Case Study: SEO
Able Hands Rehabilitation: SEO Case Study
A specialist hand therapy clinic wanted to rank higher in search and attract visitors who actually needed its services. Here is what the challenge was, what we did and what came of it.
- SEO and content by an in-house team, never subcontracted
- Keyword strategy built on search intent
- No lock-in on standard services
- No ranking guarantees, just the work that earns them
The client
A clinic built around one specialism
Able Hands Rehabilitation is dedicated to hand rehabilitation. With almost 30 years in the business, the clinic is run by a team of certified hand therapists who specialise in treating hand-related injuries and impairments.
That specialism is the clinic's strength, and it shaped the SEO problem. A general physiotherapy practice competes on broad searches. A hand therapy clinic needs to be found by a much narrower group: people with a specific injury or condition, often referred by a doctor, searching for exactly that kind of care.
The challenge
Visible rankings and relevant traffic
In 2020, Able Hands Rehabilitation brought in Content Writing Square to manage its SEO with the aim of making a visible impact in search results. The clinic wanted higher search engine rankings and, just as importantly, traffic from people likely to become patients, so that more visits turned into enquiries.
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What we did
The plan of action
Because the service is so specialised, identifying keywords with the right search intent came first. Everything else was built on that research.
- Keyword research focused on search intent, to find the searches made by people who need hand therapy rather than general information
- Business profile creation and listing, so the clinic could be found where patients look for local care
- A mix of content assets designed to drive relevant traffic to the site from multiple platforms
The result
What the work achieved
Since partnering with Content Writing Square, Able Hands Rehabilitation has achieved milestone search engine rankings through SEO.
Our record of this project does not include specific ranking positions or traffic figures, so we do not quote any here. If you would like to know more about how the work was structured, ask us on a consultation call.
Lessons
What specialist practices can take from this
For a specialist healthcare provider, the right keywords are rarely the biggest ones. The searches worth winning are the specific ones a prospective patient types once they know what is wrong, or once a doctor has told them what kind of specialist to see. Research that starts from intent, not volume, keeps the work focused on those people.
Listings and content then do different jobs. Business profiles help the clinic appear when someone searches nearby; content assets give search engines and patients a reason to trust that the clinic knows the subject. Neither does much on its own.
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Questions about this case study
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The work began with keyword research focused on search intent, because the clinic's service is highly specialised. It then covered business profile creation and listing, and a mix of content assets designed to bring relevant traffic to the website from more than one platform.
A specialist clinic only benefits from visitors who need that specialism. Ranking for broad health terms can bring traffic that never becomes a patient. Researching intent means targeting the specific searches made by people looking for the treatment the clinic actually provides, which is where enquiries come from.
No. Rankings depend on your competition, location, website and how search engines assess them, none of which any agency controls. We can promise a strategy built on proper research and the work to carry it out, and we will tell you honestly what we think is achievable for your market.
SEO is a medium-term investment. Listings can be set up quickly, but rankings for competitive searches usually build over several months as content is published and the site earns trust. We set expectations on the first call based on your market and current site.
Yes. Our in-house team writes website and blog content for healthcare providers, written so patients can understand it. Medical claims are kept accurate and in line with what the practice actually offers, and the practice reviews content before it is published.
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