Improving Nonprofit Visibility in AI Responses

Abstract

Artificial intelligence (AI) is transforming digital information, creating new opportunities for nonprofit organizations to strengthen online outreach and public engagement. This review examines how AI-driven strategies, such as SEO practices, E-E-A-T principles, and website consistency, can improve nonprofit website visibility and digital outreach effectiveness. The search engine system organizes and ranks websites to answer a user query, while LLMs work by using generative engine optimization (GEO), which generates an original response in paragraph or bullet point form. Both systems use a variety of techniques, like keyword analysis, concept matching, and search engine optimization (SEO), to determine which websites are the most useful and trustworthy to answer a query. For nonprofit organizations, higher visibility not only increases click-through traffic but can also lead to more donations, volunteers, partnerships, and access to services for communities in need.

Introduction of AI Systems

Within AI searches, there are two main categories: search engines and large language models. A search engine organizes and ranks websites to best answer a user's query. An example of this would be someone searching for "food banks," and the search engine would rank a list of relevant, recent articles to best answer the query. The way a large language model (LLM) works is by using generative engine optimization (GEO), which is when it generates an original response in paragraph or bullet point form (European Data Protection Supervisor, n.d.). The generated paragraph is created by summarizing information from several likely recent sources. Both systems use the same criteria to identify articles that highlight SEO strategies and keywords. Two main criteria for identifying which websites are best suited to answering a user query or search are relevance and reliability¹. When a website has reliable information and is relevant to the search, it will likely be more helpful in responding to the search. When search engines lack a strong understanding of a website's content, this can lower the website's relevance in AI's view. This means that when AI systems can accurately interpret the website's content, it will increase online visibility.

Search Engine Optimization

SEO, or search engine optimization, is the practice of optimizing a website so that it appears higher in the listing of websites in search engine results. A good SEO strategy would improve the page's ranking in search engines and LLM, meaning it would appear higher in search results when a related query is entered (University of Colorado Denver, 2025). To consistently rank highly on page one, the website's SEO must highlight its information quality. To enhance a website's SEO efficiency, it is crucial to prioritize a few key factors. One key is to have high-quality content. That means having content written by respected, dependable authors. Headings are also an essential part of increasing a website's SEO. This naturally adds keywords for search engines to understand, likely connecting those headings to answer queries.

Another key factor influencing a site's SEO is the HTML tags. HTML tags are codes that provide information about a website's content and structure to browsers and servers. One important HTML tag to include is a meta description, which provides a summary of a page's content to help search engines understand it (ResearchGate, n.d.). A well-written meta description can increase public engagement and help a page stand out in search results, while pages without one may appear less appealing and risk lower rankings. Internal linking, the practice of creating hyperlinks between pages within the same website, also helps users navigate the site and allows search engines to understand its structure. Schema.org tags are another type of HTML code that enhances visibility by helping search engines and AI better understand a page's meaning and context. Additionally, website crawlability is essential for SEO, as search engine bots must be able to access and navigate all pages (IEEE Xplore, 2012). Search engine bots are automated programs that crawl websites and collect information to store in databases. This allows systems to understand the website's content. Having a website with high crawlability means search engine bots can navigate it and collect information. Issues like broken links or hidden scripts can prevent bots from gathering data.

E-E-A-T

E-E-A-T is a Google guideline that identifies the key factors that improve the quality of digital platforms (Google, 2025). It is not a direct ranking factor, but a practical framework for evaluating content quality. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. To make E-E-A-T actionable, a website should be reviewed using a "who, how, and why" strategy. The "who" focuses on clearly identifying the content creator by naming the author, providing credentials, and including accessible background information such as an author bio or 'About' page. The "how" examines how the content was created; websites should explain their research methods, cite reliable sources, and potentially disclose whether AI or automation was used and for what purpose. The "why" evaluates the purpose of the content, ensuring it is useful, relevant, accurate, and designed to help users rather than simply attract clicks or rankings.

Reviews and Consistency

Online reviews are another essential part of AI in determining trust and credibility. Platforms like Google reviews and Yelp are analyzed to evaluate consistency and sentiment. When there are large quantities of positive reviews, this increases perceived trustworthiness, which correlates with higher rankings.

Additionally, it is equally important to maintain consistent information across all third-party websites. If external websites promote outdated or inconsistent information, such as addresses, phone numbers, or statements, it can reduce credibility and lower rankings. This is because most AI systems are programmed to downgrade sites with conflicting details.

Artificial intelligence is transforming how information is discovered and delivered online, creating valuable opportunities for nonprofit organizations to expand their digital outreach to spread their mission impact. As search engines and large language models increasingly shape how users find resources, nonprofits must ensure their websites are visible, credible, and easy for AI systems to understand. By applying strong SEO practices, using HTML and structured data effectively, maintaining accurate information across platforms, encouraging positive reviews, and following E-E-A-T principles, organizations can improve AI search visibility and build public trust. This increased AI visibility is especially important because it can lead to greater engagement, community awareness, and faster access to essential services for those in need. For nonprofits with limited budgets and staff, these strategies provide an efficient and cost-effective way to compete in a digital environment. While the scale of your organization matters, outsourcing many of these SEO improvement strategies is not usually necessary. When implemented thoughtfully and responsibly, artificial intelligence can serve as a powerful tool for helping nonprofit organizations grow their reach, advance their mission, and better serve their communities.

Checklist for a Strong Website

• The website has specific and organized headings
• Website has HTML tags, internal links, and Meta-Descriptions
• Content is continuously updated to ensure reliable and relevant
• The website has high crawlability
• The website has high-quality content by trusted authors
• The website has no broken links
• The website follows E-E-A-T guidelines
• Quantity of positive reviews
• Consistent information among third party and backlink sites

Where trade names appear, no discrimination is intended, and no endorsement by Penn State Extension is implied.

Citations

• European Data Protection Supervisor. (n.d.). Large language models (LLM).
• How to increase your website's SEO. (2025). University of Colorado Denver | Anschutz Medical Campus.
• (PDF) Editorial: The HTML title tag and its importance. (2025).
• Crawlability metrics for web applications | IEEE conference publication | IEEE Xplore. (2012).
• Google. (2025). Creating helpful content.
• Mytton, D. (2021, February 15). Data Centre Water Consumption. Nature News.
• Cho, Renée. "AI's Growing Carbon Footprint." State of the Planet, Columbia Climate School, 9 June 2023.
• Lorman, E., Vincoff, K., & Pavlacka, A. (2026). Strategies for increasing Feeding PA's website outreach: Use of AI.  

Thank You

Special thanks to Emma Lorman, who served as the lead author of the Improving Nonprofit Visibility in AI Responses overview. At the time of publication, Emma was a senior majoring in Community, Environment, and Development at Penn State. Her academic work focused on sustainability and business development. She aspires to continue working in sustainability and community progress while supporting organizations that promote social and environmental well-being.