Tip #1:
Add a lot of content to your website. Preferably in serviceable English, well written, and cogent. You want to get about 10-30 pages of new content a month, and, also very importantly, get this content linked to. If you write scholarly papers, you can get yourself linked to by .edu and high PR sites, which will sharply boost your site. Finally, by honing in your articles on specific keywords, you can target new areas and reap niche searches.
Remember, niche searches - as a group - are usually worth more than the major terms. This is for two reasons: a niche search indicates that the searcher is relatively more sophisticated. He or she knows what they want. They tend to buy product at higher rates. Secondly, around half of all searches are 2 or 3 words. Considering the vast amount of possibilities this creates, there is a world of marketing opportunity.
A spin on this is adding articles to other sites. While it may be hard to create an interesting article based on your subject, if you do so, and make it snappy, you may get some Digg or del.ico.ous love.
Also, many of the midrange keywords are not heavily contested. A lot of websites still think that a good search engine strategy is just repeating keywords, something that was true in the early years of 2000. Worst of all, because they may have OK search engine results, they may be complacent. An adept campaign can eat away at their share.
Read more about SEO for non-profits at www.scogrowth.com.
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