Specialist Health Clinic
SEO Case Study
Nine page-one rankings covering 27,000 monthly searches
A year ago, our client, a hormone and thyroid health clinic, ranked on page one for just one of its 40 target keywords. Today it ranks on page one for nine, covering more than 27,000 searches a month.
At a glance (Oct 2025 to Oct 2026)
# 81 → # 5
"elevated cortisol symptoms" Google ranking on page one
1→ 9
Ranked keywords on page one
27,000 +
monthly searches now reached from page one
The client
Our client is a health clinic focused on hormones, thyroid health and cortisol.
The challenge
People researching cortisol, thyroid and hormone problems search in huge numbers, but the clinic barely showed up. Half of its 40 target terms didn’t appear in Google’s top 100, and nearly all the rest sat on pages 3 to 9. Only “thyroid specialist” made page one.
What we did
Content library
wrote and published in-depth articles on cortisol, thyroid and hormone health, then re-optimised the top performers.
Expert authorship
added an industry expert author to blog posts, strengthening trust signals for health content.
Schema markup
added FAQ schema and updated the site's structured data.
Keyword clean-up
analysed non-ranking keywords and fixed cannibalisation between competing pages.
New and improved pages
built a cortisol testing page, optimised other new pages and rewrote meta tags on low click-through pages.
The results
| Search term | Searches/month | Google rank (Oct 2025) | Google rank (Oct 2026) |
|---|---|---|---|
| how to lower cortisol | 8,000 | #33 | #7 |
| elevated cortisol symptoms | 6,600 | #81 | #5 |
| hormonal imbalance | 4,400 | #85 | #7 |
| tft blood test | 4,400 | Not in top 100 | #5 |
| how to reduce cortisol | 3,600 | #59 | #10 |
| supplements to reduce cortisol | 80 | #22 | #5 |
| cortisol supplement | 30 | #47 | #6 |
The clinic also now ranks #1 for “naturopath for thyroid” and #4 for “cortisol supplement Australia”, terms it began targeting during the year.
Why it worked
People researching their health want clear answers they can trust. Expert-authored articles that answer the exact questions people search for gave Google good reason to rank the clinic for them.
What it means for the clinic
People looking for answers about cortisol and thyroid health now find the clinic on page one, at the moment they are deciding where to get help.
More Clicks from Google, Week After Week
Weekly clicks from Google search (Search Console), October 2025 to October 2026.
