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Clinic Growth Mastermind 2026

admin@klatch.co.uk (Charles Howes) — Thu, 01 Jan 2026 14:41:11 GMT

Join us on Friday, April 24th, 2026, for the second-ever Clinic Growth Mastermind — an exclusive, one-day event for forward-thinking clinic owners ready to scale.

Set in the beautiful Brighton Beach House (SoHo House), this intimate event brings together ambitious clinic leaders to exchange hard-earned lessons, tackle real business challenges, and leave with proven marketing strategies you can implement immediately.

You'll dive into expert-led sessions on:

- Clinic Growth Marketing in 2026: Top-Performing Clinics & Their Tactics
- Building a Magnetic Clinic Brand That Converts
- Referral Engines & Reputation Growth on Autopilot
- Leveraging AI to Save Time, Scale Faster
- Optimising the Entire Patient Journey for Profit

Plus, participate in live mastermind discussions focused on your clinic’s biggest challenges, shared in advance to ensure maximum value.

Real conversations. Actionable insights. Beach views.

Tickets: £149pp — includes all food and drinks for the day.

Spaces are limited — book your spot now and join us for a day that could redefine your clinic's growth.

Client Video Testimonials

Some of our recent testimonials from our clients

Bruno de Jongh | Owner CBR Clinics

£30,000 new business in one month

Nathan Carter | Owner Chiswick-Physio

Over 50% increase in leads

Phil Evans | Owner Urban Body

156% increase in monthly leads

CGM Location

From PMS to Performance: How Web Forms Drive More Enquiries & Bookings

Mon, 29 Dec 2025 14:00:39 GMT

In this CRO Case Study, find out how we migrated a client’s practice management software to a URL based form submission, that increased leads, reduced ad-spend, and streamlined the booking process for patients, all within a month.

Background

For customers and patients, the booking system can be the biggest cause of frustration. In the hospitality sector, abandonments are typically between 80% to 85%; for travel customers, the abandonment rate can go up to 95%.

At KLATCH, we know this data isn’t just anecdotal. Having worked with over 30 clinics, at the start of a partnership, we typically see abandonment rates between 80% and 90, regardless of the current third party platform.

The Challenge

We were approached by an established clinic early in 2025, they outlined three problem areas:

Limited bookings online
Expensive lead generation
Growing abandonment rates

Website optimisations, paid search campaign refinement, drove initial success, but we knew something was holding the client’s growth back; the booking system.

At a glance we could see the problems with the system immediately:

Journey spread across nine steps pages, excluding completion page
Multiple data entry points, with redundancies
Overwhelming user choice in variable options
Drop off spikes when availability was low
Slow load time and clunky interface

A change was needed.

The Solution

We scaled back the system to a single page form, reducing as much friction as possible.

Eight entry points (seven mandatory)
Removal of multi-stage booking process
No location or clinician selection
Calendar/time booking reduced to three, single selection options
Clear labelling, simple interface

We limited this form to new patients only to provide comparison month on month, and see where further improvements could be made if needed.

The Outcome

The booking form was introduced on the last day of month 6, during the industry summer lull, almost immediately we could see the results.

Month on month, we saw:

A 61% increase in total leads/bookings
A 44% reduction in cost per lead
A 14% reduction in ad spend

The Reaction

Since the new booking form was introduced, bookings in months seven and eight, matched the total number of bookings for the five previous months combined.

Old lead to patient conversion rate: 17%

New lead to patient conversion rate: 46%

Even during seasonal challenges, user bookings and conversion rates remain high, with the client seeing unprecedented demand during the winter months.

The small print:

In-clinic, the front desk was manned from 8:00am to 8:30pm, Monday through Thursday, and 8am to 4.30pm on Friday

Form enquiries were followed up within 5 minutes of the system receiving them

There was effective follow-up when contact wasn’t made on the first attempt

The Only Way to Know Which Marketing Is Actually Growing Your Clinic

Fri, 28 Nov 2025 09:12:26 GMT

Most clinics still make decisions based on partial marketing data. Impressions, clicks and generic platform metrics only show fragments of the real picture. They do not explain how patients actually behave, what converts them, or what drives revenue inside the clinic.

Klatch has spent the past two years building a different model. One built around the complete patient journey.

The Full Picture Behind Every New Patient

Our attribution connects search behaviour, ad engagement, landing-page interactions, call tracking, form submissions, appointment bookings and revenue in one place. This gives clinics visibility that traditional marketing cannot.

When you know which campaigns produce real appointments, which keywords attract high-value patients, and which journeys repeatedly lead to revenue, you can scale with confidence.

High Intent Patients and Real Behaviour Data

We track how patients search, which pages they visit, and how they move between ads, organic results and social. This reveals the difference between casual browsers and people who are ready to book. Clinics can finally understand what is actually driving intent and adjust their paid and organic strategies accordingly.

Compound Growth Through Smarter Algorithms

When clinics send enhanced conversions and patient spend data back into Google and Meta, the platforms stop guessing and start learning. Instead of optimising for clicks or form fills, the algorithms begin to recognise which types of patients go on to book, attend and generate revenue. Over time, the targeting becomes more accurate, the traffic quality improves and acquisition costs fall. This creates a compounding effect, where every month the platforms get better at finding the patients who deliver the highest long-term value for the clinic.

Better Decisions. Lower Costs. More Patients.

Clear attribution allows clinics to refine budgets, stop wasting spend and double down on the channels that consistently produce results. It also creates transparency between marketing performance and clinic performance, something the industry has lacked for years.

Built for Growth

Everything we produce meets standard marketing and data requirements, giving clinics clarity without complexity.

If your clinic wants a more accurate understanding of where patient revenue comes from, Klatch is designed for that exact purpose.

How to Track Where Your Patients Come From | Thrive Podcast

Thu, 07 Aug 2025 13:46:08 GMT

It was great to sit down with Katie Bell – Business Coach for Clinic Owners – on Thrive’s “Treat Your Business” podcast to talk all things marketing, AI and how Klatch helps clinics grow sustainably.

Our conversation centred on one idea: if you can’t measure it, you can’t manage it. Too many clinics still judge marketing by clicks and traffic; we showed why the only metric that matters is cost-per-new-patient. By linking call-tracking, web forms and your practice-management software, we give owners a clear line of sight from the first Google search to lifetime revenue. That transparency lets you double down on campaigns that work, cut the fluff and make every pound work harder.

We also tackled the hot topics shaping 2025: why location and an search friendly clinic name (think “ Chiswick Physio ”) are still growth cheat-codes, and how reviews remain Google’s trust signal of choice, worried about generative AI search? Don’t be. Stick to fast, technically sound sites, patient-centred content and genuine brand building, and you’ll rank just fine in the new landscape.

Data-driven decisions, incremental optimisation and an unwavering focus on patient experience compound month after month—turning good clinics into great businesses.

Search Market Share & AI Chatbot Share (Dec '25) | Google, ChatGPT, Bing, Perplexity, etc. | UK & Worldwide

admin@klatch.co.uk (Charles Howes) — Sat, 12 Jul 2025 15:31:13 GMT

Quick Article Stats

UK & Worldwide Search Engine Market Share December 2025 (Including ChatGPT)

Source: https://gs.statcounter.com/search-engine-market-share

UK & Worldwide AI Search Market Share December 2025

Source: https://gs.statcounter.com/press/new-statcounter-ai-data-finds-chatgpt-sends-79-perc-of-all-chatbot-referrals-to-websites

Quick summary (October 2025 edition)

Google still dominates UK search with 93.35 %, virtually unchanged since March but 1.1 pp lower than its August 2024 peak. Bing’s 4 % share remains a distant second, while privacy-focused DuckDuckGo edges up to 0.69 %.
Globally , Google’s share slips to 89.54 %, its first sub-90 % reading since 2010, as Yandex gains ground (2.45 %) and privacy/AI alternatives slowly inch up.
ChatGPT no longer appears in Statcounter’s search list, but it commands nearly 80 % of AI-chatbot usage and referral traffic, showing that search behaviour is leaking into conversational interfaces instead of traditional query boxes.
Since ChatGPT’s public launch (Nov 2022) Bing’s UK share has drifted down 0.6 pp, suggesting the uplift from its “Copilot-powered” search was short-lived. Google’s UK share is down a modest 0.3 pp over the same window.

Key UK takeaways heading into H2 2025

Google holds but doesn’t grow – its 93 %+ share is resilient, yet the plateau contrasts with steady AI-chatbot growth.
Bing treads water at ~4 %, indicating that the novelty of integrated Copilot and GPT-4o hasn’t converted into sustained market gains.
Yahoo! edges back above 1.3 % , buoyed by default placement bargains with a handful of niche browsers and its own partnership with Perplexity.
Privacy & eco engines inch upward – DuckDuckGo and Ecosia both add a few hundredths of a point versus March.
AI discovery is shifting upstream – with 78–80 % ChatGPT share in chatbot traffic , many informational queries now begin in a conversational UI and only reach search engines as referral clicks, a trend marketers term “Generative Engine Optimisation (GEO)”.

Top 10 UK Search Engines (October 2025)

Search Engine FAQs

Which search engine is most used in the UK?

Google is the most used search engine in the UK.

Who has the largest market share for search engines?

Google has the largest market share for search engines 93.35% share

What is Google's market share in the UK?

Google's market share in the UK is 93.35% (August 2025)

What is Bing's market share in the UK?

Bing's market share in the UK is currently 4.00% (August 2025)

Does the UK use Bing?

Yes, but it serves ~1 in every 25 searches.

What search engine do British people use?

British people predominantly use Google as their primary search engine.

What are the three most popular search engines in the UK?

The three most popular search engines in the UK are Google, Bing, and Yahoo! (August 2025)

What is the number 1 search engine in the world?

Globally, Google is the number 1 search engine.

What are the 5 most commonly used search engines worldwide?

The 5 most commonly used search engines worldwide are Google, Bing, Yahoo!, Baidu, and YANDEX.

Is ChatGPT a major search engine?

Not in conventional rankings (<0.2 %), but it drives more than 80% of global AI-chatbot referral clicks.

Who is Klatch?

Klatch is a healthcare marketing agency founded by Charlie Howes.

SEO or PPC: Which Is Better for My Private Healthcare Clinic?

admin@klatch.co.uk (Charles Howes) — Sat, 28 Jun 2025 10:52:35 GMT

Short answer: you’ll usually want both – in the right ratio for your goals, budget & growth stage.

Most clinics find the sweet-spot is not SEO or PPC, but a hybrid strategy that flexes with seasonality, cash flow and capacity.

SEO vs PPC: Where they sit on the search engine results pages

Search Ads (PPC) – the paid text ads at the very top.
Sponsored Map Pack (PPC) – paid map listings above the organic map results.
Local Map Results (Local SEO) – organic listings pulled from your Google Business Profile.
Traditional Organic Results (SEO) – your webpages ranking on merit.

Owning all four touch-points is what we call “SERP domination” – and it’s exactly what Klatch engineers for clinics.

Why Clinics Struggle to DIY

Clinical hours bring in revenue; marketing admin doesn’t. Add in tight regulations, HIPAA/GDPR compliance and ever-shifting Google rules and it’s easy to burn cash without knowing what’s working. That’s why we built Klatch Lead Tracking – a first-of-its-kind dashboard that ties every booked patient back to the exact keyword, ad or blog post that drove them. (See how it works ➜)

The Numbers: Why Both Channels Matter

Over the last 6 months we’ve generated 19,979 qualified leads for private clinics. Revenue attribution breaks down like this:

64.2 % of revenue still originates from paid clicks – but 35.8 % comes “free” once SEO assets are in place. Killing either channel would leave serious money on the table.

Pros & Cons at a Glance

SEO Merits

Builds trust & authority (vital for YMYL* industries).
Drives clicks you don’t have to pay for.
Improves every other channel’s conversion rate.

SEO Limitations

Results take time; algorithms change.
Requires ongoing technical upkeep, content & links.

PPC Merits

Switch-on, switch-off traffic tap.
Laser targeting (procedures, symptoms, locations, schedules).
Crystal-clear testing ground for new services.

PPC Limitations

Rising cost-per-click in competitive specialities.
No lasting benefit once the budget stops.

*YMYL = “Your Money or Your Life” – Google’s stricter content standard for healthcare sites.

How to Blend SEO & PPC for Maximum Impact

Shared Keyword Intelligence

Use high-converting PPC terms to build evergreen blog posts & service pages.
Monitor organic rankings to lower bids on keywords you already dominate.

Targeted Landing Pages

Spin up laser-focused pages for each treatment or consultant.
Re-use them as PPC destinations and anchor points for local SEO links.

Data-Driven Budget Shifts

Feed Klatch tracking data into your ad platform: pause or bid down on keywords that now rank #1 organically.
Re-invest the savings into new procedure launches or geographical expansion.

Ever-Green Content + Seasonal Ads

Let SEO handle perennial searches (“knee replacement recovery time”).
Deploy short-burst PPC for flu-jab season, new clinic openings or cancelled-slot backfill.

Why Klatch Exists

Hiring a full-stack digital marketer is expensive. Hiring a junior is cheaper but risky. Klatch gives you senior-level expertise for less than the cost of an in-house junior , backed by proprietary lead-tracking tech and a playbook proven across dozens of worldwide clinics.

Next Steps

Book a 30-minute discovery call – we’ll screen-share your current SERP footprint.
Get your free ROI projection – see what dominating search could be worth in £ and new patients.
Switch on campaigns while we build out the SEO foundation for long-term growth.

Ready to fill your clinic with the right patients? Talk to Klatch – and start owning every pixel your future patients see.

AI Search Engines vs. Google: The Impact On Local SEO

admin@klatch.co.uk (Charles Howes) — Tue, 12 Nov 2024 16:26:15 GMT

The Impact of AI on Google and SEO: Are Local Search Dynamics Shifting?

In recent weeks, there’s been significant buzz about how emerging AI-driven search engines, like SearchGPT, could impact Google and SEO. Gary Vaynerchuk even compared today’s evolution in search engines to the disruption that web crawlers caused to traditional yellow pages—a big shift in how people find information.

What?!

This advancement in search technology (AI search vs. traditional search) is not as revolutionary as web crawlers' effect on physical books; that represented an entirely new technology.

It's more similar to the relationship between TikTok and Instagram, with ample room for multiple search engines to coexist for different user bases and types of content. A more competitive search industry without Google dominance will likely lead to a better search experience for users too.

Below we evaluate the current influence of SearchGPT on local SEO, partcularly healthcare searches.

Weekly Search Volumes: SearchGPT vs. Google

Currently, ChatGPT has about 200 million active worldwide users compared to Google’s 4.3 billion. Notably, SearchGPT is available only to paying users—roughly 5% of ChatGPT’s active weekly users, totalling about 10 million. This translates to a mere 0.23% of Google’s weekly search activity, meaning AI-driven search tools are still in their infancy in terms of volume.

For now, the impact on Google’s search traffic appears minimal. But this could shift, so staying informed on AI search developments is essential.

Types of Online Searches: Informational vs. Commercial

Unlike Google, which presents local listings and comprehensive search results, AI-driven tools like SearchGPT deliver quick, conversational answers, making them better suited for informational queries, such as "best neck pain remedies while sleeping" or "best exercises for seniors".

For commercial searches—like “physio near me” or “sciatica treatment London”—Google offers a more robust experience by integrating maps, business profiles, reviews, and website links. Therefore, if AI search tools begin to capture more traffic, they’ll likely start by attracting informational search volume rather than commercial, meaning limited immediate impact commercial searches and therefore local business revenue.

Challenges with Local Search on SearchGPT

Early feedback on AI-driven search tools shows inconsistencies in local search results presentation. For instance, SearchGPT lacks a familiar map or list interface for local searches, often linking out to Google Maps or providing results in a less structured way. This can create a clunky experience for users accustomed to Google’s smooth, map-based layout for location-based queries.

As long as SearchGPT lacks this consistency, users may still rely heavily on Google for local searches, which is beneficial for clinics relying on local visibility.

Google’s Advantage in Filtering and Review Visibility

One of Google’s strengths in local search is its robust filtering and review visibility. When searching for a service, users can easily filter results by factors such as ratings and business hours—key in choosing a healthcare provider. Currently, SearchGPT lacks such customisation options, which are essential for user trust and decision-making.

If users begin using AI-driven searches for general information but still turn to Google for local or review-based searches, clinics may not see an impact. For now, clinics maintain strong visibility on Google’s platform, as long as AI-driven tools don’t introduce similar features.

Potential Impact on Google Ads

Paid ads in local search results are crucial for clinics aiming to attract new patients. Google highlights these ads effectively in its local search layout, meaning clinics relying on paid search traffic may worry about a potential shift in search dynamics. However, considering SearchGPT’s limited volume, its focus on informational queries, and Google’s dominance in local search, it’s unlikely that clinics will experience an impact on paid search campaigns anytime soon.

Conclusion: Google’s Current Dominance in Local Search

AI-driven search engines like SearchGPT may be growing, but they currently don’t pose an immediate threat to the local visibility of clinics on Google. Google’s extensive reach—4.3 billion active weekly users—and its specialised features for commercial searches, such as maps, reviews, and business profiles, give it a clear advantage.

While it’s wise for clinics to monitor changes in AI search capabilities, Google remains the primary platform for capturing location-based traffic. For now, focusing SEO and advertising efforts on Google is the best way for clinics to maintain strong visibility in local searches.

How Klatch is Fixing the Broken Clinic-Marketing Agency Relationship for Sustainable Growth

admin@klatch.co.uk (Charles Howes) — Mon, 23 Sep 2024 12:34:16 GMT

In the fast-paced world of private healthcare, clinics often struggle with marketing agencies that fail to deliver tangible, measurable results. The relationship between marketing agencies and private healthcare clinics is frequently strained due to two significant issues:

1. Inaccurate Attribution of New Patients: Nearly 40% of new patient enquiries come from phone calls. Many marketing agencies lack the necessary tools to track these accurately, leading to incomplete and unreliable reporting.
2. Narrow Focus on Specific Marketing Channels: Many agencies excel in only one or two areas, such as Google Ads or social media funnels. While this can drive growth in those areas, it often leads to overlooked opportunities, such as website optimisation, which can severely hamper the clinic's overall growth success.

Clinics are also often locked into 12-month contracts, wasting valuable time on a revenue growth that needs to be fully aligned with their growth objectives.

This causes stagnation, with only the marketing agency benefiting in the short term. Clinic owners are frustrated and hindered in their long-term growth.

Klatch's Solution: A Data-Driven Approach for Clinic Growth

At Klatch, we recognised these gaps and developed a system that changes how private healthcare clinics approach marketing.

Our Clinic Patient Acquisition Playbook uses a holistic approach, addressing the flaws that traditional marketing agencies overlook.

The process begins with accurate patient tracking. Our clinic lead-tracking software ensures clinics know precisely where their patients are coming from, whether from calls, organic traffic, or paid campaigns. This precision is critical to identifying high-performing marketing channels and making data-backed decisions about where to allocate your budget.

Once we have accurate data, we determine your clinic's marketing focus. Using our clinic digital marketing expertise in SEO, PPC, and website optimisation, we ensure that each marketing strategy is customised to meet your clinic's unique growth needs. The goal is sustainable month-to-month growth rather than just short-term wins.

Aligning Marketing with Business Performance

Our commitment to aligning marketing efforts with your clinic's business metrics sets Klatch apart from other agencies. We don't just generate leads; we ensure those leads turn into actual revenue by closely monitoring return on investment (ROI) and other critical business performance indicators.

This allows clinic owners to make informed decisions about expanding their practice, such as hiring new practitioners or opening new locations.

Moreover, our approach is flexible. We don't believe in locking clients into 12-month contracts. Instead, we operate on a month-to-month basis, which fosters trust and ensures that our goals are aligned with your clinic's long-term success.

Empowering Clinics to Make Informed Decisions

Ultimately, Klatch's approach gives clinic owners more control. By delivering accurate, actionable insights, we empower clinics to make informed decisions that directly influence their growth.

Whether you aim to increase patient volume, streamline your marketing efforts, or expand into new areas, our clear and systematic approach ensures that your marketing investments are spent wisely.

With Klatch's patient acquisition strategy, you're not just getting a marketing agency; you're gaining a partner who understands the unique challenges of private healthcare and is committed to helping your clinic thrive.

For more information about how Klatch can help your clinic grow, email us at hello@klatch.co.uk to discover how we're improving clinic marketing.

Determining Marketing Patient Acquisition Cost To Fuel Your Clinic's Growth

admin@klatch.co.uk (Charles Howes) — Thu, 18 Jul 2024 13:59:48 GMT

It's all very well launching marketing campaigns that will bring in new customers, but if you don't know the cost to aqcuire a patient, how do you know what is working? And if you need to know what is working, how do you know where to spend for future growth? Put simply, you don't.

Understanding your patient acquisition cost (PAC) is the most critical metric for clinics and their marketing agencies to increase their clinic's bottom line.

It's common in healthcare marketing : ag encies invest in marketing campaigns without the necessary systems to accurately attribute their success. For instance, adding a chat widget to a site without clearly understanding which chats lead to conversions or labelling all calls from Google ads as 'leads'. This lack of precision can lead to misguided spending and missed opportunities.

Identifying the leads that successfully convert into patients is the key to understanding what's truly effective in your marketing strategy. Without this knowledge, your spending may not be directed to the most beneficial areas, leading to wasted resources and a missed chance for sustainable growth.

What is patient acquisition cost?

PAC stands for Patient Acquisition Cost (PAC), which represents the amount spent on acquiring a new patient for your healthcare practice. You or your marketing agency must be well-informed about these figures to ensure sustainable clinic growth.

It serves as the primary metric for evaluating the effectiveness of your marketing spend. The goal is to minimize this cost relative to your customer's lifetime value (CLV). It also serves as the foundation for your clinic's growth, as understanding exactly how much it costs to acquire a patient enables you to plan your clinic's growth effectively.

How do you determine patient acquisition cost?

It is essential to define the elements that contribute to deciding on PAC.

Cost per lead (CPL): The cost to acquire a lead.
Patient Conversion Rate (PCR): Your lead-to-sale conversion rate
Patient Acquisition Cost (PAC): The cost to acquire a new patient

To determine your patient acquisition cost, you use this simple formula:

Cost Per Lead / Conversion Rate = Patient Acquisition Cost

Clinics that partner with Klatch often experience a cost per lead (CPL) of about £25, resulting in a patient acquisition cost of £35.71 with a 70% lead-to-sale conversion rate.

This informs you that if you spend £700 on marketing next month, you'll bring in an average of 20 new patients. If your customer lifetime value is £500, this will result in £10,000 of new business.

Future planning and marketing spending becomes much simpler when you know your true PAC and can adjust your marketing spending based on your growth goals.

Why is getting an actual patient acquisition cost so difficult for clinics?

This all begins with setting up the correct lead attribution. You can only obtain a valid CPL if you track new leads effectively across all routes, including calls, forms and emails.

With a valid CPL, it's possible to determine your clinic's PAC.

This is the primary reason we have set up our unique lead tracking software : to enable clinics and their marketing agencies to obtain a valid CPL by tracking calls, forms, emails, chat widgets, etc. Once this is in place, you can determine your valid PAC.

How can understanding your actual PAC fuel growth?

When you understand precisely how much revenue you generate from your marketing spend, your marketing actions become much more accountable. It becomes more of a 'put this much money in' to 'get this much money out' scenario. It's a very nice scenario for a clinic owner and much less arbitrary than most current approaches.

On top of that, you can start to decipher channel performance MoM and plan accordingly. Let's say your Google Ads PAC increases 20% to £42 MoM. As a marketing agency or clinic owner, this is extremely powerful as you know exactly where your previous month's inefficiencies lie and can plan accordingly. This ensures that lead figures are much more stable and sustainable over time.

At Klatch, we use PAC as our clinic's north star metric, which enables us to understand marketing performance and truly build sustainable clinic growth.

What does a clinic growth process look like?

admin@klatch.co.uk (Charles Howes) — Sat, 13 Jul 2024 19:59:34 GMT

This is a subtitle for your new post

Many clinics come to Klatch because they need to acquire more patients. Acquisition is often called the first stage of a customer's journey, followed by activation, retention, referral, and revenue. These stages are proposed here as subsequent stages of a simplified marketing funnel, sometimes referred to as the AAARR framework in marketing.

One of the most immediate and impactful ways to grow your clinic's revenue is to acquire new patients. Building out your clinic's growth process has three phases:

High-level strategy
Quarterly planning
In-quarter execution

Stage 1: High-Level Strategy

When starting with Klatch, the first and crucial phase is defining your growth model, mapping your customer journey, and identifying your growth channels. By mapping growth metrics to the customer journey and adapting channels and tactics accordingly, clinics can create effective marketing strategies to fuel growth. Klatch's expertise in all growth channels makes us uniquely positioned to leverage our knowledge and focus in the right places to grow your clinic.

When looking at acquisition for clinic growth, which is usually the biggest opportunity to grow revenue for clinics, we're focusing on the channels and tactics you use to introduce patients to your service and make them convert:

SEO
PPC
Social Media
Website optimisation (CRO)

Stage 2: Quarterly Planning

Once you have the high-level strategy, Klatch will move into your quarterly planning. We will create an agile 3-month growth marketing model for your clinic, prioritising the biggest acquisition opportunities for growth.

Here, we'll clearly identify your quarterly goals, develop a roadmap to execute and achieve those goals, and then execute at a high tempo to achieve growth by the end of the quarter.

Stage 3: In-Quarter Execution

Now that we've identified your clinic's growth model and what needs to be done to achieve your clinic's acquisition goals, we look at execution. Klatch's team will delegate tasks to in-department specialists, such as the PPC team or SEO team.

Klatch recommends fortnightly meetings with the team to ensure adequate progress and to discuss and debate ongoing issues and topics. A major benefit of these meetings is to help improve transparency and communication. This ensures all relevant parties are kept in the loop of ongoing work, and if Klatch has any pertinent questions, we can address them promptly. It is also a great opportunity to discuss end-of-month performance and understand the impact our work is having on the clinic firsthand.

The Result

Our clients dramatically increase their online visibility by adopting this growth mindset and sticking to the plan. When West Chiropractic adopted this approach, they grew from one clinic to three within 48 months. More recently, Chiswick-Physio have experienced 100+ new leads a month, with 65% of leads coming from organic search alone.

Below is Chiswick-Physio's organic growth trajectory since working with Klatch in January 2024.

If you would like to discuss how Klach can help you grow your clinic's revenue then Book a free 30-minute consultation>

Chiswick Physio: An SEO Migration Case Study

admin@klatch.co.uk (Charles Howes) — Sun, 17 Mar 2024 11:20:29 GMT

Chiswick-Physio was founded in 2008 by Nathan Carter, an established and well-respected musculoskeletal physiotherapist with long-standing ties to the local community. Nathan has been based in the Chiswick area since 2002 and has helped countless individuals progress through their recovery back to full health.

Chiswick-Physio required an optimised website as they had outgrown their existing website built with Squarespace. Klatch was tasked with managing the website migration progress to ensure an effective foundation for future growth.

Below, we run through the steps we performed for their website migration, contributing to 55 new leads from organic search alone in the first full month of their website going live.

1. Analyse existing website performance

Analyse existing user sessions and page performance

When migrating from Squarespace to WordPress, we needed to maintain existing traffic and lead performance to ensure minimal business impact. From a website audit, we determined that 85% of traffic to the website was from branded searches and that Chiswick Physio's services page could perform better. This highlighted a lot of new traffic potential, and the migration would be less risky due to the website's current page performance.

Ensure the performance of pages is improved

We worked with the design agency to ensure the new website performed better from a page speed perspective. This would contribute to a better conversion rate across channels, and as page speed is a ranking factor, Chiswick Physio may also benefit from increased website rankings.

One of SquareSpace's downfalls as a platform is its limitations in improving page speed performance. WordPress can use out-of-the-box plugins such as WPRocket and Perfmatters and other page speed tactics such as LazyLoading, to ensure all Core Web Vitals metrics pass and page speed is below Google's recommendation.

2. Conduct a content gap analysis

Identify new opportunities for pages that align with the clinic's service offering

We then created a new page targeting strategy once we established that over 80% of the traffic Chiswick Physio generated was from brand-related terms and knowing the clinic offers more services such as Shockwave Therapy, Sports Performance and Gait Analysis.

Their new site architecture ensures highly relevant traffic for their services, contributing to the clinic's lead and revenue goals.

After discussions with Nathan and his team, we uncovered 20 new service page options that we could target based on his current service offering, which would drive more non-branded traffic and contribute to more leads.

Start to build out topical ideas for future content generation

With a range of new service pages, we could also outline a new content strategy to supplement the latest pages. For example, aware that ACL rehab was a big revenue drive for the clinic and now having a service page that targets local ACL rehab searches, we wanted to create new articles that showcased Chiswick Physio's expertise in this area.

This would not only contribute to improved SEO performance for 'ACL rehab' terms, but also enable users and existing clients to benefit from their expertise.

3. Keyword research and create a page targeting strategy

Analyse traffic potential and prioritise pages based on CLV

With new pages aligned to the clinic's service offering, we analysed the current search engine result pages and local competitors. We then created a thorough and optimised SEO brief for each page.

Each page then went through a content review, an SEO review and finally a business review to ensure all content was thoroughly optimised and factually correct. This is due to the content impacting reader's health, otherwise known as Your Money Your Life content (YMYL) and under extra scrutiny from search engines.

Track all page creations with a website tracker

Over Christmas, we maintained a single Google Sheet for all relevant parties to work from to ensure all content was of the highest standard, organised and on track for the website release date.

This also ensured transparency between internal and external teams, including writers, SEOs and business personnel.

4. Create search engine optimised pages

Work in tandem with the design agency to ensure optimised pages for SEO

Chiswick Physio had tasked a design agency, Astwood, to create a clean, optimised website to contribute to their growth plans.

Astwood had created a fast, seamless website, although we needed to work collaboratively with them to ensure our new SEO-optimised content fit within the page templates they had created.

Ensure pages perform well from a speed perspective

Once existing and new content had been analysed and created, we needed to import it all and ensure optimal user experiences and on-page SEO, such as headings, internal linking, and optimised media.

5. Thorough website checks and sitemap submission

Important post-website checks ans considerations

The new website was chosen for launch between Christmas and New Year, typically one of the quietest times for clinics during a calendar year and therefore the best time to launch a new website due to minimal business revenue impact.

Once the site was live, we ran a crawl to identify technical errors, such as 404s, incorrect metadata and page performance issues. Any minor issues were fixed immediately and when Klatch was pleased with all aspects, the new sitemap was submitted to Google Search Console.

6. Continuous SEO improvements and optimisations

Assessing short and long term impact of website and business performance

Once the migration is complete and checks have been made, we move on to assessing its short-term and long-term impact. It's important to continuously check site performance after launch, daily. At Klatch, we use a range of tools to track performance.

Google Search Console to identify indexed pages, growth in impressions and positions for keywords and pages
Semrush to track individual page performance for target keywords over time
Google Analytics to understand channel and conversion performance
WebPageTest to continually analyse page performance

7. Ensure there is accurate reporting in place

Post-migration, make sure analytics tags are present on all the pages you intend to monitor

To ensure transparent and trustworthy business performance, Klatch effectively ensures that all tracking is in place to attribute marketing spend correctly.

GA4 channel and conversion tracking
Google Ads tracking for optimal campaign performance and effective Return on Ad Spend (ROAS) reporting
Unique phone calls and web form tracking ensure all clinic visits and sales are effectively attributed.
CRM analysis and reporting to ensure leads, clinic visits and sales are attributed to marketing spend

We'll also work with clinic owners and identify critical business performance metrics, such as leads, clinic visits, sales and customer lifetime value, to ensure we can contribute to their growth targets.

How an integrated chiropractor marketing strategy supported lead generation growth by 366%

admin@klatch.co.uk (Charles Howes) — Wed, 13 Mar 2024 16:46:48 GMT

In the last ten years, healthcare marketing has undergone several significant changes that have altered its fundamental principles.

According to the Journal of Medicine and Life , the dynamic evolution of life has inevitably impacted the healthcare system, making healthcare marketing an essential component of health brands.

It is crucial for healthcare companies to adopt effective marketing strategies to ensure continued growth and patient success.

Klatch employed an integrated digital marketing strategy that helped a healthcare client expand from one to three practices, resulting in a remarkable 366% growth in a span of just 24 months.

In this article, we will outline the exact steps and processes that were taken to achieve this astounding growth.

What is an integrated healthcare marketing strategy?
What is SEO?
What is PPC?
What is CRO?
Leverage the entirety of the search engine results page (SERP)
Lower the barrier to enquiry
Showcase authority, credibility and proof
Create a problem-focused content strategy
Make sure your pages load fast
Implement effective tracking across all enquiry routes
Tracking marketing return on investment
Tracking organic search performance

What is an integrated healthcare marketing strategy?

An integrated healthcare marketing strategy optimises a healthcare clinic's online presence to get more visibility and leads from search engine users.

According to Google Health Vice President David Feinberg , about 7% of Google's daily searches are health-related. With over 70,000 search queries every minute, this translates into over 1 billion daily.

Effective digital marketing can help various healthcare providers across the healthcare industry. This includes healthcare professionals from doctors to chiropractors, e-commerce websites, medical software, and pharmacies. But getting more traffic is only half the story. You'll need to ensure that your website performance and conversions are optimised. That's where leveraging SEO, PPC, and CRO comes into play.

What is SEO?

SEO is about improving your website to rank higher on search engines like Google, making it easier for people to find your site.

What is PPC?

PPC, or Pay-Per-Click, is an online advertising model where advertisers pay a fee each time their ad is clicked, driving traffic to their website.

What is CRO?

CRO, or Conversion Rate Optimisations, is improving your website to increase the percentage of visitors who take desired actions, such as submitting a lead or booking a consultation.

Leveraging these three pillars of acquisition, SEO, PPC, and CRO can help your site generate cost-effective leads quickly and sustainably, limit costs and drive leads to increase patient numbers.

Leverage the entirety of the search engine results page (SERP)

Search engine ads: Google Ads and Bing Ads

Leveraging search engine ads enables you to tap into high-intent searches immediately. Here are some keyword examples are below:

Dentist near me (301,000 searches a month, London, UK).
Physical therapy near me (1,300 monthly searches, Los Angeles, California).
Sciatica Treatment (27,100 searches a month in Bristol, UK).

The increased high-intent traffic also enables you to start looking into CRO improvements through tools like Hotjar.

Ensure an effective and holistic local SEO approach

Local SEO focuses on a business's online presence to attract more customers from local searches. There are two primary ways to attract high-intent traffic through local searches:

Location relevant queries
Google My Business profile

You can dominate search results and drive traffic by leveraging SEO and Google Ads effectively. Below, you can see how Klatch has utilised all search real estate for their client's benefit.

Google Ads
Google My Business Location #1
Google My Business Location #2
Organic position #1

Lower the barrier to patient lead conversion

Create a compelling offer

We introduced a 'free discovery visit' for potential patients, resulting in a 56% increase in leads. This offer is a prime example of how to lower the barrier to entry for new patients.

Reduce unnecessary form fields

To reduce user effort, we simplified the form only to include necessary patient information for onboarding. Reducing the form fields resulted in a 14% increase in conversion rate.

Offer one primary call to action but also a secondary one

It is crucial to have a primary call-to-action (CTA) to ensure that the user is aware of their choices. This approach is widely accepted and was coined by Steve Krug in his book " Don't Make Me Think ". The book's premise is that a website should enable users to perform their intended tasks as quickly and directly as possible.

However, in this particular situation, it's crucial to recognise the website's nature and potential patient issues, making a call option imperative too

Showcase authority, credibility and proof

Build reviews from existing patients and manage reputation management

As a part of our initial strategy, we advise our clients to collect feedback from their existing patients. This method is widely acknowledged as one of the most efficient conversion techniques, enabling you to showcase your healthcare expertise and patient customer service on landing pages and across the user journey.

Optimise above the fold and ensure reviews are visible on landing pages

The term " above the fold " refers to the content that appears on a web page before the user begins scrolling. This page section is extremely important because it's the first thing the user sees when they load the page. Therefore, it's prime real estate for grabbing their attention. Content placed above the fold has the highest chance of catching the user's eye and convincing them to use your service.

For our healthcare clients we ensure that essential conversion assets, such as the primary and secondary call to action, are above the fold as well as reviews.

Make sure your pages load fast

On average, our healthcare clients' websites receive 80-90% of their visitors from mobile devices. As a result, it is crucial that your healthcare website loads quickly on a mobile 4G network, preferably within 3 seconds. Every additional second your website takes to load can result in the loss of potential patients.

At Klatch, we use the comprehensive website performance tool by WebPageTest to monitor your website's performance.

Some tactics we implemented to ensure fast page load times:

The server is located close to the local user base.
Enable caching for mobile devices.
Reduced unnecessary resources.
Image optimisation, including sizing and delivery times.
Minimise the use of JavaScript.
Minify CSS and JavaScript files.
Ensure the cookie banner (CMP) doesn't impact user experience and Core Web Vitals .

Implement a problem-focused content strategy

We have adopted a content strategy of creating pages that revolve around queries addressing specific problems. Our approach involves identifying the issues users search for and highlighting how our client's solutions can effectively resolve them. To do this, we will create high-intent treatment or therapy pages and longer tail articles. This will ensure that our client's website is visible for a wide range of topics and is seen as authoritative by Google.

Integrate effective tracking across all enquiry routes

Tracking marketing return on investment

Healthcare and medical clinics struggle to accurately attribute leads and sales, resulting in untracked marketing spend. This results in inefficient spending and reduced patient numbers.

Typically, a clinic will have multiple enquiry routes:

Web forms
Phone Calls
Emails
SMS
Walk-ins

By integrating call tracking tools, Google Analytics and Google Ads, we can accurately measure where leads and sales are coming from. This allows us to attribute each source to different levels of detail such as channel (Organic, PPC, Social), campaign (Google Ads, Bing Ads, Facebook Ads) and keyword (e.g. chiropractor near me). As a result, we can allocate our financial resources more effectively and ensure they are spent in the right places.

Tracking organic search performance

Our healthcare organic traffic reports consolidate data from Google Analytics, Google Search Console, and Semrush into a single dashboard. This dashboard includes day-to-day organic keyword and ranking volume, click-through rate, and session data.

Announcing Dr Voice. The World's Leading Voice Surgeon

admin@klatch.co.uk (Charles Howes) — Fri, 01 Mar 2024 17:49:12 GMT

Klatch to facilitate Dr Voice expansion into UK & US

Klatch is excited to announce our partnership with Dr. Voice, the world's leading voice surgeon.

Dr. Voice, or Ismail Koçak, has been a voice specialist since 1993, starting his career as a musician and now specialising in professional voice treatment and vocal coaching. Dr Koçak is the inventor of three surgical techniques for vocal aesthetics and tissue preservation, used in micro laryngeal surgeries. He also cares for the vocal well-being of his country's Eurovision teams.

Dr. Koçak and his team run the DrVoice Clinic, an Istanbul-based clinic that offers services to enhance all aspects of the human voice. The clinic specializes in aesthetic voice therapy techniques such as voice feminisation and masculinisation, vocal pitch and range shifting, voice deepening, micro laryngeal surgery, and thyroplasty techniques. Additionally, Dr. Koçak and his team perform surgeries to treat conditions such as spasmodic dysphonia, remove laryngeal masses including cancer-causing tumors, and other organic pathologies. The clinic has gained international recognition for their expertise and services.

Klatch's role will be to help Dr Voice expand its online visibility through SEO, PPC and social media and facilitate expanding its vocal services to the US and UK markets.

The Helsinki Bus Station Theory

admin@klatch.co.uk (Charles Howes) — Fri, 19 Jan 2024 11:42:20 GMT

STAY ON THE BUS: THE HELSINKI BUS STATION THEORY

Finding Your Own Vision

Comm encement speech at New England School Of Photography
by Arno Rafael Minkkinen , 2004

"We are in the midst of sea change - a tidal wave might be more accurate - with the medium of photography. While the lens is still firmly fixed to the camera body, the body itself appears to have imploded. The inner workings, that is—the guts of the camera from Talbot’s days (when cameras were called “mousetraps” by his wife who was always tripping over them) have changed faster than anyone expected."

"The digital camera, the D-SLR, has become the new tool for lens based professionals and artists almost overnight. Everywhere. We all have them now. But the pictures have not changed. Nor have the ground rules for making them. The need for pictures that make a mark on our lives, that give meaning to experience, that park themselves deep in our consciousness, the way new music always does, has never been greater, the appetite for lens based visual culture stands above most other mediums of communication hands down."

"In the art world, photography has stepped forward as the most important art medium of our times."

"Roberta Smith, writing for New York Times a few years back, put it this way (and I am paraphrasing here): “In the last 30 years no medium has had a more profound effect on art than the medium of photography.” This, mind you, comes from one of America’s foremost critics of sculpture!"

"There is a bus station in Helsinki I want to introduce you to, a bus station just next to Eliel Saarinen’s famous train station. Surrounded by Jugenstil architectural gems like the National Theater and the National Art Museum, the bus station makes a cool backdrop for Magnum wannabees armed with D-SLRs and vintage Leica’s."

"You might find yourself there sometime, too."

"But getting back to the bus station and what makes it famous, at least among the students I teach at UMass Lowell, the University of Art & Design Helsinki, École d’Art Appliqués in Lausanne, or the many workshops I give in Tuscany, Maine and Santa Fe, is the metaphor it offers students and professionals alike for creative continuity in a life-long journey in photography, the metaphor it provides to young artists seeking to discover their own unique vision one day."

"The Helsinki Bus Station: let me describe what happens there."

"Some two-dozen platforms are laid out in a square at the heart of the city. At the head of each platform is a sign posting the numbers of the buses that leave from that particular platform. The bus numbers might read as follows: 21, 71, 58, 33, and 19.

"Each bus takes the same route out of the city for a least a kilometer stopping at bus stop intervals along the way where the same numbers are again repeated: 21, 71, 58, 33, and 19."

"Now let’s say, again metaphorically speaking, that each bus stop represents one year in the life of a photographer, meaning the third bus stop would represent three years of photographic activity."

"Ok, so you have been working for three years making platinum studies of nudes. Call it bus #21."

"You take those three years of work on the nude to the Museum of Fine Arts Boston and the curator asks if you are familiar with the nudes of Irving Penn. His bus, 71, was on the same line. Or you take them to a gallery in Paris and are reminded to check out Bill Brandt, bus 58, and so on."

S"hocked, you realize that what you have been doing for three years others have already done."

"So you hop off the bus, grab a cab (because life is short) and head straight back to the bus station looking for another platform."

"This time you are going to make 8x10 view camera color snapshots of people lying on the beach from a cherry picker crane."

"You spend three years at it and three grand and produce a series of works that illicit the same comment: haven’t you seen the work of Richard Misrach? Or, if they are steamy black and white 8x10 camera view of palm trees swaying off a beachfront, haven’t you seen the work of Sally Mann?"

"So once again, you get off the bus, grab the cab, race back and find a new platform. This goes on all your creative life, always showing new work, always being compared to others."

"What to do?"

"It’s simple. Stay on the bus. Stay on the f*cking bus."

"Why, because if you do, in time you will begin to see a difference."

"The buses that move out of Helsinki stay on the same line but only for a while, maybe a kilometer or two. Then they begin to separate, each number heading off to its own unique destination. Bus 33 suddenly goes north, bus 19 southwest."

"For a time maybe 21 and 71 dovetail one another but soon they split off as well, Irving Penn is headed elsewhere."

"It’s the separation that makes all the difference, and once you start to see that difference in your work from the work you so admire (that’s why you chose that platform after all), it’s time to look for your breakthrough."

"Suddenly your work starts to get noticed. Now you are working more on your own, making more of the difference between your work and what influenced it."

"Your vision takes off."

"And as the years mount up and your work takes begins to pile up, it won’t be long before the critics become very intrigued, not just by what separates your work from a Sally Mann or a Ralph Gibson, but by what you did when you first got started!"

"You regain the whole bus route in fact. The vintage prints made in twenty years ago are suddenly re-evaluated, and for what it is worth, start selling at a premium."

"At the end of the line—where the bus comes to rest and the driver can get out for a smoke or better yet a cup of coffee—that’s when the work is done. It could be the end of your career as an artist or the end of your life for that matter, but your total output is now all there before you, the early (so-called) imitations, the breakthroughs, the peaks and valleys, the closing masterpieces, all with the stamp of your unique vision."

"Why, because you stayed on the bus."

"When I began photography I was enamored with the work of Ralph Gibson, Duane Michals, and Jerry Uelsmann. I was on their platforms. Each told me that it was possible to use your mind to make pictures. As a copywriter on the Minolta account (before I became a photographer) I wrote: “What happens inside your mind can happen inside a camera.” I took that credo and made it my own. Not with multiple images like Uelsmann or in sequences like Michals. But it was Ralph Gibson’s images that haunted me."

"There was this one picture in particular of hands coming up over the prow of boat he made in 1970 that I loved. I had picture of my foot coming over the prow of a Finnish rowboat the other way made in 1976. I am sure his image had inspired mine even though I wasn’t thinking about it when I made my picture."

"In 1989, there was a show in Antibes called Three Masters of the Surreal with Eikoh Hosoe, the great Japanese master, Ralph Gibson, and humbly, myself. At the party after the vernissage, I told Ralph about my trepidations when I first began photography. He nodded his head and said," “When I first saw your work (this was in 1975 or thereabouts), I had that feeling of something familiar.” But then he was quick to add: “But you know, it didn’t take you long to find your way.”

"I had found the difference. Ralph went on to photograph women and walls, color and surreal light. I continued my bus route less haunted, more assured."

"So, our best chance of making our voice and vision heard is to find that common attribute by which the work can be recognized, by which audiences are made curious. It can happen early, as my teacher Harry Callahan stated it: you never get much better than your first important works. And they come soon."

"At an auction in London at Sotheby’s a few years back, one of my pieces came up for bidding. It shows my upside down face with mouth wide open on a boardwalk in Narragansett, Rhode Island. When the auctioneer announced the piece, certainly he or she didn’t describe it as a student work, which, in fact, it was. I had made it for Harry’s class."

"And it is why I teach. Teachers who say, “Oh, it’s just student work,” should maybe think twice about teaching."

"Georges Braque has said that out of limited means, new forms emerge. I say, we find out what we will do by knowing what we will not do."

"And so, if your heart is set on 8x10 platinum landscapes in misty southern terrains, work your way through those who inspire you, ride their bus route and damn those who would say you are merely repeating what has been done before. Wait for the months and years to pass and soon your differences will begin to appear with clarity and intelligence, when your originality will become visible, even the works from those very first years of trepidation when everything you did seemed so done before."

"We can do a whole lot of things in art, become ten different artists, but if we do that, there is great danger that we will communicate very little in the end. I say ride the bus of your dreams and stay the course."

"In closing I now want to take you to Switzerland where I also teach."

"Stand back, stand back, far enough so you can see your own mountain top, then head straight for it knowing it will disappear from sight for most of your life as you meander the hidden forest trails that lift you ever higher even as many sections force you to drop down into the mountainside pockets of disappointment or even despair, but you will be climbing soon enough and always headed towards your goal."

"There will be those special occasions, and may there be many of them, when the fruits of your labors are suddenly made visible, to be celebrated, when you will again see that peak, only closer now, giving you the confidence to step forward ever more briskly and bravely."

"At one point the tree line will thin out the way hair on the top of old man begins to bald away but air will be clear and the path sure."

"At the top you will delight in what you have accomplished as much as become aware of peaks far higher than what you had ever dreamed of, peaks that from the distance when you first saw them were hard to judge for their heights."

"But now you see them way up there but your climbing days are done."

If you look up to those lofty peaks with raging jealousy, you will end your days in sadness and regret.

"If you look down at the path you came up, you can become proud or even arrogant if you like of every step you took."

"But if you skim the horizon with your eyes and take in the gorgeous sweep of panorama before you, you will know peace and rare humility."

"We do not have to be number one in this world. We only have to be number one to ourselves. There is a special peace that comes with such humility, one that showers respect on you from your peers both above and below you."

"When you reach this peak in life, you’ve reached highest peak of them all."

God can’t bless both sides of a football field anymore than she or he should bless one country over another.

"You can’t be number one without having a number deux, tres, quatro, or funf."

"It’s a lesson we are back in the classrooms of America learning I think. I hope."

"When I see bumper stickers that read my son made the dean’s list, I see all the sons and daughters that didn’t. Tracey Moffatt has this poignant series of works dedicated to athletes who’ve come in fourth place: no gold, no silver, not even bronze. Being number uno? Stardom is no dream to chase. We just need to be good. And make good work."

"So, be the caretaker of your vision. Make it famous. And above all, remember, that art is risk made visible."

"Good luck and see you out there. You’re going to be great."

(STAY ON THE BUS is excerpted from the commencement speech at delivered at the New England School of Photography in June 2004)

[Oct 24] The Carbon Footprint of The Internet - Analysing the Carbon Emissions of the World's Most Visited Sites

admin@klatch.co.uk (Charles Howes) — Mon, 01 Jan 2024 20:31:44 GMT

Quick internet carbon emission stats:

The Internet as a percentage of global greenhouse gas emissions: 3.7%

Average internet emissions by person: 414 kgs of carbon dioxide per year per user

Total kgs of greenhouse gas emissions globally: 1.7 billion tonnes

Source: Climate Impact Partners, 2024

Gary Cook said, "The internet is the single biggest thing we're going to build as a species." in The Environmental Toll of a Netflix Binge. Additionally, nearly 70% of the planet’s population—about 5 billion people—access the internet daily, powering countless digital interactions and driving an ever-growing demand for electricity.

In a recent study focusing on the 500+ biggest global websites, we examined their carbon emissions per user. We collected data on the websites’ yearly views and ran these through a carbon calculator to provide us the exact carbon emissions these websites emit.

Our analysis reveals the significant impact that our online activities have on the environment and highlights areas for improvement among leading companies.

Understanding Emissions Per User

Emissions per user refer to the amount of carbon dioxide (CO2) generated by a website each time a user visits. This metric considers the energy consumed by data centres, networks, and end-user devices. It doesn’t include embodied emissions, such as the production of computer chips. A high emissions per user rate indicates a significant environmental impact, while a low rate suggests a more sustainable operation.

Top 3 Websites with Highest Emissions Per User

We have uncovered that certain websites are major contributors to carbon emissions. Based on the data, the top three websites (based on their actual page views) which emit the amount of emissions that trees do are:

Pinterest (pinterest.com) - equivalent to the amount of energy 2,589,406 trees absorb…
Docomo (docomo.ne.jp) - equivalent to 2,861,352 trees
Office.com (office.com) - equivalent to 2,4249,11 trees

Companies Not Using Sustainable Energy

The transition to sustainable energy is crucial for reducing carbon emissions. Our analysis showed that several websites from the top 50 list do not use sustainable energy sources.

These include:

Yahoo (yahoo.com)
Bing (bing.com)
Reddit (reddit.com)
Twitter/X (Twitter.com)

This means the energy these companies use to power their servers and data centres is still coming from sources that produce a lot of pollution. As a result, their operations contribute significantly to carbon emissions, which harmfully impact the environment. Transitioning to sustainable energy sources would greatly reduce their carbon footprints and help combat climate change.

But how are well-known worldwide websites doing?

As a leading video streaming platform, YouTube’s high emissions per user are concerning. The energy-intensive nature of streaming services highlights the need for significant improvements in energy efficiency and a shift towards renewable energy sources.

Based on yearly pageviews alone, you’d need to boil 413 billion cups of tea to equal the amount of emissions YouTube emits.
Netflix has a significant carbon footprint due to streaming high-definition content, requiring further efforts to reduce emissions despite renewable energy investments.

174,976 trees absorb the same amount of energy as Netflix users
Facebook has achieved commendable progress in renewable energy adoption, but there is still room for improvement, primarily due to the high popularity and number of visitors to their website.

1,942,696,201 is the cup of tea equivalent here, so considerably less than Youtube.

Making Sense of the Numbers: Emissions Per User

Understanding the Impact

To illustrate the impact of emissions per user, let’s break down what it means in more relatable terms. Suppose you go on one website per year, the energy needed to ‘fund’ that visit, combined with the millions of other visitors, make it astronomical. This changes for each website - the more sustainable the practice, the lower the emissions.

This comparison highlights the significant environmental cost of seemingly mundane online activities. While planting trees is a helpful way to offset emissions, the ultimate solution lies in reducing the carbon footprint of digital services through sustainable practices and renewable energy.

What’s the Harm of Scrolling on Socials?

Scrolling through social media might seem like a harmless way to pass the time, but it has a surprisingly significant impact on the environment. Every time you refresh your feed, watch a video, or like a post, data is transmitted through servers that consume a large amount of energy.

For instance, platforms like YouTube and Twitter are particularly energy-intensive. YouTube alone requires the energy equivalent of boiling 413 billion cups of tea annually to support its massive user base and data demands.

Similarly, Twitter needs 5 trees per 10,000 page views to offset its carbon footprint , highlighting the substantial emissions generated by the platform's operations.

The combined emissions from these popular social media platforms contribute significantly to global carbon output. Instagram, another widely used platform, needs 15 trees per 10,000 page views to neutralise its carbon emissions. Even LinkedIn, essential for professional networking, requires 3 trees per 10,000 page views.

When you analyse the total combined emissions from YouTube, Twitter, Instagram, and LinkedIn, the environmental impact becomes staggering. The energy required to support these platforms' data processing and transmission is equivalent to planting nearly 30 million trees yearly. This level of energy consumption and carbon emission is not just a minor issue—it's a wake-up call .

Our daily scrolls and clicks contribute to a massive carbon footprint rivalling the emissions of entire industries. Tech giants and users must recognise this impact and take urgent steps to adopt more sustainable digital practices.

Charles Howes, CEO of Klatch

"Social media platforms play a pivotal role in our daily lives, connecting billions globally. However, with great power comes great responsibility. The data shows that the environmental impact of these platforms is substantial.

At Klatch, we believe every social media company must invest in sustainable practices, enhance energy efficiency, and support global reforestation efforts.

The future of our planet depends on our actions today. By reducing their carbon footprints, social media platforms can create a more sustainable and eco-friendly digital landscape."

The High Environmental Cost: A Nasdaq Comparison

The environmental impact of social media and digital platforms is increasingly being scrutinised, and some of the most popular Nasdaq-listed companies are among the highest contributors to carbon emissions. Leading the list is Instagram, which requires a whopping 15 trees per 10,000 page views to offset its carbon footprint.

This high figure reflects Instagram’s vast user base and the intensive data processing required to deliver its visually rich content. Office.com and TikTok follow closely, both necessitating 6 trees per 10,000 page views.

These platforms, widely used for business productivity and entertainment, respectively, highlight the broad spectrum of digital services contributing to significant environmental costs.

Completing the top five are Reddit and Dzen.ru, each requiring 7 trees per 10,000 page views. Reddit’s extensive network of user-generated content and Dzen.ru’s vast multimedia offerings contribute to their substantial carbon footprints.

Our Daily Business Tools

The digital tools and platforms we use extensively in business are essential for daily operations, but they also come with significant environmental costs. We’ve highlighted 5 of the key players based on the overall list.

Zoom.us - 8 trees per 10k page views
Office.com - 6 trees per 10k page views
Live.com - 5 trees per 10k page views
LinkedIn.com - 3 trees per 10k page views
Microsoft.com - 3 trees per 10k page views

Zoom - A High Environmental Cost for Connectivity

Zoom tops the list with a requirement of 8 trees per 10,000 page views. The platform's widespread use for video conferencing and remote meetings, especially since the onset of the COVID-19 pandemic, has dramatically increased its data transmission needs. This has, in turn, escalated its carbon footprint, highlighting the significant environmental impact of maintaining global connectivity in the business world.

Office - Productivity with Environmental Considerations

Microsoft Office is integral to business productivity with tools like Word, Excel, and PowerPoint, and needs 6 trees per 10,000 page views. The extensive use of these tools in daily business operations contributes to significant data processing and storage requirements, leading to a considerable environmental impact.

Live.com - Essential Communications

Live.com, a crucial platform for email and online services, requires 5 trees per 10,000 page views. Its continuous data processing demands underscore the impact of maintaining essential business communication tools. As a primary service for many enterprises, reducing Live’s carbon footprint is vital for sustainable business operations.

LinkedIn.com - Networking with a Conscience

LinkedIn, essential for professional networking, job searching, and business-related content sharing, requires 3 trees per 10,000 page views. As a platform used daily by professionals worldwide, LinkedIn's carbon footprint highlights the need for sustainable practices in digital networking.

Microsoft: Powering Business with Sustainability

Microsoft.com completes the top five, needing 3 trees per 10,000 page views. As a foundational platform for various business tools and services, Microsoft’s commitment to sustainability is crucial. The company's efforts to become carbon-negative by 2030 are steps in the right direction, but the current figures highlight the ongoing need for improvement.

Conclusion

The environmental impact of our digital world is profound and far-reaching. The data highlights the significant carbon emissions generated by some of the most popular platforms.

Whether it’s social media giants like Instagram and Facebook, essential business tools like Office and Zoom, or major e-commerce sites like Amazon and eBay, the carbon footprint of these digital services is substantial. It underscores the urgent need for these companies to adopt more sustainable practices and improve their energy efficiency.

The transition to renewable energy is not just a choice but a necessity. Companies that have yet to embrace sustainable energy sources.

As we continue to rely on digital platforms for work, entertainment, and communication, it's crucial that consumers and businesses alike, also advocate and support sustainable practices. By making conscious choices and supporting companies that prioritise the environment, we can collectively make a significant impact.

Matt Tutt, a digital marketing consultant who focuses on sustainable businesses said:

It's great that many people are taking note of the environmental impact of websites and the internet as a whole. We've probably all heard how the internet itself, if a country, would be the 4th largest emitter of CO2 in the world. Or how streaming an hour of content on Netflix emits approximately 55g CO2 .

I think it's important for us to be aware of these "hidden costs" of having constant access to the internet, and for those who own a website it's a great place to start. We should be aware of how "dirty" our websites are, in terms of the type of energy used to power our web hosts (are they powered by renewables or not?), the resources needed to load the website on users devices, and the estimated carbon emissions generated from each visitor.

Huge carbon emission savings are there to be made by the brands out there that truly care about the environmental costs of running a business in today's always-connected world - and I'd argue that the larger the brand, the higher the impact will be.

A site that gets visited millions of times per day is going to be able to make the most impact in terms of emissions-savings, and looking at this table by Klatch its key that the Google-owned YouTube tries its best to clean its act up.

I think when big brands and sites take the topic of carbon emissions and environmental concerns seriously, and make real, meaningful changes, and are happy to share what they've done, and how, it will only have a positive knock-on effect on other brands out there.

To view the full study and raw data, click here .

How to Recover from Google's Helpful Content Update: A Deep Dive Into A Client's Recovery.

admin@klatch.co.uk (Charles Howes) — Tue, 14 Nov 2023 00:31:55 GMT

Today, more than ever, business success means navigating the evolving landscape of search engine algorithms, and Google's Helpful Content Update is a testament to this dynamic shift.

Google announced the update in September 2023 and added guidance to their Helpful Content System documentation . The update and its impact have no doubt sent shockwaves through the search industry.

In this blog post, we examine in depth the steps Klatch took to enable a client's impressive recovery after the update. We've split the the expert analysis into three parts to make it easier for you to digest:

Part one: The client's situation

Part two: Inspecting the technical foundations

Part three: Analysing the content for recovery success

We provide you with the actionable insights and strategic approach that led to a 145% increase in visibility in just over 2 months of the project start date.

Semrush - category pages visibility last 30 days

Part one: The Client's Organic Situation

Our client had experienced a 102% decrease YoY to landing pages that drove most of its enquiries. The drastic decline had a detrimental impact on business revenue, which is when they decided to reach out to Klatch.

Google Search Console - August 2023 YoY

In August 2022, organic search contributed 224 conversions over the month, whereas in August 2023, the same channel contributed 102 conversions -- a 54% drop year over year.

GA4 - August 2023

Why had this happened? The client was clear from the start: They had created 100+ location pages with the same templated content five years ago, and this strategy had worked exceptionally well for them -- until it didn't.

To fill the enquiry gap, they decided to increase their spending on paid search, which resulted in an extra £2,300 spent over the same month.

So, the decline in organic traffic had a twofold impact on their bottom line: They had fewer enquiries but had also spent more money on marketing.

Part two: Inspecting technical foundations

Remove redundant pages

We isolated pages showing zero clicks or indexation issues. We removed pages that didn't contribute value to the domain through user interaction data, content analysis, or both. We also prioritised clearing out non-indexed items in GSC.

Check for rendering issues

We checked rendered pages in Screaming Frog to ensure no rendering issues for templated content. Sometimes, rendered content can be impacted by JavaScript or slow loading times. We needed to ensure there were no performance issues before diagnosing content issues.

Analyse page performance

Page speed will impact search engines ability to crawl a website. If pages are slow to respond, they will take a longer time to crawl the entire site. This can also reduce a website's overall 'crawl budget' which Google defines as a set of URLs that Googlebot can and wants to crawl. Put simply, poor performance may result in pages not being crawled and therefore new or existing content not being seen.

Review external and internal links

We reviewed the domain's link acquisition rate and the distribution of links to subpages. A poor internal linking strategy can compound content issues. We analysed the site architecture and utilised the Screaming Frogs Crawl Visualisation Guide , which reveals underlying patterns that are harder to uncover in data and spreadsheets.

Check for potential issues with JavaScript

We ensured there were no JavaScript crawling issues for internal links, especially links within the navigation. The Web Developer extension can be used to disable JavaScript. Screaming Frog can also be used to imitate how search crawls your website.

Part three: Analyse content for recovery success

Conduct a thorough content cleanup

We conducted a content cleanup and eliminated anything that didn't contribute to the website. We checked for pages with duplicate content and ensured every page was unique and had a clear focus. It's important to be cut-throat and ensure no templated generic content features on multiple pages.

Maintain individual page focus

We then realised the client had plagiarised content across multiple pages, decreasing relevance. Maintaining relevance and focusing on the page's target keyword is essential. User behaviour is vital, and providing concise, to-the-point answers can enhance the effectiveness of your content.

Conduct an E-E-A-T review

We conducted an E-E-A-T review on content templates, addressing templated factors (such as authorship) and article-level factors (like bias and unsupported statements).

Analyse content expertise

Working with the in-house content team, we analysed every page to ensure it was well-written, factually correct, and appropriately cited. We followed Google's search quality rater guidelines , focusing on meeting user needs and providing supplementary content.

Find pages that are losing ground

Using compare reports in Google Search Console, we analysed queries for pages that were losing ground. We then conducted a query/page-level click gap analysis to identify losses and assess their relevance to the page content.

Taking the above steps resulted in the pages seeing a 145% increase in visibility 2.5 months after the work started.

Have you been impacted by the September HCU update? Book in a free consultation with one of our team.

Domain vs Subdomain: What's the difference?

admin@klatch.co.uk (Charles Howes) — Mon, 06 Nov 2023 09:14:05 GMT

What's the difference between a domain and a subdomain?

The difference between a domain and a subdomain is that a domain is the main address used to identify a website or an online entity, while a subdomain is a subset of that domain used to create unique addresses for specific sections or services within the main domain.

What is a domain?

A domain is a user-friendly address identifying a specific location or service online. It comprises a unique combination of letters and numbers, like "example.com." Domains make it easier for people to access websites and other online services without remembering complicated numerical codes. Domains are organised into levels, such as top-level domains (TLDs) like .com, .org, .net, and country-code TLDs like co.uk, .ca, etc.

What is a subdomain?

A subdomain is a smaller part of a larger domain. It categorises and accesses different sections or services within the main domain. Subdomains are created by adding a prefix to the main domain, resulting in addresses like "blog.example.com" or "store.example.com." Each subdomain can function as a separate website or service, having its unique content and features. Subdomains are employed to create distinct web addresses under the same domain name, often used for organisational purposes or to host specific services like blogs, forums, or online stores.

Other parts of a URL

Scheme/Protocol: This indicates the protocol used to access the resource on the Internet. Common schemes include "http," "https," "ftp," "mailto," and "tel." For example, in the URL " https://www.example.com ," the scheme is "https."

Subdomain: Subdomains are optional and precede the main domain name in a URL. They are used to organize and navigate to different sections of a website. For instance, in " https://www.example.com ," "www" is the subdomain or

Domain Name: The domain name is the human-readable address of the website. In the URL " https://www.example.com ," "example" is the domain name.

Top-Level Domain (TLD): The TLD is the last part of the domain name, such as ".com," ".org," ".net," etc. It indicates the type or purpose of the website. In " https://www.example.com ," ".com" is the TLD.

Path: The path specifies the specific page or resource on the web server. It comes after the domain name and is separated by slashes ("/"). For example, in the URL " https://www.example.com/page/resource ," "/page/resource" is the path.

Query Parameters: Query parameters are used to send data to the web server as part of the URL. They follow a question mark "?" and are typically in the form of key-value pairs separated by "&". For example, in the URL " https://www.example.com/search?q=query ," "?q=query" is the query parameter indicating a search for the term "query."

Fragment: The fragment identifier, also known as the hash, points to a specific section within the resource linked by the URL. It follows a hash symbol "#" and is often used in URLs pointing to sections of web pages. For instance, in the URL " https://www.example.com/page#section ," "#section" is the fragment identifier indicating a specific page section.

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Google app vs Chrome app: What's the difference?

admin@klatch.co.uk (Charles Howes) — Sat, 21 Oct 2023 15:46:29 GMT

In essence, the Google App serves as a personalised version of Google's search page, powered by intelligent AI. It's perfect when you know what you're looking for but need help finding it. This app seamlessly combines data from various sources, such as other Google products and services , offering search results, app suggestions, and even integrated services like Google Maps. It's an intelligent tool that predicts your interests, drawing from web searches, Google+ activity, and more, providing valuable notifications and assistance.

On the other hand, Google Chrome is a robust web browser that is ideal when you have a specific website in mind. It doesn't display Google Cards or the AI-driven feed, but recent updates have blurred the lines. They have integrated AMP (Accelerated Mobile Pages) within the Google App, ensuring faster loading times for web pages without opening a browser separately.

Google Mobile App (Google Search App):

Description: The official Google app gives you more ways to search – Use your camera to uncover who painted that artwork, translate a menu on your travels, find out what type of dog that fluffy thing is, shop anything you can see, and solve your homework. Oh, and you can also search for songs by humming.

Purpose: T he Google Mobile App is primarily a search application. It allows users to perform searches, get search results, and access various Google services directly from the app.

Features: It ofte n includes features like voice search, personalised news updates, weather forecasts, and other Google services integrated into a single interface.

Focus: The main focus is providing a convenient and quick search experience with additional personalised content and services.

Chrome Mobile App (Google Chrome Browser for Mobile):

Description: Google Chrome is a fast, easy-to-use, secure web browser. Designed for mobile, Chrome brings personalised news articles, quick links to your favourite sites, downloads, and a built-in Google Search and Google Translate. Download now to enjoy the same Chrome web browser experience you love across all your devices.

Purpose: Chrome Mobile App is a web browser designed for mobile devices. Its primary function is to enable users to browse websites on the internet.

Features: It includes features typical of a web browser, such as tabbed browsing, bookmarks, incognito mode for private browsing, and the ability to sync bookmarks and browsing history across devices if the user is signed in with a Google account.

Focus: The main focus is providing a smooth and feature-rich web browsing experience on mobile devices.

To conclude, the Google App acts as a lightweight link to Google's AI, offering intelligent suggestions and integrated services. Use it when you know what you're looking for but need help finding it. Conversely, Chrome is a full-fledged browser for direct access to specific websites, saving time when you know exactly where to go.

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Weekly optimisation routines for Google Ads

admin@klatch.co.uk (Charles Howes) — Thu, 19 Oct 2023 14:32:37 GMT

Optimising your Google Ads account regularly is crucial for efficiency and to drive down cost per acquisition (CPA) figures.

In Klatch's weekly optimisation routine, we focus on testing ads, adjusting bids, using negative keywords, expanding keywords, and managing automatic display or video placements.

As a Google Ads expert, you must show constant progress in driving down the cost per acquisition, whether you are in-house or working at an agency. To ensure you continue to move forward, these are the weekly optimisation routines you should focus on:

Ad Testing

Limit Ad Quantity

To maintain focus, avoid cluttering ad groups with too many ads. Ideally, keep two to three ads per group.

Evaluate Performance

Analyse metrics like click-through rates (CTR), conversion rates, and cost per conversion. Pause underperforming ads and continue with successful ones.

Iterative Testing

Duplicate successful ads and experiment with headlines or descriptions. Ensure key keywords stay relevant in headlines and paths.

Keyword Optimisation

Set Conversion Goals

Define specific cost per conversion goals for different services or products. Adjust bids for keywords exceeding these targets to manage costs effectively.

Continuous Monitoring

Regularly assess keyword performance. Lower bids for keywords with high costs and no conversions, and increase bids for those below the target with potential for better results.

Filtering Strategies

Use filters to identify keywords needing adjustments. Focus on keywords above the cost per conversion threshold and those with low impression share that could benefit from bid increases.

Negative Keywords

Analyse Search Terms

Examine search terms triggered by your keywords. Identify competitor-related or irrelevant terms that hinder your goals.

Decision Making

Exclude these terms as negative keywords to avoid bidding on them. Alternatively, create separate campaigns targeting

competitor-related terms specifically, adjusting bids accordingly.

Display and Video Campaigns

Review Placements

Regularly assess placements in display and video campaigns. Exclude sites or channels that perform poorly or aren't relevant to your target audience.

Strategic Targeting

Consider creating separate campaigns for well-performing placements. This allows you to customise ads specifically for those platforms, maximising their effectiveness.

Consistently applying these strategies will help you refine your campaigns, reduce unnecessary spending, and optimise your return on investment.

Content writing guidelines for SMEs

admin@klatch.co.uk (Charles Howes) — Fri, 02 Jun 2023 17:50:25 GMT

A small business owner's content goal should always be to increase relevant traffic to their website to improve a website's authority and credibility. The more targeted pages you have on your website, you will get more traffic.

Content 101: every page a small business owner creates should target a single keyword.

What is a keyword?

A keyword is a word, or phrase users type into search engines to find what they're looking for.

A piece of content should be very specific to a given keyword. For example, if you were to target 'best electric cars', you'll need to ensure that the content of that page focuses on electric cars and relevant topics only. You would not want to list petrol, or hybrid vehicles, as that is different from what the user is looking for; therefore, it doesn't match their search intent.

How do you target a keyword effectively?

Search engines can read four primary elements of a webpage:

Title tag
URL
Content of page
Image alt text

Every element should be related to the keyword you are targeting. Therefore, search engines can clearly understand exactly what the page is about - there is no ambiguity.

For example:

Title tag: The best electric cars of 2022
URL: www.example.com/best-electric-cars
Content of page: top 10 electric vehicles, electric car FAQs, electric car insurance, electric car buying advice, etc.
Image alt text: 'electric car' variations such as 'Tesla model 3' or 'blue electric car'

Three primary elements mentioned above are simple to create for a webpage: title tag, URL and image alt text.

The area which will have the most impact on whether your page ranks well is the content of the page .

To create relevant content for a keyword, we need to go through a content research process.

Some key points to remember when creating a piece of content:

The idea and keyword target will be 90% of your on-page SEO. Choosing the right keyword to target is essential.
Once you have defined your keyword, the initial discovery process starts. What currently ranks in Google, and how can you make your content more valuable?
Type in your keyword and start to inspect the top-ranking pages. They are ranking for a reason.
Not only will research allow you to collect a giant, categorised list of references, but it will also pave the way for future articles and opportunities.
Everyone creates content differently, but creating a plan or structure before you start writing can be a huge help.
A common mistake is that the topic focus changes from the original idea. Remember, align everything to a single topic or keyword. Do not stray.
You will always remain on track by ensuring your content answers the query!

What is the search intent?

What is the searcher trying to accomplish?
Are there multiple intents behind the query?
Which ones are the most popular?
What is the business goal of ranking?
What do we want visitors to do?

The Keyword Discovery Process

Keyword research for topics is a continuous process of:

Brainstorming - coming up with ideas and topics
Collecting & Adding Data - keeping a list and adding metrics like search volume.
Analysing & Prioritising - determining which ideas make the most sense to tackle.

Remember:

Blogs are 'informational' keywords to attract the right person to your site. While they may not convert immediately, this will drive your small businesses' awareness and contribute to SEO goals overall. For example, content may also attract links, improving your website's link profile.

The goal of this process is to come up with ideas and topics that allow you to acquire traffic via organic search. Remember that the written content, such as social media posts or emails, may also be helpful elsewhere. But, ensure that the content is only distributed in closed source channels to avoid cannibalisation.

Creating your content framework

There are three free tactics you can use to start creating an outline for your keyword focus:

Google Suggest
Inspect the top-ranking pages
Answer The Public

Google Suggest

The most overlooked tactic in the keyword research process is Google Suggest. Google Suggest is a search engine function that provides the most relevant suggestions to users surrounding their search query.

It will show you the most relevant topics connected to your main query and ensure you supply a user with surrounding topics to their main query. Generally, the more relevant topics you provide, your page will be more valuable for the user.

Inspect the top-ranking pages.

The simplest tactic of them all. The top-ranking pages are there for a reason. Inspect each page and take the topics they share, plus the topics that may feature on individual pages. By providing the topics that feature, plus additional topics that may be missing from some pages, your page will look the most elaborate.

Added tip: If you want keyword research on steroids, as seen in the image above (the queries with search volume on the right), then download https://keywordseverywhere.com/ — highly recommended.

Answer The Public

The tactic that will have the most impact. Recently acquired by UberSuggest, AnswerThePublic listens into autocomplete data from search engines and then quickly cranks out every useful phrase and question people ask.

This tactic will build on your main topics and add more granular sub-topics and questions users may ask around your primary keyword. This can help with additional on-page features, like frequently asked questions or allow you to target featured snippets.

How should your content framework look now?

With the above tactics, your content frameworks should start to look a little like this:

What does an ideal web page look like?

An ideal web page should do all of the following:

Be hyper-relevant to a specific topic (usually a product or single object)
Include the keyword in the title tag
Include the keyword in URL
Include the keyword in the image alt text
Specify keyword several times throughout the text content
Provide unique content about a given subject
Link back to its category page
Link back to its subcategory page (If applicable)
Link back to its homepage (normally accomplished with an image link showing the website logo on the top left of a page)

The 3 most important factors when starting a business

admin@klatch.co.uk (Charles Howes) — Fri, 02 Jun 2023 17:50:24 GMT

There are so many good reasons to communicate with site visitors. Tell them about sales and new products or update them with tips and information.

Ensure your domain name is brand-centric and contains product keywords.

I wanted a catchy name, but I always wanted one that incorporated a keyword, too, as I was aware of the SEO benefits (this was in 2015, btw).

Many SEOs believe that keywords within your domain name don't have any benefits; even worse, you may get penalised. I'm afraid I have to disagree with this entirely.

When you are bootstrapped and don't have the luxury of big budgets, a keyword within your domain can be the difference in getting to profitability fast. Why? Because it can help you with increased CTRs, therefore, improving traffic to your website in Organic and Google Ads - and you can build a keyword-rich anchor text profile with much less effort. These two of the most significant benefits will save you time and money.

I think Nude Life is, in some ways, the perfect domain name, as it's not too keyword-rich (nude life drawing is a product name, but not the most popular, but probably considered a synonym), and Nude Life is catchy enough for people to remember the brand.

Focus on the whole customer journey, from search to lead completion.

I was relentless here, enabling me to learn quickly and save money early on. This was especially important as I used around £250 - £500 of my monthly salary. Disclaimer my salary was around £1300 after tax. My back was against the wall.

Therefore, every penny counted. Whether it was ensuring my Google Ads were extraordinarily lean and on a £5 daily budget. Or my above-the-fold hero design incorporated as much credibility as possible, including reviews, optimised content, great pictures, and a prominent CTA. Or I used slightly misleading copy on my form pop-up such as 'receive a free quote now' - when essentially I would have to rely on triggered automation from Intercom, and there would be a delay of around 1-2 hours). Cash was king, and I would do anything to save the pennies. The tools I used to enable me tot do that were:

Google Search Console for organic tracking and page experience performance

Google Analytics for individual page metrics (such, time on page, bounce rate) and goal completions.

Hotjar for tracking user behaviour through sitemap and user replays

Web Page test to analyse page speed performance and create experiments

What's best about these tools? they are all free.

Lose money if you have to — to build reviews and authority.

My most vivid memory was working in Brighton at around 10 am and driving to Edinburgh for a life drawing class for 12 people at 8 pm.

From memory, I would have taken around £300 for the class in Edinburgh; when I factored in the trip cost, the hotel, material costs etc., I would have probably lost double that, including what I would typically pay myself.

Why? I knew the review from a real class I could host on my website was more valuable then the few hundred quid I would lose.

Think long-term, always, and be willing to lose money at the beginning for future growth.

Find duplicate URLs in Google Search Console, fast.

admin@klatch.co.uk (Charles Howes) — Fri, 02 Jun 2023 17:50:24 GMT

Go to https://search.google.com/search-console/

Select Last 28 Days in the Date Range.

Select Page > Filter > Select CUSTOM (REGEX)

Select Matches Regex and then input .*\/$

Hit Apply.

Export the URLS into a Google Sheet

Then, go back to the PAGE FILTER and change MATCHES REGEX to Doesn’t Match Regex

Hit Apply

Export the URLS into a G Sheet

Then

Compare both sheets - if your site has URL variables - then on both sheets - SELECT ALL in Google Sheets, click DATA > Create a Filter, then, on COLUMN A for URL apply a filter - Text Not Contains and specify ?

If both sheets have URLS then you have inconsistent paths in the index. Focus on fixing the underlying issues that have resulted in the inconsistencies.

klatchc2b3c60b

Clinic Growth Mastermind 2026

Client Video Testimonials

Bruno de Jongh | Owner CBR Clinics

Nathan Carter | Owner Chiswick-Physio

Phil Evans | Owner Urban Body

CGM Location

From PMS to Performance: How Web Forms Drive More Enquiries & Bookings

Background

The Challenge

The Solution

The Outcome

The Reaction

The Only Way to Know Which Marketing Is Actually Growing Your Clinic

The Full Picture Behind Every New Patient

High Intent Patients and Real Behaviour Data

Compound Growth Through Smarter Algorithms

Better Decisions. Lower Costs. More Patients.

Built for Growth

How to Track Where Your Patients Come From | Thrive Podcast

Search Market Share & AI Chatbot Share (Dec '25) | Google, ChatGPT, Bing, Perplexity, etc. | UK & Worldwide

Quick Article Stats

UK & Worldwide Search Engine Market Share December 2025 (Including ChatGPT)

UK & Worldwide AI Search Market Share December 2025

Quick summary (October 2025 edition)

Key UK takeaways heading into H2 2025

Top 10 UK Search Engines (October 2025)

Search Engine FAQs

Which search engine is most used in the UK?

Who has the largest market share for search engines?

What is Google's market share in the UK?

What is Bing's market share in the UK?

Does the UK use Bing?

What search engine do British people use?

What are the three most popular search engines in the UK?

What is the number 1 search engine in the world?

What are the 5 most commonly used search engines worldwide?

Is ChatGPT a major search engine?

Who is Klatch?

SEO or PPC: Which Is Better for My Private Healthcare Clinic?

Short answer: you’ll usually want both – in the right ratio for your goals, budget & growth stage.

SEO vs PPC: Where they sit on the search engine results pages

Why Clinics Struggle to DIY

The Numbers: Why Both Channels Matter

Pros & Cons at a Glance

SEO Merits

SEO Limitations

PPC Merits

PPC Limitations

﻿

How to Blend SEO & PPC for Maximum Impact

Shared Keyword Intelligence

﻿

Targeted Landing Pages

Data-Driven Budget Shifts

Ever-Green Content + Seasonal Ads

Why Klatch Exists

Next Steps

AI Search Engines vs. Google: The Impact On Local SEO

The Impact of AI on Google and SEO: Are Local Search Dynamics Shifting?

Weekly Search Volumes: SearchGPT vs. Google

Types of Online Searches: Informational vs. Commercial

Challenges with Local Search on SearchGPT

Google’s Advantage in Filtering and Review Visibility

Potential Impact on Google Ads

Conclusion: Google’s Current Dominance in Local Search

How Klatch is Fixing the Broken Clinic-Marketing Agency Relationship for Sustainable Growth

Klatch's Solution: A Data-Driven Approach for Clinic Growth

Aligning Marketing with Business Performance

Empowering Clinics to Make Informed Decisions

Determining Marketing Patient Acquisition Cost To Fuel Your Clinic's Growth

What is patient acquisition cost?

How do you determine patient acquisition cost?

Why is getting an actual patient acquisition cost so difficult for clinics?

How can understanding your actual PAC fuel growth?

What does a clinic growth process look like?

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Stage 1: High-Level Strategy

Stage 2: Quarterly Planning

Stage 3: In-Quarter Execution

STAY ON THE BUS: THE HELSINKI BUS STATION THEORY

Finding Your Own Vision

Comm encement speech at New England School Of Photography
by Arno Rafael Minkkinen , 2004