Growing visibility and increasing efficiency: Search engine optimisation consultancy for a national heart research charity.
Sectors: Charity / Nonprofit / Health
Services: Technical SEO, SEO consultancy, analytics audits, content strategy, content audit, SEO training, internal link optimisation, backlink acquisition
The Challenge
As a large, well-established charity with multiple internal teams contributing to digital activity, the organisation needed a clearer SEO direction and a stronger framework for improving search performance.
While the charity already had valuable content, strong brand recognition, and an important national presence, there were opportunities to improve the technical health of the website, sharpen measurement and reporting, and build a more consistent approach to SEO across departments.
The challenge was not simply to identify isolated issues. It was to create a practical SEO programme that could support long-term visibility, improve collaboration between teams, and help the organisation make better-informed digital decisions.
The Solution
We provided specialist SEO consultancy across the charity’s web, content, and event functions, delivering a structured programme of technical analysis, search performance auditing, content planning, and internal capability building.
Our approach was designed to go beyond one-off recommendations. We focused on creating a clear roadmap for improvement, helping teams understand what needed to change, why it mattered, and how SEO could be embedded more effectively into ongoing digital activity.
By combining technical SEO, content strategy, analytics review, and training, we helped the organisation build a stronger foundation for sustainable organic growth.
What We Did
Our work included a wide range of SEO consultancy and implementation support, including:
- Technical website SEO audit
- Google Search Console performance audit
- Google Analytics performance audit
- Content strategy development
- Content audit
- SEO training sessions for internal teams
- Identification and fixing of broken internal links
- Backlink acquisition from authoritative websites, including nhs.uk
The technical audit focused on identifying issues affecting crawlability, indexation, site health, and overall search performance. Alongside this, we reviewed Search Console and Google Analytics data to improve visibility into how the website was performing and where the most valuable opportunities existed.
We also carried out a full content review to assess quality, relevance, and search opportunity, then used these insights to shape a more informed content strategy. This helped the charity prioritise content more effectively around user intent, search demand, and wider organisational goals.
To support long-term success, we developed and led SEO training sessions for internal teams, giving stakeholders a clearer understanding of best practice and helping embed SEO thinking into everyday digital decision-making.
Why It Worked
This project worked because it addressed SEO as a business-wide discipline rather than a narrow technical task.
For many organisations, SEO underperforms when technical issues, content planning, analytics, and team knowledge are treated separately. In this case, we connected those areas into one clear, practical strategy.
By working across teams, we were able to:
identify and prioritise the issues with the greatest impact improve confidence in search and analytics reporting strengthen the technical and internal linking foundations of the site support content planning with a more strategic SEO framework
build internal knowledge through training and collaboration
increase authority through high-quality backlink acquisition
This created a more sustainable approach to organic search — one that improved not only the website itself, but also the organisation’s ability to manage SEO effectively in-house.
The Result
The organisation was left with a stronger SEO foundation, clearer insight into performance, and a more coordinated internal approach to search.
Through a combination of technical auditing, analytics review, content strategy, training, link acquisition, and on-site improvements, we helped create the conditions for stronger long-term organic visibility and more effective digital performance.
Just as importantly, internal teams were better equipped to understand, prioritise, and apply SEO best practice going forward — helping turn search into a more strategic channel for awareness, engagement, and growth.