Blog

What you need to know: 

• In this blog post, the Revunami team explains why SEO still matters and four ways to attract healthy web traffic in 2025. 
• This post also touches on the impact of AI and Reddit on the current SEO landscape.
• Average read time is approximately 7 minutes

 

Did your website traffic take a major hit during the Google Core updates of 2023, 2024, or 2025? You aren’t alone! In the ever-shifting search and SEO landscape, it can be hard to keep up with the constant algorithm changes. But, not being on top of those changes can have a major impact on your website traffic and ultimately, your revenue. 

That’s where Revunami comes in. We function as both your digital strategy experts and as an extension of your team to guide you through the algorithm and web traffic challenges.

After a series of Google core updates in the fall of 2023, many of our clients saw a drastic drop in their Google Grant performance and their overall website traffic. Over the past two years, we’ve worked with them to find creative SEO solutions to regain lost website traffic and even grow past 2023 levels. In this blog post, we explain four keys to SEO that can help you, too, regain your website traffic in 2025.

Does Search Engine Optimization (SEO) Matter Anymore?

Yes! There’s a lot of buzz about declining click-through rates and decreases in web traffic across the board from restrictions, algorithm changes, and AI, but SEO still matters. It’s just not the SEO you’re used to relying on.

SEO still has the power to improve an organization’s visibility in organic search results, which can lead to more traffic, leads, and revenue. Taking a new strategic approach to SEO can also help organizations gain a competitive edge. 

Search engines like Google prioritize providing what they view as the best search results. To do that, they continually update their algorithms. With these regular updates, tactics that worked several years ago may no longer be effective. Revunami keeps track of the effects of those updates and helps you understand the impacts. We provide tailored solutions for our clients, including content suggestions, layout adjustments, and technical changes, so you can continue to perform well in search. 

Key #1: SEO Isn’t Just for Your Website

Search engines and large language models (LLMs) on AI platforms now scan more than just your website pages. All of your event landing pages, forms, and social media profiles are crawled and categorized. In 2025, your website, YouTube descriptions, social media content, conversations about you on Reddit, and so much more can impact your SEO and your placement on search engine results pages (SERPs).  

This new, broader view of an organization is what is used to rank your brand’s trustworthiness and authority, and it will only continue to expand asAI overviews expand. SEO now requires you to more carefully monitor and influence how people interact with your brand everywhere it exists.

This does not mean that you can neglect your website—especially when it comes to page load speeds, mobile friendliness, and other technical aspects. Adhering to best practices such as efficient meta descriptions, short url slugs, and clear header hierarchy is more important than ever. It pays to be strategic and thoughtful every time your organization appears online.

Key #2: A Solid SEO Strategy x Paid Search = Healthy Web Traffic

When the National Ovarian Cancer Coalition’s website traffic plummeted due to Google Core updates starting in 2023 and tighter restrictions on medical and health terms, their team was grateful for Revunami’s partnership and expertise.

Even with algorithm changes destroying many nonprofits’ website traffic for the entire year, 2024 was a banner year for NOCC!

In 2024, NOCC celebrated some huge wins year-over-year:

• 72% increase in website traffic
• 64% increase in organic search traffic
• 60% increase in new visitor web traffic
• 51% increase in website conversions

This growth was achieved by combining paid search campaigns, paid social campaigns, and adhering to solid SEO best practices. So, how did we do it?

• We created paid search and social campaigns that drove traffic directly to the organization’s top events, programs, and resources pages. 
• We regularly reviewed all areas of the website for opportunities to improve site health and technical SEO, which helped the website rank better in organic search. 
• We analyzed the traffic paths from these channels to inform streamlined website navigation and new blog content that answered common questions from new site visitors.

We love working with Revunami because they truly operate as an extension of our team. They really understand how to work with nonprofits in a way that amplifies impact. They’re collaborative, strategic, and deeply aligned with our mission. Their holistic approach across SEO and paid media has helped us reach new audiences, grow engagement, and drive meaningful results across awareness, support, and fundraising.
–Alex Poyner
NOCC Director, Campaigns & Brand Strategy

Key #3: Keyword Research and Your Blog Can Still Drive Results

Keyword research is still a vital element of SEO, but requires reframing in 2025. Given that user queries are written in a conversational, natural language, the search algorithms and AI overviews prioritize information that matches that same tone. Website content that’s written in a more conversational style will do better in search and AI summaries. 

You should also keep your audience—and the language they typically use—in mind when approaching keyword research. Ask yourself what people are saying/asking, how they are talking about it, what information they are looking for—and expand from there. You’re still optimizing for critical keywords, but with the goal of connecting with your desired audiences as if you are talking directly to them.

For organizations limited by restrictions on health keywords, it’s important to get creative and think outside the box for less technical topics and keywords. Using a keyword research tool can help you identify the keywords people use to find organizations like yours. Google’s “people also ask” section in search results is also a good place to look for popular topics related to your brand and/or mission. Ranking for these new keywords may require fresh content. If your organization has a blog, this is a great use for it.

Note: Leaning into fresh keywords does not mean you should neglect existing keywords. The competition will always be fierce for organizational keywords, and it is important to rank as high as possible for your brand and mission-centric terms.

Key #4: Reddit Can Help Your SEO

Despite concerns about the rise of AI, search is still thriving—it’s just happening on many more platforms besides Google/Bing. User journeys are less linear and more complex than they used to be. And new platforms will continue to disrupt the status quo.

Given the recent increase in Google search results linking to Reddit discussions, a well-executed Reddit strategy is one way that nonprofits can leverage search more effectively to improve brand awareness, provide valuable educational information, and—most importantly—engage meaningfully with new potential supporters. 

Organic conversations on Reddit and in other platforms like Facebook groups can be a treasure trove of information and market research. Through subreddit threads, you can gain insights about what your audiences really want and need, which can then inform your overall marketing strategy and provide new content ideas.

Like every platform, Reddit has its own culture and subcultures, which can be daunting for nonprofit employees and brands. If you’d like help creating a step-by-step Reddit marketing and communications strategy, let’s set up a time to talk.

Want to Boost Your Web Traffic? We’re Ready to Help!

Revunami has been an industry-leading expert in nonprofit digital marketing for the past 17 years, and we have the technical know-how to help you achieve your goals.

We’ll partner with your team to determine your specific needs and then conduct a comprehensive review of your website to identify opportunities for search engine optimization (SEO) improvements, keyword ranking improvements, recommended Reddit strategy, and more.

Once the audit is complete, our team can provide ongoing SEO support to improve and maintain your site’s visibility.

We’d love to learn more about your organization and craft a meaningful SEO strategy that truly works for you. Reach out to us today!