Case study: Digital marketing to get AFC off on the right foot 🦶

Image of Advance Foot Clinic overlaid with the text '1,278% more visitors'
Case study: Digital marketing to get AFC off on the right foot 🦶
Time to read: 6 minutes

Advance Foot Clinic is one of our favourite success stories when it comes to the exciting combo of SEO with Google Ads.

Advance Foot Clinic started with us back at the beginning of 2022. At the time, SEO was their only focus.

By October 2024, they’d add Google Ads into the mix, bump up their SEO retainer, and find themselves reaping the rewards of a new website.

We’re jumping ahead of ourselves, but to cut to the chase… In October of 2022, AFC saw 766 active monthly users from organic search. Just two years later? They saw 10,560 users. That’s a 1,278.59% increase in visitors — just from SEO alone.

As for Google Ads? We’ve seen a 57.45% increase in active users, from 282 users to 444 in September of 2024.

Want to see how we did it? Read on 👇

The right footings: a new website 🦶

We built a new website for Advance Foot Clinic. This was key to improving user experience and functionality throughout the site, which of course, goes hand in hand with increased conversions, engagement and traffic to the website. Our design team took a user-first approach to the new website. And this created an amazing launchpad for our SEO team to build on with new content. Not only that, but it meant the traffic the SEO team sent to the new website had the best chance of converting.

The result 🔺

Their primary goal has always been getting in-person visits. This is tracked through PracSuite which allows us to see how many bookings are made in a month.

In September 2023, AFC saw 67 organic search conversions and 21 Google Ads conversions. In September 2024, AFC saw 75 organic search conversions and 36 Google Ads conversions.

And currently, looking at the trend of overall conversions from the past year, there’s a steady trend upwards — which we love to see.

September 2023

67
organic conversions
  •  

September 2024

75
organic conversions
  •  
IMPROVED

September 2023

21
Google Ads conversions
  •  

September 2024

36
Google Ads conversions
  •  
IMPROVED

Our SEO put its best foot forward 👠

Content

We started by finding the best keywords for Advance Foot Clinic and mapping them to their existent and non-existent pages.

With these in mind, we optimised existing pages — ensuring they targeted the right keywords, covered the right topics, and were set up in a search engine-friendly way.

For those missing pages, we created rich, keyword-optimised service pages from scratch.

We did these starting with their most important services and treatment pages and optimised them toward searchers with commercial intent. This is a technique we use across most of our SEO clients, ensuring we’re getting the kind of traffic our clients want as soon as we possibly can.

Thanks to the Advance Foot Clinic team’s collaboration, we’ve been able to strategically work through the most important pages in line with their business goals, to get them the best results possible.

Next up, we’ll optimise the overarching Treatment page and its corresponding Condition pages. Basically, we’re working on making sure that the content is the most helpful it can be for searchers and encourages them to book with the clinic.

Linking 🔗

Advance Foot Clinic has a larger site with lots of content. So, a super important element of our ongoing SEO strategy was to implement a strong internal linking architecture.

Specifically, implementing internal links between the Conditions pages and their respective Service or Treatment pages. Not only does this enhance the user journey throughout the site, but it accurately tells Google what content is linked together, and in which order those pages take precedence. This helps Google understand and index the content on the site.

Technical health

With ongoing updates with content optimisations and new pages, we’re constantly tinkering with the website. And no matter how experienced you are in SEO or with websites: with web updates comes the need for small technical fixes.

So, we’re constantly checking the technical health of the website. This means that users can have a seamless experience and Google favours the site in the search engine results pages (SERPs). 

We consistently check for technical fixes and areas for optimisation, including things like broken links, the site speed, Google Search Console fixes or error validations, index bloat audits (culling useless pages where we can), and core web vital optimisations.

Basically, we’re making sure the site loads fast, correctly, and offers a really good experience.

The result 🔺

New keywords

Advance Foot Clinic has seen 8,100 new keywords attached to their site over the past two years. What’s even better is that 175 of those keywords now sit in the coveted top three spots in the SERPs. Using a strategic content optimisation plan, we began by optimising all of Advance Foot Clinic’s location pages. We did it this way because getting those bookings for each clinic was the priority. These optimisations meant that all five clinics are now consistently in the top 3 positions for their primary keyword. 1. Arana Hills location page: 2nd position for ‘podiatrist arana hills’ 2. Bellbowrie location page: 1st position for ‘podiatrist bellbowrie’ 3. Chermside location page: 3rd position for ‘podiatrist chermside’ 4. The Gap location page: 2nd position for ‘podiatrist the gap’ How good is that?
Keywords
0 K

September 2022

Keywords
0

October 2024

Increased DR

The consistent SEO efforts, matched with our focus on obtaining high-quality, relevant backlinks to the website with high-quality content, have meant AFC’s domain rating has increased from 7 to 28 over the past two years.

DR
0

September 2022

DR
0

October 2024

Traffic growth

Advanced Foot Clinic’s predictive organic traffic (how much traffic they’re predicted to receive as a result of their rankings) has increased by 8,000 visitors per month and their traffic value has increased by $2.7k, now sitting at $2.8K — a result we’re absolutely stoked with.

And generally, they're just showing up loads more on the SERPs

Advance Foot Clinic is taking up loads of space on the search engine results pages (SERPs).

When we compare September 2023 to September 2024, Advance Foot Clinic has seen a 111.86% increase in total clicks, moving from 3.87k to 8.2k. 

Their total impressions have increased by 54%

That’s a pretty drastic jump from 483k monthly impressions to 744k in one year

Both of these metrics indicate a significant increase in keywords mapped to the site and shows that Advance Foot Clinic is seen more frequently in the SERPs. 

We’re also seeing that the website is showing up in front of higher-intent users — the kind who are more likely to click through to the website.

October 2022

766
visitors
  •  

September 2024

10,560
visitors
  •  
IMPROVED

Google Ads

On the Google Ads side of things, we wanted to use these paid ads to nab more traffic for a lower investment (the dream).

We did this by refining the targeted keywords — ensuring we were getting the very most from each day’s budget. We also reallocated the budget throughout the account, driving more conversions for a lower price.

As we gained more data, we continued expanding our negative keywords (the sort that weren’t bringing in the right traffic or conversions) to improve the relevancy of each click. This helped us boost conversions.

Bidding optimisation played a large part, too. We wanted to find the right balance of keywords, ad scheduling, locations, and device types so we could get the most conversions for the best price within the budget we had allocated.

October 2022

282
visitors
  •  

September 2024

444
visitors
  •  
IMPROVED

The result 🔺

Saving on every conversion

Year-on-year (comparing December 2024 to December 2023), their cost per conversion fell by 17%.

More conversions

Not only did their Google Ads conversions get cheaper, but they increased by 139%.

More clicks, for less

Their click-through rate (CTR) — so how often people clicked on the ads they saw — increased by 16%. Their cost-per-click fell by 12%, and their clicks increased by a total of 125%. In summary, they got more clicks from Google Ads and paid less for them. What a win.

Need a hand with your digital marketing? We’d love to chat with you about what we can do for your business 👋

laura english
AUTHOR

Laura English

Head of SEO & Copywriting

Laura English is the Head of SEO and Copywriting at Excite Media. She has worked in the SEO and communications industries since 2015 across copywriting, content marketing, SEO, public relations, and journalism. She holds a Bachelor of Journalism, minoring in Creative Writing. Laura is a big fan of the written word and loves combining creative writing with the persuasive.

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