If donors can’t find you, they can’t support you.
The number of registered charities in the UK is massive, over 170,000 as of early 2025. All these charities are vying for attention and support. How do you ensure your charity’s website isn’t lost in the mix? This is where SEO (Search Engine Optimisation) comes in.
SEO might sound technical, but it’s about one simple goal, making sure people who need your charity (or want to support your cause) can find you easily on search engines like Google. After all, potential supporters are often actively looking online for ways to make a difference, and you want your charity to be front and centre when they do.
A strong SEO presence can directly impact your charity’s mission. When your website ranks higher in search results, more people discover your cause. That increased visibility can lead to more donations, greater awareness, and even heightened trust in your organisation. In fact, SEO is now considered an indispensable part of a nonprofit’s digital strategy as it drives organic (unpaid) traffic to your site, helping you reach new supporters and raise awareness about your work.
The good news is you don’t need to be a tech expert or have a big budget to get started. In this post, we’ll break down SEO in simple terms and share practical tips tailored for UK charities, so you can boost your online visibility and ensure donors find you first.
What is SEO and Why Does It Matter for Charities?
SEO (Search Engine Optimisation) is basically the practice of making your website more visible on search engines (like Google) when people search for things related to your charity. Think of how you might search online for a service or cause. You type in a few keywords and Google shows you a list of results. SEO helps your website be one of the top results. SEO connects your organisation with the people already looking for the help or information you provide.
The reason SEO matters so much is because visibility equals impact. If a donor or volunteer can’t find you online, they can’t support you.
On the other hand, if your charity shows up prominently when someone searches for your cause, you’re much more likely to gain that supporter. In 2025, online search is one of the first places people turn to when they want to give or get involved, so a little effort in SEO can translate into big gains for your cause.
How does it work?
In simple terms, search engines use algorithms (like sets of rules) to decide which websites appear first. They tend to reward sites that are relevant, helpful, and easy to use.
This means if your website clearly describes your mission, contains the keywords (terms) people might search for, and offers a smooth experience (fast loading, mobile-friendly, trustworthy content), you have a better chance to rank higher.
For example, a page on a wildlife charity’s site that mentions “protecting UK hedgehogs” is more likely to show up when someone searches “how can I help hedgehogs UK”. SEO also involves some behind-the-scenes basics, but you can get far just by focusing on your content and your users.
5 Essential SEO Tips for UK Charities
You might be thinking, “This sounds great in theory, but what can I actually do about it?”
Here are five beginner-friendly SEO tips, tailored for UK charities, that you can start implementing even if you’re not technical. Each tip is simple, cost-free, and aimed at helping your website climb those search rankings so donors and supporters find you first.
1. Speak Your Donors’ Language (Use the Right Keywords).
Think about the words people might type into Google when looking to support a charity like yours. These keywords are the heart of SEO. Brainstorm terms related to your cause and your location. For example, if you run an animal shelter, donors might search “animal rescue London” or “adopt a pet UK charity.” Make sure those phrases (or similar ones) appear naturally on your site – in your page titles, headings, and content. Avoid jargon that the public wouldn’t use. In the UK, people tend to search for “charity” rather than “nonprofit,” and might use terms like “support” or “donate” alongside the cause (“donate to rainforest charity”). By using the same language on your website, you help search engines understand that your site is relevant to those searches. In short, choose your keywords carefully and weave them into your site’s content where appropriate (without overdoing it).
2. Optimise for Local Search (Show Up in Your Community).
Most UK charities serve a particular community or region. Let Google know where you are. This is crucial for appearing in local searches – for instance, if someone in Bristol searches “homeless charity near me,” you want to be on that list. Make sure your website clearly mentions your location. Include your town, city, or the areas you work in. Include your address (if you have a physical location) on the contact page and maybe in the footer of your site.
Don’t worry about ranking nationwide if you’re a small local charity – it’s far more valuable to rank well in your area.
It’s also worth registering for a free Google Business Profile (formerly Google My Business) listing for your organisation, so that your charity can show up on Google Maps and local results with your phone number, address, and opening hours. Local SEO can hugely boost your visibility to nearby supporters. So proudly highlight your UK location and watch local donors and volunteers find you more easily.
3. Make Your Website Mobile-Friendly.
Ever tried to view a site on your phone only to find tiny text or messed-up layouts? Frustrating, right? A poor mobile experience can drive supporters away and hurt your search ranking. In 2025, mobile browsing is huge – and about 60% of all online searches are now conducted on mobile devices. Google knows this and actually gives preference to mobile-friendly websites in its search results.
The takeaway for your charity is to ensure your website works well on smartphones and tablets. Use a responsive design (most modern website templates have this built in) which automatically adjusts to different screen sizes. Check your site on a phone - is the text easy to read without zooming? Do images and buttons scale properly? Is navigation simple? If anything is hard to use on mobile, that’s your cue to fix it (perhaps with help from a web developer or by switching to a mobile-friendly website theme).
Good mobile responsiveness, makes your supporters happier, and also signals to search engines that your site is up to modern standards. It’s an easy win for better SEO and a better user experience.
4. Write Clear Titles and Descriptions for Your Pages.
When you search on Google, the results page shows a list of titles (in blue) and short snippets of text underneath. Those come from your page’s title tag and meta description (these are basically just the page name and a brief summary). Many charity websites forget to optimise these, but they are prime real estate for SEO.
Make sure every page on your site has a meaningful title that tells both visitors and search engines what the page is about. For example, instead of a generic title like “Home”, use something like “Home – Green Bristol Trust | Environmental Charity in Bristol”. This way, if someone searches “environmental charity Bristol,” your page is more likely to match.
Likewise, write a short meta description (about 1-2 sentences) for your important pages, summarising what you do and including a keyword or two. For instance: “Green Bristol Trust is a local charity dedicated to planting trees and protecting green spaces in Bristol. Learn how you can support our mission.”
A clear title and description won’t directly boost rankings like magic, but they will make your link more appealing in search results and ensure that people searching see that your page is relevant to what they want. Plus, search engines do pay attention to keywords in these fields, so it’s a simple, non-technical tweak that can help you climb higher.
5. Publish Relevant, Engaging Content Regularly.
One of the most effective (and completely free) ways to improve SEO is to keep your website rich with useful content about your cause. This doesn’t mean you need to blog every day, but adding content over time, such as news updates, success stories, guides, or even a simple FAQ about your work, signals that your site is active and authoritative.
High-quality content naturally includes the keywords people search for and provides value to readers. Search engines love this.
For a charity, content could be anything from an article about how donations are making an impact, to a volunteer’s story, to a page of tips related to your mission (e.g. “5 ways to recycle at home” for an environmental charity). When people find this content via search, they not only learn about the topic but also discover your organisation. Engaging content keeps visitors on your site longer and encourages them to explore, which further improves your SEO (since search engines notice when people stay on your site versus quickly leaving).
Tip: Focus on quality over quantity. It’s better to have a few clear, heartfelt pieces that resonate with your audience than dozens of thin pages. If you can update your site even once a month with something new – a project update or a story – you’ll be building a stronger SEO foundation with each addition, and giving supporters a reason to come back.
(Bonus) Make Your Site User‑Friendly and Trustworthy.
At the end of the day, SEO is all about serving your visitors well, it's not about trying to trick Google.
Ensure your website is easy to navigate – menus should be clear, pages should load relatively quickly, and important information (like what your charity does and how to get involved) should be easy to find.
If your site is slow, consider compressing large images or removing unnecessary plug-ins – faster sites not only please users but also rank better. Likewise, use clear language and avoid clutter so people don’t get overwhelmed.
Another often overlooked aspect is trust signals. Include an “About Us” page with your charity’s story and team, and clearly display things like your charity registration number and contact info. When people (and Google’s algorithms) see these trust cues, it boosts credibility.
Remember, Google wants to show users reliable, helpful websites. By being user-friendly and transparent, you’re making a good impression on visitors, and also ticking the boxes that search engines look for when deciding if your site deserves a top spot.
A Quick Example: The Impact of Small SEO Changes
To see how these basics can make a real difference, let’s imagine a small environmental charity in Bristol that has a modest website. For a long time, when locals searched for things like “tree planting in Bristol” or “Bristol environmental charities,” this charity’s site was nowhere to be found on Google – meaning they missed out on potential supporters.
After learning about SEO, they decided to make a few simple changes. They updated their homepage title to include their city and focus (“Bristol Tree Guardians – Local Tree Planting Charity”), added a paragraph on the homepage mentioning “community tree planting in Bristol,” and set up a Google Business Profile so they appear on the map for Bristol searches. They also ensured their site worked well on mobile, so that anyone clicking through had a smooth experience.
The result? Within a few months, their website started appearing on the first page for those local tree-planting searches. Traffic to their site doubled, and with it came a noticeable uptick in volunteer inquiries and donations.
This was the payoff of basic SEO tweaks that helped the charity connect with people already looking for the type of work they do.
Your mileage may vary, of course, but the principle remains true, when your website aligns with what your audience is searching for, you become far easier to find.
Take Your First Step Towards Better Visibility
Improving your charity’s SEO might feel a bit daunting, but remember that even small steps can lead to meaningful results. You don’t have to overhaul your entire website overnight.
Start with an audit of your site from a supporter’s perspective. What information would you search for? Does your site provide it clearly? Pick one of the tips above and give it a try. For instance, you could begin by adding your town name to your homepage title, or by writing a short news update on a recent success. Each action is a building block that makes your charity more discoverable and accessible to the public.
Most importantly, be patient and persistent. SEO improvements can take time to show effect, but they tend to build on each other. Over the coming weeks and months, you may find more people coming to you saying, “I found you on Google.” That’s a sign you’re on the right track and your message is reaching those who need to hear it.
If you ever feel stuck or just want to discuss how your charity can do better online, feel free to reach out to us for help or guidance.
Choose one small SEO action you can do today, and give it a go – your future supporters are out there searching, and with a bit of effort, you’ll make sure they find you first.