Background

PhysioX is a physiotherapy clinic in Singapore, focusing on personalised patient care. The team consists of six therapists, each with an average of 12 years of experience, and at least six years working in major restructured hospitals.

The clinic’s approach emphasises understanding the root cause of pain and taking comprehensive measures to treat it, rather than merely providing temporary relief.

Emphasising education, the therapists at PhysioX aim to empower patients with the knowledge and tools to prevent future recurrences of their issues. Since starting operations in February 2018, the clinic has been in a growth phase, aiming to extend its services to a broader patient base.

Currently, there are 3 PhysioX branches located around Singapore located at Bukit Timah, Orchard Road and Paya Lebar.

Our Approach

1. Migrating to a superior content management
system (CMS)

Prior to Brew, PhysioX’s website was hosted on a platform which lacked features and plugins needed to optimise its SEO performance. This is why we chose to migrate PhysioX’s website to WordPress instead.

Revamping the site’s layout allows us to convey a sense of professionalism and competence which inspires confidence in potential patients. This is especially important given the nature of PhysioX’s industry and the range of services offered.

We also ensured that the “BOOK NOW” call-to-action button is always visible which makes it easy for potential clients to schedule sessions.

2. Fixed PhysioX’s website’s HTML headers and metadata

Properly structured HTML headers guide search engines in understanding the content hierarchy, while optimised metadata provides concise information about the page’s content.

Together, these elements contribute to a more accurate indexing by search engines, leading to improved visibility and higher rankings in search results.

Before we implemented our fixes, PhysioX’s HTML headers did not incorporate relevant keywords such as “physiotherapy”, “physiotherapy clinic” or “physio”.

HTML headers are important for SEO as they establish the content hierarchy, helping search engines understand the structure and relevance of a webpage’s content. Incorporating keywords into headers emphasises their significance, aiding in better ranking for those terms.

Headers also enhance user experience by making content more navigable, indirectly influencing SEO through improved user metrics.

Finally, they play a role in ensuring content accessibility and optimising for mobile browsing, factors that search engines value in their ranking algorithms.

HTML headers are important for SEO as they establish the content hierarchy, helping search engines understand the structure and relevance of a webpage’s content. Incorporating keywords into headers emphasises their significance, aiding in better ranking for those terms.

Headers also enhance user experience by making content more navigable, indirectly influencing SEO through improved user metrics.

3. Provided quality, SEO-friendly copy for PhysioX’s web page

To further improve PhysioX’s presence, we revamped all of the existing copy on their website. This included correcting grammatical errors and ensuring that the copy is professional, easily understood and readable.

At the same time, we also incorporated keywords that are relevant to PhysioX’s variety of services. Doing this would make it easier for potential customers to find the clinic.

Keywords that we made sure to include were: physiotherapy, physiotherapy clinic in Singapore, and physiotherapist among others.

4. Created engaging SEO articles

We aimed to boost PhysioX’s searchability by writing SEO articles that included specific keywords and phrases that potential customers are likely to use when searching online.

Optimising content with these keywords helps PhysioX rank higher in search engine results pages (SERPs), leading to increased visibility. This attracts more organic traffic, which is not only higher in volume but often more targeted, as these users are actively searching for information, products, or services related to the keywords.

Well written articles can also increase the user’s time spent on the PhysioX’s site which improves engagement. To ensure the quality and authenticity of our articles, we made sure to employ specialised medical copywriters.

Secondly, SEO articles contribute to building a site’s authority and credibility within its industry. By providing valuable, well-researched content that addresses the needs and questions of the target audience, a site can establish itself as an expert in its field.

This not only fosters trust with readers but can lead to higher-quality backlinks from other reputable sites. Such backlinks are vital in enhancing a site’s SEO, further boosting its ranking in search results.

5. Build Quality Backlinks

Starting out, PhysioX’s website had a very low domain rating (DR). A low domain rating affects a site’s ability to rank higher for related search results.

To improve we started by building quality backlinks in the form of business profiles, article sharing, guest posts, and link insertions with the right anchors (brand, topical, exact match and generic), based on PhysioX’s competition.

This would ensure that the website’s backlinks would appear natural and thus not get penalised by Google.

Over a period of 1 year, Brew managed to significantly grow PhysioX’s backlinks.