Mission-driven content, structured for search at global scale.

About The Ocean Cleanup

The Ocean Cleanup develops advanced technologies to rid the world’s oceans of plastic. They operate at global scale, with a large content footprint and an audience that spans every continent.

When content is this important and this visible, the technical and strategic quality of SEO must match. There is no room for shortcuts.

The challenge

High-profile organizations face a different kind of SEO problem. It is not about starting from zero. It is about managing complexity without losing integrity.

The Ocean Cleanup faced three specific challenges.

Scale and content volume. A large library of educational, campaign, and mission-driven content needs structure to perform in search. Volume without architecture creates noise.

Technical quality at scale. Performance, crawlability, and indexation issues compound at large sites. Small problems become systemic ones.

International discoverability. The mission is global. The audience speaks many languages and searches from many markets. The SEO needed to reflect that without diluting the core message.

What we did

We provided strategic SEO support with a focus on structure, reliability, and long-term sustainability.

SEO strategy for mission-driven content. We built a framework that aligned awareness, education, and campaign goals with search intent. Each content type had a defined role.

Technical SEO guidance. We worked through performance, crawlability, and scalability issues, giving the internal team a clear path to resolve and maintain them at scale.

Content structure recommendations. We mapped how key initiatives and content types should be structured for maximum discoverability, without compromising clarity for human readers.

Internal team enablement. We worked alongside the team, not just for them. The goal was a stronger internal capability, not a dependency.

Long-term sustainability. Every recommendation was built to last. We do not optimize for spikes. We build for consistent, compounding performance.

The outcome

The collaboration produced measurable, meaningful results.

Organic clicks grew from 149K to 185K in 3 months — a +24% increase — with 9.56M total impressions. First donations driven through AI Search.

Key pages gaining traction: the homepage reached 76.3K clicks (+20%), the Great Pacific Garbage Patch page hit 26.2K clicks (+56%), and “Ocean Plastic Pollution Explained” surged to 21.2K clicks (+145%).

The website now has stronger technical foundations, better content structure, and a clearer path for ongoing growth.

The mission reaches more people through search, and those people arrive with the right context and intent.