A clinic found mostly by people who already knew its name. 3,300% more top-three keywords.

Mapping treatments to real questions

The work was research first, then a finished keyword plan with clear ground rules for what the clinic should publish.

1. 01

   Catalogue the site first

   Before planning anything I listed every URL on the site, page by page, and checked the clinic's actual treatments on the live pages. That way each keyword in the plan mapped to something the clinic really offers, and nothing in it promised a service the team does not provide.

2. 02

   Build a long-tail keyword plan

   The plan, finished on 23 April 2026, held about 75 long-tail keywords grouped into 11 treatment areas, ranging over skin, facial ageing, body shaping, intimate health and hair loss. Almost all were informational, split between early research and comparison or decision questions, with only three aimed squarely at booking a consultation.

3. 03

   Screen every keyword for overlap

   Each keyword was checked against existing pages for cannibalisation. The large majority came out low risk, a few medium, and one was marked not to publish at all. The plan also carried internal-linking notes, so broad topics would point readers on to several treatment pages instead of a single one.

4. 04

   Set the audience and the tone

   The plan prioritised new mothers, women going through hormonal change in midlife, and a rising number of male clients. The tone put the consultation first, set honest expectations and treated sensitive subjects with clinical care. Device-against-device comparisons were put near the top of the list.