A private healthcare organisation in the United Kingdom, providing specialist treatments approached Grapelight to assist in increasing patient enquiries and controlling their rising acquisition costs. With limited organic visibility for competitive keywords, along with higher costs for their Google Ads campaigns, the organisation was struggling to maintain visibility at a price they could afford. They stated that they wanted to be visible in conversational and AI-driven searches, as more of their patients were relying on new technology to research healthcare treatments and services. Their goals were very clear. They wanted to improve organic visibility, reduce paid advertising costs, while preparing for AI-driven search experiences. This all had to be done while maintain strict clinical accuracy, confidentiality, and compliance standards. 

Grapelight created a bespoke and blended strategy, combining SEO, Google Ads, and GEO (Generative Engine Optimisation). The strategy was designed to improve short term enquiry growth, while increasing long term visibility. 

Our team focused on their Google Ads campaigns first. These needed to be restructured, focusing on high intent treatment searches. This involved us improving their negative keyword strategy, refining their match times, while aligning their landing pages effectively. We also improved their conversion tracking to ensure we had accurate attributions, while ensuring we maintained their privacy and compliance requirements.

We then focused on their SEO. This involves improving their treatment and condition pages, with many of the pages needing to be rewritten. We improved keyword alignment, expanded on explanatory content, and created clear internal linking, helping website visitors navigate seamlessly between services and treatments. Our team also created new supporting content that addressed the most common patient concerns, recovery expectations, and guides.

The final step was to meet the clients goal to be visible in AI-driven search. The GEO techniques used included introducing concise explanations, structuring their formatting, along with semantic clarity. We improved their treatment pages to include clear outcomes, context, and eligibility information. This helped improve the organisations ability to appear in generative search results, along with answer based queries, without the risk of compromising on accuracy. We actively and regularly monitored the clients progress and performance, making immediate adjustments to ensure long-term visibility and growth.

This private healthcare organisation experienced measurable improvements when it comes to visibility, acquisition efficiency, and enquiries within eight months. Our SEO services helped to improve organic visibility by close to 70% with many keywords achieving first page rankings. With improved visibility, their organic traffic was boosted. There was a 23% reduction in their bounce rate, as engagement metrics improved. Their dwell time also increased by just shy of 30%, showing improved relevance and confidence.

We saw excellent improvements in their Google Ads campaigns with their cost per enquiry dropping by close to 40%, while enquiry volumes increased. The client was very happy to have a return on ad spend improvement of 44%, thanks to improved targeting and ensuring their landing pages were relevant. 

Combining organic and paid enquiries, there was a significant increase of 52%, while they experienced early gains in AI-driven search visibility, preparing them for chances in patient search behaviour. This client continues to experience steady growth online, as their visibility continues to improve in both organic, paid, and AI-driven searches.