Bipolar UK

Bipolar UK is the national charity working to build a better world for everyone affected by bipolar disorder - supporting people to live well with the condition, changing public understanding of it, and campaigning for faster diagnosis and an end to stigma.

The charity was redeveloping its website and needed organic search to work harder alongside it. Traffic had plateaued over the previous two years, at exactly the moment Bipolar UK needed more people finding them - to raise awareness of fundraising activity, to reach people searching for information about the condition, and to build the profile needed for effective campaigning. The goal was direct: grow organic traffic by 15%, and make sure Bipolar UK appeared prominently whenever people searched for information on bipolar disorder, whether through a traditional search or the AI-generated answers increasingly standing in for one.

We started with an information architecture review, mapping how Bipolar UK's content was structured against how people actually searched for it - and where the two didn't line up. Alongside that, competitor analysis showed where similar organisations were being found for the searches Bipolar UK needed to own, giving a clear, data-led basis for deciding what content to keep, move, or rework as the wider site redevelopment progressed.

Content recommendations followed - structure, keyword guidance, and the technical foundations (including structured data) that help search engines and AI tools alike understand and surface a page correctly. That technical layer matters as much for how Bipolar UK appears in a traditional Google results page as it does for how it's picked up and summarised in an AI-generated answer - both are increasingly where people first encounter the charity online.

For a charity working to end stigma and improve diagnosis, being found matters as much as being right - and Bipolar UK is now genuinely harder to miss. Search visibility grew not just against general competition, but specifically against the similar organisations Bipolar UK is most often searched alongside, a meaningful shift in whose voice shows up first when people go looking for information on bipolar disorder.

That visibility paid off at exactly the moment it mattered most. In the run-up to and during World Bipolar Day, traffic surged as people searched for information and found Bipolar UK at the top of the results - helping drive the charity's biggest year yet for webinar ticket sales and live viewing on the day itself.

And it isn't only traditional search doing that work. As more people turn to AI tools to answer health questions before they ever reach a search results page, Bipolar UK is increasingly the source those tools surface - a second front of visibility that didn't exist for the charity in the same way before.