Medical Aesthetics & Skincare Brand

Search Engine Optimization

Medical Aesthetics & Skincare Brand

Client X, a top Cape Town provider of non-surgical treatments in the medical and aesthetics and skincare industry, boasts state-of-the-art clinics across the Western Cape. Their expert-led services include anti-ageing solutions, skin treatments, and laser hair removal. Client X also bridges in-person treatments with scientifically-backed and international skincare brands. Their mission is to combine clinical precision with aesthetic innovation while delivering personalised care and long-term results.

80.08%

increase in Booking Form Submissions

41.48%

increase in Returning Users

80.33%

improvement in Average Engagement Time

Brief & Objectives

Client X partnered with Ruby Digital with the goal of increasing bookings and qualified leads through a comprehensive SEO strategy that also reinforced the brand’s tone, authority, and future-readiness. Beyond traffic growth, the objective was to strengthen their position in a competitive aesthetics market by aligning SEO best practices with their brand’s clinical language and educational focus.

The campaign aimed to:

Increase intent-based traffic and leads via search
Reinforce trust and authority across service pages
Make the site more discoverable in emerging search formats (e.g. AI summaries)
Encourage repeat patient engagement and loyalty through consistent visibility

Challenges

While Client X had an established brand and clinical reputation, several SEO-specific challenges needed to be addressed:

Limited Non-Branded Visibility

The site was initially over-reliant on branded search terms. Expanding visibility into competitive queries like “Botox Cape Town” or “skin rejuvenation clinic” required targeted content and SERP-featured structuring.

Balancing Brand Voice with SEO

Unlike e-commerce or B2B technical clients, Client X required a nuanced approach to language – SEO copy still had to sound clinical, ethical, and aligned with medical aesthetics guidelines.

Multi-Clinic Presence without Cannibalisation

With several physical locations, optimising for local SEO without overlapping or cannibalising pages was a key technical and strategic consideration.

Future-Proofing for AI Search

Structuring content to be featured in AI-generated summaries or Google’s AI Overviews added complexity. Content had to be clear, authoritative, and semantically rich.

Our Solutions

To meet Client X’s growth and branding goals, Ruby Digital developed an SEO strategy that went beyond keyword stuffing and technical fixes. Key elements included:

Brand-Tone-Aligned Content Optimisation
Every page was reviewed and optimised not just for SEO but to reflect Client X’s authoritative, clinical, and trustworthy tone, balancing search visibility with patient trust.
Blog Development + Internal Linking Structure
New blog content was planned and written with a dual focus: answering common search queries and linking logically to key service pages, boosting topical authority and user flow.
Element Optimisation & Semantic Structuring
Headlines, metadata, and content blocks were adjusted to align with featured snippet opportunities and AI-driven formats, improving future visibility in tools like Google’s SGE.
Technical SEO & UX Enhancements
From improved site structure to mobile usability fixes, Ruby Digital ensured the site’s foundation supported long-term SEO scalability.
Analytics-Driven Iteration
Key conversion events (e.g. bookings, contact form submissions, appointment requests) were monitored in GA4 to guide content and keyword prioritisation based on actual user intent.

Results

Client X saw both immediate and sustained growth following the implementation of the SEO strategy.

Comparing Apr–Jun 2025 vs Aug–Oct 2024:

80.08% increase in Booking Form Submissions
1,450% increase in “Make an Appointment” conversions
168.42% increase in Contact Form Submissions
80.33% increase in average engagement time
41.48% increase in returning users
25.65%increase in total organic events

These results reflect a maturing SEO strategy that didn’t just drive more traffic, but also boosted engagement, repeat visits, and high-intent conversions. With structured content and a strong internal linking framework in place, Client X is also well-positioned to capitalise on AI-powered visibility in the evolving search landscape.

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