Award-winning SEO that grew fundraising, rankings and authority for Men’s Minds Matter. We helped transform their website into a high-performing search asset by increasing visibility and securing a 2025 UK Search Award.
What we did
Content optimisation & simplification
Built a dedicated fundraising section
Technical SEO & site structure improvements
Digital PR & authority building
Completed
Ongoing
We tackled both technical performance and content strategy to create long-term organic growth. A key priority was improving usability and accessibility while targeting high-value search terms related to men’s mental health and charitable support. Because the space is competitive and dominated by larger organisations, we needed to position MMM clearly as a trusted authority while working efficiently.
Many of MMM’s existing resources were written in highly technical language by a clinical psychologist. While the content was valuable, it wasn’t optimised for search visibility or accessibility. We simplified the language to make it clearer for people in crisis while strengthening keyword targeting across key pages. We improved heading structure, optimised metadata, strengthened internal linking between related resources, and fixed technical issues such as missing H1 tags and inconsistent header hierarchy. These improvements ensured better crawlability, clearer page structure, and stronger search performance from the foundation up.
Originally, fundraising was limited to a single page with limited depth. We expanded this into a structured fundraising hub designed to target multiple search intents and supporter pathways. The new section covered corporate fundraising, leaving a gift in a will, and gifts in memory of loved ones and creating additional opportunities to rank for relevant terms while clearly demonstrating impact. This expansion also improved internal linking and strengthened topical authority around fundraising-related keywords.
The website initially suffered from structural and technical challenges, including confusing navigation and server reliability issues. We migrated the site to a more stable server to prevent downtime and improve performance. Alongside this, we refined the navigation structure, improved page hierarchy, and enhanced overall usability. For a site supporting people in vulnerable situations, clarity and accessibility were critical and these technical improvements delivered immediate gains in both user experience and search visibility.
To strengthen credibility and improve domain authority, we implemented a targeted digital PR strategy focused on story-driven outreach. Instead of generic fundraising promotion, we secured regional press coverage around personal fundraising stories and meaningful initiatives. This approach resulted in high-authority backlinks from national and local publications, improving trust signals and supporting keyword rankings. These efforts played a key role in increasing domain authority and building long-term organic visibility.
The campaign delivered measurable growth across fundraising, organic visibility, and authority, exceeding initial targets and establishing long-term momentum for Men’s Minds Matter.
Fundraising increased significantly, with £302,333 raised, surpassing the £200,000 target, and reaching £382,333 when including grants and trusts. This demonstrates the direct impact stronger visibility and improved search performance had on supporter engagement and donations.
From an organic perspective, traffic and visibility grew consistently:
Combined, these results reflect improved credibility, stronger search presence, and sustainable organic growth — all delivered with a resourceful and strategic approach.
The impact of this work was recognised at the 2025 UK Search Awards, where the campaign won Best Use of Search – Third Sector / Not-For-Profit: Small.
Nigel Sanderson
Mens Minds Matter
Men’s Minds Matter (MMM) is a Community Interest Company dedicated to suicide prevention and mental health support for men. They provide accessible resources, guidance, and support to help men navigate mental health challenges and crisis situations. As an organisation driven by impact, they rely on fundraising and community support to continue delivering life-saving services.