- SEO
Date
27 July, 2025
Client
Fertility Clinic (India)
Category
Healthcare
Location
India
In six months we turned a low visibility fertility website into a high intent lead engine. By focusing on treatment plus city cost pages, technical clean-up and AI ready content, the clinic saw strong growth in both traffic and enquiries from organic search.
Challenge & Solution
The clinic was present on Google but not winning high intent searches, and it had no visibility in AI Overviews.
- Targeted treatment and city cost keywords and moved 39 of them to first page ranking.
- Rebuilt key landing pages for IUI, IVF and ICSI with clear cost ranges and patient friendly content.
- Structured content for AI Overviews, leading to 558 Google AI, 51 ChatGPT and 63 Perplexity keyword citations.
Our Process
We began with a technical and keyword audit, then prioritised page 2 and 3 keywords that were closest to conversion. On page we refined titles and internal links, strengthened E E A T with doctor led content, and simplified enquiry forms. Continuous tracking in Search Console and Analytics guided small iterations every month.
Keyword & Content Strategy
- Built focused keyword clusters around:
- IUI / artificial insemination (treatment, success rate, cost by city)
- IVF / ICSI (procedure steps, cost ranges by metro, result expectations)
- Generic fertility solutions and lifestyle content
- Prioritised keywords sitting on positions 11–25 to push them to the first page.
- Created or revamped key landing pages with:
- City-specific cost ranges (with clear disclaimers).
- Simple explanations of procedures and risks in patient-friendly language.
- FAQs based on real patient queries and AI search prompts.
On-page & Technical Optimisation
- Rewrote title tags and meta descriptions to align with search intent and improve CTR.
- Strengthened internal linking between blogs and treatment pages.
- Cleaned up thin/duplicate pages, added schema where relevant (FAQ, MedicalBusiness).
AI Search & Content for AI Overviews
- Structured content to be:
- Factually clear on cost ranges, indications, contraindications.
- Strong on E-E-A-T (doctor profiles, experience, success-oriented but realistic language).
- Ensured headings directly answered common AI questions.
Conversion Optimisation
- Simplified enquiry forms on high-intent pages (treatments and cost pages).
- Added clear CTAs: “Book a consultation,” “Talk to a fertility expert today.”
- Ensured forms were clearly tracked as organic conversions in analytics.
Result Driven
Within six months the clinic achieved measurable business results from organic search.
Key outcomes:
- Organic Traffic Growth
- Jan 2025 organic sessions: 19,243
- Jul 2025 organic sessions: 35,754
- This is an ~86% increase in organic traffic within six months.
- 39 high-intent keywords moved from lower pages to first-page rankings (Top 10).
- Higher search visibility for transactional queries that are closest to booking decisions.
- Better alignment with AI Overviews, which also rely on clear cost and treatment information.
- Website form fills from organic search:
- Jan 2025: 641
- Jul 2025: 1,500
- That is an increase of ~134% in organic enquiries.
- AI Citations & Visibility in AI Overviews
- Within six months, the website’s pages started getting cited across multiple AI platforms:
- Google AI Overviews: 558 keywords
- ChatGPT: 51 keywords
- Perplexity: 63 keywords
- Early visibility also observed in Copilot and other assistants.
- This shows that the content is recognised as authoritative and trustworthy by AI models, not just by traditional search algorithms.
