Nonprofits are starting 2026 at a time when credibility, funding, and advocacy are critical for their survival. Stakeholders are increasingly relying on AI search overviews, Google results, and social media research to vet organizations with which they might engage.
Search performance is no longer driven solely by technical SEO and content. What’s more, when PR, content marketing, and digital marketing work in tandem, nonprofits can enhance their online visibility and reputations. AI plays a dominant role in organic search today, making public relations a key player that can impact where a nonprofit appears in search results.
SEO and AI search tactics deployed to promote positive articles about a nonprofit, animal health company, education organization, or healthcare concern can also impact perception online, which can proactively protect a reputation.
Why SEO is Important for Nonprofits in 2026
SEO helps promote and protect a not-for-profit online by driving qualified website traffic and shaping how audiences perceive an organization online. According to HubSpot, “AI has generated 99% increase in inbound leads at six months and 143% increase in web traffic after 12 months.”
Search is one of the primary ways donors, community members, and other stakeholders learn about nonprofits. Before giving or volunteering, people commonly search online to understand an organization’s mission, leadership, reviews, and impact. SEO helps not-for-profits manage perception when those searches occur. If a nonprofit does not rank well for its name or key phrases that represent its services, stakeholders may never reach the website or learn about the importance of the work it performs.
For nonprofits, SEO is not just about generating traffic. It supports thought leadership, online reputation management, credibility, mission reinforcement, and ensuring accurate information appears high in search queries. For example, if a charitable group can dominate search results for its name using white-hat SEO and AI search best practices, it will effectively manage perception (what people learn about the organization when conducting online searches).
Here are three strategic ways PR can support stronger SEO performance, AI search results, and online visibility in 2026.
1. Use PR Coverage to Help Your Nonprofit Rank Higher in AI Search Overviews
AI search overviews pull information from sources that demonstrate authority, clarity, and consistency. These systems rely on trusted and clear explanations. PR coverage enables nonprofits to elevate visibility in AI search by highlighting third-party endorsements, sharing data, and communicating proof points in ways AI systems can easily interpret. To rank highly in AI search overviews, organizations must also publish clear explanations and summaries, such as Q&A content, that answer commonly asked stakeholder questions.
According to Bain & Company, “80% of consumers now rely on AI-written results for at least 40% of their searches, reducing organic web traffic by 15% to 25%.” For nonprofits, this means earned media, expert commentary, and thought leadership matter more than ever. Media coverage that explains issues, trends, and impact gives AI tools credible material to reference when answering questions on Google and other platforms, including generative AI sites. The same applies to bylined articles, interviews, and insights that reinforce what an organization does and why it exists.
PR supports consistency. When a nonprofit is described the same way across numerous media channels, expert quotes, and owned content, search systems gain a clearer of what the organization is known for.
2. Further Elevate the User Experience
When media coverage, expert commentary, or thought leadership sends visitors to a nonprofit’s website, it must be fast and easy to navigate to rank high in organic search results.
User experience (UX) is critical because it determines whether visitors stay long enough to absorb information, get to know the organization, and are provided authentic, relevant stories, so it encourages further action. In addition to smart navigation, clear calls to action (CTAs), and powerful, jargon-free content, UX is largely impacted by page speed, mobile performance, security, and accessibility. These factors influence whether stakeholders stay, explore, and engage, and how search engines position your site in their rankings.
A slow or confusing site weakens the impact of PR efforts. According to Google, 53% of visits are likely to be abandoned if pages take longer than three seconds to load. Visitors should quickly be able to comprehend the organization’s mission, programs, and volunteer opportunities.
Fast and easy navigation, crystal clear CTAs, and well-organized pages guide visitors toward donating, volunteering, advocating, or learning more. Without a conversion-ready site, increased attention will not translate into engagement.
Partnering with a digital marketing and website management PR agency ensures the website is fast, intuitive, and aligned with PR messaging to convert interest into engagement, trust, and action.
3. Utilize Earned Media to Build Authority, Trust, and Credibility
Earned media remains one of the strongest ways of building credibility, particularly online. Media coverage generated through PR:
- Builds powerful inbound links to a website, which effectively supports organic search optimization.
- Reinforces organizational messaging with stakeholders.
- Boosts AI search results.
PR programs should focus on stories that explain impact, leadership expertise, and the organization’s role in addressing issues. Creating such content as blogs, newsletters, and social media posts to syndicate earned media placements reinforces authority and drives website traffic. This strengthens SEO by increasing visibility and traffic from trusted online sources and improving brand recognition online. Earned media promotes discovery long after publication, where PR placements become long-term assets rather than passing stories.
Strengthening SEO Through Strategic PR in 2026
In 2026, SEO is being shaped by credibility, consistency, and clear communication. Nonprofits that prioritize earned media, including expert insights, strong website performance, and robust social media content with short-form video, are better positioned to improve how they appear in search results and AI-generated summaries. This ensures stakeholders find accurate information, recognize your impact, and come to trust you as an expert resource.
When PR supports SEO, nonprofits rank higher in search engines and AI summaries. This integrated marketing communications strategy combination supports long-term growth and strengthens engagement.
National PR Agency Credentials
Rosica Communications is an award-winning, national PR and social media agency that helps nonprofits strategically optimize their digital presence. We integrate PR with SEO, content marketing, stakeholder communications, tradeshow PR, thought leadership, and social media marketing to elevate share-of-voice and brand recognition across earned, owned, paid, and social media channels.
To effectively measure our programs, Rosica developed the most comprehensive PR and thought leadership measurement tool available today. The Thought Leadership Matrix™ assesses more than 20 indicators to benchmark influence and category/sector rankings over time.
To learn more or schedule a conversation with CEO and President Chris Rosica, visit https://calendly.com/rosica/30min.