit, how to start a fundraiser, donation websites, and you make, you group these up. Some of these overlap, so one way that I try to improve this is by making an export and getting this entire CSV list, and I made a website over here. It's called the Ahrefs Gap Report. You just paste in this CSV over here, and then you get a list of the keyword gaps, and that's like a better view compared to the keyword gap that we already saw before. It's just a little bit more optimized because it will filter and group by pages, and then if you expand the list, you actually see all the keywords that are ranking for a specific page. So GoFundMe is mostly getting traffic from a donation site, donation websites, and so on. Donate button is for the homepage for DonorBug, and the next one, if we sort by value, which means the cost per click times the amount of traffic, so those are the pages that have the most potential, especially for Google Ads or other ones. You'll see that donation sites, they are very high for all this, but also how to start a fundraiser. And this, because we saw this keyword, it's not something that BetterWorld.org has or is ranking for the top 100 at all, and if we check here, that's true. Some ways that you can add that is definitely write your own LinkedIn post or also contact all of these competitors that are already ranking and make sure that you write a similar page or you write your own blog post over here. So if we go scroll a little bit more and just go through it quickly, we can see that we have a lot of different ways to start a fundraiser. How to get funding for a non-profit, thank you for donation, free email marketing for non-profits, grants to start a non-profit, how to make a donation paid, how to get donations, tax to donate, fundraising ideas, non-profit funding, point of sale system, how to raise money for a mission trip, and so on. So there's actually a huge list that you can go through, and if you're using this tool that I made, you can also copy this entire table as Markdown and paste it into Notion. This really helps us optimize, actually, a lot of our SEO audit work, and it's a great strategy for bigger sites, making sure that you match all these keywords that your competitors already have keywords for, and making sure that you write even better quality posts and make sure that you're also ranking for those keywords. It is the best way to make the best progress over time, because you are already sure your competitors already have this keyword, and you can chip out a little bit of that pie. The thing that I'm looking at here is just the amount of backlinks. So these are backlinks that Better World doesn't have a link from. For example, the Guardian donor box is often highlighted. You can, for example, support the journalism here and they have a donation form, or GoFundMe, there's a lot of backlinks from here, from the Guardian, or similar websites, but not from Better World. So this might be a huge list, but it's something to keep in mind. What are these strategies that they're doing so well that they get so much links from? For example, of course, everyone knows GoFundMe, and you can donate directly. I hope this overall quick SEO roast helps in getting you more traffic and figuring out some tips or ideas of how to work with a bigger domain ratings website. Good luck.