Case Study
IVF & Fertility Clinic Greece

The Objectives

The campaign was designed to strengthen the clinic’s organic presence within the UK market by increasing visibility for high-intent fertility and IVF-related search queries. The primary goal was to attract prospective patients actively researching fertility treatment abroad and drive qualified organic traffic to the clinic’s key treatment and service pages.

A significant focus was placed on positioning the clinic as one of Greece’s leading fertility destinations by enhancing the depth, accuracy and authority of its medical content. This included creating comprehensive, patient-focused resources that addressed every stage of the fertility journey while building confidence through clinically accurate information and clear treatment guidance.

To maximise search visibility, the strategy targeted prominent SERP features, including Featured Snippets, People Also Ask results, AI Overviews and other AI-powered search experiences. By optimising content for both traditional search engines and emerging AI platforms, the campaign aimed to improve click-through rates, increase brand visibility and strengthen the clinic’s presence throughout the patient research journey.

Alongside content development, considerable emphasis was placed on improving the overall user experience. Enhancements to website navigation, internal linking, page structure and content accessibility were implemented to encourage deeper engagement, increase time on site and provide prospective patients with a seamless browsing experience while exploring IVF treatment options in Greece.

A robust technical SEO strategy underpinned the campaign, focusing on improving crawlability, indexation, Core Web Vitals, structured data implementation and overall website performance. In parallel, an authority-building digital PR and link acquisition strategy was executed to secure high-quality backlinks from reputable healthcare, fertility and international medical publications. This helped strengthen the clinic’s domain authority, increase long-term organic visibility and generate a sustainable pipeline of qualified enquiries from intended parents considering IVF treatment in Greece.

What Was Required

The campaign centred on increasing the clinic’s visibility among UK patients actively researching fertility treatment overseas. By targeting high-intent IVF-related search terms, the objective was to attract qualified organic traffic, increase patient enquiries and consultation requests, and position the clinic as a leading provider of fertility treatment in Greece. The strategy also focused on improving rankings for commercially valuable searches, including IVF Greece, IVF abroad, egg donation in Greece and affordable IVF treatment overseas.

The Strategy

• Performed comprehensive keyword research to identify high-value IVF and fertility treatment opportunities, focusing on UK users actively searching for treatment options in Greece.
• Developed a search intent framework covering awareness, consideration, and conversion stages, ensuring the website addressed prospective patients throughout their fertility journey.
• Created and optimised dedicated landing pages for priority treatments, including IVF, Egg Donation, ICSI, Fertility Preservation, Donor Programmes, and IVF in Greece to capture treatment-specific demand.
• Reworked existing medical content to improve clarity, credibility, and patient engagement while ensuring information reflected current fertility practices and answered common patient questions.
• Strengthened the website’s internal linking architecture to improve content discoverability, distribute authority across key pages, and support higher-value conversion paths.
• Deployed advanced structured data across treatment, clinic, physician, FAQ, and educational pages to enhance search engine interpretation and increase eligibility for rich search features.
• Optimised content for modern search experiences, including Featured Snippets, AI-powered search results, People Also Ask, and Answer Engine Optimisation (AEO), helping improve visibility beyond traditional organic rankings.
• Conducted a full technical SEO audit, resolving issues related to crawl efficiency, indexation, duplicate content, Core Web Vitals, broken links, canonical tags, and XML sitemap optimisation.
• Used insights from Google Search Console, Google Analytics 4, and SEMrush to uncover growth opportunities, refine underperforming pages, and prioritise data-driven SEO improvements.
• Continuously tested and refined page titles, meta descriptions, and on-page copy to improve click-through rates and strengthen organic performance across the UK search landscape.
• Implemented an authority-building outreach campaign focused on securing relevant backlinks from trusted healthcare websites, fertility resources, medical publications, and reputable UK-based domains.
• Executed a long-term content marketing strategy centred around IVF success rates, fertility treatment costs, patient guides, donor programmes, treatment comparisons, and educational resources designed to attract highly qualified visitors.
• Enhanced the website for mobile-first performance by improving page speed, usability, accessibility, and user experience across smartphones, tablets, and desktop devices.
• Produced monthly SEO performance reports that monitored keyword growth, organic traffic, technical health, conversion opportunities, and competitive performance to support continuous optimisation.
• Reinforced Google’s E-E-A-T signals by highlighting specialist expertise, medical credentials, clinical experience, trust indicators, and evidence-based fertility information across key landing pages.
• Designed informative visual assets, including fertility treatment diagrams, patient journey illustrations, clinic imagery, success rate graphics, and educational infographics to increase engagement and encourage content sharing.
• Conducted ongoing competitor benchmarking to identify emerging keyword opportunities, content gaps, and market trends within the UK and international fertility landscape.
• Applied Generative Engine Optimisation (GEO) techniques to improve the clinic’s discoverability across AI-powered platforms such as ChatGPT, Google AI Overviews, Gemini, Claude, and Perplexity, helping authoritative fertility content remain visible within evolving search experiences.

The Results

• Increased the number of ranking keywords in the UK by 178%, growing from 213 keywords in April 2025 to 593 keywords by June 2026, substantially expanding the clinic’s organic search presence for high-intent fertility searches.
• Achieved an exceptional 3,471% increase in estimated organic traffic, with monthly organic visits rising from 28 to over 1,000, demonstrating significant growth in visibility across competitive IVF-related search queries.
• Increased the estimated organic traffic value from £0.80 to £883.30, highlighting the commercial value generated through stronger keyword rankings and improved organic performance.
• Secured first-page rankings for highly competitive fertility treatment keywords, including IVF in Greece, Egg Donation Greece, IVF Abroad, and other treatment-specific search terms with strong commercial intent.
• Expanded the clinic’s visibility across Google’s search ecosystem by strengthening rankings for treatment-focused, informational, and destination-based keywords, helping attract prospective international patients researching fertility treatment in Greece.
• Improved overall organic performance through a combination of strategic content optimisation, technical SEO enhancements, structured data implementation, and medically authoritative content aligned with Google’s E-E-A-T principles.
• Reduced dependence on paid acquisition by increasing qualified organic enquiries from patients actively seeking IVF treatment in Greece, creating a more sustainable and cost-effective long-term patient acquisition strategy.