Oklahoma City Habitat for Humanity (COHFH) recently expanded their operations and sought to match their growth by reaching more online volunteers, ReStore inventory contributors, and financial donors. We quickly implemented a website platform migration and technical SEO improvements as well as aggressive content marketing campaigns to help reach this goal. Within a few months, COHFH received national press and backlinks from Fox News, NBC, and the Business Journal. Our combined technical and creative efforts ultimately resulted in the website’s donation revenue increasing by 153%.
We reviewed COHFH’s entire site for SEO opportunities and made improvements across several areas. This included migrating the entire website from Expression Engine (EE) to a mobile-friendly custom WordPress design theme. Once the new website was deployed, we began optimizing title tags and meta descriptions for striking distance keywords, improving site copy, internal linking, and implementing local business schema markup. Additionally, we compressed images and enabled browser caching to maximize the page load speed of the site.
We supplemented our technical efforts by creating and launching engaging content campaigns to obtain links for COHFH from authoritative websites. Campaigns such as our “Building Communities One Home at a Time” announcement and “Our 900th Home Build” press release successfully earned backlinks and mentions from Fox News, NBC, and the Business Journal, among others. The new WordPress website also includes a self-publishing section which features original and socially shareable online content.
The website’s keyword rankings improved across the board and organic traffic climbed significantly for ‘volunteer’, ‘donation pick up’, and ‘charity donations’. In December 2016, the company’s EE website was not fully indexed by search engines and was not ranking for the query ‘donation pick up’, which had a Monthly Search Volume of about 27,000. By September 2017, its ranking position soared to the top half of the first page. During the first few months of the program, COHFH’s online ReStore inventory donations tripled and the engagement continued to rise.