If you manage a website for a nonprofit, university, or healthcare organization, chances are your audience isn’t just browsing for pleasure. They’re looking for something important: how to donate, how to register for classes, or how to schedule care for themselves or a loved one.
That’s why navigation is so critical. It’s not just about design, it’s about helping people find what they need quickly, clearly, and confidently.
In this post we’ll break down the most common website navigation patterns, along with a look at how AI-powered search is changing and how website owners and editors should think about navigation.
A horizontal menu across the top of the page, often with your logo on the left and links like “About,” “Programs,” or “Donate” on the right.
Why it works:
It’s familiar and expected
Keeps the most important pages of your website experience front and center
Easy to use on desktops, tablets and larger mobile devices (depending on the number of options)
Things to watch:
Too many items can clutter the user interface (UI)
Not suitable for websites with dense or complex information architecture
Where it fits:
Perfect for mission-driven websites with clear, high-level goals, which use a simple, action-oriented top menu like: Donate, Get Involved, Refer a Patient.
Good place for contact info, careers, privacy policy, and internal links
Things to watch:
Avoid cramming it with too many items
Keep it visually simple and organized
Consider including key items from your main navigation to create a secondary point for users to traverse your site
Where it fits:
All websites benefit from a helpful footer, it’s the safety net for people who scroll all the way down looking for answers.
The Next Shift: AI-Powered Navigation
Now for what’s coming next, and is already starting to show up on forward-looking websites … instead of clicking through layers of navigation, more and more visitors want to just ask a question:
“How do I apply for tuition assistance?”
“I need directions to the clinic.”
“How can I get involved beyond just donating?”
AI-powered search tools, including chat-style interfaces and natural language search are making this possible. It’s like giving your site a smart assistant that understands questions and points people to the right answer instantly.
Why it matters for your mission:
Saves time for visitors (and staff)
Reduces friction points, especially during stressful moments (like seeking care or emergency help)
Helps users find specific, deep content without navigating complex menus
AI tools can supplement your menus, not replace them. For example, a donor might browse your navigation, but a returning volunteer could just ask the chatbot “Where’s the login page for last year’s volunteers?”
As more people expect intuitive experiences everywhere, organizations that invest in smart search tools, especially on high-traffic or information-dense sites, will have an opportunity to stand out.
Choose the right navigation pattern for your needs.
Good navigation helps people find what they need with the least amount of friction. Whether someone wants to make a donation or explore academic programs, choosing the right navigation pattern is critical for making it easier for users to connect with the content that matters most. It’s all about removing friction and guiding people in the right direction.
Smart internal linking so bots understand your expertise.
Brand mentions on Reddit, LinkedIn, and niche forums that prove real-world authority.
AI Has Rewritten the SEO Playbook
What changed?
Conversational results: Large Language Models (LLMs, which is software that predicts the next best word, like ChatGPT or Gemini) answer questions in a chat box instead of a list of pages.
Zero-click reality:65% of searches already end without a website visit, and projections hit 70% by mid to late 2025.
Visibility > traffic: If an AI cites you, you win impressions and brand recall, even when no one taps a link.
Why it matters to marketers
Traditional SEO measures success by ranking and clicks. In an AI-first world, the real KPI is how often the robots say your name. Authority signals, like links, mentions, structured content, feed those answers.
How LLM’s Surface Data For a Query
Fan-out queries are the extra searches that an AI (like ChatGPT, Gemini, or Google’s AI Overviews) launches behind the scenes to build a rich, well-rounded answer. Think of them as the follow-up questions a savvy researcher would type into Google after hearing your main question.
How Fan-Out Queries Work in 3 Steps
1. Intent Mapping
The AI model reads the user’s original prompt and breaks it into the underlying “jobs to be done.”
Example: A user asks, “What’s the healthiest plant-based protein for muscle gain?” The AI decides on sub-topics like: “protein quality,” “amino-acid profile,” “digestibility,” “protein cost.”
2. Query Generation (the “fan-out”)
For each sub-topic, the AI spins up more specific searches, often 5–20 at a time.
“best complete plant protein source”
“digestibility score of pea protein vs soy”
“price per gram plant protein 2025”
“clinical studies plant protein muscle hypertrophy”
3. Aggregation & Synthesis
The engine scrapes results, scores credibility, and stitches the findings into a single conversational answer. Only the polished summary appears to the user; the fan-out queries stay under the hood.
Quick Optimization Tips
Cover related sub-topics in one hub post (you can then write more in-depth articles separately, and link to those from your hub post – continue to read for more details on this)
Use descriptive sub-headings (H2/H3)
Include data points (especially our own data), definitions, and mini-FAQs
Refresh supporting stats annually
Fan-out queries are the AI’s way of triple-checking its work. By anticipating these spin-off questions and addressing them clearly on your website, you position your content to be the source the bots (and your future customers!) keep coming back to.
Do Backlinks Matter in 2025?
Yep, backlinks still move the needle, but only the right ones. Think quality over quantity, context over random link swaps. Long gone are the days when any old link could bump you up the rankings.
In 2025, Google’s AI Overviews and chat-based engines like ChatGPT weigh backlinks more like reputation votes. They look at who is linking to you, why they’re doing it, and whether the surrounding content makes sense for your topic.
If a respected publication, niche podcast site, or university blog points to your guide, that’s gold. Ten spammy directory links? Dead weight.
What still works
Links aren’t dead; they’re pickier. AI assesses:
Source authority (Is the site trustworthy?)
Topical relevance (Does the surrounding content match your niche?)
Anchor context (Natural language > exact-match keyword stuffing).
How to build “AI-ready” links
Create genuinely linkable assets: original research, interactive tools, or deep guides others want to reference.
Upgrade anchor text: Mix branded mentions with partial-match phrases so it reads like real prose. (i.e. “Check out Kanopi Studio’s AI-SEO checklist” instead of “Click here.”)
Partner up: Cooperate with trade groups, podcasts, or complementary SaaS platforms for joint studies and co-branded webinars.
Think digital PR, not link exchange: Pitch journalists with newsworthy data; the story earns you natural links and brand buzz.
Anchor text is the clickable words in a hyperlink. It tells both readers and search engines what they’ll get on the other side.
Internal Linking: Your Secret Weapon for AI Understanding
Internal links are the signposts that tell AI, “Here’s how all our content connects.” As Google’s AI Overviews roll out, internal links help “AI algorithms better recognize the relevance and authority of your site,” increasing the chance your page is chosen for the summary box.
Google calls solid link architecture “crucial” for getting a site fully indexed because it signals which topics are broad pillars and which are supporting details.
Let’s pretend we’re working on a boat repair brand.
1. Pillar-cluster model (quick refresher)
Pillar page: A broad, authoritative hub (i.e. “Your Ultimate Guide to Boat Maintenance”).
Cluster pages: Deeper articles that cover subtopics (i.e., “Winterizing Your Engine,” “Cleaning Fiberglass Hulls”).
Links both ways: Every cluster links back to the pillar and to each related cluster.
2. Semantic anchor text strategy
Instead of repeating the exact same anchor text “boat maintenance guide” 10+ times, vary with natural phrases: “seasonal service tips,” “engine tune-up checklist.” This diversity feels more “human” and also helps AI map related ideas.
3. Implementation checklist
Audit: Use tools like Screaming Frog or Ahrefs to spot orphan pages (a webpage with no internal links pointing to it, making it hard for users and bots to find) or pages with low internal links.
Map clusters: Use a Google Sheet to group URLs and note missing links.
Add context links: Place them inside sentences, not sidebars. Contextual placement carries more weight with AI and readers alike.
Brand Mentions Are the New Links
Google and OpenAI both license Reddit data – so having a presence on forums (Reddit and Quora) is definitely recommended!
LinkedIn pulses also tend to show up in business queries.All of these unlinked brand shout-outs train AI on who you are and whether you’re trusted.
Why mentions matter
AI tries to mimic real-world consensus (which is why they love crawling forums like Reddit, or review sites). When your brand name pops up across different credible conversations, it acts like digital word-of-mouth. That familiarity makes an AI citation more likely
How to spark the right chatter
Use social listening tools (Brandwatch, Mention) to track new discussions, then jump in to clarify facts or offer resources. Every helpful reply is a brand mention in the making!
Three Tactical Wins You Can Deploy Today
See what AI already says about you
Open ChatGPT or Gemini and ask, “What is [Brand]?” Note missing or incorrect points, then update your About page and top-traffic posts to make these facts easy for AI to pull.
Mine AI for unanswered questions This is a fun trick I love to use. Run a Deep Research prompt (if you have a paid ChatGPT subscription, which I highly recommend!) on your main keyword. The model spits out common sub-queries (see below). Turn each gap into a quick FAQ or blog update, or include them on your service or product pages!
Track citations over time Pick 5 to 10 queries that are relevant to your brand (ex. “best virtual golf simulators,” or “best web development agency”) and record which brands AI lists every 2-4 weeks. Find an LLM Mention template and example for this here. There are also tools like XFunnel.AI that help to automate this task but typically cost a subscription fee.
So that’s the game plan! Ditch the “collect-all-the-links” mindset, double-down on quality signals that AIs actually trust, and give those fan-out queries everything they need to pick your brand first.
If we tighten up our internal links, spark real chatter out in the wild, and watch our citation share like a hawk, we won’t just survive the AI shake-up, we’ll ride it. Let’s get out there and make sure the next time someone asks a smart bot a question, your name pops up in the answer.
Quick Glossary
LLM (Large Language Model): A type of AI that predicts words to generate human-like text.
AI Overview: Google’s summary box powered by generative AI, they appear above organic links.
Anchor text: The words you click in a hyperlink.
Internal link: A link that points to another page on the same website.
Orphan page: A page with no internal links linking to it, making it hard to find.
“Americans either don’t, won’t, or can’t read.” Advertising legend Neil French opened a long-copy ad for the National Newspaper Association with this zinger nearly 25 years ago. While it may seem like a cheap crack about declining literacy rates, French was actually commenting about our changing media consumption habits. Turns out he wasn’t wrong. Fast forward to today, where attention spans are measured in seconds and content consumption happens between sips of coffee and doomscrolling. The challenge seems more difficult than ever: How do you create content that people actually want to engage with — that they actually find not only interesting, but also helpful?
We can create content that people want to read by applying timeless storytelling principles. At Kanopi, we specialize in helping education, nonprofit, and healthcare organizations create engaging, impactful content. We not only develop strategies and create content for our clients, but we’ve also crafted a simple nine-step storytelling guide to equip their internal teams with the tools to create their own great content in perpetuity. Designed to be practical and actionable, it helps teams craft content that resonates with audiences because they find it relevant and useful.
And since we love helping tell great stories, we’ve decided to share this little sneak preview — right here, right now.
The Kanopi Nine-Step Storytelling Guide
1. Be Scannable.
Admit it. You’re probably scanning this right now. In fact, only 20% of high-skill readers fully read what they see online. Clarity and scannability are key to engaging them. So, cut the fluff. Break your content into short, digestible paragraphs, use bullet points, and include subheadings to guide readers through your material. Remove any unnecessary words and get straight to the point. The more concise your content, the easier it is for users to consume and retain.
2. Start at the End.
Every piece of content should have a clear goal. Whether you want to encourage educators to use a specific resource or inspire students to take action, starting with the outcome in mind will shape how you present the information. Your introduction and body should be structured to naturally funnel the reader toward the desired action. This ensures that your content is goal-oriented and helps users move toward taking the next step.
3. Add Emotion.
Despite how logical we like to think we are, the truth is, we humans make decisions based primarily on our feelings. By tapping into excitement, empathy, or inspiration, you can create content that resonates deeply. Consider the emotions you want to evoke and structure your content accordingly. For example, if you’re promoting a cause, highlight its impact on people’s lives to inspire action.
4. Back It Up with Data.
While storytelling is powerful, reinforcinging it with relevant data can make your content even more compelling. Using statistics helps validate your message and provides a sense of credibility. When telling a story, try to incorporate three key stats that enhance your narrative.
Just make absolutely sure your data is from reliable sources! This is critical to building trust with your audience — especially in this day and age.
5. Keep (and use) a Story Journal.
Ever been snorkelling, when out of nowhere a really cool fish swims right past you, and then disappears forever?
Great ideas are just like that. Oftentimes, if you don’t capture them somewhere, they vanish altogether.
To keep a steady flow of compelling material that you won’t lose or forget, create a story journal. Dedicate two minutes daily to jot down any interesting stories you come across — whether it’s an inspiring anecdote, an insight from a user, or a breakthrough moment in your industry. This simple habit will ensure you always have a bank of stories to draw from when creating content.
6. Pay Attention to Structure.
Story structure is critical. It keeps your ideas organized, ensures clarity, and delivers the intended message effectively.
If you’re familiar with web design principles, structure your content like a user story.
For example: “As a [type of user], I want [their goal] to achieve [the benefit].”
This format keeps your content focused on the user’s needs and desired outcomes. By telling stories that are centered on your audience, you make your content more relatable and engaging.
You can also incorporate interactive elements like “scrollytelling” — a technique where animations and color changes guide users as they scroll, helping them track their position and enhancing the overall storytelling experience. For Flagler College, for example, we used a narrative-driven design to seamlessly showcase its history and campus, combining visuals and intuitive navigation to create an immersive and memorable experience.
7. Speak to Your Niche.
Trying to create stories that appeal to absolutely everyone is the most surefire way to ensure they’ll resonate with no one.
Tailor your content to speak directly to your specific audience. By defining your niche and understanding what your users care about, you can create messages that feel personal and relevant. Speak to your ideal users in a language they relate to, and address their specific needs, challenges, and interests.
Our Exploratorium website redesign is a prime example of how compelling stories can be seamlessly integrated into design. The custom Oppenheimer theme uses stunning visuals and videos to showcase science content, guiding visitors to engage with the material in a more intuitive and interactive way. By simplifying content types and focusing on visual narratives, the site enhances user interaction, making the content more engaging and easier to explore.
8. Sell the Experience.
The best stories center on the hero’s transformation. For the Gilder Lehrman Hamilton website, we used a combination of educational resources and performance art to help users connect emotionally with history, transforming the way they engage with the subject matter. By personalizing the experience based on user type (teacher, student, parent), it creates a deeper, more meaningful connection with the content.
9. Focus on What Makes You Unique.
What makes you stand out in your field? Whether it’s a unique perspective, an innovative approach, or a specialized area of expertise, emphasize what sets you apart. Tell your audience why your product or service is the solution they’ve been looking for, and how it addresses their specific pain points. This uniqueness helps you build trust and loyalty with your users.
Happily Ever After…
Those of you who have studied writing and/or filmmaking before are probably reading all this and thinking,
“Well hey, these principles apply to all forms of writing and storytelling, don’t they?”
And you’d be correct. The principles of good storytelling have more or less remained the same ever since our ancient ancestors first gathered around the campfire. And they remain the same today, regardless of medium.
Creating content your users want to read isn’t about guessing what will resonate; it’s about understanding your audience, structuring your content for easy consumption, and using storytelling to make an emotional connection. By following these tips, you’ll be able to craft content that not only captures attention but also builds lasting relationships with your users.
Of course, if you’d still prefer to have some professional help telling your story, we’re here for it. Our storytelling experts will ensure your content hits the mark on all nine tips, while showing your team how to create engaging, audience-focused content that drives real results.
Here’s a question we occasionally hear from new and prospective clients:
Why do we need to invest in discovery and content strategy?
These clients believe that a fresh design and upgraded functionality are all that’s needed to improve the user experience and achieve their website goals.
Fortunately, there’s a short, straightforward answer to this question:
Because the goal of a redesign is to get the website you really need — not just a prettier, faster version of the one you already have.
Of course, there are always those clients that still require a bit more convincing. We don’t mind this at all, since it allows us to dive into our long-version answer that includes a surprisingly relevant analogy about a weird house.
Creating an effective website takes more than fresh design and code.
Gaining deep insights about your users, their behaviours, and the needs and desires that motivate them isn’t some extraneous, value-added luxury item. If you’re serious about meeting your website goals, investing in discovery and content strategy is absolutely critical.
After all, you don’t want a Winchester Mystery House.
Located in San Jose, California, the Winchester Mystery House is an architectural curiosity built by the heiress to the Winchester rifle fortune. While we won’t delve into its bizarre and spooky history, we mention it here as a real-world example of what happens when you try and build something with no master plan. Constructed continuously from 1886 to 1922, the sprawling mansion ended up as a maze of 160 rooms, with staircases leading to nowhere, doors that open into walls, and all manner of mismatched design elements.
Without a clear plan that includes discovery, websites can become just as chaotic — with disjointed navigation, unclear messaging, and features that frustrate rather than guide users. We see this happen more often than we’d like. (Usually, we’re the ones called upon to fix it.)
Successful sites begin with discovery.
Discovery lays the groundwork for a successful website by providing you with a comprehensive understanding of your audience and goals. Our discovery process integrates two essential research methods:
Quantitative research involves analyzing search trends and website analytics to reveal measurable patterns and behaviours — a.k.a. the ‘what.’
Qualitative research engages internal interest-holders and listens to external audiences to learn as much as possible about their underlying motivations and needs — a.k.a. the ‘why’ — behind these patterns.
By incorporating both strategies, we gain both data-driven clarity and human context, creating a strong foundation for your site’s success.
(If you’re curious to learn more, this post explains more about our discovery process and why we value both ‘Q’ methods equally.)
Critical next steps: Content Strategy and UX Design
Discovery’s ultimate purpose is to guide you in creating an intelligent content strategy that ensures your messaging is clear, persuasive, and aligned with your goals. Effective content strategy also drives engagement, helping you connect with your audience.
With a solid content strategy in place, the User Experience (UX) designers now have something to build on. Smart UX design ensures the site is easy to navigate, accessible, and seamless. Wireframes and prototypes transform strategy into a user-friendly structure that meets both user needs and your organization’s goals.
Only after all this does the visual design start — and again, this means that if you skip discovery, every step that follows will be misinformed. Or, to borrow that old accountant’s adage: Garbage In, Garbage Out.
A strategic investment for long-term impact
As with most long answers, this one ends up at the same conclusion as the short version — that discovery and content strategy are not optional extras. They’re the difference between a website that offers little more than visual appeal and one that serves its true purpose. Especially for nonprofits, where resources are limited, discovery and content strategy help ensure your website becomes a tool for real change.
Don’t forget SEO! We gave a webinar about it.
Ready to Boost Your Website’s Performance Without the Overwhelm? A must-attend webinar for business owners, marketers, and anyone looking to make SEO work smarter, not harder. Lauren Chervinski gave a webinar focused on SEO called “SEO Survival Kit: 5 Steps to Thrive Now and in the AI Era .” (47 minutes)
Moving your website to a new platform or domain can be an exciting step for your organization. It can also be a bit nerve-wracking, especially when it comes to preserving your hard-earned SEO rankings. However, with thoughtful planning and execution, you can ensure a smooth transition that retains SEO value and link integrity. It also enhances the user experience and helps preserve search rankings.
Let’s walk through the process:
Pre-Migration: Laying the Groundwork
Before you start packing up your digital boxes, it’s crucial to do some prep work:
Benchmark Your Current Performance
Document your current rankings, organic traffic, and other key metrics. This will be your baseline for measuring success post-migration.
Audit Your Current Site
Take a good look at your existing website. What’s working well? What could use improvement? This is your chance to identify any SEO issues you can fix during the migration. Use Google Analytics and Google Search Console, and tools like SEMRush to analyze current traffic, keyword rankings, and backlink profiles.
Identify High-Value Pages
Focus on migrating pages with high traffic, strong backlinks, and substantial SEO value first.
Create a Comprehensive Redirect Map
Compile a list of your current URLs and map them to their new locations on the site. This step is vital for preserving link equity and avoiding 404 errors.
Review and Update Content
Ensure all migrated content is updated for relevance, readability, and SEO. This includes adding internal links, optimizing images with alt text, and ensuring proper keyword usage.
Structured Data Markup
Use structured data (schema markup) to improve how search engines interpret your content.
During Migration: Executing with Precision
Now that you’ve done your homework, it’s time for the big move!
Implement 301 Redirects
Set up 301 redirects from all old URLs to their new locations to maintain link equity and avoid 404 errors. This informs search engines that your content has permanently moved.
And don’t forget to test them! Verify that all redirects work correctly — you can either test them manually or use tools like Screaming Frog.
Create a URL Map
Document and map all existing URLs to their new counterparts. This ensures every old URL points to a relevant new URL.
Update Internal Links
Remember the links within your site content. Update them to point to the new URLs to avoid creating redirect chains.
Preserve Metadata
Make sure that your title tags, meta descriptions, and header tags remain intact during the transition. If you’re updating content, seize the opportunity to enhance your metadata by reviewing and aligning it with SEO best practices and relevant keywords.
Check Robots.txt
Ensure the robots.txt file is correctly configured to allow search engines to crawl the new site.
Post-Migration: Monitoring and Optimizing
You’ve made the move, but your job isn’t done yet:
Conduct a Full SEO Audit
Conduct a comprehensive SEO audit post-migration to ensure all elements are correctly implemented and the site performs as expected.
Submit Your New Sitemap
Generate a new XML sitemap and submit it to Google Search Console and Bing Webmaster Tools. This helps search engines discover and index your new pages quickly.
Monitor for Crawl Errors
Keep a close eye on your Google Search Console for any crawl errors or indexing issues. Address them promptly to minimize any negative impact.
Configure Sensible Metadata Defaults
For new content, set up default metadata to ensure sensible values are used when the content editor does not provide custom metadata.
Continue to Track Your Performance
Remember those benchmarks you set? Now’s the time to compare your new site’s performance against them. There are a few steps here:
Look for any significant drops in traffic or rankings. If you see them, investigate the cause.
Set a schedule to regularly monitor the site’s performance. Use Google Analytics and Google Search Console to monitor traffic changes, rankings, and indexing issues, so that you can refine your SEO strategy based on performance data and industry trends.
Test with Lighthouse. Use Google’s Lighthouse testing to help address any performance and SEO issues that might affect search placement.
Lastly, Fix Issues Promptly!
Now that you have a shiny new migration done, don’t just ‘set it and forget it.’ Address any 404 errors, crawl issues, or drops in rankings as soon as they are identified.
Bonus Tips for SEO Success
While you’re at it, why not take this opportunity to give your SEO a boost?
Improve Site Speed
A new platform often means better performance. Use the opportunity to optimize your page load times, which is a crucial ranking factor.
Enhance Mobile Responsiveness
Ensure your new site provides an excellent experience across all devices. Google’s mobile-first indexing makes this more important than ever. Test the new site for mobile compatibility using tools like Google’s Mobile-Friendly Test.
Create Fresh, Quality Content
Use the migration as an opportunity to refresh your existing content or create new, valuable pieces that support your SEO strategy.
Remember, a website migration is a big undertaking, but it’s also an opportunity. By following these steps and remaining proactive, you can ensure that your SEO not only survives the transition but also flourishes in its new environment.
And if you need a hand at any point, just reach out to us! We’re here to help you make this journey as smooth as possible.
Check out our webinar on SEO.
Ready to Boost Your Website’s Performance Without the Overwhelm? A must-attend webinar for business owners, marketers, and anyone looking to make SEO work smarter, not harder. Lauren Chervinski gave a webinar focused on SEO called “SEO Survival Kit: 5 Steps to Thrive Now and in the AI Era .” (47 minutes)
Google recently rolled out its new search generative experience (SGE) to select users based in the United States.
In this blog, we outline what SGE is, why it matters, and how it’s predicted to impact the healthcare industry and its websites.
Before we do that, though, let’s run through a quick Google & AI history lesson:
History of Google & AI
For 25 years, 80% of Google’s revenue came from ads.
At the same time, search is declining: 25% predicted as folks embrace Artificial Intelligence (AI).
We’re trained to search through learned behavior: unnatural phrasing, lack of verbs, and unconversational.
AI allows us to search using full-sentence structures, following our natural behavior and conversations.
What is Search Generative Experience or SGE?
Google’s Search Generative Experience (SGE) is an experiment using AI to create search engine results page content. Believe it or not, Bing is already doing this and has been doing it for a while now.
Google continues to change the format, layout, content, data, and other elements in SGE results.
What’s being displayed?
Collapsed view (AI-generated content is collapsed for the searcher)
Opt-in (a prompt appears at the top of the page, allowing searchers to opt-in to an AI-generated overview of their search)
Long(er) queries (a pediatrician who accepts Aetna in Chicago) display specific locations & people knowledge cards.
Informational queries (e.g. “What is stiff neck?”) display an AI-generated top-of-page snippet.
Local queries (e.g. “best neurologist near me”) display doctor profile knowledge cards.
Where’s Google getting its data?
Listings (Google Business Profiles)
Reviews (Google Business Profiles)
Site content, Find a Doctor (FAD) & third-party sites like Yelp.
Search engine marketing (SEM) impact
23% of ads show up on top of SGE
32% of ads show up below SGE
0% of ads show up within SGE (for healthcare)
What we’re seeing
Google continues to experiment, though we’re seeing:
Data populating SGE directly from Google Business Profiles. This includes listings & review data.
Website content that is more structured and sitting on heavily schema-tagged pages is showing more often.
Google is “summarizing” page content – including patient reviews on provider pages and content on well-structured content pages.
Paid ads are not showing most of the time (at least not for now.)
Organic traffic to healthcare websites is predicted to decline. An 18-75% loss could be seen overnight. Education sites should prepare for a decline as high as 44%.
The hardest-hit sites will be content pages (such as Healthgrades, WebMD, Mayo Clinic, etc.) and any content pages on your healthcare organization’s website.
Things to consider
Expect organic traffic to decline dramatically.
Already, we’re seeing changes to how websites are discovered (or not discovered).
Queries that contain “who, what, and where” type questions will likely see the most declines in organic traffic to healthcare sites.
Informational queries that are more research-based are now more likely to reduce organic traffic, whereas they once could have led to traffic to sites .
Expect a focus on people over paid; your doctors, physicians, healthcare professionals, and medical school faculty will be heavily prioritized to show in SGE results.
Changes will affect how people (doctors, faculty, etc.) appear in SGE, making listings and reviews over paid ads all the more critical to your healthcare website’s content strategy right now.
What you can do now
Sign up to Search Labs and play around with it.
Focus on search intent, and what people mean when they search and find healthcare sites.
Consider ways to craft content for long-tail queries.
Prioritize listings and reviews. Ensure that data is robust, up-to-date, properly structured, and connected to platforms to help drive better impressions and accuracy on Google and other sites.
Don’t ignore Google reviews (respond, generate, etc.)
Build relationships and horizontal pathways between content on your healthcare website.
Focus on E-E-A-T
Experience, Expertise, Authoritativeness, and Trustworthiness come from your brand. We can help you connect the dots on your website and tell your story if you fear this is currently lacking from your site.
With the UCSF Department of Surgery in particular, it’s about making connections between content about health conditions, people who treat them, and the places where surgeons can see patients with related conditions.
Each page should be properly structured and display an optimized content hierarchy, taking into consideration how Google can reference information in SGE.
And most importantly: ensure every page is schema-tagged!
Focusing on website transactions
As your healthcare website content continues to be distributed to train AI algorithms, websites will increasingly become places where folks need to transact, not learn.
Websites need to focus on these key transactions:
Phone calls to make appointments.
Online appointment bookings.
Other calls to action (newsletter sign-up, apply for a clinical trial, etc.)
SEO will become SGO
As SGE continues to evolve, SEO will increasingly resemble SGO. Healthcare websites need to pivot towards becoming transactional hubs, facilitating intuitive actions such as appointment bookings and clinical trial sign-ups directly from search engine results pages (SERPs).
While Google’s Search Generative Experience reflects a paradigm shift in search engine functionality, it also presents exciting opportunities for hospitals, clinics, and medical schools to enhance their digital strategies.
By embracing AI-driven data analyses, optimizing content for search intent, and prioritizing patient, donor, and resident engagement through transactional website functionalities, healthcare organizations can proactively adapt to the changing digital landscape and continue to thrive in this emerging AI-centered online world.
Your organization has just rebranded its website. It’s got a beautiful, modern design full of updated visuals and tons of ways for supporters to engage with your mission—great!
Weeks and months go by. You’re still promoting your campaigns, programs, and newsletter sign-up options like normal, but you don’t notice any changes in your performance. Your online fundraising results seem roughly the same as before.
Was the website investment a mistake? Did it make a difference?
Unfortunately, major website updates might not make a difference for your digital bottom line if your online marketing foundation is shaky to begin with. The purpose of your organization’s website is to communicate and inspire action. Rebrands and design updates can help you excel at the former, but if you’re neglecting the latter, you’re facing an uphill battle.
The calls to action, or CTAs, on your website (as well as your emails and social media posts) convert online engagement into a tangible impact for your organization. With poor CTAs, even the most well-designed nonprofit or higher education websites can struggle to generate value and on-the-ground engagement.
Even experienced marketers can benefit from revisiting the basics of conversions and CTAs to ensure your website is making the most of current best practices. Improving your website’s ROI is easily approachable once you get a refresher on the basic concepts at play. Let’s take a look.
What’s a conversion?
In the marketing world, a conversion occurs whenever a reader or web visitor completes a specific target action. For nonprofit organizations, for example, these target actions typically include:
Other organizations might have target actions such as:
Downloading a white paper
Registering for a webinar or event
Signing up to receive emails
Purchasing an item
Conversions generally revolve around a specific endpoint in a user journey like the examples listed above.
Your website and other marketing materials will have already stewarded and encouraged web visitors to reach that point and feel ready to take the target action. You can drill down and track intermediary steps like clickthroughs to your website from an email as distinct, unique conversions as part of the process to reach the ultimate desired action.
Essentially, you can think of a conversion as the final step a visitor takes that gets you closer to a concrete goal like increasing campaign revenue or your donor acquisition rate. In other words, it’s the point when an interested visitor is officially “converted” into a secured donor, volunteer, email recipient, etc.
What’s a call to action (CTA)?
A call to action is the explicit way in which you ask readers or site visitors to take a target action.
Calls to action usually include buttons or graphics and include text and visuals that entice users to take action. All CTAs should direct users straight to a target landing page, the web page that includes the form or instructions for how to take the target action.
For nonprofits, a blanket “donate now” button in your website’s header is considered best practice. You’ll also need to include more targeted asks throughout your website depending on each page’s purpose in order to support your organization’s more specific goals, like email, volunteer, recurring gift, or membership sign-ups.
Essential elements of effective CTAs
So what makes an effective call to action? Each CTA will look different depending on its unique context and the goal it’s supporting, but these are some essential elements that all CTAs should include:
1) Relevance
Simply put, what you’re asking readers to do must make sense. What can you assume users are looking for or seeking to accomplish when they visit specific pages of your website? Consider these factors:
A user’s intent and goals when visiting a specific web page. Are they looking to learn more about something? Are they looking to take a specific action? Depending on the purpose of the page, determine what would make the most sense to ask this user to do.
The specific context of the message. For instance, if it’s part of an email stream for previous volunteers, ask them to learn more about your new opportunities and join your next event rather than sign up for an orientation session.
A user’s readiness. Do they need more information before being likely to take your target action? For example, a brief section of your “ways to give page” about planned gifts will be more successful if it asks readers to click through to a more detailed page about how bequests work. That page is where a more specific request to set up a bequest will make the most sense contextually in the user’s journey.
Ensuring relevance requires putting yourself in a visitor’s shoes. When adding or updating your CTAs, look at the page in question and think about who lands on it and why. Putting thought into the page’s context will allow you to add truly relevant additional CTAs to it that will boost its conversion-generating power.
For some organizations that offer direct services to large audiences, like healthcare institutions, there could be much more complex user intents and goals at play. Their web designs and CTA strategies need to be more carefully plotted out to ensure each page’s CTAs are relevant to visitors’ goals and journeys. Check out Kanopi’s healthcare web design guide for an overview of what these strategies look like in action.
2) Compelling language
Your CTAs, whether they’re on a web page, email, marketing text message, social post, or even a printed mailer, need to stand out. What would you be more likely to click—“click here to donate” or “give a lifesaving gift today”?
To encourage clicks and engagement, use compelling and engaging language. Consider these best practices:
Use active voice and action verbs.
Avoid industry jargon.
Use “power words” that help tap into supporters’ emotions, curiosity, or concern.
Avoid using “we” and centering your organization—the focus should be on your supporters.
Evoke a sense of urgency or time sensitivity when appropriate.
Take a look at the donate and sign-up buttons on your website and email drafts and quickly review their language. Are there any immediate improvements you can identify? These are fast, easy changes you can make, and while they might seem small, they add up. If just 10 more supporters are encouraged to click through, learn about your mission, and give a gift for the first time, those are 10 more donors and gifts you wouldn’t have otherwise acquired!
3) Specificity
Similarly to the importance of compelling language, your CTAs should also be very clear. Readers should immediately understand what you’re asking of them and where you’ll direct them if they click through.
When drafting the language for your CTA buttons, links, and graphics, double-check that you’re being as clear as possible. A good rule of thumb is to keep your text short and direct, balancing conciseness with the compelling action tips listed above.
For most organizations, this will be fairly easy since most of your asks are quite straightforward—donate, sign up, learn more, contact us, etc.
More complex institutions should put extra consideration into the clarity of their CTAs. For example, college websites have to house a lot of diverse material that will be used by a wide range of audiences—students, alumni and families, staff, donors, community partners, and more. Understanding your audiences, making asks that are relevant to their goals, and using compelling but specific language will make a smoother experience for everyone who arrives on the website.
4) Prominent design and placement
You also need to consider the visual look and placement of your CTAs. Follow these best practices:
Visuals
For buttons, use bold colors that complement your website’s color scheme and stand out against the background. Ensure that the text color has sufficient contrast to be easily seen.
For graphics, also use bold colors that complement your main color scheme, but consider the additional visual elements. Your logo and well-designed illustrations will work, but photos of people tend to best catch users’ attention.
Placement
If you want readers to see something, make it easy to find! Bold buttons at the end of paragraphs and banner graphics at the tops and bottoms of pages are natural placements for CTAs.
Charitable organizations should include a “donate now” button on their website’s running header.
Including multiple CTAs is fine and often recommended, but don’t overdo it—keep each page focused on its core purpose.
If you have embeddable email sign-up forms, calendars, and donation tools, make use of them! These elements streamline the user experience and can boost engagement.
CTAs should be prominent but shouldn’t feel haphazardly placed. Each of the essential elements discussed in this guide involves considering the user experience and the context in which you ask visitors to take target actions. If you take a moment to think through the CTA from the user’s perspective, it becomes much easier to identify the right placements that will ensure it’s seen and acted upon.
Getting started and measuring your performance
Once you’ve got a solid grasp on call-to-action best practices and implement updates to your strategy, how do you ensure they actually make a difference? Follow these steps on an ongoing basis:
Set clear goals. What are the specific outcomes you want to see as a result of updating your approach to CTAs? For example, you might aim to increase online fundraising conversions by 25% overall in the next 6 months, or you might set channel-specific goals, like increasing email clickthroughs by 15%.
Create dedicated landing pages to support your goals. It’ll be easiest to track your progress when all the CTAs that are part of a campaign all point users to the same place. This allows you to review incoming traffic to a single landing page and its specific sources without wading through unnecessary amounts of irrelevant data. The landing pages should include the forms or instructions that will allow users to complete the final target action that you’re asking of them.
Actively track your conversion rates. By funneling traffic to a dedicated landing page and tracking the number of form completions, you can calculate your conversion rates for the different CTAs that send users there. Web analytics tools and website plugins can greatly simplify this task. However you collect the data, make sure to intentionally track it so that you can measure your progress over time.
Correlate performance to specific strategies. With conversion data in hand, you can take a closer look at your highest- and lowest-performing calls to action. What strategies do they employ? What audiences are they targeting? These are the insights that will help you continually improve your conversion rates and better understand your audience’s motivations for engaging with your organization.
Test and refine your CTAs. With everything you’ve learned, make targeted changes to your CTAs and track the results. For a more systematic approach, try an A/B test in which you present two similar audiences with slightly different variations on the same CTA. Keep the process running with fine-tuned updates, testing, and analysis.
The data collection and analysis aspects of an effective CTA strategy are often harder for small shops to handle, which is why third-party help can be so valuable. Web designers and consultants can help with your CTA strategy, develop custom landing pages, and provide analytics solutions to help you roll out a professional-grade conversion strategy.
The bottom line is that conversions (and the calls to action that create them) must be approached intentionally. A beautiful website is only a true asset for your organization when it can make an impact, and that’s accomplished by understanding and adapting the strategies discussed here. Best of luck!
As spring breezes sweep away the cobwebs of winter, it’s not just our homes that deserve a thorough cleaning: your websites do, too! Like any living space, your website can accumulate clutter over time, impacting its performance and user experience.
Join us as we explore some of the tasks that should be on every website owner’s spring cleaning checklist.
Remove and update 404 links
Imagine you’re tracking down an important piece of information on the internet, only to hit the dreaded 404 error — foiled again! If your website aims to attract and delight end users, providing them with a positive user experience while they visit your site is crucial. When end users encounter a broken link, it can be frustrating and diminish their trust in your website.
From an SEO (search engine optimization) standpoint, 404 errors can be a red flag to search engines, suggesting a lack of upkeep that can negatively influence your site’s ranking. Additionally, broken links disrupt the flow of search engine crawlers, hindering the site’s ability to be indexed correctly, which impacts how easily a user can find your website when performing an online search.
Ensuring that all links lead to the intended content keeps users engaged, encourages them to explore more of the site, and helps maintain a positive reputation with visitors and search engines.
How to check for 404 links
This task may seem daunting, especially for e-commerce or large-scale websites, but various free tools scrape your website for not only 404 errors but other unsuccessful HTTP response codes. As Quality Assurance (QA), I’ve used the following links and can vouch for both their thoroughness and a pleasant user interface.
Among the most time-intensive yet vital tasks in your website’s ‘spring cleaning’ regimen is the thorough review of your content. Whether you’ve recently upgraded to the latest version of Drupal or are creating a new website, the content you initially uploaded was current. The real challenge lies in maintaining that freshness over time. But the more you can keep it current, the better it is for your site’s SEO.
It is imperative to regularly evaluate and update your website’s content to ensure that your information remains relevant, engaging, and meets user’s needs. This task, unfortunately, does require manual effort (but can be made more enjoyable by pouring a glass of wine while you review your content.)
Are you thinking it may not be worth the effort? This Semrush report found that 53% of marketers noted increased end-user engagement simply by updating their content.
How to keep your content current
A content update or refresh can be as in-depth as you’d like. We’ve created a helpful content scorecard for anyone wishing to do a full content audit of their site.
Additionally, look at Google Analytics so you can review which pieces of content are getting the most traffic. Then look at which ones aren’t getting enough. Can those be refreshed or updated? Can you add more images? Lastly, check your keywords as well to ensure your content is ranking the way you wish.
Trends come and go, memes go viral and then fall out of existence (does anybody remember the ‘Dancing Baby’ 3D rendering from the 90s?), and while continually updating your website’s content to keep it bussin’ is lowkey tedious, taking the time once or twice a year to glow up your cheugy content shows you and your website got rizz. No cap.
Note: The author wants to apologize for the last few sentences on this topic.
Audit meta tag/schema data
Updating your Schema markup and meta tags is a crucial but often overlooked aspect of website maintenance, as updating these fields yields no visible, immediate results. What does this data even mean, and what does it do?
Schema, a specific type of microdata, creates a description (or “rich snippet”) that appears in search results. For example, use a search engine to look up information on an upcoming event. Schema can provide you with where the event is taking place, the date and time of the event, images related to the event, and dozens more options.
On the other hand, meta tags provide metadata about the HTML document itself, giving potential site visitors more details about what kind of information your website has. Meta tags also help curate a better online experience by specifying images, titles, and descriptions appearing when a page is shared via social media.
How to update your meta tags and schema
/blog/wordpress-maintenance-and-support/While there are thousands of configuration opens for schema markups, it is an excellent opportunity for more detail-oriented folks to get in there and refine the data as much as they’d like. As an added bonus, this data is easily configured within the Configuration settings for both Drupal and WordPress.
Want more information on how many configuration options there are for Schema markups, or do you want to know more? Check out our blog post or visit schema.org’s ‘Getting Started’ section at schema.org. Or are you curious as to how your website appears for end users? Validate your schema markup here, and check your meta tags here.
Verify media items have appropriate alt text and captions
The importance of website accessibility cannot be overstated and here at Kanopi, we have stated this importance plenty of times:
When we think about enhancing website accessibility, we aim to create a seamless user experience, regardless of how one interacts with the site. Consider this: while a user who doesn’t rely on assistive technologies can instantly appreciate an image of the world’s cutest puppy snoozing with its tongue poking out, these delightful details may escape a user depending on a screen reader.
How to add alt text and captions
Thankfully, it’s really easy to update alt text and captions in your media. When doing a content audit, simply check the images in your CMS when doing a ‘spring cleaning’ for your website to ensure the alt text and captions are there.
By dedicating just a few hours a couple of times a year to update your images with clear titles, descriptive alt text, and informative captions, you not only comply with accessibility standards but also enrich everyone’s browsing experience. This small investment of time will ensure that all users, regardless of their mode of access, can view and interact with all of your site’s content, so you don’t lose any visitors along the way.
It’s time to get tidy!
Like many of life’s endeavors, consistent upkeep is not merely beneficial; it’s essential. This same logic applies with equal force to your website. The amount of time you choose to invest — a modest four hours or a more substantial forty — rests entirely in your hands, but remember that dedicating time to refresh and enhance your website will inevitably draw more visitors and significantly improve their user experience.
Are you interested in a spring clean but find yourself strapped for time? Reach out to us. Let us fine-tune your website to perfection.
That translates to 252,000 new websites created each and every day.
How can you ensure your website’s content is optimized to attract and retain visitors against an ever-increasing number of websites vying for our attention — and that it reaches the coveted top spot on Google’s search engine results page?
At the very least, consider the questions Google asks for creating helpful, reliable, people-first content.
Now, if you really want to take your content to the next level, read on to learn about Kanopi Studios’ Content Scorecard. We’ve built a powerful tool that allows you to evaluate various aspects of your content and identify areas that offer the greatest opportunities for improvement.
Want to skip ahead?
Getting a team excited about a big website redesign is easy. What’s less easy is getting folks excited about a content audit. How do you show a content audit is worth the time and resources? By focusing on the value of completing one.
In this blog, we’ll explore the key metrics of Kanopi’s content scorecard and discuss how it can assist you with auditing the content found on your website, along with the benefits of doing so.
Before we dig into the key metrics, let’s discuss content audits and ROI.
Content audits pinpoint costly problems
Content can expire faster than a carton of milk in your fridge. And if content is no longer helping folks complete key tasks on your site, it could be doing more harm than good.
If any content on your site is actively losing leads, it needs your full attention.
A range of issues impacts your content’s ability to reach and convert your website visitors, including:
outdated information
accessibility issues
confusing or unclear messaging
non-intuitive website navigation
poor readability, and
technical problems like missing metadata.
These challenges can drive website visitors away from your site. Running a content audit can help you find and fix the most prominent issues before they become costly.
Content audits extend the life of existing content
Content audits aren’t just for analyzing your site’s content and finding mistakes. They also discover opportunities to get more out of your existing content.
Content improvement plans tend to surface naturally as a result of content audits. They uncover powerful opportunities to:
Drive more traffic to your site, improving search engine rankings while beating your competitors to the top spot on Google’s search engine results pages.
Stand out from the rest, elevating important differentiators to help you overtake your competitors.
Convert site visitors to patients or customers through increased engagement and conversion optimization.
Numbers always help folks visualize impact. Kanopi audited the Alameda County Community Food Bank’s website content and navigation, using findings to develop a strategy that led to:
+37% in page views per session and
93/100 accessibility score.
Content audits increase the ROI of long-term strategy
Important marketing campaigns need to begin with an informed, data-backed strategy. If you’re about to start a project like a website redesign, begin with a content audit to understand:
what content you currently have,
how your content is performing, and
how to take a holistic approach to improve all site content.
The optimal moment to capture these insights is before you make big changes.
Set yourself up to get the best possible return by setting benchmarks for measuring content performance and how you’ll evaluate success instead of devoting vital resources to something that’ll need fixing later on.
Now, let’s get into Kanopi’s content scorecard metrics used with every content audit we run for our clients:
Content Best Practices
Writing for the web means taking a user-first approach and getting to grips with how people consume content. People aren’t reading your content word-by-word. Instead, folks scan for keywords that help them accomplish the goal of their visit to your website.
Apply these eight proven best practices to ensure your site’s content is actionable and purposeful:
1. Readability
When it comes to your content, readability significantly impacts user engagement.
Simply put, content that‘s easy to read and understand is more likely to resonate with your website visitors.
To evaluate readability, make sure your content is conversational, straightforward, and written at an eighth-grade level. Authoring tools like the Hemingway Editor can help you evaluate the reading level of your content.
Also, you’ll want to ensure that your sentences are short and concise — ideally 20 syllables or less.
2. Accessibility
Ensuring that your content is accessible to all users, including those with disabilities, is not only a legal requirement but also a sound business decision. The World Health Organization estimates that 1 in 6 of us experiences significant disability. Why create unnecessary barriers for folks using your website with inaccessible content?
Check factors such as text-to-background color contrast ratio, meaningful alt text for images, captions for videos, and availability of transcripts.
The WAVE web accessibility evaluation tool provides browser extensions that help you identify which content on your web pages is causing the most challenging accessibility issues.
3. Brevity
In today’s fast-paced digital world, we all have short attention spans, which is why it’s crucial to keep your website’s content concise and to the point.
Save the elaborate prose for that novel you’ve been meaning to write. You can evaluate the brevity of your site’s text-based content by examining factors such as the length of navigation items, headings, body text, and introduction/explainer content.
4. Consistency
Consistency is vital to creating a cohesive and user-friendly experience across your website.
You can assess consistency by checking if text elements follow the same pattern and style, if there is a consistent content hierarchy across pages familiar to folks, and if navigation pathways are logical and easy to follow.
5. Clear Pathways
Your content should guide users along a clear path down every page and across to related pages on your site, leading them to the next desired action.
Check that the next desired action you want folks to take is clearly stated on the page, that the page is organized logically, and navigation pathways are easy to find and follow. Prominent breadcrumbs help people keep track of where they are within the content on your site.
6. Accuracy
Ensuring that your content is accurate and up to date is essential for maintaining credibility and trust with your website visitors.
Evaluate accuracy by checking for outdated information and verifying that content has been fact-checked by one of your subject-matter experts.
7. Narrative Progression
Effective storytelling can captivate your audience and keep them engaged with your content.
Assess your narrative progression by checking if content flows logically from the top of each page to the bottom, providing users with a cohesive and engaging experience. Headings, subheadings, body text, and buttons should relate to each other and guide folks to easily move down each web page.
8. Telling your story
Every piece of content on your site should serve a purpose and contribute to your overarching narrative. Every word, image, video, and graphic should relate to each other and help you tell your organization’s story.
Evaluate your storytelling chops by checking if text complements images, illustrations, and videos and if it’s clear how each piece of content contributes to telling your story.
Language, Voice, & Tone
Determining the right voice and tone — and which words to use to convey your voice and tone — is essential to engaging your site visitors and creating a connection with them.
Different content warrants a shifting tone (e.g., if you’re discussing cancer treatment options it’s best not to be too light), but generally speaking, aim for a personal, positive tone when writing content.
Strike the right balance between appearing casual with your readers while avoiding bureaucratic or institutional speak. Your writing should sound like it is coming from a human, not a corporate robot. ‘Write like you talk’ is a helpful phrase to remember to ensure your writing isn’t too stiff.
Getting your tone right can be tricky, but studies show it dramatically impacts your user’s perception of your organization. Here are four key points to remember:
1. Your Voice
Your organization’s voice is its personality — it sets the tone for communicating with your website visitors.
Assess your voice by checking if content aligns with your brand’s voice, and if it’s consistent across your site. (If you don’t have written guidelines in place describing your brand voice, we’d strongly recommend you start there.)
2. Your Tone
The tone of your content can vary depending on the audience you’re trying to reach and the message you’re trying to convey.
Evaluate your tone by checking if it’s clear, consistent, and resonates with your target personas.
3. Persona Alignment
Tailoring your content to resonate with your target personas is essential for connecting with the people who matter most to your organization.
Evaluate persona alignment by checking that your content emphasizes user benefits and goals and if the language and words on your site resonate with the people who visit it daily.
What is a persona, you ask? Personas are archetypical users whose characteristics and goals represent the needs of a larger group of your audience. Learn more about how personas help with web design.
4. Web Writing Standards
Adhering to basic web writing standards can improve the clarity and effectiveness of your content.
Check your content uses an active voice, avoids jargon and idioms, follows a consistent writing style, and aligns with your agreed content style guide.
Search Engine Optimization (SEO)
There’s no denying that optimizing your content for SEO impacts your content’s performance and helps you meet important marketing goals.
Without it, your organization could be missing out on organic traffic, leads, sales, visibility, and rankings. Zero in on your keywords, meta descriptions, and alt text to get the most out of your existing content:
1. Keyword Optimization
Optimizing your content for relevant keywords can improve its visibility in search engine results.
Achieve basic keyword optimization by checking if target keywords are present and appear naturally throughout each page within headings, subheadings, body text, and buttons (as opposed to throwing them in without considering their proper context, a.k.a. ‘shoehorning’).
2. Meta Description Optimization
Meta descriptions play a crucial role in attracting clicks from folks using search engines to find what they need. Evaluate your meta descriptions by checking if they’re under 155 characters, use an active voice, match the content on the page, are unique, and include target keywords.
3. Alt Text Optimization
Alt text is essential for providing context to users who cannot view images.
Review your site’s alt text by making sure it’s specific succinct, and correctly applied to relevant images. Also, ensure all images have unique alt text. Duplicate alt text can confuse folks who use a screen reader when exploring your site.
Ensure your content is readable, accessible, SEO optimized (and more!)
By closely examining your content to ensure it follows best practices, you can pinpoint areas that need improvement and make sure your content is engaging, accessible, and optimized for both visitors and search engines like Google.
By conducting regular content audits using Kanopi’s content scorecard, you can maintain high-quality content standards and ensure that all the content on your website tells your unique story.
If you need help with your next content audit, don’t hesitate to get in touch with Kanopi. We’re more than happy to help you get started.
