Concern Worldwide UK is an international humanitarian organisation dedicated to tackling poverty and suffering in the world’s poorest countries.
With over 50 years of experience, they work in 25 countries across Africa, Asia and the Middle East, reaching over 36 million people annually. The charity focuses on emergency response, health and nutrition, education, and livelihoods programmes.
We worked with Concern Worldwide UK on a focused SEO content project to help them reach new audiences searching for information about global issues.
Expertise wasn’t translated into traffic
Concern Worldwide UK had valuable expertise on critical global issues but wasn’t capturing organic search traffic for topics directly related to their work.
People were searching for information about climate change, poverty, and gender equality, but Concern’s website wasn’t appearing in search results. This meant they were missing opportunities to educate people about these issues and potentially recruit new supporters.
With so many competing organisations in the development sector, Concern needed to establish their authority on key topics through search-optimised content that showcased their expertise.
We created authoritative content targeting high-volume search terms
We created a strategic content programme targeting high-volume search terms related to Concern’s core work areas:
Keyword research: We identified search opportunities around topics where Concern had genuine expertise – climate change, poverty cycles, period poverty, and gender equality.
Content strategy: We developed a comprehensive, authoritative content strategy that utilised Concern’s existing expertise, filling in gaps on where users were looking for information that wasn’t present on their site.
SEO optimisation: For each content piece, we provided a detailed content outline for easy implementation. Each piece was optimised for target keywords, whilst maintaining Concern’s authoritative voice and ensuring the content genuinely helped their target audience understand complex global issues.
Strategic content delivered thousands of monthly page views
The newly created targeted content delivered impressive organic traffic growth. Several of the pages we recommended Concern create are now consistently within their top-performing pages across the site each month, such as their vicious cycle of poverty page.
The new pages are generating thousands of organic page views. The pages are ranking for their target keywords and driving consistent, relevant, monthly traffic.
This isn’t just traffic for the sake of traffic; this content drives brand awareness, solidifies their position as a leading authority, and guides significant volumes of traffic to other key areas of the site to donation and fundraising conversions.
Beyond the numbers, Concern now has evergreen content assets that continue generating traffic months after publication. The charity has established search authority on topics central to their mission, reaching new audiences who may become supporters.
Most importantly, these pages provide long-term value. They’ll continue attracting organic traffic for years to come, making the initial investment very cost-effective.
“Working with Platypus on the SEO project was a game-changer for us,” said Charlotte Mallory, Digital Content Manager at Concern Worldwide UK.
“As an organisation with decades of expertise in tackling poverty and global issues, we knew we had valuable insights to share – but we weren’t reaching the audiences searching for this information online.
“The Platypus team helped us bridge that gap by creating a strategic SEO content plan that showcased our authority on critical topics like climate change, poverty cycles, and gender equality. Their approach was thoughtful and collaborative, ensuring every piece of content aligned with our voice and mission while being optimised for search.
“The results speak for themselves: the new content is now among our top-performing pages, driving hugely increased organic visits each month and helping us reach new audiences who care about these issues. Beyond traffic, this work has strengthened our position as a trusted voice in the development sector and continues to deliver long-term value.
“We’re thrilled with the outcome and highly recommend Platypus to any organisation looking to amplify their impact through smart, strategic content.
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