120% Organic Traffic Improvement For Nonprofit

The Goal

United Way of the National Capital Area is a non-profit organization based in the Washington, DC, region, serving at-risk residents of the surrounding metro area. They are committed to creating strong, vibrant communities with excellent schools, safe neighborhoods, and jobs that pay a livable wage. They are making bold strides to achieve equity for all community members, regardless of race, gender, sexual orientation, and income.

In 2021, the United Way NCA partnered with Go Fish Digital to launch their new brand campaign. Specific campaign objectives included: 

• Build new equity content to expand organic search visibility in support of the brand campaign
• Increase organic traffic to informational content while supporting visibility for regional service content
• Optimize existing content to improve content quality

The Strategy

Execution

From the start of the campaign, the Go Fish Digital team identified the biggest SEO opportunity was to create new content. We began by conducting a content gap analysis to determine priority areas where United Way NCA could position themselves as a thought leader, focusing on topics like equity vs. equality, community resources, utility assistance, and more. These topics were designed to align with their mission of improving the lives of underserved individuals in the National Capital region by focusing community resources on creating measurable and lasting impact.

Once topics were selected, we conducted further research on each to generate an outline with the key headings and sections. We reviewed each search result page for opportunities, such as obtaining a featured snippet and identifying competitor content that ranks well. The United Way NCA team then had their experts write articles on these topics which gave them a strong E-A-T advantage. 

The Results

As a result of our SEO strategy of building new content and optimizing existing assets—we saw strong improvements for both organic traffic and rankings.

When looking at year over year metrics The United Way NCA saw an overall 126% increase in organic traffic. 

The success of this campaign highlights the importance of establishing a strong strategy,  sense of direction, and partnership with the United Way NCA team. Our SEO strategy focused on new content creation and optimization revolving around equity topics in order to better support United Way NCA’s organizational initiatives.