Physio & Exercise Lab, a physiotherapy and rehabilitation clinic in Perth’s southern suburbs, had limited visibility in organic search and relied heavily on offline referrals. At the start of the campaign, the site was generating just 1,160 organic sessions per month and ranking for only 443 keywords — with just 9 in position #1. The business wasn’t running paid ads, had low online enquiry volume, and faced tough local competition. The challenge was to build long-term search visibility and drive measurable lead growth using SEO alone.
PORTFOLIO
Quintupling traffic with a treatment-specific approach
The Opportunity
Our Approach
We focused on an underserved but commercially valuable opportunity: low-competition, high-intent injury and condition-based keywords. These terms — like “TMJ physio,” “ankle physio,” “osteoporosis physio,” and “groin physio” — had strong local intent but were poorly targeted by competitors.
Key elements of our strategy included:
– Dedicated service pages for individual conditions and injuries, designed to match how people search when looking for treatment
– Local SEO optimisation across suburb-specific queries (e.g. “Attadale physio,” “Melville physio,” “East Fremantle physio”)
– Top-of-funnel content to address common questions around recovery, symptoms, and physio-led treatment — building topical authority
– Internal linking architecture to pass authority from informational blog posts to high-converting service pages
– Selective link building using natural anchors from relevant, trusted sources — no spam or mass outreach involved
The campaign was executed without paid ads and with minimal off-page activity, prioritising content depth and strategic structure.
Results and Impact
– Organic traffic grew from 1,160 to 7,787 sessions/month — a +571% increase
– Key conversion actions rose from 230 to 357/month — a +55% lift in online enquiries
– Keyword footprint expanded from 443 to 5,324 total rankings
– #1 rankings increased from 9 to 120, covering both core services and niche conditions
– Within 11 months, the clinic went from a low-profile player to one of the most visible physiotherapy providers in its region — capturing high-value local traffic across all stages of the patient search journey.
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