Earning a place in a category of big names. 40% more clicks, half on half.
I ran content and SEO for a secure, cloud-based fax software company whose buyers are healthcare providers and large enterprises, up against far larger brands. I started with healthcare content, then built alternatives and head-to-head comparison pages. In the latest half-year clicks were 40% above the opening one, average position improved from about 25 to 14, and monthly impressions grew 250% from October 2025.
Results
Google clicks
Google impressions
Shown often, chosen rarely
In June 2025 the site was collecting tens of thousands of impressions a month and turning well under 1% of them into clicks. Average position sat around 40, and the gap between being shown and being picked was plain to see.
The category doesn't make it easier. Fax software buyers choose between several long-established brands, most of them far better known. To win clicks, the site had to appear where buyers compare options, and for the specific compliance and workflow problems that healthcare teams search about.
Two phases: healthcare depth, then head-to-heads
The work ran in two stretches. The first built topical depth for healthcare buyers; the second put the brand directly into the comparisons those buyers were already making.
- 01
Healthcare service and specialty pages
From October 2025 I added a compliant fax service page, plus pages for specific specialties - dermatology, cardiology, orthopaedics and chiropractic. Each one targets a practice type in its own vocabulary, so a clinic manager searching for their specialty finds a page written for them rather than a generic product sheet.
- 02
Articles on everyday friction
Articles followed on fax APIs for developers, sending to many recipients at once, automating fax workflows, staying compliant, coping with heavy healthcare volumes, troubleshooting errors, and what an old fax setup really costs. These cover the problems people search for before they start looking at vendors.
- 03
Alternatives pages
The first alternatives pages went live around January 2026, aimed at people already looking to replace a better-known provider. Between March and August I extended that set to three more competitors and added five direct head-to-head comparison pages, each naming the brand alongside a rival.
- 04
Audience pages and reporting
Five audience pages followed for payers, management services organisations, health-tech platforms, integrators and resellers, backed by new healthcare keyword research covering EHR integration, compliance, workflow and pricing questions. A 28-day report pulled Search Console, GA4 and AI citation data into a single view for the client.
A higher floor through 2026
The latest six months, March to August 2026, brought close to 40% more clicks than the opening six. Summer 2026 ran 40% ahead of the summer before, and each complete month of 2026 beat the strongest 2025 month - the floor rose, not just the peaks.
Monthly impressions were up 250% on their October 2025 level by August 2026, peaking in March. Visits from AI assistants also started appearing in Google Analytics in mid-2026; the counts are still very small, so I treat them as an early signal rather than a result worth headlining.
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