The Project 88
(USA + UK + Vietnam)
About The Project 88
The 88 Project is an international human rights organization focused on freedom of expression, civil liberties, and political activism in Vietnam.
Its mission relies on publishing accurate, English language content documenting political prisoners, arrested journalists, and human rights violations, making this information accessible to a global audience.
The organization partnered with Toucan Insights to increase international visibility, strengthen organic discoverability, and structure its content for long term impact.
What were their Objectives?
The main objective was to expand global reach and awareness through organic channels.
Key goals included:
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Improving search visibility in the US and UK
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Increasing discoverability of activist cases and publications
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Aligning content with high intent human rights search queries
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Building a sustainable, SEO driven content foundation
What was the Approach?
Toucan Insights conducted a full website audit and content optimization project, combining technical SEO, keyword research, and editorial restructuring.
The first phase focused on traffic and keyword analysis, identifying ranking gaps and content opportunities. A keyword framework was then built around core themes such as human rights in Vietnam, political prisoners, free speech, civil liberties, and arrested journalists.
In the second phase, more than 15 strategic pages were optimized, including:
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About and Founders Story
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Core advocacy explanations
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News updates and investigative reports
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Interviews, letters, and long form publications
Each page was optimized using semantic keyword mapping, improved structure, and enhanced readability, while maintaining strict editorial integrity.
What were the Results?
The project established a scalable foundation for long term organic growth.
The optimized content targeted 40 plus high intent keywords, including terms with monthly search volumes exceeding 60,000 searches, significantly expanding potential international reach.
By aligning content with search intent, The 88 Project increased its ability to attract journalists, NGOs, researchers, and policy makers searching for verified information on human rights in Vietnam.
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Key Outcomes
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Targeted 40 plus strategic human rights keywords
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Expanded potential reach to queries with 60,000 plus monthly searches
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Optimized 100 percent of priority content pages
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Strengthened authority as an English language reference source
Strategic Takeaway
This project shows how SEO and content strategy can amplify advocacy impact, even in sensitive and high risk contexts.
Toucan Insights helped transform a content rich website into a search driven advocacy platform.
From SEO to content marketing and a beautifully revamped website, their expertise has truly transformed our online presence.
When we initially engaged with Toucan Insights, our website was merely a digital placeholder.
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Thanks to their organic implementation, our website traffic experienced an astounding growth of over 200%. The agency's commitment resulted in a significant boost in relevant, engaged visitors.
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Simone Van Oosten | Board Member
The 88
Project
NGO | USA, UK & Vietnam
