15 November 2021 by Andy Ricketts
The National Trust is the charity with the best online “visibility”, according to new research.
A report from the online search marketing company Salience assesses how easily major charities can be found on the internet.
It ranks the top 100 based on factors including how prominently a charity appears in search engine results and produces a score that takes into account its ranking on certain keywords combined with the monthly search volume for those words.
The company said the higher the score, the more likely the charity would be seen by an internet user searching for charity-related terms.
The annual report, published for the second time this year, shows the National Trust retained the top position it held in last year’s ranking, while increasing its overall score by 23 per cent.
Age UK and the British Heart Foundation both moved up one place to second and third respectively.
The RSPCA fell from second to fourth after its score fell by 32 per cent compared with last year, the report says.
The RSPB rounded out the top five after it moved up two places from last year with a 14 per cent increase in its score.
The PDSA jumped up four places to ninth after recording a 42 per cent increase in its visibility score compared with last year, while Cats Protection moved up 15 places to 24th with a 79 per cent rise in its score.
Notable fallers included the NSPCC, which dropped six places to 14th after a 41 per cent reduction to its score, while Great Ormond Street Hospital Children’s Charity recorded a 42 per cent decrease and fell 14 spots to 32nd.
“Visibility is all about how easily your brand can be found online,” the report says.
“It’s a little like the footfall of the internet. The greater your brand’s visibility, the more likely you can be found by your target market.
“Year-on-year visibility identifies which brands are growing and those who are on a downward trajectory. Brands with high visibility dominate search engines. They’re first to be seen and first to be clicked.
“At its most basic level, the higher your visibility, the more people you can get through the front door.”
St John Ambulance came out as the charity with the highest average review score by site visitors, followed by the British Heart Foundation and Dog’s Trust.
The Fairtrade Foundation and the British Red Cross rounded out the top five.
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