As a nationally recognised cancer treatment and research organisation, this healthcare brand already had already established a strong visibility across a wide range of service-led and informational search terms. However, with increasing competition across healthcare SERPs and the development of large language models (LLMs), there was a clear opportunity to elevate organic performance through targeted technical SEO improvements and a scalable link building strategy.
Aligned with our client’s goals, our team designed a campaign focused on improving visibility across high-intent cancer care search terms, strengthening authority signals, and driving sustainable organic growth through a combination of on-page optimisation and high-quality backlink acquisition.
Case Study Overview
- The campaign ran from February 2023 to June 2025 with an annual investment of £36,000.
- Organic traffic increased from 334,308 to 672,780, delivering 101% growth.
- Page 1-3 keyword rankings increased from 10,119 to 22,496, representing 122% growth.
- Page 4-10 keyword rankings increased from 28,312 to 51,595, marking an 82% uplift.
- 395 referring domains were secured through strategic blogger outreach and link building activity.
- Technical SEO improvements helped strengthen crawlability, UX, and keyword targeting across core service pages.
Driving Stronger Organic Visibility Across Competitive Healthcare Searches
Some pages required stronger keyword alignment, while others needed technical and structural improvements to better support user experience and organic visibility. After completing a full backlink profile review, our team identified opportunities to strengthen the website’s authority through further backlink expansion, helping the brand compete more effectively across highly competitive healthcare search results.
The strategy combined technical SEO enhancements with a scalable blogger outreach campaign designed to improve authority signals and increase keyword positioning across core informational pages.
Campaign Objectives
- Improve rankings for high-value cancer treatment and healthcare keywords.
- Increase organic traffic across key landing pages.
- Strengthen technical SEO performance and page experience signals.
- Improve internal linking and keyword targeting across existing content.
- Increase referring domains through high-quality link building activity.
- Build stronger authority signals across competitive healthcare SERPs.
- Support long-term organic growth through scalable SEO activity.
Key Performance Indicators
- Organic traffic growth across target pages.
- Improvements in page 1-3 and page 4-10 keyword rankings.
- Referring domain acquisition and backlink quality.
- Visibility improvements across competitive healthcare search terms.
- Growth in authority and organic search presence over time.
Campaign Results & Growth Wins
- Organic traffic growth: Organic traffic increased significantly from 334,308 in February 2023 to 672,780 in June 2025, delivering 101% growth over the course of the campaign. Improved technical optimisation, stronger keyword targeting, and increased authority all contributed to the uplift.
- Keyword ranking improvements: The number of page 1-3 keyword positions increased from 10,119 to 22,496, representing 122% growth. Meanwhile, page 4-10 rankings increased from 28,312 to 51,595, helping strengthen overall visibility across highly competitive healthcare search terms.
- Authority growth through Link Building: The campaign successfully secured 395 referring domains through targeted blogger outreach campaigns across healthcare, business, news, and family-focused websites. Acquired backlinks were strategically placed on DR30+ to DR75+ websites, helping strengthen domain authority and improve ranking potential across priority pages.
- Technical SEO impact: On-page SEO improvements helped improve page structure, keyword mapping, internal linking, UX, and page speed performance. These updates supported stronger search intent alignment while improving crawlability and user engagement across key landing pages.
Long-Term Impact & Future Growth
Combining technical SEO improvements with a sustained link building strategy, meant the campaign significantly strengthened the organisation’s organic visibility, authority, and search performance in both organic, LLM and AI search results.
With continued growth across keyword rankings, traffic, and backlink acquisition, the campaign has established a strong foundation for ongoing SEO and AI SEO success within highly competitive healthcare search environments.
Future activity will focus on expanding authority further through continued link building, refining on-page optimisation opportunities, and identifying new keyword growth areas which support long-term visibility and changing search behaviours.
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