Non-Profit Case Study SEO: Old Mission San Luis Rey
More visibility. More visitors. More support for a historic mission.
We helped Old Mission San Luis Rey increase organic traffic, improve rankings and generate more event bookings and service inquiries through SEO, website redesign and paid campaigns.
Top Results
Organic traffic:
Clicks:
Impressions:
Average position:
Keyword growth:
Site health:
About the Client
Old Mission San Luis Rey in Oceanside California is one of the 21 California missions located in Oceanside, CA. It operates as a nonprofit organization.
The mission offers:
- Retreat programs (individual and group)
- Cemetery and burial services
- Cultural and historical experiences
Their goal was to increase visibility, attract visitors and generate more inquiries and bookings online through phone calls and form submissions.
Before vs After SEO
Before SEO:
Declining organic traffic month after month 
Limited keyword visibility 
Most traffic from direct and referrals 
No structured SEO or content strategy - Custom-built website limiting scalability
After SEO & redesign:
- Strong organic traffic growth
- Significant increase in rankings
- Expanded keyword coverage
- Improved conversions and online engagement
The Challenge
The website faced several issues that limited growth:
The site was not positioned to attract search traffic or convert visitors.
What We Did
We rebuilt the entire digital foundation and implemented a full SEO and conversion strategy.
Website Redesign
We migrated the site from a custom platform to WordPress.
- Modern, mobile-friendly design
- Improved structure and navigation
- SEO-friendly architecture
This created a scalable foundation for growth.
WooCommerce Integration
We added ecommerce functionality for events.
- Custom event setup
- Online ticket sales
- Streamlined booking experience
This allowed the client to generate revenue directly from the website.
Content Strategy
We built content around search demand and user intent.
- Landing pages for retreats and cemetery services
- Educational guides
- Pages about California missions
- Top and middle of the funnel content
This increased visibility across multiple search types.
On-Page SEO
We optimized all key pages.
- Titles, headings and structure
- Internal linking
- Keyword targeting
Local SEO
We improved local visibility.
- Google Business Profile optimization
- Regular posts
- Local relevance improvements
PPC Campaigns
We launched search campaigns for:
- Retreat Center
- Cemetery services
- California missions
These campaigns generated additional traffic and inquiries.
Conversion Optimization & Tracking
We improved how users interact with the site.
- Clear CTAs
- Better forms
- Conversion tracking setup
This allowed accurate measurement of results.
Results Breakdown
Traffic Growth
- Clicks increased from 16.6K → 30.3K (+82%)
- Impressions increased from 599K → 1.8M (+200%)
- Average position improved from 16.6 → 7.1
Organic Growth
- Traffic shifted from decline to consistent growth
- Traffic value increased significantly
- Keyword rankings expanded across all positions
This indicates improved visibility for relevant search terms.
Keyword Rankings
- Growth in Top 3, Top 10 and Top 20 positions
- Increased visibility for:
- Mission-related searches
- Retreat programs
- Cemetery services
Technical Performance
- Ahrefs Health Score: 92/100 (Excellent)
- Clean and optimized site structure
Why This Worked
Strong Foundation
Moving to WordPress allowed better SEO and scalability.
Search Intent Coverage
We targeted:
- Informational searches (history, guides)
- Service-based searches (retreats, cemetery)
Content Expansion
More pages = more opportunities to rank.
Conversion Improvements
Visitors can now:
- Book events
- Submit inquiries
- Take action easily
SEO + Paid Strategy
SEO builds long-term traffic. PPC adds immediate visibility.
What This Means for Nonprofits
Many nonprofit websites struggle with:
- Low search visibility
- Outdated platforms
- Limited content
- No conversion tracking
With the right structure and strategy, nonprofits can:
- Increase traffic
- Reach more people
- Generate more support and inquiries
Learn more about our nonprofit SEO services.
- No long-term contracts
- Focus on measurable results
- Clear reporting
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