National Animal Welfare Trust

The National Animal Welfare Trust (NAWT) is one of the UK's leading animal welfare charities, running five rehoming centres across the south of England.

NAWT needed organic search to work harder for the goals that actually keep the charity running - getting animals rehomed, bringing in donations, and recruiting the volunteers and foster carers the centres depend on. Growth here wasn't an abstract target: more people finding NAWT online translates directly into more animals found homes, more support raised, and more hands available to help. The charity set a clear ambition - grow year-on-year traffic by around 20% - as the benchmark for whether the site was actually working harder on its behalf.

We began with a full SEO and GEO audit - benchmarking NAWT's current organic performance, then working through the technical, on-page, and off-page factors shaping how the site was being found. That analysis fed into a detailed report of more than 130 pages, covering dozens of specific recommendations across every layer of search visibility, from technical fixes through to how individual pages were structured and written.

Recommendations alone don't move traffic - implementation does. We stayed involved through that phase, providing ongoing guidance as NAWT's team worked through the report, so the audit's findings translated into changes on the live site rather than sitting as a document on a shelf.

The traffic growth wasn't generic - it landed exactly where NAWT needed it most. Visits to the dog and cat rehoming pages rose significantly, meaning more of the people arriving at the site were the people the charity most needs to reach: those actually looking to give an animal a home.

Being found by more of the right people, more of the time, also means more chances to bring in donations and reach potential volunteers and foster carers - the other outcomes the audit set out to support. And because good SEO and good user experience are rarely separate problems, several of the changes NAWT implemented improved how the site worked for visitors more broadly, not just how it ranked.

A tenfold increase in AI Overview features means NAWT is increasingly the source AI tools draw on when people ask about rehoming, animal welfare, or the charity itself - a second channel of visibility working alongside the traffic growth.