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Healthcare case study
Ranking against clinics named after the search term.
Draft case study: the results, quotations and account screenshots require supporting records and publication permission. They are not verified performance evidence.
The figures in this draft require the original reporting period, campaign spend, outcome definitions and attribution records. Results will need client verification and permission before publication.
The brief
Long term visibility in a market where competitors are named after the search terms.
An unusual problem
Ranking for terms like Harley Street hair transplant was extremely difficult because several established competitors had brand names almost identical to those searches. Harley Street Hair Transplant Clinics, Harley Street Hair Clinic, Harley Street Healthcare and Harley Street Hairline, most of them investing in search for years. Competing head on for an exact-match brand term is usually a losing game.
So we went around it
A content-first approach instead: high quality localised pages, long-tail variations of the main terms, and consistent publishing based on what patients actually search for. Combined with the technical side, links and structured data, this let the clinic climb past brand-heavy competitors on the terms that were winnable.
The numbers behind the rankings
The figures in this draft require the original reporting period, campaign spend, outcome definitions and attribution records. Results will need client verification and permission before publication.
Over 100 articles, none of them filler
The figures in this draft require the original reporting period, campaign spend, outcome definitions and attribution records. Results will need client verification and permission before publication.
Leads growing month on month
The figures in this draft require the original reporting period, campaign spend, outcome definitions and attribution records. Results will need client verification and permission before publication.
When a competitor is named after the search term, stop fighting for that term. This clinic won by being more useful across a hundred smaller searches than the brand-name competitors were on one big one. The compounding is the point: the articles written in year one are still producing enquiries in year four at no additional cost.
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