SEO Case Study Clinical Witness Reports
Project Overview
Client: Clinical Witness ReportsWebsite: https://clinicalwitnessreports.co.uk/
Industry: Expert Witness Services
Duration: 6+ months
Goals: Increase organic traffic, improve keyword rankings, and boost online enquiries.
Overview
Goals
Increase Organic Traffic: Drive more visitors to the website through organic search.
Improve Keyword Rankings: Achieve higher rankings for targeted keywords related to expert witness services.
Boost Online Enquiries: Increase the number of online enquiries and quote requests.
KPIs
Build a Website: Created an optimised website
Organic Traffic: Measured using Google Analytics.
Keyword Rankings: Monitored through SEMrush and Google Search Console.
Conversions: Tracked online enquiries and quote requests.
Organic traffic increased
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Initial Audit
Website Analysis
Traffic: The website had minimal organic traffic, with most visits coming from direct and referral sources.
Keyword Rankings: The site was not ranking well for relevant keywords in the local area.
On-Page SEO: Missing meta tags, poorly optimised content, and lack of internal linking.
Technical SEO: Slow page load times, no mobile optimisation, and several 404 errors.
Keyword Research
Identify relevant keywords for all services to attract potential clients searching for expert witness services.
Actions:
Conducted extensive keyword research using tools like Google Keyword Planner and SEMrush.
Identified high-traffic, low-competition keywords for each service category, such as “A&E and Trauma Expert Witness,” “Nurse Prescribing Expert Witness,” “CQC and Care Consultants Expert Witness,” “Neurology Expert Witness Services,” and “Midwifery Expert Witness.”
Utilisation of 0-Volume Keywords:
Despite their low or non-existent search volumes, 0-volume keywords are crucial as they are highly specific to our niche services and often reflect the exact terms our potential clients might use.
By strategically incorporating these keywords into our website content, we ensured that we capture niche searches, improving our chances of ranking highly for very specific queries.
These keywords are used in service service pages, blog posts, thereby enhancing the website’s relevance and authority in specialised areas, even if they aren’t reflected in traditional keyword research tools.
On-Page SEO
On-Page SEO
Objective:
Optimise individual service and area pages to improve relevance and visibility in search engine results.
Actions:
Website Creation: Designed and developed a user-friendly, SEO-optimised website with a clean and responsive layout. The site architecture was strategically planned to enhance user experience and search engine crawlability, with clear navigation menus, fast loading times, and mobile-friendly design.
Service Pages: Created detailed service pages and sub service pages for each type of expert witness service, including comprehensive descriptions, benefits, and case studies.
Content Optimisation: Ensured each page had high-quality, informative content tailored to the identified keywords.
Image Optimisation: Compressed images for faster loading times and included alt text with relevant keywords.
Titles and Meta Descriptions: Crafted compelling and keyword-rich titles and meta descriptions for each page to improve click-through rates.
Focus Keywords: Incorporated primary and secondary keywords naturally within the content, headers, and meta tags.
Internal Linking: Established a robust internal linking structure to guide users and search engines through related content on the site.
Blogs: Regularly published blogs providing in-depth information about expert witness services, industry news, and relevant case studies, targeting long-tail keywords and enhancing topical relevance.
Technical SEO
Objective:
Ensure the website is technically sound and accessible to search engines.
Actions:
Sitemap.XML: Created and submitted an updated sitemap to Google Search Console for better indexing.
Robots.txt: Configured the robots.txt file to guide search engine crawlers and prevent indexing of unnecessary pages.
Schema Markup: Implemented schema data on service pages to enhance search results with rich snippets, providing additional information directly on the SERP.
Site Speed Optimisation
Image Compression: Utilised tools like TinyPNG and ImageOptim to compress images without losing quality. Implemented the WebP format for images, offering superior compression.
Browser Caching: Configured browser caching to store frequently accessed files locally on users’ browsers, reducing load times for returning visitors.
Minification: Minified CSS, JavaScript, and HTML files to reduce file size by removing unnecessary spaces, comments, and characters.
Mobile Optimisation
Responsive Design: Ensured the website was fully responsive, adapting seamlessly to different screen sizes and devices.
Mobile-First Indexing: Ensured that the mobile version of the website contained the same content and metadata as the desktop version.
Touch-Friendly Elements: Ensured buttons and links were large enough to be easily tapped on mobile devices, improving usability and reducing bounce rates from mobile users.
Accelerated Mobile Pages (AMP): Considered implementing AMP for faster-loading mobile pages.
Fixing Errors
404 Errors: Conducted a thorough audit using tools like Screaming Frog SEO Spider and Google Search Console to identify and resolve 404 errors.
Redirects: Set up 301 redirects for any permanently moved content to ensure users and search engines are directed to the correct pages.
Custom 404 Page: Designed a custom 404 error page to help retain visitors by suggesting alternative content and including navigation links.
Site Structure Improvements:
Enhanced the site’s architecture to ensure better crawlability and user experience.
- Sitemap:
Updated and submitted an XML sitemap to Google Search Console to facilitate better indexing. - Internal Linking:
Improved internal linking to ensure a logical flow of information and help distribute page authority. - URL Structure:
Standardised and cleaned up the URL structure to make it more readable and SEO-friendly. - Duplicate Content:
Identified and addressed duplicate content issues using canonical tags to indicate the preferred versions of pages to search engines. - Schema Markup:
Implemented schema markup to provide search engines with additional information about the website’s content, enhancing search result appearances.
Off-Page SEO
Build a strong backlink profile to increase domain authority and improve rankings.
Actions:
Backlink Acquisition: Secured backlinks from industry-relevant websites, local business directories, and niche blogs related to expert witness services.
Anchor Text Optimisation: Used varied and natural anchor texts, focusing on primary keywords and branded terms to build a diverse backlink profile.
Content Promotion: Shared high-quality content, including blog posts and service pages, across social media platforms and industry forums to attract organic backlinks.
Analysis of Top Pages
Home Page (clinicalwitnessreports.co.uk)
Optimised for broad keywords like “expert witness services.
Provides an overview of services and links to key service pages.
Includes trust signals like certifications or client testimonials.
A&E and Trauma Expert Witness (clinicalwitnessreports.co.uk/a-and-e-trauma-expert-witness/)
Targets keywords like “A&E expert witness UK.”
Includes detailed information about the role and importance of A&E expert witnesses.
Features qualifications, experience, and typical case studies.
Nurse Prescribing Expert Witness (clinicalwitnessreports.co.uk/nurse-prescribing-expert-witness/)
Optimised for keywords such as “nurse prescribing expert witness London.”
Highlights expertise in medication-related legal cases.
Provides examples of common issues handled.
CQC and Care Consultants Expert Witness (clinicalwitnessreports.co.uk/cqc-care-consultants-expert-witness/)
Targets keywords like “CQC expert witness services.”
Emphasises the importance of expert testimony in care quality cases.
May include relevant qualifications and examples of successful consultations.
Neurology Expert Witness Services (clinicalwitnessreports.co.uk/neurology-expert-witness/)
Focuses on keywords such as “neurology expert witness UK.”
Provides insights into the role of neurology expert witnesses in legal cases.
Details qualifications and experience in neurology-related cases.
Independent Social Worker Expert Witness Services (clinicalwitnessreports.co.uk/independent-social-worker-expert-witness/)
Optimised for “independent social worker expert witness.”
Details the role of social workers as expert witnesses in family and care-related cases.
Includes qualifications, experience, and case studies.
Blogs (https://clinicalwitnessreports.co.uk/blog/):
Targets informational keywords related to expert witness services.
Provides valuable content to attract and engage potential clients.
Supports internal linking strategy.
Objective: Increase local visibility and attract clients by Local SEO.
Actions:
Targeted Content: Created content tailored to the needs and search behaviours of users in each area.
Google My Business: Optimised Google My Business listings for each service area to enhance local SEO efforts.
Results:
Increased Local Traffic: Notable increase in organic traffic from the targeted areas.
Higher Local Rankings: Improved search engine rankings for localised keywords.
Enhanced User Engagement: Higher engagement rates from users in the specific service areas led to increased enquiries and conversions.
Results
Quantitative Data
Traffic Growth:
- Estimated: 2000% increase in organic traffic over 6 months.
Visibility: Improved visibility for service-specific
Conversions:
Conversion Rate Optimisation
Estimated: 500% increase in online enquiries and quote requests.
Improved user engagement metrics (time on site, pages per session).
Google Analytics:
Google Search Console:
Before SEO:
After SEO:
Keyword Rankings: Achieved top 5 positions for primary keywords such as
Keywords | Positions |
Expert Witness Services | 1 |
Nursing Expert Witness | 2 |
A&E and Trauma Expert Witness | 1 |
Nurse Prescribing Expert Witness | 1 |
nursing expert witness services | 1 |
Nurse Practitioner Expert Witness | 4 |
Paramedic Expert Witness | 4 |
hepatobiliary surgery expert witness | 5 |
Neurology Expert Witness Services | 5 |
midwifery expert witness | 6 |
Anaesthesia Expert Witness | 6 |
Colorectal Surgery Expert Witness | 9 |
Quantitative Data
Client Testimonial: “The SEO improvements have significantly boosted our online presence, leading to a noticeable increase in client enquiries. We are extremely satisfied with the results.”
Conclusion
Clinical Witness Reports has significantly improved its online visibility and search engine rankings by executing a comprehensive SEO strategy encompassing keyword research, on-page optimisation, off-page SEO, and technical enhancements. The focus on service and area pages, combined with targeted keywords, has resulted in increased traffic, higher local rankings, and enhanced user engagement, demonstrating the effectiveness of a well-rounded SEO approach.
Lessons Learned
Keyword Relevance: Focusing on local and service-specific keywords proved crucial in attracting targeted traffic and improving conversion rates.
Technical Health: Regular technical audits are essential for maintaining website performance, ensuring fast loading times, mobile optimisation, and overall site security.
Content Quality: High-quality, informative content is key to driving traffic, engagement, and establishing authority in our niche.
Used 0-Volume Keywords: Integrating 0-volume keywords into the website content proved effective in capturing niche, highly specific search queries that are relevant to our audience. These keywords were seamlessly woven into service pages, blog posts, and case studies, helping us rank for specialised searches that might otherwise be overlooked.
Website Creation: Several steps were vital in creating the website:
Planning and Strategy: We began with a clear strategy that outlined the website’s goals, target audience, and content structure.
SEO-Focused Design: The site was designed with SEO in mind, including a clean, responsive layout, fast loading times, and intuitive navigation.
Content Development: High-quality, keyword-optimised content was created for each page, ensuring relevance and engagement.
Technical Setup: We ensured a robust technical foundation, including secure hosting, SSL certification, and regular updates to maintain site health and performance.
Ongoing Optimisation: The website is continuously monitored and updated to reflect new keyword opportunities, content improvements, and technical enhancements.