Full SEO, GEO & AEO strategy and implementation for modern search in the AI era.
AI citation rate for commercial queries
Ranked SEO performance vs. competition
Healthcare is one of the most competitive and heavily regulated search landscapes in the UK. Patients, referrers and insurers increasingly start their journey online. The organisations that show up first, and most credibly, in both traditional search results and AI-generated answers win the referral.
Practice Plus Group operated in a search environment that was shifting beneath them. Traditional SEO was delivering diminishing returns as Google’s AI Overviews began answering patient queries directly on the results page. Zero-click searches were rising. Competitors were investing heavily in content. And AI answer engines like ChatGPT and Perplexity were becoming a genuine source of healthcare discovery for patients and referrers alike.
The existing digital presence had gaps across several fronts. Content was not structured for AI extraction or citation. E-E-A-T signals were inconsistent. Local SEO lacked the depth needed to compete at individual hospital and clinic level. Technical foundations needed strengthening to support the scale and complexity of a multi-site healthcare provider.
The question was not whether to invest in search. It was whether to keep optimising for yesterday’s version of it, or build a strategy that worked across traditional search, AI discovery and answer engines simultaneously.
We designed and delivered an integrated Search and AI Discovery strategy that treated SEO, GEO and AEO as one connected system. Not three separate workstreams. One strategy, built to perform across every surface where patients, referrers and insurers are now making decisions.
Full organic search strategy covering keyword architecture, content gaps, competitive positioning and ongoing optimisation across all service lines and locations
Structured content for AI citation and extraction. Answer-first formatting, entity coverage, source attribution and trust signals designed to make Practice Plus Group the source AI systems reference when patients ask about treatments, providers and care pathways
FAQ schema, featured snippet targeting and structured data to ensure Practice Plus Group content surfaces in Google’s AI Overviews, People Also Ask and voice search results
Comprehensive content architecture mapped to patient intent across every specialty, treatment and care pathway
Condition guides, treatment pages, patient information content, FAQ hubs and service landing pages. All structured for both human readers and AI extraction
Clinical review processes, author attribution, medical credentials, publication dates and source referencing to build the trust signals that both Google and AI systems require for healthcare content
Title architecture, heading hierarchy, internal linking structure, meta data and content optimisation across hundreds of service and location pages
Site architecture, crawl efficiency, page speed, schema markup, XML sitemaps, canonicalisation and mobile performance for a complex multi-site healthcare platform
MedicalOrganisation, MedicalClinic, Physician, FAQPage and MedicalCondition schema deployed across the site to strengthen how search engines and AI systems understand and reference the content
Individual optimisation for each hospital, surgical centre and treatment centre to capture location-specific patient queries
Optimisation, consistency and ongoing management across all locations to support local visibility and map pack performance
Location-specific landing pages, local treatment guides and regional patient information to support both organic search and AI-generated local recommendations
The Commonwealth War Graves Commission (CWGC) required an organic growth strategy utilising quality content and SEO to accelerate their reach.
With 15 years of hands-on SEO and digital marketing experience, agency director Ash is the driving element behind our digital team. Ashley heads our digital execution team, delivering innovative strategic and tactical marketing initiatives and campaigns; helping propel our clients’ growth and success.
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