2024 was a difficult year for me – I had quite a major injury in the summer and some quite difficult accounts – working client-side for small Business and start-ups as well as on an established health/dental website with two London clinics. The Marketing team was just the clinic owner and there was others contracted to deliver the Dev/site maintenance on what was a very old WordPress WP Bakery build – outdated. In the December of 2024 the client decided to rebuild the site, but not include me in the migration or specification, and this proved to be a costly exercise for them. A delivery that was promised in a couple of weeks- a tight deadline to ever hit, was actually drawn out over a period of more than 2 months.. I was instrumental in identifying errors and problems on the SEO and technical side and in the end the site launch was not too drastic, there were however huge missed opportunities and a lot of content errors and missed elements within the migration, that in my opinion made the entire exercise a complete waste of time and money – for everyone. Which is unfortunate.

Background information

An established site with extensive content, was being worked on by other specialists but only for a specific product category and delivery of paid links.

Timescale

Initial 6 month periods are always provided by me to prove viability of SEO, to prove my ability to improve performance and to allow the necessary reporting to be able to accurately ascertain the performance targets that are achievable, both in terms of the current site, any proposed development projects and the capabilities of the internal team or business to be able to cope with any increased demand, conversions or enquiries.

The First steps

The below charts demonstrate the increase in performance during the initial works – in this instance starting in Feb.

This first chart provides a summary of how long it takes for work to start filtrating through the ‘eco-system’ priority of crawl and other factors associated with a site that although established, has had very little activity, will also determine the speed of the results becoming visible.

Actual Results

This client is not a perfect world client and many of the necessary steps required to improve the site were not available to them, however, considering the content, technical and other issues, these early reports are showing promising data that equate to true growth marketing as well as increased visibility and keywords in top 10 and top 3 positions.

Month 8 Update

As you can see the below chart shows considerable growth and visibility gains on a product specific commercial set of keywords our ‘core/money queries’. This work was also started in the February.

and a seperate product, that I started work on from May/June.

and a further product worked on – less competitive, and highly neglected – turning it round from a few sporadic clicks and very little SERPs visibility to – a highly visible product with #1 SERPs positions and quality clicks, resulting in leads. This work completed from Nov 2024 – to December – chart showing Nov to Feb.

RICH SNIPPETS AND POSITIONS 1-3 ON FOCUS QUERIES

The below show the clients preferred keywords – those that were stipulated to me as ones to focus on – They appear in top #1 positions with featured snippets and AI results (SGE) Extensive work to fix migration issues after the 2025 site launch managed to hold these positions.

For these search queries – the client subsequently came to the realisation of the advice I provided in the Spring of 2024 – that they were not the best quality keywords/leads. The screenshots were taken in Feb 2025. I had also monitored and worked on content SEO to ensure there were content clusters to allow the client to pivot towards more quality traffic.