Catalyst Advertising

Case Study – Heart & Stroke Foundation SEO Success


The Heart & Stroke Foundation of Canada aimed to boost the number of volunteers canvassing for their organization. Our goal was to enhance organic traffic, encouraging new canvassers to join the campaign and inspiring users to participate in fundraising on the My Own Fundraiser site. Our recommendations and efforts contributed to a 144% increase in organic traffic to the site.


The Heart & Stroke Foundation of Canada is a renowned organization dedicated to combating heart disease and stroke. Their work has saved thousands of lives and improved the quality of life for millions. This crucial work is supported by generous donors and committed volunteers. To aid with their mission, we were tasked with increasing organic traffic which played a key role in attracting volunteers and donors for search keywords such as:

  • Support Heart and Stroke
  • Heart and Stroke donation
  • Heart & Stroke canvassing volunteer
  • Volunteer opportunities
  • Fundraiser prizes
  • Volunteer resources & canvassing
  • Social media fundraising
  • Volunteer sign up
  • Door to door canvassing
  • Stroke survivor
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The Strategy

Increasing organic traffic is a cost-effective strategy to attract visitors who are actively searching for relevant keywords and are more likely to engage with the content. Our SEO recommendations included:

  • URL and Redirects Optimization: Ensured recognizable, user-friendly URLs and proper redirects.
  • Unique Titles and Meta Descriptions: Provided guidelines for user-generated pages and provided the keyword optimized titles and descriptions to use on static pages.
  • Dynamic Sitemap Creation: Implemented recommendations for dynamically creating a sitemap and specifying its location in the robots.txt file.
  • HTTPS Enablement: Secured the website with HTTPS to enhance security and trustworthiness.
  • Image Alt Text: Suggested text for image alt tags to improve accessibility and SEO.
  • Menu and Content Changes: Made several recommendations for modifications to the menu and page content to improve SEO, user experience and navigation.

The Results

Following the implementation of our recommendations, the Heart & Stroke Foundation experienced a substantial increase in organic search traffic:

  • Overall, organic traffic increased by 144% across both French and English pages.
  • Specifically, English pages alone experienced a 114% increase in organic traffic.

This significant boost in organic traffic was instrumental in attracting new volunteers and advancing the Foundation’s mission. Notably, our optimization efforts were focused solely on the English pages, which saw the 114% increase in organic traffic.