League Against Cruel Sports

League Against Cruel Sports has worked with Giant Digital for several years, having already delivered their website together. For SEO, though, League had always kept things in-house - until they decided the work needed a level of external expertise and guidance their team didn't have the time or specialism to provide alone.

The brief was straightforward on paper: grow organic traffic, and improve the underlying health of the site along the way. League had a limited amount to spend on analysis and consultancy, which meant there was no room for a broad, exploratory approach - every recommendation had to be one with a genuine chance of moving the needle, chosen quickly and prioritised hard rather than worked through exhaustively.

With a defined budget and a clear goal, the work had to be prioritised rather than exhaustive. We focused first on the pages most likely to move the needle - enhancing the content and structure of League's priority pages, while cleaning up the technical issues quietly holding the rest of the site back: index bloat, orphaned pages, and broken internal links that were making it harder for search engines to find and rank what mattered.

Structured data improvements gave search engines a clearer read on League's content, while smaller but meaningful fixes - spelling and grammar errors, unlinked mentions of League's own brand - closed gaps that individually looked minor but added up across a site of this size.

Organic traffic grew 37% year on year - a significant result for six months of carefully prioritised work rather than a wide-ranging overhaul. That growth translates directly into a bigger share of voice for League, putting the charity in front of more of the people searching for the causes it campaigns on.

The technical clean-up paid off in a second way too. A healthier site isn't only easier for search engines to crawl and rank, it's a better experience for the people using it, which is exactly the kind of change that keeps paying off well beyond the initial project.