SEO Case Study: Helping a National Charity Reach the People Who Need Them Most
This case study is all about visibility — not just in Google, but where it truly matters: in front of the people searching for help.
A national youth homelessness charity came to me with a familiar problem. They ranked well for their own name, but not for the terms that matter most — things like “emergency accommodation near me,” “youth homelessness help,” or “how to volunteer.”
In short, they were visible to people who already knew them, but invisible to those who needed them.
The Challenge
Strong branded visibility, but little reach for service and awareness searches
Weak non-branded rankings (donations, volunteering, fundraising)
Low domain authority (just 26% of top competitors)
Missing local visibility across key cities like Manchester and London
The Fix
We tackled the issue by focusing on what people actually search for — both in Google and now in AI tools like ChatGPT and AI Overviews:
Expanded content around emergency help and volunteering
Created regional landing pages to improve local visibility
Optimised metadata, headings, and internal linking
Fixed duplication and accessibility issues
Advised on backlinks and digital PR for authority growth
They took on The Hub DIY SEO software to manage their own SEO going forward, with support from me
The Recommendations
Build out localised and service pages for every major area
Optimise content and headings to match how people search for help
Strengthen backlink profile through relevant partnerships and PR
Review technical setup for site speed and mobile performance
Create clear calls to action for donations, volunteering and support
By implementing these changes, they’ll be in a much stronger position to reach the people who need them most — not just those who already know their name.
The Takeaway
Even strong organisations can get stuck ranking for their name instead of their purpose.
By optimising for the language real people use across search engines and AI platforms, we opened the door for thousands of new users to find help, donate, and get involved.
Need SEO for your charity?
Book a Milkshake Audit or explore my done-for-you retainers — and help your website do what it’s meant to.
