Helping a mobile clinic network be found by the donors and partners it needs

+211%organic partner enquiries

Over 14 months · Authority plan · modelled scenario

earned link authoritative .org linkBranch = campaign · trunk = 14 months

01The dry season

Impactful field work was invisible online; grant-makers searching for East African primary-care partners found larger NGOs first.

Five vans, eleven nurses and a decade of visit data across peri-urban Nairobi and three neighbouring counties. Funders who already knew the work loved it. Programme officers searching for a new East African primary-care partner never got that far: page one belonged to international NGOs with thousands of links, and Baobab first appeared on page three.

The brief was not more traffic. It was to be found, and taken seriously, by the people who fund and partner with clinics like this.

Before · month 0

primary care partner east africa

An international health NGOProgrammes · Where we work
A global health allianceProgrammes · Where we work
A UN-affiliated programmeProgrammes · Where we work

Baobab buried at #27

After · month 14

primary care partner east africa

An international health NGOProgrammes · Where we work
A global health allianceProgrammes · Where we work
Baobab Mobile ClinicsPartner with us · Impact report · Methodology

Baobab Mobile Clinics at #3

02Soil test: the diagnosis

Strong roots, no branches. The work was real; the web had no way to vouch for it.

Authority

52 referring domains: 71% were directories and forum profiles. The six NGOs ranking above them had a median of 1,100.
Zero .org or .edu links: Fourteen university and county partners worked with the clinics; none linked to them.

Content

Impact data trapped in a PDF: 41,000 patient visits of field data sat in a 9 MB PDF that search engines barely indexed and journalists could not cite.
No page for funders: Grant-makers landed on a donate button; there was no partner page, methodology or audited accounts.

Entity

Three names in use: Baobab MC, Baobab Clinics and the full name split brand signals across profiles and press.
Not cited anywhere neutral: No Wikipedia citation, no Organization schema, no Wikidata-ready facts to anchor the entity.

03The planting plan

Four tactics, six branches, one trunk.

Built on our Authority plan: earn links by publishing things worth citing, then make it easy for people who already trust you to say so.

01
Digital PR
Two data-led stories built from the clinics' own routes and visit logs: distance-to-care by county, and a live map of roads cut off in the long rains. Each pitched with a regional angle and an embed that credits the source.
branches: The last 40 km data story, Rains & roads access map
02
Impact reports
The annual report rebuilt as fast HTML: one URL per finding, charts with embed codes, a citation line and a methodology page. Year two adds comparisons that bring year-one journalists back.
branches: Miles to Care impact report, Donor hub & second report
03
Partner link building
An inventory of every university, county health office and funder already working with the clinics, then ready-to-paste partner blurbs so programme leads could add a listing in minutes.
branches: Partner & funder pages
04
Wikipedia citations
No self-written articles. A disclosed conflict of interest and talk-page requests asking volunteer editors to consider the published report as a source on existing health-access articles.
branches: Wikipedia citations

04The growing season

14 months, one notch at a time. Scroll and the canopy fills in.

Scrub the seasonM0

Baseline: 52 referring domains, no .org partner links, 9 partner enquiries a month.

Backlink, entity and content audit against six larger NGOs that grant-makers kept finding first.
+6 referring domains this month
The PDF impact report rebuilt as HTML: one page per finding, each chart with an embed code and a citation line.
+9 referring domains this month
Distance-to-care data by county pitched to health, development and data journalists with a regional angle for each.
+12 referring domains this month
County-level cuts of the story for local outlets and radio station sites, each linking to its county page.
+14 referring domains this month
Listed every university, county office and funder the clinics already work with. 38 had partner pages that omitted Baobab.
+15 referring domains this month
Short, ready-to-paste partner blurbs and logos sent to each programme lead; 23 listings added within the month.
+16 referring domains this month
Conflict-of-interest disclosed on talk pages; volunteer editors asked to consider the report as a source on existing articles.
+17 referring domains this month
Organization schema, one canonical name and a Wikidata-ready fact sheet so search engines join the dots.
+17 referring domains this month
A weekly-updated map of clinic routes cut off by the long rains, offered to newsrooms as a live embed.
+17 referring domains this month
Newsrooms and NGO blogs embedded the map during the rains; each embed carried a credit link.
+17 referring domains this month
Applications to grant-maker and philanthropy directories that list vetted East African partners.
+16 referring domains this month
A partner hub page pulling reports, methodology, audited accounts and contact routes for programme officers.
+14 referring domains this month
Second report with year-on-year comparisons, which earned links back from outlets that covered year one.
+14 referring domains this month
247 referring domains, 64 of them authoritative .org sites, and a donor hub that converts.
+11 referring domains this month

05The harvest

+211% organic partner enquiries, from 9 to 28 a month.

Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.

Referring domains
52 → 247
Cumulative, baseline to month 14. Every new domain is a leaf on the tree.
Authoritative .org links
64
University, county health and funder sites: one rust leaf each.
Donor page sessions
+186%
Monthly sessions on the donor and partner hub, month 0 to 14.
Brand search volume
+132%
Monthly searches for the network by name, month 0, 7 and 14 marked.

Where partners and funders now find the network (modelled positions)
Query	Searcher	Month 0	Month 14
primary care partner east africa	Grant-maker	not in top 100	#3
mobile clinic nairobi	Partner	14	#2
primary care ngo kenya	Grant-maker	38	#4
last mile healthcare kenya	Research	not in top 100	#5
community health partner nairobi	Partner	27	#2
donate mobile health clinic kenya	Donor	51	#3
rural clinic access data kenya	Research	not in top 100	#6
baobab mobile clinics impact report	Brand	not in top 100	#1

the best time to plant was ten years ago; the second best is now

Get a plan like this

Authority that grows from the work you already do: reports worth citing, partners who vouch for you, and press that links back.

See the Authority plan Talk to us Back to all case studies