The clinic's standing in the field had never translated online. Traffic sat at 60 users a month, and the website carried years of accumulated damage underneath it — none of which a patient searching for IVF would ever see, and all of which Google did.

01 No internal linking across the site
02 Duplicate pages competing for the same terms
03 Keyword cannibalization between core treatment pages
04 No schema markup anywhere

Everything needed to rank already existed inside the clinic. The team holds case data, treatment outcomes, and specialists who answer the same fertility questions in consultation every single day. Those are the same questions people type into Google at 2am: success rates, cycle counts, costs, PCOS, male infertility. The expertise was never the gap. Publishing it was.

We rebuilt the website from its structure up — clean architecture, internal linking, duplicates consolidated, cannibalisation resolved, schema across every treatment and faculty page. Then we built the content programme on the clinic's own data, answering real patient queries with specifics that generic IVF blogs cannot match. Treatment pages and local SEO were pushed in parallel, so traffic landed where it could convert into consultations rather than on articles alone.