The Brief – PPC and SEO services

Fairly clear brief was to gain control of the Google Ads accounts. The main source of leads for this established Healthcare provider in Central London.

The websites were described to me by the client as being in a state of flux and several designers/developers had left the client with multiple versions of their site – several of which were operational, but not strategically differentiated. There were many issues with this and added complexities in terms of contractors pushing their own site version, without any proper SEO work.

Background information

This company had a diluted and ‘not trusted’ brand name with multiple versions of the site, further exasperating the identity of the site. They operated from a premium ‘high value’ London clinic address and offered affordable healthcare screening and ultrasound services. These were offered by experienced radiographers and medical specialists privately and without the need for GP or doctor referral.

SEO had not really featured in the companies strategy prior to my arrival and that that had been done was actually more of a hinderance than optimisation.

GA4 was not recording any of the booking facility that had recently been added to the site. Accessible via an iframe it required advanced custom code to allow an event to be triggered and additional code input in GTM to allow this to be recorded correctly as a purchase.

FINANCIAL PERFORMANCE

An initial, urgent requirement was to regain control of the Google Ads spend which was at the time spiraling above £30k per month this was instantly cut and then levelled at a peak performance around £20k per month. This figure delivering a significant cut in expenditure.

The revenue generated whilst delivering this cut was around £130k monthly achieving an increase of around £40k monthly. These figures were delivered within two months.

The website

In the December of 2023 the client requested the site be redveloped – this request seemed to become urgent, due to their existing host seemingly causing unrest. The client asked that the design essentially remain the same – but be reskinned – This massive site of more than 500 pages was delivered within 1 week.

The above timeframe is not a normal requirement and certainly only achievable in times of crisis. But it was delivered and the migration and technical advancements achieved in this delivery, unusually, resulted in instant increases in traffic without any disruptions.

The above performance chart shows only the Organic search traffic – the 6 months prior to my starting in August and the 6 months of performance whilst under my control. Clicks – 140% increase  Impressions – 250% increase. The number of Queries remained consistent with the outcome being 10k (apx) and previous 3 month period also being 10k (apx)

The below shows the orignal site and the new site – as I say delivered in a short time frame and with the client requesting little or no brand/design change. Improving the page layout and structured data relating to the booking platform, removing the FAQ plugin causing some quite odd code errors and implementing reviews were the key priorities, l whilst reducing the load caused by maps in the footer.

Since I left there has been attempts made to include media, but really the site looks a little neglected.