Chiswick Physio: An SEO Migration Case Study

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. Table of Contents 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 

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.

"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)

Quick summary: Google continues to be the most widely used search engine in the UK, despite the numerous privacy-related controversies, antitrust investigations, and other problems it has faced. As of January 2024, the company reportedly commands an 93.75% share in the UK, which is higher than the 92.66% it held during the same period last year. Google's growth over 2023 is extra impressive after the release of ChatGPT - In early February 2023, Microsoft introduced a new version of its Bing search engine, which came equipped with an innovative ChatGPT feature.

Klatch is thrilled to announce that it will be working with homebuyer.com, a mission-driven platform committed to making homeownership more accessible and inclusive for first-time homebuyers across America.

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.

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.

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.

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.