UK Charity SEO Case Study

The Challenge

This charity worked with Egnetix Digital in the lead up to the launch of their brand-new website in August 2024. The team was focused on delivering a modern, accessible and performance-driven platform, and wanted to ensure that organic search visibility would not only be protected but become a key growth driver post-launch.

We initially stepped in to support the technical side of the SEO migration. Following the successful launch, we began a full SEO retainer in December 2024, shifting our focus towards helping them improve the site’s organic performance through content refinement and internal SEO improvements.

The Opportunity

The migration presented a crucial opportunity to rework the SEO foundation and tap into the site’s long-term potential. Post-launch, the new website had a strong base to work from, but performance remained flat in the months immediately after August.

By December, we identified clear opportunities to drive growth through:

• Fixing crawl inefficiencies and small technical issues introduced during the rebuild
• Reviewing and optimising previously published content for structure, clarity and relevance
• Strengthening the internal linking strategy to support SEO equity across topic clusters
• Building on momentum from the new site architecture to improve engagement metrics

The Solution

We structured the project across two key phases: a carefully managed SEO migration, followed by a focused SEO retainer with a clear aim to drive performance through technical refinement and content optimisation.

August 2024 – Website Migration Support

With a brand-new website ready to launch, the priority was ensuring that the transition did not damage the site’s hard-earned SEO equity. We managed the SEO migration in full, laying the groundwork for future growth by ensuring technical and structural continuity.

• Full URL mapping and redirect plan
  We mapped every legacy URL to its equivalent or closest match on the new website to avoid ranking and traffic losses. 301 redirects were implemented and tested rigorously.

• SEO QA pre- and post-launch
  Prior to launch, we ran crawl diagnostics and addressed any gaps in metadata, header tags and indexability. Post-launch, we monitored GSC closely to ensure search engines picked up the new structure smoothly and that no traffic was lost in the handover.

• Analytics and benchmark setup
  We configured GA4 and Search Console tracking around the new domain structure, establishing performance baselines to measure the impact of future SEO work.

December 2024 to April 2025 – Retainer-Focused SEO Growth

Once the new site had stabilised and search engines were consistently indexing the new structure, we began our monthly SEO retainer. The goal was to shift from defence to growth, focusing on areas that would yield immediate and scalable gains.

• Technical SEO clean-up
  We conducted audits using data from GSC and crawl tools, identifying and resolving minor crawl inefficiencies and removing deadweight pages. This helped boost indexability and ensured crawl budget was being used efficiently.

• Content optimisation of existing articles
  Rather than creating new content, we re-optimised key articles that already had some traction. This included rewriting introductions, improving internal structures, refining meta descriptions and aligning on-page copy with current search intent.

• Internal linking improvements
  We carried out a full internal linking audit and strengthened connections between high-performing content and related supporting articles. This helped spread page authority and improve rankings across topic clusters.

• On-page structure and accessibility updates
  We made tweaks to H1/H2 usage, ensured accessibility best practices were in place and improved content formatting for readability, particularly on mobile.

The Results

With us only being 3-4 months into the SEO strategy, we’ve managed to deliver significant growth through the implementation of our strategy.

Firstly, we’ve taken traffic to heights that the client hasn’t seen before. This can be seen across Google Search Console and Google Analytics. See the images below:

Image from Google Search Console

Image from Google Analytics

Secondly, these easy early wins are enabling the charity client to dive deeper into their overall marketing strategy so they can ensure they are capitalising on all the new found traffic that is heading towards their website.