The Project 88

(USA + UK + Vietnam)

Snapshot

 

Project 88 needed global discoverability to support advocacy work in a sensitive context. We audited the site, built a keyword framework around high-intent themes, and optimized priority content to increase organic visibility. Client-reported traffic growth exceeded 200% following implementation.

 

The Challenge

 

Advocacy depends on being found. A content-rich site can still underperform if it isn’t structured around search intent and discoverability standards.

 

Objectives

 

• Improve search visibility in the U.S. and UK

• Increase discoverability of activist cases and publications

• Align content with high-intent human rights queries

• Build a sustainable SEO-driven foundation

 

What We Did

 

We ran a full website and content audit and built a keyword framework around core themes such as human rights in Vietnam, political prisoners, free speech, civil liberties, and arrested journalists. We then restructured and optimized priority pages to align with intent.

 

Deliverables (System Outputs)

 

• Website and content audit with prioritized improvements

• Keyword framework around high-intent themes

• Priority page restructuring and optimization for intent alignment

• Content structure designed to improve discoverability at scale

 

Results (Verified)

 

• Targeted 40+ high-intent keywords, including terms with monthly volumes exceeding 60,000

• Optimized 100% of priority content pages

• Client-reported traffic growth of 200%+ following implementation

 

Strategic Takeaway

 

In mission-driven organizations, SEO isn’t marketing. It’s distribution. Structure plus intent alignment turns content into a discoverable platform.

 

How does this map to Toucan’s Operating Systems (today)

 

• Pipeline Foundation OS: clarity and governance so outreach can support awareness efforts when needed

• Search + AI Visibility Engine: intent coverage and structured content that improves discoverability in search and AI summaries

• Authority Scale: proof modules that help skeptical audiences validate credibility faster