Our client is a healthcare charity who have been supporting those affected by cancer in the UK for more than a century. They came to us at Click Intelligence to strengthen visibility across both organic search as well AI driven search results. While the website already ranked for a significant number of healthcare and adjacent keywords, there was an opportunity to further improve search visibility, grow traffic to key informational pages, and expand authority through strategic link building and content marketing.
Case Study Overview
- The campaign ran from August 2023 to January 2026, with an annual investment of £48,000.
- Organic traffic increased from 502,704 to 803,510; a 59% growth.
- Page 1-3 keyword positions increased from 19,926 to 35,295, delivering a 77% uplift.
- Page 4-10 keyword positions increased from 53,121 to 120,994, marking 127% growth.
- 260 referring domains were secured through strategic link building activity.
- 210 new pages were created to support keyword expansion, content depth, and AI search visibility.
- AI Overview visibility increased from 1 keyword appearance in March 2025 to 448 appearances in March 2026.
Turning Existing Visibility into Scalable SEO Growth
Competitor analysis and ongoing SEO reviews identified opportunities to strengthen rankings across a range of high-value healthcare and support-related search terms. Although the website had established strong organic visibility, several landing pages were underperforming due to gaps in keyword targeting, content depth, UX structure, and internal linking.
In addition to traditional SEO improvements, the campaign focused on improving AI search visibility by aligning content formatting, semantic structure, and topical authority with evolving large language model (LLM) requirements.
The Objectives that Steered Campaign Performance
- Improve rankings across competitive healthcare and support-related keywords.
- Increase organic traffic to key informational and support pages.
- Strengthen on-page SEO performance across existing landing pages.
- Expand topical authority through strategic content creation and keyword mapping.
- Improve AI Overview and LLM visibility through AI-focused optimisation.
- Increase referring domains and backlink quality through link building campaigns.
- Support long-term growth in visibility and engagement through stronger organic performance.
The Metrics That Mattered Most
- Organic traffic growth across target landing pages.
- Page 1-3 and Page 4-10 keyword ranking improvements.
- AI Overview and AI search visibility increases.
- Referring domain and backlink profile growth.
- New content performance and ranking keyword growth.
- Long-term organic visibility improvements across healthcare-related searches.
Campaign Results & Growth Wins
- Traffic growth: Organic traffic increased from 502,704 in August 2023 to 803,510 in January 2026, delivering an impressive 59% growth. Improved keyword targeting, landing page optimisation, technical SEO improvements, and stronger authority signals all contributed to the significant increase in results.
- Keyword rankings: The number of Page 1-3 keyword positions increased from 19,926 to 35,295, while Page 4-10 rankings increased from 53,121 to 120,994. This growth strengthened visibility across highly competitive healthcare and support-related search terms.
- Content performance: As part of the campaign, 210 new pages were created to target additional keyword opportunities and support topical authority. These pages now generate an average of 14,500+ monthly organic visits and rank for 842 targeted keywords to date.
- AI search visibility: AI Overview visibility rose from 1 tracked appearance in March 2025 to 448 appearances in March 2026. This growth was supported through AI-focused content structuring, semantic keyword targeting, schema implementation, and authoritative informational content designed to improve AI visibility.
- Authority and link growth: The campaign secured 260 referring domains through a combination of blogger outreach, healthcare-focused placements, and creative content marketing activity. Backlinks acquired throughout the campaign were strategically placed on DR30+ to DR75+ websites.
- Content marketing impact: Creative content campaigns built around annual charity themes and awareness initiatives further strengthened authority signals through high-quality editorial placements and in-depth storytelling content.
Final Thoughts & Next Steps
The next stage of campaign growth will focus on a deeper strategic approach, with further expansion of content production, increasing data-led keyword opportunities, continuing targeted link building activity, and strengthening AI search optimisation strategies to support even greater visibility across both organic and AI-driven search experiences, including LLMs and AI Overviews.
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