Great Fundraising Organizations, by Alan Clayton. Book cover.

SEO charity benchmarking study becomes card game

Torchbox's SEO Super Trumps cards, part of a charity organic SEO benchmarking education project
Torchbox’s SEO Super Trumps cards covering 50 charities’ organic web presences

Digital agency Torchbox has gathered the SEO data of over 50 charity websites across eight sub-sectors to provide a benchmark of organic SEO performance across the not-for-profit space. They’ve also published them in a Top Trumps-style card game format! Just in time for Christmas.

Torchbox examined six SEO metrics including technical health, backlink profile, domain authority and content.

All the data gathered has been done so using tools that are freely available to the general public, such as Ahrefs, Moz and Advanced Web Rankings. None of the data used comes from first-party/private data or owned platforms such as Google Analytics or Google Search Console.

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The card game format enables you “to play your nonprofit against other charities operating in a similar space”.

Playing Torchbox's SEO Super Trumps for Charities card game
Learning through play with Torchbox

As well the physical pack of cards, there is also a Super Trumps website, where you can play the game, read the state of the sector review, visually compare the performance of all included charities and read the individual sector reports.

Sub-sectors explored

The eight sub-sectors analysed are:

Save the Children's organic SEO stats in Torchbox's Super Trumps SEO game
Save the Children versus… Dogs Trust

Phil McMinn, Digital Marketing Director, Torchbox, explained that the study was designed to “help to highlight where opportunities lie to utilise SEO and provide the data to illustrate what is possible in the not-for-profit sector.”

He added:

“We hope this gets some conversations started internally about the value of SEO at charitable organisations, and if not, we hope this at the very least raises a smile! This project comes from a belief at Torchbox that SEO is one of the most important channels nonprofits have at their disposal in reaching their target audiences, but it is also one of the least focused on. We want to see that change.”

Torchbox's SEO Super Trumps card pack for charities
Compare and contrast with SEO Super Trumps

The benchmarking study and project was published at a webinar, with guest speakers from Oxfam, Sightsavers, and NHS Digital and a panel discussion around SEO utilisation in the nonprofit space. 


WATCH: SEO Super Trumps launch

Video: Torchbox


Topics covered included:

Torchbox reports a positive response to the data, its lessons and the card game. So they’ll be running it again and expanding it to include other charity sectors such as Think Tanks.

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