Non-Profit SEO Case Study
How technical SEO, on-page work and consistent content grew a non-profit’s organic traffic and its visibility in AI search.
Google impressions, 321K to 776K
Organic clicks, 3.96K to 8.11K
Average position, up from 9.7
AI search mentions across LLMs
WE WORKED ON
SEO campaign
- Technical SEO Fixes
- On-Page Optimization
- Internal Linking
- SEO Blog Content
- Structured Data
- GSC & GA4 Monitoring
PROJECT OVERVIEW
This campaign focused on growing the organic reach of a non-profit organisation through a steady, content-led SEO program. Rather than chasing quick wins, the work combined technical health, on-page relevance and consistent publishing to build lasting visibility. The main goals were:
- Grow organic clicks and impressions from Google
- Improve rankings for the topics that matter to the organisation
- Build entity authority and show up in AI powered search
Objective
The goal was to turn the website into a dependable source of organic traffic and to make the organisation discoverable across both traditional and AI driven search.
RESULT AFTER OPTIMIZATION
Total Clicks
Total Impressions
Average Position
Impressions Growth
Organic clicks and impressions more than doubled
Over the campaign, impressions climbed from 321K to 776K, a 142% increase, while clicks grew from 3.96K to 8.11K, up 105%.
Rankings improved from position 9.7 to 6.8
Average position moved up from 9.7 to 6.8, pushing more of the site’s pages toward the top of the first page of Google.
AI search visibility grew across ChatGPT, Gemini and AI Overviews
Stronger entity authority and structured content lifted the organisation’s presence in AI driven search, with hundreds of mentions tracked across ChatGPT, Gemini, AI Mode and Google AI Overviews.
Growth driven by technical SEO and consistent content
The results came from technical fixes to crawl efficiency and indexation, on-page optimisation of priority pages, stronger internal linking across key hubs, and publishing four to six SEO focused blog posts every month, all tracked through GSC and GA4.
METRICS OVERVIEW
| Metric | Before | After |
|---|---|---|
| Total Impressions | 321K | 776K |
| Total Clicks | 3.96K | 8.11K |
| Average Position | 9.7 | 6.8 |
CONCLUSION
A patient, content-led SEO program more than doubled the non-profit’s organic clicks and impressions, lifted its rankings and grew its visibility in AI powered search. Steady technical work, strong internal linking and consistent publishing compounded into durable organic growth.