Client Overview
PSPA, a charitable organisation, approached our agency seeking to enhance its online visibility and improve its organic search presence through strategic SEO optimisation. Please view our other case study, which goes through the website redesign project with PSPA.
The Challenge
As the charity is dedicated to supporting individuals affected by rare neurological conditions, Progressive Supranuclear Palsy (PSP) and Corticobasal Degeneration (CBD), it was crucial for their website to rank prominently for specific search terms. Additionally, given the complexity of these conditions, PSPA needed to ensure that their content effectively communicated specialised terminology while remaining accessible and informative to their audience.
Our Solution
To address these challenges, our strategy focused on three key objectives:
Optimise
Existing Content
Enhance the website’s current content by incorporating niche-specific terms that resonate with the PSPA audience, ensuring the terminology used reflects how people search for information about PSP and CBD.
Enhance
Informational Value
Improve the overall quality and depth of the website content, making it a comprehensive resource for anyone seeking information about these neurological conditions. This included refining existing articles and creating new content where necessary to fill knowledge gaps.
Boost
Organic Search Visibility
Increase the website’s visibility on search engines by implementing a robust SEO strategy, enabling PSPA to reach a broader audience, raise awareness, and drive more traffic to their site.
We started by conducting an in-depth audit of PSPA’s existing website content and its performance on search engines. We identified areas where content could be optimised to become more informative.
Therefore, we created a content plan to enhance the informational value of the website. This involved expanding existing content to provide deeper insights and creating new pages to cover topics to cover important aspects of the charity. To ensure accuracy, we collaborated closely with PSPA’s team, gaining insights into the specialised terminology and key information that needed to be highlighted. Overall, the goal was to make PSPA’s website a go-to resource for comprehensive, reliable information on PSP and CBD.
Given the specialised nature of PSPA’s subject matter, it was essential to incorporate niche-specific keywords and phrases without compromising the readability of the content. We carefully integrated medical and technical terms that are frequently searched by individuals seeking information on PSP and CBD. We wanted to strike the right balance between SEO optimisation and user-friendliness, ensuring the content remained accessible to both healthcare professionals and those affected by these conditions, along with their families and carers.
Impact and Benefits
As we continue our marketing work with PSPA, we continue to offer long-term benefits. One of the primary goals is to enhance the website’s organic search visibility. By optimising content with relevant keywords and phrases, PSPA now ranks higher on search engines for niche-specific terms related to PSP and CBD. This increase in visibility means that more users seeking information on these conditions can easily find PSPA’s resources, boosting traffic and engagement.
This SEO project demonstrates Geek’s capability to deliver specialised SEO services tailored to charitable organisations while maintaining focus on their unique terminology and audience needs.
Results
Our marketing team has made valuable contributions to strengthening the charity’s organic SEO presence. Through providing ongoing marketing services on a monthly basis, we persist in fine-tuning the website’s content, SEO titles and meta descriptions. The goal is to enable the website to be discovered by individuals seeking information from a trustworthy source on a critical issue.
By optimising the website for relevant search terms and ensuring the content answers searchers’ questions, we have succeeded in making the site more findable. As a result of our ongoing SEO efforts, we have managed to decrease the website’s bounce rate – the percentage of visitors who leave the site after viewing just one page. This indicates that searchers are finding the answers and information they need from the site.
Additionally, our work has also increased user engagement time on the website. Visitors are spending more time reading and interacting with the charity’s content. This shows the information is resonating with readers.
31K New organic visitors
over the first six months
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