171 Enrollments.
#1 Local Visibility.
This Organization’s website had no contact page, no sign-up mechanism, and an average Google ranking of position 23. Here’s what changed between June 2025 and June 2026 — and the data behind every decision.
Project Overview
At a glance
Client
Saved By Nature (SBN) — California-based 501(c)(3) environmental nonprofit
My Role
Performance Marketing Manager & Board Member
Timeline
June 2025 – June 2026
Tools Used
SEMrush, Google Search Console, Google Keyword Planner, Google Business Profile, Bing Webmaster Tools, TWIPLA, Wix
Headline results
traffic growth
Table of Contents
Audit
The Challenge
When I joined Saved By Nature in June 2025, the organization was invisible to the communities it existed to serve. The website attracted visitors — just not the right ones: branded searches from people who already knew SBN, and a blog post about a 1960s park ranger. A comprehensive audit across Google Search Console, Keyword Planner, TWIPLA, and a full manual UX review exposed why.
Strategy
The Response
Every finding pointed to the same root problem: a website built without the infrastructure to connect communities to SBN’s programs. The rebuild addressed it in order — structure, then content, then visibility.
Web Design, UX & Mobile Optimization
The site was rebuilt from the ground up with a consistent brand palette across every page. Back-to-Top buttons and jump-link Tables of Contents were added site-wide. The mobile hamburger menu — previously cutting off labels mid-word — was rebuilt from scratch with every label fully visible and every program page reachable in fewer clicks.
items in the new navigation — every label fully visible, replacing a menu that buried programs 3–4 clicks deep.
New Pages & Conversion Pathways
The site had no mechanism for visitors to take action — no contact page, no way to sign up for a program, no way to express interest in volunteering. Five new page types were built from scratch: a contact page, public enrollment pathways for the three programs open to direct sign-up, a consolidated Get Involved hub, a first-ever volunteer page, and a dedicated events destination. Every enrollment and volunteer form includes an acquisition tracking dropdown, capturing exactly how each participant found SBN.
Keyword Research, Content & On-Page SEO
Before writing a single word, I mapped keyword clusters to every main page using SEMrush and Google Sheets — a structured methodology built to maximize reach while minimizing cannibalization. Content for each page was then rebuilt from scratch around its keyword cluster, optimized for both traditional search and GEO (Generative Engine Optimization), with FAQ schema added to every main page.
URLs mapped to keyword clusters and rebuilt from scratch — the homepage, About, Events, six program pages, and Volunteer page.
Technical SEO
The most significant discovery was invisible from the front end: over 300 stale event pages were sitting in Google’s index, auto-generated by the Wix Events widget over years of operation. Every outdated page was de-indexed and tagged noindex/nofollow, with the highest-authority URLs preserved through 301 redirects. Breadcrumb and FAQ schema were implemented site-wide, and sitemaps were resubmitted after every structural update.
The same de-indexing, indexing, and sitemap submission work was carried out in Bing Webmaster Tools in parallel — ensuring accuracy and visibility across both search engines. Bing’s Site Scan tool was also used to identify and resolve crawl errors, technical issues, and SEO warnings.
stale event pages de-indexed — including one page carrying 19 preserved external links via 301 redirect.
Google Business Profile & Local SEO
SBN’s Google Business Profile had the wrong primary category, no service areas, no operating hours, and only 2 reviews accumulated since 2019. The profile was rebuilt from scratch: primary category corrected to “Non-profit organization,” five secondary categories added, NAP data aligned exactly with the website, service areas expanded to cover all target South Bay neighborhoods, and approximately 300 photos uploaded with SEO-optimized file titles.
SBN’s Bing Places for Business listing was synced with the GBP to maintain consistency across platforms.
Google review request email templates created in January 2026 — one per community program, each with a direct CTA to SBN’s Google review page, designed to be sent to participants after every event.
Blog Optimization
The majority of SBN’s existing blog posts were rewritten with new, in-depth information and restructured for readability. Each post was assigned a focus keyword in Wix’s SEO settings and optimized throughout — title tag, H1, H2/H3 headings, and body text — without keyword stuffing. Meta descriptions, URL slugs, and all image titles and alt text were SEO-optimized. FAQ sections were added to every post to improve both UX and AI parsability, making it easier for LLMs to cite the content. Article and FAQ schema were added to every post. The blog was also added to the main navigation, where it had previously been absent.
blog posts completely rewritten, restructured, and optimized — each with a focus keyword, FAQ section, Article schema, and Wix SEO Assistant checklist completed.
Shop Optimization
The shop was hidden under a “What’s New” dropdown — three clicks from the homepage. It was added to the main navigation, given consistent brand styling, and rebuilt end-to-end: product categories, price and size filters, sorting options, sizing selectors on all clothing items, a quantity selector on every product card, a side cart, and a branded Thank You page confirming purchases. Every step of the shopping journey — from browsing to post-purchase confirmation — was reviewed and optimized.
stages of the shopping journey reviewed and rebuilt — Product Grid, Individual Product Pages, Side Cart, Cart Page, and Thank You Page
Results
The Results
Across twelve months, the rebuild turned an invisible website into SBN’s strongest enrollment channel.
program enrollments
visibility ranking
top-3 keyword rankings
average search position
Google Reviews — 4.9 stars
Contact Form Submissions
Of those 171 enrollments, Google Search drove 44% on its own — the single largest channel. Counting AI platforms alongside it (Google AI Overview, Perplexity, ChatGPT), 47% arrived through search or AI search — a direct line from the SEO and GEO work to a real-world outcome. Word of mouth was the second-largest channel at 32%, a sign the renewed visibility is reaching real communities, not just search bots.
volunteer applications submitted.
visits to program sign-up pages.
Technical and AI-search outcomes, verified independently of any single tool:
Ai search health score
core web vitals
Bing Search & AI performance (Feb–Jun 2026, since Technical SEO implementation):
Citations in Microsoft Copilot & AI partner responses
Bing Search clicks — 10.1K impressions, 3.27% CTR
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