7 Tips to Amplify Your Online Presence

What Is Search engine optimization for Nonprofits?

SEO (Search engine optimization) for nonprofits is the observe of accelerating a nonprofit’s web site visibility in search engine outcomes pages (SERPs). To succeed in natural guests who wish to study in regards to the assist and alternatives nonprofits supply. 

Natural means visitors you don’t pay for. Which comes from folks discovering your content material after they seek for issues utilizing a search engine like Google.

For instance, these NGOs present up while you seek for “authorized support NGO in New York.”

Which seemingly brings them many natural visits.

Natural visitors helps nonprofits unfold the phrase about their providers, get extra volunteers, and lift consciousness about particular points. Extra visitors additionally helps nonprofits entice donors and enhance fundraising efforts. 

To not point out: 

Search engine optimization generally is a cheaper advertising and marketing technique in the long term in comparison with paid adverts and different channels.

It additionally builds belief by offering folks with useful content material of their second of want. 

Understanding the Fundamentals of Search engine optimization for Nonprofits

There’s extra to Search engine optimization for nonprofits than simply writing in regards to the matters your viewers cares for. 

Search engine optimization additionally entails key phrase analysis, on-page optimization, and technical Search engine optimization. And plenty of different superior ways and methods.

We’ll go over these elements that will help you perceive how they work collectively to spice up your natural visitors.

Key phrase Analysis for Nonprofit Search engine optimization

Keywords are the phrases folks use when looking for particular data in search engines like google and yahoo.

For example, searchers use key phrases reminiscent of “native charities” or “native charities close to me” to search for native nonprofits they wish to assist.

However how have you learnt which key phrases make sense in your nonprofit? 

That relies on your aim and, by extension, the viewers you wish to attain. 

Are you advocating for a legislative change? Attempting to draw donations? Every of those objectives lends itself to completely different matters you’ll must cowl. And, by extension, to completely different key phrases you’ll optimize content material for.

There are 3 ways to seek out key phrases in your nonprofit:

1. Begin with Broad Phrases

A method is to begin with broad phrases after which discover extra particular, long-tail variations (which have three or extra phrases).

 Go to Semrush’s Keyword Magic Tool. And enter your broad time period, like “nonprofit donations.” Then hit “Search.” 

You’ll see the primary dashboard with an inventory of virtually 5,000 potential key phrases. 

The following step is to filter the key phrase listing. Listed below are the three filters you should use:

• Keyword difficulty (KD%) tells you the way onerous (or simple) it will be to rank extremely for a selected key phrase. You initially need key phrases with KD% decrease than 30% as a result of these are the simplest to rank for.
• Search volume offers you an estimate of what number of instances a key phrase is used per 30 days. You need key phrases that get at the very least 100 searches.
• Phrase rely tells you the way lengthy or quick a key phrase is. Longer key phrases (aka long-tail keywords) are often extra particular and have decrease KD%. So goal key phrases with three or extra phrases.

Click on on the “KD %” drop-down and enter “29” within the “To” area. So that you just see the key phrases with “Very simple” and “Straightforward” key phrase difficulties. After which click on “Apply.”

Then, click on on the “Quantity” drop-down. And enter “100” within the “To” area. And click on “Apply.”

Lastly, click on on the “Superior filters” drop-down menu to the proper. Enter “3” within the “From” area beneath the “Phrase rely” choice and hit “Apply.”

You’ll now see an inventory of 52 key phrases which can be extremely particular and that your website might have an opportunity to rank for. 

Undergo the filtered key phrases and make a preliminary key phrase listing by clicking on the checkbox beside your chosen key phrases. After which clicking on the “+ Add to key phrase listing” button. So you’ve gotten all of your key phrase concepts in a single place. 

2. Have a look at Prime-Rating Articles

The second solution to discover related key phrases is to take a look at what top-ranking articles are doing.

Google some phrases and phrases related to what your nonprofit does. And analyze the pages that seem within the search outcomes with Semrush.

Let’s say you looked for “find out how to discover grants for my nonprofit.” And there’s an article that’s notably well-written.

Head to Semrush’s Organic Research software. Add the URL of that competing article and press “Search.” 

You’ll now attain the primary “Overview” dashboard. Scroll down till you attain the “Prime Key phrases” part. Then click on “View all # key phrases.”

You’ll now see all of the key phrases the article ranks for. You possibly can filter the key phrases as defined above.

3. Have a look at What Your Opponents Rank for

The third solution to discover related key phrases is to search for queries your opponents rank for however you don’t.

That’s the place our Keyword Gap software helps.

Enter your and competing area(s) and press “Examine.”

As soon as on the primary dashboard, scroll all the way down to the “All key phrase particulars for:” part. 

Then, press “Lacking” to see all of the key phrases your area doesn’t rank for however competing domains do. 

You possibly can then use the filtering choices within the higher a part of the dashboard to listing the key phrases which can be related to your nonprofit. 

You may also choose every key phrase and add them to a key phrase listing. Or simply make handbook notes of the key phrases you wish to create content material round. 

Professional tip: Understand that every key phrase has a selected search intent. I.e., the rationale why folks search a selected time period and what kind of content material they hope to seek out.

The best solution to establish search intent is to take a look at what sort of content material ranks in search outcomes for a given time period.

This offers you an thought of what matters you should cowl, what angles you must take, and the best format (long-form, short-form, movies, and so forth.) so as to rank for these key phrases.

On-Web page Search engine optimization Optimization for Nonprofit Web sites 

On-page SEO is the method of optimizing varied elements of webpages to spice up their search rankings and natural visitors. This consists of optimizing title tags, URLs, inside linking, and extra. 

Let’s go over a very powerful on-page Search engine optimization parts.

Goal key phrase optimization: Use your goal key phrase naturally, however embrace it in a number of key spots. Such because the URL, title, first paragraph, all through the physique of the content material, and in a few of your subheadings the place applicable.

Title tags: Preserve your web page titles between 50 and 60 characters lengthy. Whereas making certain they’re distinctive and incite searchers’ curiosity 

Headers: Use the H1 tag as your web page title and H2s to point sections, whereas H3s and H4s can be utilized to additional construction long-form content material and make it skimmable

Meta descriptions: Preserve your meta descriptions at lower than 105 characters lengthy (roughly) whereas together with your goal key phrase and including a call-to-action phrase 

URL construction: Use easy URLs with no random numbers, publish dates, or full sentences so readers know what the web page is about 

Image optimization: Compress photographs so that they load quicker utilizing instruments like ImageOptim. And use alt text to assist Google and customers with visible impairments higher perceive what photographs are about

Internal linking: Search for alternatives to hyperlink to new content material out of your present pages and the opposite method round, whereas additionally updating any hyperlinks to URLs you’ve gotten modified or eliminated

Schema markup: Add schema markup, code that describes parts in your web site, so search engines like google and yahoo higher perceive your content material. And might probably present rich snippet outcomes, reminiscent of opening hours, star rankings, and extra.

Professional tip: Use the On Page SEO Checker to establish on-page Search engine optimization optimization alternatives. 

Go to the software, click on “Create challenge,” configure settings, and click on on the challenge identify. 

You’ll now be on the primary “Overview” dashboard. Head to the “Optimization Concepts” tab. Right here, you’ll discover a listing of URLs together with the suggestions. 

You possibly can swap between completely different optimization concepts within the “All Concepts” column. You possibly can, as an example, choose to see solely “Content material” optimization concepts. 

When you click on on the blue “# concepts” button, you’ll see an inventory of enhancements for that touchdown web page.

Assessment the concepts and act on these you may implement. 

Off-Web page Search engine optimization Optimization for Nonprofit Web sites 

Off-page SEO entails actions you undertake exterior your web site to assist enhance its authority and search visitors. Hyperlink constructing and content material advertising and marketing are two vital off-page Search engine optimization efforts. 

Hyperlink Constructing

Link building revolves round getting different web sites to hyperlink to your website. And these hyperlinks are known as backlinks.

Why are backlinks vital? 

As a result of they’re an important ranking factor. Backlinks from high-authority web sites inform Google that your nonprofit website is efficacious and helpful. This may also help your web site rank larger in search outcomes. 

There are various hyperlink constructing methods. Listed below are a few of the most vital ones:

• Outreach: Contact web sites related to your nonprofit efforts and pitch why they need to hyperlink to your content material
• Broken link building: Discover damaged hyperlinks on different related web sites and supply your web page in its place useful resource with higher content material 
• Unlinked model mentions: Discover mentions of your model that don’t have hyperlinks to your website and ask these web sites to hyperlink to your website (or use the Brand Monitoring app to automate backlink monitoring)
• Competitor backlink evaluation: Determine your opponents’ pages that entice probably the most backlinks after which create related forms of content material 

Semrush’s instruments may also help you acquire information to tell your hyperlink constructing. 

For example, Backlink Gap helps you discover the backlinks your opponents have however your website doesn’t. 

Open the software, enter your and competing domains, and press “Discover prospects.”

Then, be sure the filter is about to “Greatest” within the “Prospects for” part. Now, you’ll see all of the domains that hyperlink to your opponents however to not your website.

You possibly can then, as an example, click on on the quantity on the rightmost facet of a site row. If you need the software to listing particular pages from a given area that hyperlink to your competitor in that column. You may also click on on the numbers in different columns to get particulars on these opponents. 

Now you may determine what kind of content material in your area of interest attracts backlinks. Then, create higher content material than your opponents and attain out to these websites to hyperlink again to your content material as an alternative. 

Let’s say you run an NGO that helps college students from underserved communities. You discover that many pages hyperlink to an insufficient however extremely standard on-line listing of grants.

Get backlinks by creating a greater listing after which asking pages to hyperlink to your useful resource as an alternative.

Learn our link building strategies guide for a extra detailed walkthrough of varied methods.

Content material Advertising and marketing

Content marketing entails creating and distributing varied forms of content material with the aim of producing curiosity in your website, providing, and firm. Which can hopefully translate into extra website visitors.

Be aware: Whereas content material creation is usually an on-site exercise, distributing content material is usually an off-page Search engine optimization exercise.

Listed below are some standard forms of content material:

• Weblog posts
• Movies
• Ebooks
• Podcasts
• Webinars
• Infographics 
• Newsletters
• Social media posts

However how does publishing varied forms of content material profit Search engine optimization for nonprofits? 

For one, high-quality content material of any kind will be nice for attracting backlinks. 

Additionally, completely different search intents name for various content material sorts. For instance, you could wish to inform readers extra in regards to the individuals who work at your nonprofit. 

Typically, a video is the easiest way to do that, fairly than simply utilizing textual content. It permits customers to really see and listen to from the folks working in your group, as an alternative of simply studying about them.

However if you wish to show details and stats about your nonprofit, an infographic or customary article could be the better option.

And catering to your customers’ wants through the use of the proper forms of content material means they’re prone to spend extra time in your website.

Publishing varied forms of content material can improve your nonprofit website’s visibility in several types of search, like picture and video search. And your social media content material can also get listed by Google and served in search outcomes. Additional boosting your nonprofit’s visibility.

Technical Search engine optimization for Enhancing Nonprofit Web site Efficiency

Technical SEO is all about making your web site simple to grasp and navigate, each for search engines like google and yahoo and for customers. It additionally entails bettering issues like how briskly your web site masses.

Web site velocity, cell responsiveness, website construction, and sitemaps are a few of the key technical Search engine optimization parts that deserve your consideration. Since they will affect how your web site ranks in search outcomes.

Web site Velocity

Web site velocity is a ranking factor each on cell and desktop gadgets. Use Google’s PageSpeed Insights software to examine how briskly your webpages load, alongside along with your Core Web Vitals.

You are able to do a number of issues to improve page speed:

• Compress movies and pictures
• Leverage caching
• Take away pointless plugins

Study extra about these ways in our guide to improving page speed.

Cellular Responsiveness

Cellular responsiveness is crucial as a result of Google makes use of your cell web page expertise in its rating algorithms. 

One solution to examine in case your website is offering expertise to cell guests is through the use of Semrush’s Site Audit software.

Head to the software and press “Begin Audit.” 

Then, configure your site audit settings and press “Begin Web site Audit.”

As soon as the crawl is full, click on the challenge identify to entry website audit information.

After you attain the primary “Overview” dashboard, click on on the “View particulars” button within the “Core Net Vitals” field.

As soon as within the Core Net Vitals field, scroll down till you attain the “Analyzed Pages” part.

Now you can click on on a person web page to get extra particulars on what ought to be fastened to offer a greater web page expertise. 

After which work your method via these points, relying on their precedence. 

However deal with “Errors” first. And you’ll click on the “Why and find out how to repair it” textual content subsequent to every error to evaluate recommendations on find out how to repair it. 

Web site Construction

Site structure refers to how your web site is organized.

Construction your website in a logical, hierarchical method. This implies utilizing a correct internal linking technique and logical website navigation, making certain all pages are however just a few clicks away from a homepage.

Good website construction helps search engine crawlers discover and perceive your content material. And it helps customers navigate your web site, too. 

Efficient use of inside hyperlinks helps right here. It additionally helps stop orphan pages. These are URLs with no inside hyperlinks pointing to them.

This will make it onerous for search engines like google and yahoo to seek out and index these pages.

Web site Sitemaps

Website sitemaps are information that include the URLs of your web site’s vital pages. These are pages you need Google to crawl, index, and serve in search outcomes.

Right here’s what ours appears to be like like:

Learn our information on find out how to create a sitemap for extra data.

Then submit the sitemap to Google Search Console by clicking “Indexing” > “Sitemaps.”

Insert your sitemap URL into the offered house and click on “SUBMIT.”

You need to see a affirmation message if Google efficiently processed your sitemap. 

7 Search engine optimization Ideas and Methods for Nonprofits

Now that you’ve got the fundamentals of Search engine optimization for nonprofits coated, it’s time to go for extra superior ideas and methods. 

1. Use Native Search engine optimization

Local SEO entails optimizing your nonprofit’s on-line presence to raised attain people who find themselves in your geographic space. 

Native Search engine optimization is significant for nonprofits with a bodily location that serve communities in a selected space.

It helps their branches present up in Google Maps and search outcomes for related key phrases.

For example, right here’s what comes up when folks google “meals kitchens in austin texas.”

These search outcomes include a whole lot of helpful data. Like critiques, opening instances, and precise location. They’re referred to as the “local pack” outcomes. 

The primary necessary step in leveling up your native Search engine optimization sport is to join Google Business Profile (GBP), a free enterprise itemizing by Google. Right here’s how to try this:

• Create an account
• Choose attributes that describe your nonprofit
• Set open hours for every of your branches
• Add photographs and movies commonly 
• Reply to feedback within the evaluate part

Attempt to get your nonprofit listed in different related directories, particularly native ones. These directories are on-line websites that listing nonprofits serving an area space. Like this nonprofit directory of Collier County in Florida.

The “Listing Management” software from Semrush may also help place your nonprofit information shortly in on-line directories.

And hold your identify, tackle, and telephone quantity (NAP information) constant throughout the board.

2. Encourage On-line Evaluations

Constructive critiques enhance your on-line fame and assist with native Search engine optimization. They construct belief in your nonprofit and supply social proof. Which will be very important for making certain that donors and customers proceed supporting your group

Encourage individuals who volunteer in your nonprofit or use your providers to go away on-line critiques. Whether or not on Google or social media platforms.

Evaluations may also recommend that your website and content material are reliable. They usually’re vital alerts for Google in native search outcomes. 

Evaluations may also encourage extra volunteers to assist your group. Like within the case of this group:

Google encourages organizations to answer shortly to critiques, each constructive and detrimental. 

You possibly can reply to Google critiques via your Google Enterprise Profile account. Or you should use Semrush’s Review Management software to handle critiques throughout a number of directories. 

Head to the software and click on “Assessment Administration.”

Then, go over the listed critiques and begin replying. Merely enter your remark and press “Reply.”

You may also filter critiques in numerous methods. Whether or not by simply itemizing these you haven’t replied to, these with low rankings, or one thing else. 

3. Leverage Multilingual Search engine optimization 

Some nonprofits might serve a number of linguistic communities. Or need their content material to succeed in overseas audiences for fundraising or advocacy functions. These nonprofits then want multilingual SEO. 

Multilingual Search engine optimization is the observe of changing web site content material into completely different languages. So searchers who use these different languages or dwell in overseas international locations can discover your content material in search outcomes.

For example, a New York-based nonprofit might translate its English fundraising pages into Spanish, German, and French. This will vastly improve the variety of potential donors it could possibly attain overseas.

International nonprofits, like Human Rights Watch, often have their websites translated into many languages.

Arrange a multilingual Search engine optimization website by following these steps:

• Determine goal key phrases for chosen international locations
• Select between separate domains, subdirectories, or subdomains as your URL construction
• Localize content into your goal language and area
• Optimize title tags, meta descriptions, and different on-page SEO parts of latest pages
• Implement hreflang to inform Google the focused nation and language of every web page

You will discover an in depth walkthrough of this course of in our guide to multilingual SEO.

4. Publish Professional Content material to Enhance E-E-A-T 

E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) is a framework that Google’s search quality raters use to evaluate the standard of search outcomes. 

E-E-A-T isn’t a rating issue. However producing content material with E-E-A-T finest practices in thoughts can construct belief with customers and supply a greater expertise. 

It might probably additionally assist in different methods, reminiscent of by producing backlinks from web sites that belief your content material and experience. This, in flip, can have an effect on your web site’s rankings.

A method to enhance your nonprofit’s website E-E-A-T is to publish unique and useful content material written by in-house or exterior specialists. 

Showcase your specialists by together with their identify and quick bio in writer packing containers. It helps Google and readers perceive why these authors are the authority on the subject. 

Very like how the American Civil Liberties Union (ACLU) nonprofit did it here:

Clicking on writer names takes you to devoted pages that designate the authors’ skilled background. And listing all of the articles they wrote. 

This fashion, the ACLU creates transparency round their writers and builds sturdy E-E-A-T. 

5. Ask Companions for Backlinks

Nonprofits usually have a community of companion organizations they will ask for backlinks. 

For example, nonprofits usually have their actions, initiatives, and campaigns coated by media organizations. Or talked about on authorities, company, and nonprofit companions’ websites. 

This type of publicity can be utilized to advance your nonprofit Search engine optimization technique. 

A method to try this is to ask each companion who mentions your nonprofit to hyperlink again to your web site. 

These backlinks could make your website extra authoritative. And probably assist your articles rank larger in search outcomes. 

You should utilize Semrush to trace which internet sites hyperlink again to your website.

Head to the Backlink Analytics software, enter your area, and press “Analyze.”

As soon as on the primary dashboard, press “Backlinks” within the higher menu. 

You possibly can then filter the backlinks listing in numerous methods. For example, you may click on “New” in the midst of the dashboard to listing backlinks your website obtained within the final 30 days. Or choose a selected time interval.

You may also search for your companions’ hyperlinks by including their identify or URL within the “Filter by title or URL” search field. 

If any companions are lacking out of your backlink profile, you may attain out to them to ask for a hyperlink.

6. Produce Social Media Content material

A robust social media presence can not directly assist your Search engine optimization efforts. 

Useful content material shared on social media will increase the visibility of your nonprofit. This will result in extra folks discovering and interesting along with your content material. And that will translate into extra website visits and backlinks, in addition to enhanced model fame.

Social media content material may also get listed by Google. Your Fb or LinkedIn posts might present up in search outcomes. This will enhance your model’s visibility by taking over extra space within the search outcomes.

And social media presence can assist your fundraising efforts in different methods. Right here’s how Amnesty Worldwide does it:

This group publishes social media posts to drive visitors to their fundraising efforts. 

Develop your presence on a social media platform the place your target market spends most of their time. Grasp that channel earlier than shifting to different platforms. 

And use Semrush’s Social Dashboard software to supercharge your social media advertising and marketing. 

7. Deploy the Subject Clusters Technique

You could discover that a few of your goal key phrases are extremely aggressive. And that overlaying these key phrases requires writing about a number of subtopics.

A method you may go about that’s to make use of the topic clusters content material mannequin. 

This strategy requires the creation of 1 web page that acts because the pillar web page. It supplies a high-level overview of the subject. And it’s optimized in your extremely aggressive goal key phrase. 

The pillar hyperlinks to supporting cluster pages that discover associated key phrases and matters in-depth. 

Clusters hyperlink again to the pillar as properly. These inside hyperlinks assist sign to Google that the pillar web page is a high-value and vital useful resource. And this may also help your pillar web page’s efficiency in search.

The subject clusters mannequin can allow your nonprofit website to:

• Turn out to be an authoritative supply of knowledge on a subject
• Construction content material in an Search engine optimization- and user-friendly method
• Obtain larger rankings for aggressive key phrases

Use Semrush’s Topic Research software to brainstorm subtopics you may create clusters round.

Head to the software, enter your matter or goal key phrase, and press “Get content material concepts.” Then, click on on the “View content material concepts” field that reveals up beneath in just a few moments (or wait to be taken via robotically). 

You’ll now be on the primary dashboard. You’ll discover quite a lot of broad matters associated to your question. 

Click on “Present extra” within the packing containers whose matters you discover notably attention-grabbing. You’ll then get to see varied questions that searchers ask about this matter. And a few of the headlines that present up in search outcomes, like this:

Use these headlines and questions to tell your additional analysis of the subject clusters mannequin.

And this mannequin is probably going probably the most helpful strategy for nonprofits. However there are different forms of content material hubs you could wish to discover, reminiscent of content material library and matter gateway. You possibly can study extra about these in our content hub guide.

Measuring and Monitoring the Successes of Search engine optimization for Charities & Nonprofits

Search engine optimization is a long-term advertising and marketing effort. However there are numerous metrics you may monitor on a month-to-month foundation to know whether or not you’re heading in the right direction, reminiscent of: 

• Natural visitors
• Key phrase rankings 
• Backlinks
• Conversion charges

You possibly can monitor extra metrics if they’re related to your nonprofit. 

Regular progress throughout these metrics signifies your Search engine optimization content material is performing properly. Any important dips warrant a deeper dive into information. To find the supply of issues and apply fixes.

You additionally must resolve on which conversion occasions you wish to monitor. Are you hoping for natural visitors to transform into e-newsletter subscribers, donors, or one thing else? 

Regardless of the conversion occasion is, add related calls to motion (CTAs) to every piece and monitor conversion charges.

You don’t want a myriad of instruments to measure and report on Search engine optimization success. Semrush and free Google instruments, like Google Analytics 4 (GA4) and Google Search Console, can do the trick. 

Semrush’s My Experiences

Semrush’s My Reports software makes it simple to trace Search engine optimization efficiency. You possibly can both create a brand new report from scratch or select one in all many templates. 

Click on “Create report” if you wish to create a brand new report. Then, choose varied widgets and information factors from the left facet and drop them in the primary part. You may also change formatting, add photographs, and extra. 

As soon as completed, click on “Generate PDF report.” You’ll then additionally be capable of select whether or not you need your report back to be auto-generated on a every day, weekly, or month-to-month foundation.

After establishing this and different choices, click on “Generate PDF” to obtain the report.

Google Analytics 4

Google Analytics 4 (GA4) tracks natural visitors information.

Open your GA4 account and navigate to the “Experiences” tab on the left. Then head to “Engagement” > “Pages and screens.”

Subsequent, set the time interval, filter natural views, and also you’ll see natural visitors for particular person articles.

Now you may extract this information and add it to your spreadsheets for additional evaluation and reporting.

You may also click on on particular person metrics to see which articles, as an example, have probably the most views, most conversions, or highest engagement time. 

Google Search Console

Use Google Search Console to watch and report on technical Search engine optimization efficiency. The Core Net Vitals report, as defined above, is the simplest method of doing that. 

However GSC additionally allows you to monitor visitors on a extra granular stage. Click on “Search outcomes” within the Efficiency menu to the left. 

Now you’ll have entry to loads of helpful particulars, together with clicks and impressions for search queries, pages, international locations, and extra.

Click on on “Date” within the higher menu to set varied date ranges. You possibly can evaluate varied intervals with one another. 

GSC can be utilized to find articles which have decaying visitors. Merely choose a 3 or six months comparability window, then head to “Pages” listing beneath. Now you can see what number of clicks and impressions articles have gained or misplaced within the chosen time interval.

These and different insights ought to be added to your month-to-month reporting. 

And you’ll share your Search engine optimization efficiency studies with others utilizing PDFs, spreadsheets, Google Docs, dashboards, or another format you like. 

You will discover extra data on this in our information to SEO reporting.

Tip: In case you’re nonetheless discovering your method round GA4, Semrush’s Google Analytics 4 course may very well be helpful.

Empower Your Nonprofit with Efficient Search engine optimization Methods

Search engine optimization could make your nonprofit extra seen to donors, volunteers, and people in want of your providers. 

And growing and launching your Search engine optimization technique needn’t be overwhelming. 

Begin with making a content strategy. Then, use varied instruments and processes we defined above to execute that technique.