SEO for charities

People search for charities in two ways: those who need your help, and those who want to give it. Your website needs to be easy to find for both, without a big marketing budget.

Last updated · By the XKey team

Who searches for a charity?

  • People who need help: "food bank Blackpool", "dementia support Fylde", "free debt advice Preston". These are often the most important searches to win.
  • Volunteers: "volunteering opportunities Lytham", "charity shop volunteer near me".
  • Donors and fundraisers: "donate furniture Blackpool", "local charity to support", "charity runs Lancashire".
  • Businesses looking for a charity of the year or volunteering days.

What pages should a charity website have?

  • A page for each service you provide, written for the person who needs it: who it's for, how to get help, what to expect, opening times and how to get in touch.
  • Volunteer pages for each role, with what's involved and how to apply.
  • Clear donation and fundraising pages, including how money is used.
  • Your registered charity number, trustees, and annual reports – they show you're trustworthy.

How do charities show up in local searches?

Set up a Google Business Profile for each location people visit – shops, centres, food banks – with accurate hours. Charity shops especially benefit, as people search for them by town. Follow the local SEO checklist for the rest.

What are Google Ad Grants?

Eligible registered charities can apply for Google Ad Grants, which provide free search advertising each month. Ads complement SEO by showing up for searches you don't rank for yet. Check Google's current eligibility rules before applying.

Which links help charities?

Charities often earn links more easily than businesses: local councils and NHS services that refer people to you, partner organisations, corporate supporters' community pages, local press covering your work, and event listings. Thank supporters publicly and ask partners to link to the service they refer people to. See how to get backlinks.

Frequently asked questions

Do charities need SEO?

Yes, especially so people who need your help can find you. Many search on their phone in a difficult moment, so clear, fast service pages matter.

Can charities get free SEO help?

Every XKey tool is free with no sign-up, and digital volunteering schemes can match charities with skilled volunteers.

Should a charity blog?

If posts answer questions your service users or supporters ask, yes. Stories of impact also earn links and shares.

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