# SEO charity benchmarking study becomes card game

- Link: https://fundraising.co.uk/2021/12/21/seo-charity-benchmarking-study-becomes-card-game/
- Published: 2021-12-21T10:21:01+00:00
- Author: Howard Lake

**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](https://torchbox.com/) 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.

## Advertisement

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](https://wfay6x.infiniteuploads.
cloud/2021/12/seo-super-trumps-cards-two-players-torchbox-202112.jpg)

Learning through play with Torchbox

As well the physical pack of cards, there is also a[ Super Trumps website](https://torchbox.com/seo-super-trumps/),
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:

 * Mental Health
 * Cancer Support & Research
 * Hearing Loss & Visual Impairment
 * International Aid & Development
 * Animal Welfare
 * Children’s Charities
 * Environmental
 * Health Conditions

![Save the Children's organic SEO stats in Torchbox's Super Trumps SEO game](https://
wfay6x.infiniteuploads.cloud/2021/12/seo-super-trumps-cards-torchbox-202112.jpg)

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](https://wfay6x.infiniteuploads.
cloud/2021/12/seo-super-trumps-cards-close-up-torchbox-202112.jpg)

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:

 * Who should own SEO
 * How to ensure SEO delivers against your organisational objectives
 * Striking a balance with content for SEO and content for users onsite
 * Addressing some of the misconceptions around SEO in the nonprofit sector

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.

> Absolutely nerding out over these [#TorchboxSuperTrumps](https://twitter.com/hashtag/TorchboxSuperTrumps?src=hash&ref_src=twsrc%5Etfw).
> Who knew SEO benchmarking could be this fun?
> Thanks so much [@torchbox](https://twitter.com/torchbox?ref_src=twsrc%5Etfw)!
> [#Gifted](https://twitter.com/hashtag/Gifted?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/epEloASDWa](https://t.co/epEloASDWa)
> — Dan Papworth-Smyth (@dansmythphoto) [December 9, 2021](https://twitter.com/dansmythphoto/status/1468936858734415878?ref_src=twsrc%5Etfw)

## More on charity SEO

 * **[Benchmarking test shows charity marketers lagging behind in digital skills](https://fundraising.co.uk/2020/09/04/benchmarking-test-charity-marketers-lagging-behind-digital-skills/)(
   4 September 2020)**
 * **[SEO for Dummies](https://fundraising.co.uk/books/seo-for-dummies/)**
 * **[SEO helps charity get noticed by Channel 4’s Secret Millionaire](https://fundraising.co.uk/2011/11/28/seo-helps-charity-get-noticed-c4039s-secret-millionaire/)(
   28 November 2011)**