Modern Medicine, a leading name in the healthcare industry, teamed up with practiceedge to strengthen its market presence. The core aim of this collaboration was to expand the patient base and position Modern Medicine as a premier healthcare facility in its regional city location.
To set the stage for a successful campaign, practiceedge began by pinpointing areas that needed improvement, particularly focusing on content that was not performing up to par. The initial part of the campaign was dedicated to overhauling these weak areas of the website’s content. By doing so, the aim was to unfreeze keywords that had been stagnant in search rankings for a substantial period. Being a multidisciplinary clinic, the practiceedge team applied their specialist knowledge on not only SEO for psychologists, but SEO for podiatrists, myotherapists, dietitians, remedial massage therapists and exercise physiologists.
The central focus of the campaign was to significantly amplify Modern Medicine’s online visibility and reach, particularly within the Ballarat region. By leveraging targeted digital strategies, the aim was to make Modern Medicine the go-to healthcare provider for new and existing patients in the community. The campaign was designed to attract a larger audience by optimising underperforming content and utilising precise keywords to climb search rankings. In doing so, the initiative sought not just to drive immediate patient inquiries but to firmly establish Modern Medicine’s long-term standing as the preferred healthcare facility in Ballarat.
SEO Campaign Results
practiceedge implemented a multifaceted medical SEO approach that covered on-page, off-page, and technical elements.
For on-page improvements, we refined meta tags, headings, and content for better visibility. The campaign also leveraged the client’s existing business relationships to secure high-quality backlinks, enhancing the site’s off-page credentials. On the technical side, we carried out an in-depth analysis aimed at enhancing site speed and key Google Core Web Vitals—important measures for website performance and user experience.
Significant results were achieved for this campaign, measuring year-on-year data between August 2022 and August 2023. The site’s user traffic increased from 264 to 471, while impressions nearly doubled from 6,228 to 13,118. These figures indicate a considerable boost in both user engagement and visibility to the target demographic.
Conversions soared from 21 to 114, which signifies that more visitors overall took desired actions once reaching the site. All contact points on the site registered increases: online bookings went from 6 to 38, phone calls from 4 to 30, and email interactions rose from 11 to 46.
In terms of keyword rankings, the improvements were substantial. Myotherapy-related terms moved from sixth to second place, podiatry-related terms increased from 13th to fourth place, and remedial massage terms leapfrogged to the first position from tenth. Exercise physiology and psychology-related terms also improved, rising from seventh to first and tenth to fifth positions, respectively.