The surgeons are internationally renowned and, as such, the company are sometimes featured on national publications. However, search engines are the main source of traffic and conversions.
Providing state of the art varicose vein treatments from multiple locations across London, Radiance Vein Clinic have established themselves as a front-runner in an increasingly critical and competitive specialist medical field these past few years.
The team at Radiance initially reached out to us seeking assistance with their website. After some initial consultation we suggested them to mainly focus on competitive keyword SERP rankings, intending to drive more relevant traffic to the site and increase leads. The August 2018 “medic update” made our challenge even bigger, as the website was affected and suffered a mild drop on rankings.
One thing the majority of medical topics have in common is complexity. Varicose veins are no exception; the internet is awash with thousands of pages crammed with information on the subject, all vying for rankings. Combine this oversaturation of information with the daunting process of finding and selecting suitable assistance when it’s needed, and you’re left not only with a bewildered patient but a gap in the market. On top of that, it’s hard to know who to trust since most clinics are local and don’t have a high level of brand awareness.
Our challenge was therefore to position Radiance as the go-to solution for varicose vein sufferers in the UK market, and internationally renowned vascular surgeon, Eddie Chaloner, as an industry thought leader. After a decline in organic traffic after the “medic update”, the brief for 2019 was clear: to recover from that loss and to bring more traffic to the website from organic channels.
We had three main goals:
- To bring more traffic in from search engines.
- To keep ranking in first positions for business-critical keywords.
- Recover the number of rankings and have an upward trend.
To reach those goals, we worked together with Radiance in order to create onsite and offsite content that would answer some of the most regularly asked questions related to their specialist topics, bringing the right traffic to the website.
We also strategically chose the keywords that would have the biggest impact in terms of traffic and conversions.
Our approach of keeping the website relevant for the target demographic and working with third party websites to create content that answers users’ questions paid off:
- We managed to completely gain back traffic loss after the “medic update” and increase further.
- In total we managed to increase organic traffic by just under 40%
- The rankings of the website doubled over a year with an increase of 120%
- The biggest climb was for keywords ranking on top 3 pages with an increase of over 150%