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How A Fertility Clinic Grew Clicks 228% In 7 Months

Project Scope: Strategy, Search, Data

The Challenge

This fertility clinic offers in vitro fertilisation (IVF) and complete treatment for infertility problems, with its own distinct range of IVF treatments.

The clinic works in a highly competitive industry. It needed a strong presence online and significant growth from search engine optimisation (SEO), and with this much competition, reaching both goals needed a clear strategy, carried out well.

A woman in a striped blouse holding the clasped hands of a man in a blue T-shirt as they sit side by side

Our Approach

Primal began with a strategy phase, to set out how SEO would grow the clinic’s website. The approach had 2 parts, keyword research and technical improvements to the website.

The keyword research looked for the most relevant and valuable keywords to target on the clinic’s blog and service pages.

Primal also mapped out new, high-quality content for those pages, written to Google’s principles of expertise, authoritativeness and trustworthiness (E-A-T). The aim was content that both Google and the clinic’s visitors would judge as expert and reliable.

  • A fine glass needle reaching into a small dish of liquid under a microscope, lit in blue
  • A pregnant woman in a green dress holding an ultrasound print in front of her belly
  • Hands in blue gloves setting a clear dish with 3 small wells under a microscope, one hand holding a thin pipette

Outcomes Achieved

Primal put the researched keywords into the blog and service pages, to make the website more visible in search engines and bring in the right visitors. At the same time, Primal wrote the new content for those pages. It showed the clinic’s expertise and authority in its field and gave both Google and the site’s visitors reason to trust it.

In 7 months, organic clicks rose 228%, organic impressions rose 256% and organic new users rose 218%. The clinic’s visibility online grew, and so did the engagement of the people who visited its website.

  • 256%Increase in Organic Impressions
  • 228%Increase in Organic Clicks
  • 218%Increase in Organic New Users

Key Insights

  • Keyword research found the most relevant and valuable keywords for the blog and service pages, and those keywords went into the pages to make the website more visible in search engines.
  • New content written to E-A-T principles showed the clinic’s expertise and authority and gave Google and visitors reason to trust the site.
  • In 7 months, organic clicks rose 228% and organic new users rose 218%.

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