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Consider Google Grants

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So far, we’ve focused on ways to tweak and optimize your site in order to be listed for free on any search engine. There’s another way, though, to be listed on Google: Google gives away free search-engine advertising (the links listed as “Sponsored Links” down the right side of the search results page) through its Google Grants program.

If you’re approved for the program (at the moment, Google appears to be using a non-competitive vetting process, although it can take up to six months or so to hear back), you can place text ads that show up each time someone enters key phrases into the Google search box. The grants often offer enough free advertising to allow you to place ads for hundreds of keywords.

Google Grants isn’t a replacement for the steps above. It only affects Google and not other search engines, and many organizations find that an ad to a page doesn’t bring nearly as much traffic as a link to that page from the traditional search results. However, it’s a straightforward process that every nonprofit should consider.

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