SEO Case Study: Driving Organic Traffic Growth for a Non-Profit Organisation

Our efforts delivered significant improvements across key performance metrics:

Year-on-year sessions increased by 52%, driving more consistent traffic to the website.
Engaged sessions grew by 34%, indicating higher-quality traffic and improved user engagement.
The website’s average search position improved by 20%, boosting visibility for key search terms.
Organic clicks surged by 123%, significantly increasing BCNSW’s reach and engagement with their target audience.

Results

To address BCNSW’s challenges, we developed and executed a comprehensive SEO strategy:

Conducted a detailed SEO audit to identify and prioritise technical issues.
Optimised the website for mobile responsiveness and improved site speed to enhance user experience and meet Google’s Core Web Vitals standards.
Installed and configured RankMath, a leading SEO plugin, to streamline on-page SEO efforts and improve keyword targeting.
Updated the outdated WordPress version and replaced the unmaintained page builder with Elementor, a modern and user-friendly tool that allowed for easier updates and better site performance.
Utilised tools such as Google Analytics, Google Search Console, and Google Ads Keyword Planner to track performance, identify keyword opportunities, and monitor progress.

Strategy and Implementation

The primary objective of this project was to achieve consistent organic traffic growth. This included improving keyword rankings, increasing user engagement, and ensuring the website delivered a seamless experience across all devices.

Goals

Our client, Buddhist Council of New South Wales (BCNSW), was struggling with low organic traffic and poor keyword rankings. Their website faced several technical SEO issues, including broken links and a lack of mobile optimisation, which negatively impacted their ability to connect with their audience and share their mission effectively.

Introduction

One of the major challenges was the client’s outdated WordPress setup, which included an unmaintained page builder that made implementing technical fixes difficult. To overcome this, we updated the WordPress version and replaced the page builder with Elementor, a more reliable and efficient tool. This allowed us to make the necessary technical improvements and optimise the site for better performance.

Challenges

This project highlighted the importance of focusing on SEO fundamentals. By addressing technical issues, optimising for mobile, and creating relevant, high-quality content, we were able to significantly improve the website’s rankings and organic traffic. Additionally, the increased visibility and engagement helped the non-profit organisation better connect with their community and provide valuable information to their audience.

Lessons Learned

This project highlighted the importance of focusing on SEO fundamentals. By addressing technical issues, optimising for mobile, and creating relevant, high-quality content, we were able to significantly improve the website’s rankings and organic traffic. Additionally, the increased visibility and engagement helped BCNSW better connect with their community and provide valuable information to their audience.

Conclusion

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Year-over-year organic search results (January 2024 vs. January 2025) showed improvements in Clicks, Impressions, Click-Through Rate, and Average Position. Although Average Position is marked in red, this isn’t negative, as a lower number indicates a higher ranking in search listings.

Source: Google Analytics

Year-over-year organic search results (January 2024 vs. January 2025) showed improvements in Sessions, Engaged Sessions, and Average Engagement Time per Session. However, the Engagement Rate decreased, which is expected with the increase in session volume.