A hospital that ranked for its own name and nothing else
Plenty of impressions, almost no qualified entry points. The treatments that bring in patients had no page worth ranking.
01 / The challenge
- Visibility sat on brand searches, not on treatment and speciality searches.
- A backlink profile carrying toxic links that held trust signals down.
- Crawl errors delaying indexation of the pages that matter.
02 / The approach
Rebuilt on buying intent
Pages restructured and rewritten against treatment queries, so arrivals were already looking for care.
Link profile cleaned
Harmful links removed and replaced with links from trusted healthcare and local domains.
Crawl fixed
Errors and speed issues resolved so priority pages indexed faster and stayed indexed.
03 / The evidence
CTR and average position both moved the other way. That is the honest read: impressions grew two and a half times as the site started showing for a far wider query set, which pulls both averages down. Clicks still rose 81% in absolute terms, and clicks are what the hospital gets paid on.
04 / The takeaway
Fix the foundation first and the content work compounds instead of fighting the site.
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