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SEO for a charity
organizationHELPME

HELPME
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Client name HELPME
Niche ADDICTION AND AIDS PREVENTION FUND
Other services SEO

HELPME

At one of the events a couple of years ago, we had a chance to meet the most charming and interesting people in the entire universe – employees of a charity organization called “Addiction and AIDS Prevention Fund” – and immediately decided to help them with their SEO pain. They knew very well what it means – to put everything at stake with one purpose only – helping someone who feels desperate. And at some point, their SEO situation was exactly like it.

What we recognized after analysis

  • The “Addiction and AIDS Prevention Fund” is a well-established charity with a clear mission: supporting public welfare and development across various sectors. Their commitment to helping those in need positioned them as a credible and trustworthy organization, which is a significant asset in building an effective online presence.
  • The organization already had a foundational website and some online presence, providing a base to build upon for SEO improvements.

Website weaknesses identified

  • The website suffered from poor organic traffic and visibility in search engines, limiting its ability to reach those who could benefit from the funds help.
  • Several technical SEO issues, such as broken links, poor internal linking, duplicate content, and inadequate meta tags, ruined the website’s performance.
  • The website had no keyword strategy, resulting in misalignment with user search intent and missed opportunities for attracting relevant audiences.

Opportunities we saw

  • By expanding the website’s structure and optimizing its technical elements, there was a significant opportunity to improve the site’s crawlability and indexability by search engines.
  • Developing a comprehensive semantic core and enhancing meta tags could align the website more closely with potential visitors’ search queries, increasing its relevance and ranking.
  • Improving internal linking and resolving broken links could provide a better user experience, leading to longer site visits and reduced bounce rates.
  • Building high-quality external links could enhance the site’s domain authority, improving its competitiveness in search engine rankings.

Threats we recognized

  • The charity sector is highly competitive online, with numerous organizations vying for visibility on similar topics and keywords, especially, as it turned out, in fighting HIV disease. Failure to improve SEO could mean losing out on potential support and engagement.
  • Changes in search engine algorithms could impact the effectiveness of the implemented SEO strategies, necessitating ongoing adjustments and monitoring.
  • The risk of technical SEO issues re-emerging if not continuously managed and optimized could lead to a decline in organic performance over time.

Actions taken

To address the weaknesses and capitalize on the opportunities, we implemented a comprehensive SEO optimization plan:

  1. Expanded Website Structure: Improved site organization for better user experience and search engine indexing.
  2. Keyword Strategy Development: Collected and integrated targeted keywords to align with user intent.
  3. Link Optimization: Fixed broken links, managed redirects, and resolved 5xx server errors to ensure seamless navigation.
  4. Content and Meta Optimization: Created new meta tags and resolved duplicate content issues to improve page relevance and search visibility.
  5. Internal and External Linking Strategy: Enhanced internal linking to improve content discovery and built high-quality external backlinks to boost domain authority.

Results achieved

  • Surpassed the initial goal of 3,500 organic search appearances by 122% in the first month, achieving 7,800 appearances per month by early 2024.

  • Exceeded the visitor KPI by 152%, reaching 252 visitors in the first month.

  • Increased organic traffic by 65%, from 31,000 to 52,000, and achieved a 258% increase in annual visitors, rising to 6,259 from the previous year’s 1,745.

By leveraging their existing strengths, addressing their weaknesses, and proactively seizing opportunities while mitigating threats, the “Addiction and AIDS Prevention Fund” successfully enhanced its online presence, ensuring its charitable mission continues to reach and impact a wider audience.

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