What that looks like in Los Angeles.
Language is the first filter in Los Angeles. A congregation with a Spanish service at ten and an English service at noon needs both times, in both languages, on the first screen, and the same goes for Korean in Koreatown, Armenian in Little Armenia, and Tagalog in Historic Filipinotown. We build those sections as real pages, not a translate button.
Homelessness and housing work in Los Angeles runs through city and county contracts, and the program pages have to read the way a contract officer reads them: who is served, where, what it produced, and who leads it. A page written that way also becomes the page volunteers and donors find when they search for a way to help after a news story.
The Google Ad Grant matters most in a market this size. A youth program in Highland Park cannot outspend the national organizations that show up for the same searches, but grant-funded ads for the program name and the neighborhood put it on the page for free. We set the account up so it stays in good standing.