2280% increase in organic traffic in 6 months.
Optimising and Rebuilding the Website for an Injury Clinic for Better Search Engine Ranking and Visibility: A Case Study

The internet has become a primary source of information for individuals seeking Sports therapists. However, with a growing number of therapists offering their services online, it is crucial for therapists to ensure their websites are optimised to rank higher in search engine results and attract potential clients.

“West Berkshire Injury Clinic” is an established practice based in Berkshire, England. The clinic offers sports therapy, osteopathy and other treatments for chronic pain, nutrition etc, the clinic offers its services to various age groups and backgrounds.

Initial Website Analysis:
Before implementing any SEO strategies, the existing website of was analysed to identify its strengths, weaknesses, and opportunities for improvement. Key factors such as website structure, content quality, keyword usage, page load speed, mobile-friendliness, and backlink profile were assessed.

Website Design:
Before the client engaged Therapy in Design the business website had been rebuilt and modified several times over the last 5-7 years.  The result each time never meeting the client’s full expectations. Broken links, slow load times and an enquiry form that never worked were just some of the problems that needed addressing.  The decision to rebuild the site from new was agreed, and Therapy in Design were tasked with refreshing and rebranding the look and feel of the site along with collaborative copywriting to enhance the overall appeal of the site to visitors and increase the visibility on Google.

Keyword Research and Strategy:
Using a combination of keyword research tools and industry knowledge, a list of relevant keywords and search phrases relating to sports therapy, osteopathy, and chronic pain were generated. These keywords were strategically incorporated into the website’s content, meta tags, alt tags.

On-Page SEO:
The website’s content was optimised to include the identified target keywords while maintaining a natural and user-friendly flow. Title tags, meta descriptions, headings, and image alt text were optimised to align with the selected keywords. Additionally, internal linking is improved to enhance website navigation.

Technical SEO:
Technical aspects of the website, such as page speed, mobile responsiveness, and site structure, were optimised to improve user experience and search engine crawling efficiency. Technical errors, broken links, a non working contact form and duplicate content were addressed and rectified.

Local SEO:
As a local practice, local SEO techniques were employed to improve visibility within the target city. Google My Business (GMB) optimization, local citations, and positive client reviews are leveraged to enhance local search presence.

Google Lighthouse Results

Monitoring and Analysis:
The impact of the SEO strategies are closely monitored using tools like Google Analytics and Google Search Console. Key performance indicators (KPIs), including organic traffic, bounce rate, average session duration, and conversion rate, are tracked over time.

Results:
The case study presents the data collected over a one year and 6 month period following the implementation of the SEO strategies. It showcases the improvements in organic search traffic, user engagement metrics, and an increase in the number of inquiries and appointments received through the website.

West Berkshire Injury Clinic Google Traffic Example

2280% increase in organic traffic in 6 months to this Osteopathy and Injury Clinic website.

Conclusion: The case study concludes with a summary of the successful SEO strategies employed for optimising the website, highlighting the positive impact on online visibility, user engagement, and business growth. It emphasises the importance of ongoing SEO efforts to maintain and further improve the website’s search engine ranking and performance.

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