Growing a Private Clinic’s Organic Traffic by 71%
An overview of the strategies used to boost keyword visibility and relevant traffic for a leading UK private clinic in a highly competitive healthcare sector.
+26%
Average Keyword Position (YoY)
+130%
Keywords on Page 1 (YoY)
+71%
Organic Traffic Growth (YoY)
About the project
The client is a leading private prostate cancer clinic in the UK, headed by one of the country’s most experienced surgeons in robotic-assisted surgery.
The Challenge
The clinic needed to improve its search visibility and keyword rankings to reach patients searching for private treatment options. Despite their world-class expertise, the website struggled to perform online due to:
- Poor site structure and under-optimised content.
- Limited visibility for competitive keywords such as “private prostate surgery” and “nerve sparing prostatectomy.”
Competing against established private healthcare providers made it essential to build authority, trust, and visibility in a niche but fiercely competitive space.
The Approach
1. Technical SEO Foundations
The project began with a comprehensive technical audit, fixing errors that hindered visibility and crawlability:
- Creating and optimising meta titles and descriptions.
- Implementing structured data for medical services and FAQs.
- Enhancing site architecture to ensure core pages were easily discoverable.
These fixes laid the groundwork for sustained organic growth.
2. Optimisation of Core Surgery Pages
Priority keywords were identified, and pillar pages and in-depth service content were built around them.
- Core surgery pages were restructured for clarity and depth.
- Content was enriched with FAQs, optimised images, and clear headings.
- Internal linking strategies directed authority toward the most commercially valuable pages.
This helped patients find information quickly and reinforced the site’s topical authority.
3. Content Strategy & Creation
A content plan was developed to demonstrate the surgeon’s expertise and guide patients at every stage of their journey:
- Educational content to raise awareness of robotic prostate surgery.
- In-depth treatment guides addressing patient concerns.
Existing content was improved with structured headings, FAQs, and internal links to the author profile page – strengthening authority and meeting YMYL/E-E-A-T standards.
4. Building Authority through Backlinks
A targeted link-building campaign was executed, with a focus on credibility and relevance:
- Secured backlinks from authoritative healthcare directories and medical publications.
- Converted unbranded mentions into links.
- Conducted guest posting and PR outreach to amplify visibility.
These efforts improved both domain authority and referral traffic.
The Results
- Keywords on Page 1 of Google increased from 20 → 46 (as of September 2025).
- Greater visibility for high-value terms such as “private prostate cancer clinic” and “prostate cancer operation cost”.
- Enhanced authority and trust in a sensitive YMYL niche, driving more qualified patient enquiries.
26% increase in average position of target keywords
71% increase in organic traffic
Key Takeaway
Through technical improvements, a robust content strategy, and stronger authority signals, the clinic’s online presence was significantly enhanced. This case study highlights how a tailored SEO approach can deliver measurable growth in even the most competitive medical fields.