Project objectives
What I set out to achieve
The Orthodontic Specialist is a specialist orthodontic clinic with deep expertise across high-intent, specialist-led treatments. The goal was not just to increase visibility, but to turn Organic Search growth into real consultation demand — more calls, more form submissions, and more patients actively reaching out.
01
Grow high-intent Organic Search demand
Increase non-branded visibility across specialist topics and treatment-led searches, attracting users who are actively researching solutions and ready to book.
02
Strengthen specialist authority
Build stronger topical coverage across priority areas (including palatal expansion, tongue tie and myofunctional therapy-related queries) to win and hold top rankings.
03
Increase enquiries from Organic Search
Measure success through genuine lead actions, anchored in GA4: form submissions, phone clicks and contact interactions.
Results
206% more organic enquiry forms (GA4, 2025 vs 2024)
These results show strong, compounding Organic Search growth with clear commercial outcomes — more high-intent users, stronger specialist visibility, and a measurable increase in genuine enquiries driven by SEO.
+206%
Form submissions (817)
+78%
Phone clicks (743)
+118%
Email clicks (483)
+87%
Organic Search sessions (16,710)
The Challenge
Organic Search was already important, but growth wasn’t being fully captured year-on-year, and specialist visibility was inconsistent across several high-intent areas. There was also clear headroom to improve how effectively organic traffic translated into enquiries.
The Strategy
I focused on specialist intent and conversion pathways. That meant aligning key pages with patient search behaviour, strengthening internal linking to push authority towards converting pages, and improving trust and clarity so visitors felt confident taking the next step.
Execution
Treatment-led pages. Key pages aligned with how patients search for specialist treatments, with stronger topical coverage across palatal expansion, tongue tie and myofunctional therapy-related queries
Internal linking. Authority pushed towards the pages that convert
Trust and clarity. Pages made clearer, so visitors felt confident booking
Measurement. Reporting on enquiry actions — not just traffic — so the impact was clear and commercially relevant
Before
- Organic growth not fully captured year-on-year
- Inconsistent visibility across high-intent specialist areas
- Clear headroom in how organic traffic turned into enquiries
After
- Organic Search visibility scaled significantly over 2025
- Form submissions up 206%, phone clicks up 78%, email clicks up 118%
- More users via Google — and far more calls and completed contact forms
