Charity SEO Strategy
We defined a comprehensive SEO and content strategy for Working Well Trust, architecting a localized digital framework that tripled organic traffic and established them as a leading authority for employment support services.
workingwelltrust.org
01 - The challenge
As a specialised support provider, Working Well Trust needed a digital infrastructure that could bridge the gap between their services and the people who need them. The existing site lacked the structural depth to rank for localised searches or broad educational queries. The primary challenge was establishing dominant visibility in specific London boroughs where services are physically offered and capturing high-intent "back-to-work" traffic on a national scale.
02 - What we did
We initiated a comprehensive SEO roadmap, beginning with deep-dive competitor research and local search analysis to inform our strategic direction. We architected a new sitemap and logical hierarchy that prioritised local service hubs alongside specialised support categories. This was followed by wireframing SEO-optimised content, where we developed page blueprints that balanced an empathetic user experience with keyword placement. By implementing localised targeting and semantic keyword mapping, we created a geographic content strategy that ensured WWT appeared at the top of search results for specific London service areas while positioning the brand as the leading authority on employment support.
03 - The results
The strategic foundation led to a 3x increase in total organic traffic following the implementation. By aligning the site structure with user intent, we achieved a significant surge in visibility for "back-to-work" informational queries. Most importantly, the Trust saw a substantial rise in engagement within London and its surrounding areas, directly connecting more individuals with the local employment support they provide.
Chart shows increase in organic traffic over time as a result of SEO strategy implementation (starting at blue dot)