NWC x Julius – Enhancing a Non-Profit’s Outreach Through SEO Strategies

Abstract

Northwest Center (NWC) partnered with Julius to enhance its online presence and increase donations from organic search across six websites. By implementing Julius's SEO methodologies and processes and establishing a robust technical foundation, NWC achieved significant results in SERP positioning and user engagement.

Introduction

Founded in 1965, Northwest Center (NWC) operates eight social enterprise businesses in the Seattle area. Profits from these businesses directly support programs and services for children and adults with disabilities.

NWC is committed to an inclusive workforce across all its businesses, providing opportunities for inclusive learning, job training, and meaningful employment.

NWC relies on consistent revenue streams to sustain its operations and effectively serve its community. Digital marketing plays a vital role in achieving this by increasing brand awareness, improving online visibility, communicating its mission and vision, and attracting supporters. 

Ultimately, these efforts are crucial in securing donations and fostering a more inclusive environment.

The Challenge

NWC recognized the need to enhance its online visibility to attract supporters and increase donations. The organization aimed to improve the search engine rankings of its various business units to:

• Position each business unit within its specific niche.

• Consolidate the organization's overall online presence.

• Convert more potential supporters into donors.

A key challenge was the lack of implementation of essential tools such as Google Tag Manager and Google Analytics, which are critical for measuring the effectiveness of digital marketing initiatives.

Our Approach

Julius developed and implemented a phased SEO framework, focusing on On-page and Technical SEO, to achieve NWC's visibility and ranking goals.

Our methodology included:

• Comprehensive Site Analysis: We conducted a thorough evaluation of website performance.

• In-depth Keyword Research: We identified high-value keywords based on ranking potential, user search intent, and alignment with NWC's brand message.

• Content Optimization: We created and optimized high-quality content targeting the selected keywords.

  
  

Results

The implementation of this targeted SEO strategy delivered significant results for NWC:

• Increased Organic Visibility: 26 new non-branded keywords achieved top positions in search engine results.

• Improved User Engagement: Visitor engagement rate increased by 8%.

• Enhanced Site Health: Site health improved to over 80% for all websites.

Specific results for key business units include:

• Impact Kids: Six strategic, non-branded keywords now rank on Google search results first and second pages.

• Lithtex NW: Organic search efforts generated 98 leads, with ten non-branded keywords ranking in the top 10 results on Google's first page.

• Big Blue Truck: Five non-branded target keywords now rank on Google's first and second pages.

Conclusion

Northwest Center enhanced its online presence through a strategic partnership with Julius and increased its capacity to attract vital support. By prioritizing technical and on-page SEO, Julius improved the search engine rankings of NWC's business units and drove significant improvements in user engagement and overall site health. 

These results demonstrate the effectiveness of targeted SEO strategies in achieving organizational goals, increasing online visibility, and ultimately supporting NWC's mission of fostering inclusion for children and adults with disabilities.