Beauty Clinic SEO Case Study: 0-6K Organic Clicks/Month

This is an SEO case study of how I helped this beauty clinic grow organic traffic from 0 to 6,000 visitors per month through my monthly SEO service and outrank many competitors on Google in a semi-competitive health niche.

Like any other of my case studies, I won’t reveal the website and keywords for security and privacy reasons. But in this article, you will find some of my overview process of how I went about achieving the results along with various screenshots proof.

Project Background

The client runs a cosmetic clinic in Thailand that provides various relevant services such as facial lasers, filler, weight loss treatment, and many more. They approached me after launching their new website to rank on page 1 of Google nationally for the services they offer and grow the overall brand awareness through Google search. The website is built using WordPress and they had been running some Google and Facebook ads before approaching me.

Challenges

The project faces a couple of challenges as follows:

Well-established competitors – There are various well-established aesthetic clinics already ranking with high EEAT and authority.
New website – The site was relatively new when we got started, about 2 months old with no SEO done on the site. So building it from the ground up was a challenging task.
Relatively competitive niche – The niche is associated with medical topics and hence is more competitive than a lot of other niches.

The Campaign

Here are the overviews of how I approached the campaign:

Technical Optimization

The first step of the process was to dial in the technical aspects of the website. Since the client’s site uses WordPress, a lot of basic technical stuff was already covered. A couple of things such as page speed and site structure optimization needed to be done and then we’re good to proceed to the on-page.

On-Page Optimization

After completing the technical optimization, we then moved on to the on-page part of the website.

First, a proper about us page was created to highlight the credentials of the cosmetic doctors. This includes things such as their educational background, medical experience, and medical references. The goal here is to establish strong EEAT signals to Google, showing that the brand can be trusted.

Then we moved to the traditional keyword research – finding all the relevant keywords for the service and blog articles. This process was also done along with the client to come up with keyword targets that are relevant to what they do, keeping in mind what people are searching for. We then proceed to create these pages and start optimizing them.

Some on-page strategies involved are:

Placing more important content higher up on the page:

Making sure that you have your main keywords and other semantically relevant keywords higher up on the page is important for Google to understand what your page is about
Sentence-level optimization using semantically-relevant keywords:

By making sure that each sentence is properly optimized using semantically relevant keywords based on reverse engineering the competitors and using a proprietary tool that I created. You can use on-page tools like Surfer-SEO to help with the process.
Keyword count and variation optimization:

Making sure that I have used the right frequency of each keyword on the page. For example, for the word “laser”, I made sure to check the competitors’ average and see how many times I should use this word. You can again, use tools like Surfer SEO, but there’s no hard rule for this. I’d like to keep it a little lower than the average to avoid over-optimization.
Topic grouping and clustering:

As we keep on adding blog posts to help drive additional traffic and build brand awareness, I also made sure to group relevant topics into clusters and pillar pages, based on the main services that the client provides. Then properly internal link the articles in a very logical way, keeping in mind the contextual relevance.
Usage of specific numbers, data points, and easy-to-digest language structure to communicate clearly to the algorithm:

Specific data points are much easier for the NLP algorithm to extract entities and understand the meaning behind the passage as compared to words.
Research and structure the content according to the search intent deeply

Off-Page Optimization

Besides the SEO that I was doing for the website, the client is also running Google and Facebook ads to help build brand awareness and grow brand signals. User engagement and brand signals are some of the biggest ranking signals.

Other off-page SEO activities include:

Listing the website with consistent NAP on relevant medical directories
Building high-quality and relevant backlinks through guest posting and PBNs in a strategic way.

Overall, we didn’t build a lot of links as the brand signals and strong on-page were enough to skyrocket the site’s ranking and survive past multiple Google algorithm updates.