MND Victoria.
MND Victoria partnered with Spicy Web to improve online visibility and increase donations, merchandise revenue, and service reach for people affected by motor neurone disease. Working within a not-for-profit budget, we developed a high-impact SEO strategy grounded in empathy and technical precision. The result was a measurable uplift in donations, organic performance, and community engagement — proving that meaningful outcomes don’t require massive budgets, just clear purpose and smart execution.
Industries
- Not-For-Profit
- Health & Medical
Services
- SEO
- Technical SEO
Spicy Web was integral in improving MND Victoria’s SEO, which directly resulted in more website visits and, in turn, more donations. Their professionalism, patience and responsiveness are all part of what makes our work with them so seamless.
About MND Victoria
MND Victoria is a not-for-profit organisation that supports people living with motor neurone disease and their families across Victoria. With an evolving digital ecosystem and limited internal SEO expertise, they partnered with Spicy Web to elevate visibility, drive online donations, and support their vital services through a targeted and sensitive SEO strategy.
Key Challenges:
- Limited budget and complex CMS: Operating on a lean budget with restricted CMS access due to a platform migration from Nova to Pixel.
- No direct developer access: Many technical SEO changes had to be implemented via MND Victoria's internal teams using documentation from Spicy Web.
- High-sensitivity content: All content and keywords had to balance search optimisation with the compassionate tone required when discussing MND.
- Highly competitive sector: MND Victoria had to compete with larger national organisations including MND Australia and FightMND for organic search visibility.
The Results We Delivered MND Victoria
↑ 240%
Increase in SERP features
↑ 213%
Increase in merchandise revenue
↑ 14%
Increase in donation revenue
Our SEO Strategy
Technical SEO Foundation
We kicked off with a full SEO audit to identify performance gaps and technical limitations. Our team resolved sitemap inconsistencies, canonical errors, and improved site hygiene. We then deployed structured schema markup for key pages, including Organisation, LocalBusiness, WebSite, Service, and FAQs.
On-Page Optimisation
H1s, meta titles, and descriptions were optimised sitewide to enhance click-through rates and indexing. Page copy was rewritten to align with keyword intent while remaining emotionally appropriate and consistent with MND Victoria’s voice.
Backlink & Citation Building
We implemented a strategic off-page SEO plan, building high-quality citations and backlinks to increase domain authority and elevate page-one visibility for key queries.
Empathy-Driven Content Strategy
Recognising that searchers often land on the site via queries like “what is MND” or “MND treatment,” we restructured educational content to both inform and foster empathy—supporting conversion triggers like donations and merchandise sales.
Our SEO Results
SEO Growth
- +24% increase in page-one keywords
- +240% increase in SERP features
- +4% growth in organic users
Client Growth
- +14% increase in donation revenue
- +213% increase in merchandise revenue
- +11% increase in people supported
These results show how technical SEO and meaningful content can work hand-in-hand to generate measurable impact — both online and in the real world.
