Case Study

Anthony Nolan

SEO & content strategy for the blood cancer charity.


Anthony Nolan are a charity that save the lives of people with blood cancer and blood disorders by matching people willing to donate their stem cells to patients in often desperate need. Their lifesaving work relies on remarkable people for stem cell donations and the generous financial support of individuals and organisations.

Since Anthony Nolan launched their register in 1974, they have made 13,000 stem cell transplants possible and have more than 500,000 people on the register at this moment.

The Brief

Anthony Nolan’s core objective was to increase the number of people joining their register to donate their stem cells, by improving their organic visibility.

During some consolidation of content on the website, Anthony Nolan had experienced drops in key search phrases, were down in traffic year on year and needed to halt the loss, revert and improve upon historic performance.

Our Strategy

Our team performed thorough keyword research which used learnings of the paid search campaign, before auditing the website and providing full onsite SEO recommendations.

The technical team reviewed work carried out previously, analysed the impact and provided prioritised recommendations for improving internal link structure, consolidating some existing content, re-aligning pages and creating new landing pages for target search queries.

The content team worked alongside the clients internal digital team to help refresh their content strategy to target relevant audiences across the web with sharable content. This content campaign would increase brand awareness, as well as drive referral traffic, links and social shares.


Anthony Nolan experienced a complete recovery of lost organic traffic within 3-months of starting the SEO campaign, before steadily improving visibility over the following year. This has led to an 134% lift in organic traffic, with impressive growth of their register year on year.

“Screaming Frog have skilfully handled each project I’ve thrown at them regardless of the market. Having such a technically capable, but personable resource on hand gives us total confidence in our search activity. I can’t recommend them enough.”

Head of Digital Programmes - Anthony Nolan

Ed Reeve

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