How to Structure a Charity Blog That Actually Helps with SEO and Impact

Let’s face it:
Most charity blogs fall into one of two camps:

1. Newsroom-style updates no one outside the team reads
2. Keyword-stuffed SEO content that feels robotic and disconnected from your cause

Here’s the truth: your blog can do real work for your charity — if it’s structured to serve both your mission and your audience.

This week, we’re showing you how to build a blog that:

• Ranks on Google

• Drives meaningful traffic

• Tells real stories

• Supports your programmes, fundraising, and partnerships

Let’s rethink the humble charity blog — and turn it into a strategic tool.

Table of Contents

• How to Structure a Charity Blog That Actually Help …

  • How to Get Started in 3 Steps:

  • The Ideal Blog Post Structure

    • ✅ 1. SEO-Friendly Headline

    • ✅ 2. Engaging Intro (with Emotion or a Hook)

    • ✅ 3. Subheadings to Break Up Sections

    • ✅ 4. Visuals + Quotes

    • ✅ 5. Internal Links

    • ✅ 6. Clear Call to Action

  • Blog Categories That Work for Charities

    • 1. Impact Stories

    • 2. Behind the Scenes

    • 3. How-To Guides

    • 4. Opinion or Advocacy

    • 5. Updates That Matter

  • SEO Tips Without the Jargon

    • Keyword Strategy for Charities

    • Use tools like:

    • Word Count & Formatting

  • Calls to Action That Don’t Feel Pushy

  • Coming up next:

How to Get Started in 3 Steps:

1. What Your Blog Is For (Define the Job)

   Before you even open WordPress or write a word, ask this:

   “What do we want our blog to achieve?”

   Here are 4 powerful purposes your blog can serve:

   1. Raise awareness of your cause or a specific issue

   2. Build authority and trust with funders, supporters, or media

   3. Improve SEO for key service areas (e.g. “free debt advice Sheffield”)

   4. Drive action (donations, sign-ups, partnerships, or referrals)

The Ideal Blog Post Structure

Here’s a proven blog post structure we recommend — one that speaks clearly to real people and ticks all the right boxes for search engines. It’s designed to keep readers engaged, build trust, and improve your chances of ranking for the keywords that matter to your charity.

✅ 1. SEO-Friendly Headline

Clear, specific, and benefits-driven.

✅ 2. Engaging Intro (with Emotion or a Hook)

Start with a short story, a bold stat, or a question that hits home.

✅ 3. Subheadings to Break Up Sections

Use clear H2s and H3s. Google scans these, and so do busy readers.

✅ 4. Visuals + Quotes

Include photos, graphics, or real quotes from service users, staff, or volunteers.

Image ideas:

• A clean, branded quote block

• A team member in action

• An infographic showing your impact

✅ 5. Internal Links

Link to relevant service pages, your donation form, or other related posts.

✅ 6. Clear Call to Action

Blog Categories That Work for Charities

Structure your blog around recurring categories that support your goals:

1. Impact Stories

Real people, real outcomes. Use storytelling. These drive emotion and trust.

2. Behind the Scenes

Let people meet the team, see your process, and understand your challenges. Builds connection.

3. How-To Guides

Great for SEO and service users.

4. Opinion or Advocacy

Your take on the issues you work in — great for partnerships and sector visibility.

5. Updates That Matter

But only when they actually matter — e.g. new services, a change in referral process, or funding wins that affect the community.

SEO Tips Without the Jargon

Keyword Strategy for Charities

Use long-tail keywords that reflect the way people search:

“Free food parcels Croydon”
“Support for teenage mums Birmingham”

Use tools like:

• Google Search Console (what you already rank for)

• Answer the Public

• Ubersuggest

• Your own inbox — what do people ask you for help with?

Word Count & Formatting

• Aim for 800–1,200 words

• Use short paragraphs (2–4 lines)

• Add bullet points or bold text to highlight key points

Calls to Action That Don’t Feel Pushy

Not every post needs a donation ask, but every post should have a next step.

Here are great CTAs for different post types:

Coming up next:

Although this is a shorter one, it is important that you understand how to make your pages show up in Google. In the next email, we’ll show you about The 3 Most Overlooked Pages on Charity Websites (and How to Fix Them)

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