Cancer Research UK relies heavily on organic search, with 75% of site visits coming from organic results. Nancy Scott discusses how CRUK works to overcome crawlability issues and prepare for peak periods of activity. This involves empowering multiple teams across the organization to make digital decisions, migrating legacy sites to a single domain architecture, identifying and addressing technical barriers to efficient crawling, and embedding cultural changes to view content as a continuous lifecycle rather than a static process. The goal is to maximize the success of organic search and create better user-focused content.