The Challenge
Bonefit Clinic is a team of doctors, physiotherapists, nurses, pharmacists and medical technicians who specialise in bones, joints, tendons and muscles.
The clinic’s website was under severe search engine penalties, caused by past link practices that went against search engine guidelines. Before that, the domain had been a commercial page with low-quality content, so it lacked the credibility that medical content needs. This held back the visibility of the clinic’s orthopaedic specialists and kept its pages from ranking in organic search for important bone and muscle care search terms.
Primal’s task was to find a way to reverse these penalties.
Our Approach
Primal’s recovery strategy centred on technical search engine optimisation (SEO) and a strict use of the principles of experience, expertise, authoritativeness and trustworthiness (E-E-A-T). The aim was to change the site from a commercial landing page into a medical information site with authority in search.
The work began with a detailed review of the backlink profile, the links that point to the site from other websites, to find the harmful links to remove.
Primal also put user intent, what people mean when they search, and mobile accessibility first, so that the clinic’s website reflected the professional standards of its medical team.
Outcomes Achieved
Primal submitted a detailed disavow file, which asks search engines to ignore the links it lists. This dealt with the unnatural links and steadied the domain.
The team then optimised the site’s structure to improve the click-through rate (CTR) and engagement on every device, and refined the technical metadata and the order of the content. The penalised domain became a medical information site with authority in search and regained the trust of search engines.
Within 7 months, organic key events grew 5.3x, impressions grew 32.63x and clicks grew 11.66x. An organic key event is an action on the website that its analytics records as important, taken by a visitor who arrived from unpaid search results.
- 32.63xIncrease in Impressions
- 11.66xIncrease in Clicks
- 5.3xIncrease in Organic Key Events
Key Insights
- Past link practices had brought search engine penalties, so the recovery began with a review of the backlink profile to find the harmful links.
- Technical SEO and a strict use of E-E-A-T changed the site from a commercial landing page into a medical information site with authority in search.
- A disavow file dealt with the unnatural links and steadied the domain.
- Within 7 months, organic key events grew 5.3x, impressions grew 32.63x and clicks grew 11.66x.
