PhysioX
At a Glance
SEO
SEO
271%
50%
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.
The Challenge
PhysioX has stated that they have issues with:
Getting new leads for patients
Increasing awareness for new patients
Standing out amidst the stronger players
who has the ability to place ads
They also are not able to turn to Google Search Ads as the CPC for keywords relevant to
PhysioX’s services are quite pricey.
With that in mind, we decided to tackle issues related to PhysioX’s web design and web copy while also shoring up its SEO to improve the
flow of organic traffic.
By helping them rank on the first page of
Google SERP for relevant keywords, this would
help PhysioX get new leads and increase awareness of their services while standing out
from their competitors.
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.
Results
271% increase in organic traffic
Through our efforts, we managed to bring about a major increase in organic traffic to the PhysioX website. This would serve to boost the clinic’s online presence and help to attract more potential clients.
More than 180% increase in total
clicks & impressions
The fixes Brew introduced brought about a major increase in total clicks and impressions on PhysioX’s website.
Clicks refer to the number of times users have clicked on a link, advertisement, or element on a website. They are vital because they indicate direct engagement and interest from visitors.
Higher clicks indicate a greater level of engagement and interest in your content, products, or services. An increase in PhysioX’s total clicks indicates higher conversion rates and sales as viewers are actively interacting with what’s offered on the site.
When comparing the same quarters in 2022 and 2023, we can see that PhysioX is enjoying a much higher level of engagement.
206% increase in total clicks
Impressions measure how often a webpage, advertisement, or link is viewed, whether or not it’s clicked. This metric provides insight into the visibility and reach of content, helping businesses understand how often their content is being seen.
Higher impressions mean that PhysioX is reaching out to more people and expanding its presence. This contributes to increased brand awareness and credibility.
Comparing the same quarters in 2022 and 2023, shows us that PhysioX is reaching a much larger audience.
All of which indicates that Brew has enabled PhysioX to:
Increase the number of leads they receive
Increasing awareness for new patients
Reach out to a significantly larger number of potential customers
Stand out from their competitors
All of which indicates that Brew has enabled PhysioX to:
Increase the number of leads they receive
Increasing awareness for new patients
Reach out to a significantly larger number of potential customers
Stand out from their competitors
181% increase in total impressions
Reached the 1st page of Google SERP
The fixes we implemented allowed PhysioX to rank on the 1st page of Google SERP for a number of highly competitive keywords.
These were:
Sports physiotherapy Sports physiotherapist Physiotherapist Physio clinic Singapore Physio clinicRanking on the 1st page of Google
SERP significantly boosts visibility, as most users don’t venture past the first page of search results.
This prime positioning leads to increased clicks and traffic to the PhysioX website, connecting with users actively seeking related services.
Ultimately, this prominent ranking helps in converting more visitors into patients, enhancing the clinic’s growth and reputation.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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