Challenge
Traffic largely dependent on direct or referral channels rather than search
Key issues
No structured content hierarchy
Reliance on paid or referral traffic
No clear keyword targeting strategy
Not aligned search intent
Strategy
Conducted keyword and competitor research to identify gaps in content
Mapped keywords to search intent stages (informational, consideration, decision)
Prioritised keywords aligned with clinical stakeholders and healthcare decision-makers
Execution
Expanded indexed content footprint across core service-related topics
Increased organic visibility within specialist medical search queries
Improved SERP positioning of priority commercial keywords
Embedded a structured keyword-led SEO framework into the workflow
Developed long-form pillar content targeting mid-funnel and awareness queries