Overview.
The Children's Hospital Charity raises funds for Sheffield Children's Hospital. We restructured its SEO and content approach.
The objective.
Grow donations, event sign-ups and legacy giving from organic search. Visibility on high-intent terms was limited, and content gaps meant the charity wasn't appearing for many relevant searches.
Our approach.
We started fresh, rebuilding the keyword universe and intent map, then expanded content around gifts, donations and events.
How we did it.
We started fresh. The keyword universe and intent map were rebuilt so every relevant opportunity was covered.
Clusters around “will gifts”, “charity donations” and “charity events” were expanded to cover FAQs, how-tos, and regional and event specifics.
The results.
Online donations rose 144% and website traffic grew 322%.
- 144%
Increase in web donations.
- 322%
Increase in traffic.
Minga London
