How GLL delivered 1,156% ROI through technical SEO

GLL and its consumer brand Better operate more than 250 leisure centres and public facilities across the UK.

The organisation wanted to take greater control of organic search and content performance, but legacy technical issues were limiting the ability of search engines to efficiently crawl, understand and rank important sections of the site.

Brave Bison needed to identify the technical barriers suppressing growth and develop an SEO strategy aligned with GLL's complex business and website structure.

Brave Bison carried out an extensive technical SEO review and identified legacy issues affecting website architecture, crawl efficiency and priority content.

We redesigned the technical strategy around a clearer site structure and more efficient search engine crawling, while improving the optimisation of commercially important content areas.

Close collaboration with GLL allowed improvements to be implemented according to business value rather than technical SEO in isolation.

The programme generated more than 2 million organic visits, increased organic revenue by 45% and delivered 1,156% ROI.

While the results of this campaign speak for themselves, it is important to note that the agency fit we have found in Brave Bison is certainly one of the main determining factors in this level of shared success. A thorough review of our technical performance flagged a number of legacy issues, resulting in a complete overhaul of our technical strategy and ultimately the best ROI we’ve seen in years. Proof that making the move to Brave Bison was the best thing we ever did!

Steve Ward, Digital & Technology Director, GLL