1. The Core Mistake: The “All-in-One” Services Page
Most websites list all their services on a single “Our Services” page [00:58].
- The Problem: Google ranks individual pages, not entire websites. A single page trying to rank for multiple services (e.g., “Emergency Plumbing,” “Kitchen Installation,” and “Pipe Repair”) is less relevant than a dedicated page for one specific search intent [01:28].
- The Rule: One page, one service, one search intent [02:04].
2. The Three-Step Fix for Website Structure
To fix your hierarchy, follow these steps:
- Step 1: Identify and Dedicate: Create a unique page for every single service you offer, even if you have 20 or 30 [03:04].
- Step 2: Logical Hierarchy: Use a “Parent/Child” URL structure. For example, your main services page links to
yourwebsite.com/services/emergency-plumbing[03:40]. - Step 3: Internal Linking: Link between your services to help users navigate and to help Google index your pages faster [04:04].
3. Avoiding “Duplicate Content”
Google may penalize you if your service pages look identical with only the service name swapped out [04:33]. Nico recommends making each page at least 50% different using these elements [05:01]:
- Unique SEO Fundamentals: Different title tags, meta descriptions, and H1 headers [05:36].
- Urgency-Matched CTAs: Use “Call Now” for emergency services vs. “Book a Consultation” for non-urgent ones [06:08].
- AI-Generated Images: Use AI tools to create unique images of yourself or your team performing the specific service to add visual uniqueness [06:46].
- Service Schema: Add schema code to the header so AI search engines instantly understand the page content [07:48].
4. Scaling with Location Pages
If you serve multiple areas, apply the same logic to locations [08:18]:
- Structure: Create a parent location page (e.g.,
/locations/london/) that then links to location-specific service pages (e.g.,/locations/london/emergency-plumbing) [08:53]. - Differentiation: To make location pages unique, embed a Google Map of the specific area, mention local landmarks (churches, schools, or roads), and use Local Business Schema [09:36].
The video concludes by offering a free checklist and prompt library (available via a link in the video description) to help generate these pages and images efficiently using AI [10:39].
The SEO Mistake 90% of Websites Make (And How To Fix It)
Nico | AI Ranking · 1.2k views
Implications for charity websites
In the UK charity sector, we often wear many hats. Between fundraising, managing volunteers, and delivering frontline services, the charity website can sometimes feel like a digital filing cabinet—a place where we simply list everything we do on one long page.
However, if your charity’s “What We Do” page is just one long list of services, you might be accidentally making it impossible for people to find you on Google or through new AI tools like ChatGPT.
Here is the one crucial SEO (Search Engine Optimisation) skill that 90% of websites miss, and how your charity can fix it.
The “One Page” Mistake
Most charities have a single page titled “Our Services” or “How We Help.” On this page, you might list:
- Youth Mentoring
- Mental Health Support
- Food Bank Locations
- Debt Advice
While this feels efficient, it’s actually a hurdle for search engines. When someone searches for “Debt advice in Manchester,” Google wants to find the most specific, helpful page possible. If your website only has a general list, Google will likely choose a competitor or a national charity that has a page entirely dedicated to debt advice.
The Golden Rule: One Page, One Service, One Search Intent.
How to Structure Your Charity Website
To make sure you are recommended by search engines and AI, you need to break your services apart. Here is a three-step plan for a novice:
1. Give Every Service its Own Home
Every core project your charity runs deserves its own dedicated page. Don’t worry if you end up with 10 or 15 pages; this is actually better. It allows you to use specific keywords like “Elderly befriending services” or “Animal rehoming” that people are actually typing into search bars.
2. Organize Your “Family Tree”
Think of your website like a family tree (a hierarchy).
- The Parent: A main “Services” page that briefly summarizes everything.
- The Children: Individual pages for each service. Your website link should follow this logic:
charity.org.uk/services/youth-mentoring.
3. Link Your Pages Together
Once your pages are built, link them to one another. If someone is reading about your “Mental Health Support,” include a link at the bottom to your “Support Groups.” This helps Google understand that your charity is an authority on these connected topics.
Making Each Page Unique
Google is smart—it knows if you’ve just “copy-pasted” the same text onto five different pages. To rank well, each service page should be at least 50% different from the others. You can do this by including:
- Specific FAQs: What are the common questions people ask about this specific service?
- Unique Success Stories: A quote or testimonial from someone who used that specific project.
- Tailored “Call to Action”: For an emergency service (like a domestic abuse helpline), the button should say “Call Us Now.” For a non-urgent service (like volunteering), it should say “Download an Application Form.”
A Note on Local Impact
If your charity operates in different towns (e.g., London, Birmingham, and Bristol), you should apply this same logic to locations.
Instead of saying “We work across the UK,” create a page for “Our Impact in Bristol.” You can even embed a Google Map of your local office or community centre on that specific page to prove to Google that you truly belong to that local community.
Summary
The goal of your website isn’t just to look nice, it’s to be found by the people who need your help the most. By moving away from one long list and creating dedicated “homes” for each of your services, you make it easier for search engines to connect your charity with the people searching for support.
Quick Checklist for Your Next Website Update:
- [ ] Does every service have its own URL?
- [ ] Does each page have a unique “Call to Action” (Call, Email, or Donate)?
- [ ] Have we included a local map or address if we provide physical services?
- [ ] Are we linking between our different projects?
Frequently Asked Questions
1. Does creating more pages make my website “messy”?
Not if you use a clear hierarchy. Think of your website like a library: instead of one giant book containing every topic, you have a “Services” shelf with individual books for each project. As long as your main menu is clean and your “Our Services” page links to the others, it actually makes the site easier for visitors to navigate.
2. We are a small charity with limited time. Do we really need a page for everything?
Start with your top three most important services. If you try to do twenty at once, it can be overwhelming. Pick the three things you want to be known for most and give them their own dedicated pages first. You can add more as your capacity grows.
3. What if our services are very similar?
Even if services feel similar, the people searching for them use different words. For example, “Emergency Food Parcels” and “Budgeting Workshops” both tackle poverty, but a user in a crisis will search for one, and a user looking for long-term help will search for the other. Highlight the specific problem each service solves to keep the content unique.
4. What is a “Call to Action” (CTA), and why does it matter?
A CTA is simply the button or link that tells the reader what to do next. For a charity, the “intent” changes depending on the service:
- Crisis Service: “Call our 24/7 helpline” (Urgent)
- General Support: “Register for our next session” (Planned)
- Donation Page: “Give £10 today” (Financial)Matching the CTA to the service makes it more likely that the user will actually take that next step.
5. Will this help us show up in tools like ChatGPT or Google Gemini?
Yes! AI search engines “browse” the web to find the best answers to specific questions. If someone asks an AI, “Where can I find youth mentoring in Leeds?”, the AI is much more likely to recommend your charity if you have a page dedicated specifically to Youth Mentoring in Leeds rather than just a general “About Us” page.
6. Do we need to be tech experts to add “Schema”?
While “Schema” sounds technical (it’s a bit of code that tells Google exactly what your page is about), many modern website builders like WordPress, Wix, or Squarespace have simple SEO plugins that do the hard work for you. Usually, you just need to fill in a few boxes about your service name and location!
