How AI is Changing SEO – and What it Means for Charities

Search engine optimisation isn’t what it used to be. In many ways, that’s a good thing. 

The rise of artificial intelligence is transforming how content is created, found, and ranked. But for charities and ethical organisations, it’s also opening the door to  more meaningful ways to connect with your audience. 

So, how is AI changing the SEO landscape, and what does that mean for you? 

Let’s break it down. 

1. Search is getting smarter (and so should you) 

Search engines are now using AI to better understand what people actually mean when they type or speak a search query. 

Instead of just matching keywords, tools like Google’s RankBrain and BERT interpret context, intent, and nuance. 

What this means for you 

Writing content stuffed with keywords is out, and may be actively penalised. Creating helpful, human-centred content is in. The more you understand your supporters' needs, and speak to them in their language, the better your content will perform. 

2. AI tools can speed up content creation 

Yes, AI tools like ChatGPT and Gemini can help write content faster,  but the real power for charities lies in what you do with that speed.  

Imagine: 

• Generating FAQs based on your supporters’ common questions 
• Translating web pages instantly for international reach 
• Drafting tailored content that speaks directly to different donor personas 

What this means for you 

AI can help you do more with less, but your voice, mission, and human impact should always lead. AI can assist, but your story your own, and that is what makes people care. 

3. Personalised search is the new normal 

AI-driven search engines now tailor results based on users’ search history, location, and preferences. 

This means no two people see the same search results, and your content needs to work harder to show up for the right people. 

What this means for you 

You’ll need to think beyond “rank #1” and focus on reaching specific supporter groups your content that speaks directly to their needs and values. 

4. Voice search is on the rise 

With smart speakers, voice assistants, and AI chatbots everywhere, people are increasingly asking questions out loud. 

Voice searches tend to be more conversational – think “How can I support local mental health charities?” instead of “mental health donation UK”. 

What this means for you 

Optimise your content to match natural, question-based queries. Write like you speak. Use headings like “How do I…?” and “What is the best way to…?” to boost relevance. 

5. AI makes SEO more accessible 

Don’t have a big digital team? AI tools can help level the playing field. 

You can now: 

• Use AI to conduct keyword research 
• Get instant content suggestions based on current trends 
• Monitor SEO performance and generate easy-to-read reports 

What this means for you 

Even small teams can compete in the SEO game. With the right tools (and a little strategic support), you can make a big impact. 

Final thoughts: human first, AI second 

AI is transforming how people discover and engage with content, but it’s your empathy, passion, and mission that truly drive meaningful connection with your organisation.  

At its best, AI helps you do more of what matters: connect, inform, inspire, and make change happen.