Moving a specialist physician site onto page one
A credentialed specialist whose treatments are under-known in Pakistan. Medical schema, on-page fixes, a content roadmap and in-body linking took the average position from 13.4 to 7.6 and grew impressions by about 60%.
Results
| Metric | Before | After | Change | Comparison and source |
|---|---|---|---|---|
| Average position | 13.4 | 7.6 | 5.8 places better | Year on yearGSC Performance (web) 29 Jul to 26 Oct 2026 compared with 29 Jul to 26 Oct 2025 |
| Impressions | 298k | 476k | +59.7% | Year on yearGSC Performance (web) 29 Jul to 26 Oct 2026 compared with 29 Jul to 26 Oct 2025 |
| Google Search clicks | 5.03k | 5.77k | +14.7% | Year on yearGSC Performance (web) 29 Jul to 26 Oct 2026 compared with 29 Jul to 26 Oct 2025 |
| Google Search clicks | 10.9k | 12.4k | +13.8% | Last 6 months vs previous 6GSC Performance (web) 28 Apr to 26 Oct 2026 compared with 28 Oct 2025 to 27 Apr 2026 |
| Click-through rate | 0.9% | 1.2% | +0.3 points | Last 6 months vs previous 6GSC Performance (web) 28 Apr to 26 Oct 2026 compared with 28 Oct 2025 to 27 Apr 2026 |
The challenge
Strong, on-topic content and real patient success stories, but no Physician, MedicalProcedure or review markup, hundreds of images without alt text, duplicate pages competing for the same queries, and new cost-focused posts with no links to the treatment pages.
My role
Senior SEO Specialist at Digital Eggheads. I ran the audit and content research, built and deployed the schema, and handled the on-page, cannibalisation and internal linking work.
What I did
- Audit and a 124-opportunity content roadmap in 10 clusters, cross-checked against all 88 existing posts so no new topic would cannibalise an old one.
- Deployed Physician and MedicalClinic schema site-wide, MedicalProcedure and FAQPage per treatment page, and Article author and reviewedBy linked to the physician. Fixed validator errors and re-verified live.
- Wrote alt text for about 404 images through the media library (625 of 646 now described; the rest are decorative). Resolved three cannibalising duplicates with 301 redirects.
- Added 98 in-body links across 16 posts, linking treatment-cost and informational posts to the matching service pages, hyperlinking existing words only.
- Rewrote titles and meta descriptions on two priority posts and verified them live.
Evidence
Limits of this evidence
- On the 6-month comparison, clicks and CTR rose but impressions fell (1.19m to 1.04m) and average position slipped (6.7 to 7.8), so ranking gains show only in the year-on-year view.
- CTR fell from 1.7% to 1.2%, so clicks grew more slowly than impressions. Part of this is consistent with AI Overviews answering informational queries on the results page.
- No GA4 property for this site is available in the account used for this portfolio, so on-site engagement is not shown.
- GSC totals above 1,000 are rounded in the Search Console interface. The 2025 baseline predates the documented work, and the content team also published posts during the period.
- Client name withheld pending publication approval.
Want results like this for your brand?
Send me your website and what you want more of. I will reply with what I see and how I would approach it.
Or write to abdulmoizansari021@gmail.com.