This case study highlights how The Puppy Mill Rescue Team’s website grew organically year over year, driving page views, increasing keywords, and boosting donations, all without spending any money on pay per click. I was responsible for the website’s development, strategy, and content creation. I took a hands-on approach to shape the site from the ground up for the first three years, after which we began having volunteers help with its maintenance.
Organic Website Traffic Growth
One of the most notable achievements over the past few years has been the increase in organic website traffic. More visitors mean greater exposure, more engagement, and ultimately, more donation and adoption opportunities. Here’s a breakdown of how my page views have evolved year over year:
Page Views by Year
2019 – 241
2020 – 5,776
2021 -21,768
From just 241 views in 2019 to over 21,000 in 2021, the growth in page views has been substantial. This increase in traffic is directly tied to strategic content creation and SEO optimization, helping to elevate the website’s visibility on search engines, all without spending a single cent on ads.
Top Organic Keywords: A Steady Climb
Along with the rise in page views, the number of top-ranking organic keywords has also grown year after year. Here’s a look at how the site’s keyword rankings improved:
Top Organic Keywords by Year
2019 – 15
2020 – 110
2021 – 194
From 15 keywords in 2019 to nearly 200 in 2021, this increase reflects the success of consistent SEO efforts and content targeting. The more keywords the site ranks for, the more opportunities there are to appear in relevant search results and drive traffic from users actively searching for topics related to the website’s mission, without the need for paid search ads.
Funding Growth: A Significant Increase
Of course, traffic and keywords alone don’t paint the full picture. Financial support is equally crucial for sustaining and growing a non-profit. Here’s a snapshot of the funding raised over the years:
Funding by Year
2019 – $2,019
2020 – $186,733
2021 – $335,601
As you can see, funding has skyrocketed since 2019. While 2019 saw modest contributions, 2020 and 2021 witnessed massive growth. This funding boost can be attributed to the increased traffic, stronger keyword rankings, and a more engaged audience, all of which directly correlate with the site’s ability to attract more viewers.
The Correlation Between Traffic, Keywords, and Funding Growth
So, what ties all of these numbers together? The correlation between organic traffic, keyword rankings, and funding is the answer.
- Increased Traffic = More Exposure to Donation Opportunities
The website naturally gained more exposure to donation opportunities as page views increased. More visitors mean more people encountering donation buttons, learning about the mission, and taking action.
- More Organic Keywords = Targeted Visibility
The increase in organic keywords meant the website was more visible to users who were actively searching for topics related to it’s mission. This targeted visibility ensured that the right people were finding the site, leading to higher conversion rates and more donations.
- Trust and Credibility Drive Donations
As page views and keyword rankings grew, so did the website’s credibility. Higher rankings and more content meant that the site was seen as an authority in its niche. Trust is a critical factor in encouraging donations, and as the site gained more organic traffic and visibility, it was able to build stronger relationships with its audience.
Conclusion
In conclusion, the organic growth of The Puppy Mill Rescue Team’s website demonstrates the power of consistent SEO and content strategy in driving traffic, increasing keyword rankings, and ultimately boosting donations. This success highlights the importance of organic growth and engagement, proving that even without paid ads, a well-executed digital strategy can lead to meaningful results for non-profits.
Jamie Runevitch 
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