Harbour Radiology.
Harbour Radiology, with 12 Sydney clinics, partnered with Spicy Web to enhance online visibility and drive patient enquiries. They aimed to increase organic traffic, improve keyword rankings, and attract more non-branded referrals. Our strategy resulted in significant growth: key location page clicks increased by 209%, total website traffic rose by 55%, top 3 rankings were achieved for 50+ high-value keywords.
Industries
- Health & Medical
Services
- SEO
- Technical SEO
Key Objectives
Increase Organic Traffic: Boost the number of visitors to the Harbour Radiology website from organic search results.
Improve Keyword Rankings: Optimise the website for high-intent locational keywords for each clinic, such as "Radiology Hoxton Park" while also targeting broader Sydney-wide commercial service queries such as "Bulk-Billed Ultrasound Sydney."
- Drive Patient Enquiries: Convert more site visitors into patients, particularly attracting more non-branded medical referrals.
In less than 6 months, we delivered a 55% increase in website traffic for Harbour Radiology
↑ 55%
Increase in total
website traffic
↑ 48%
Increase in phone call
enquiries from SEO traffic
↑ 269%
Increase in clicks to
key service pages
Our Approach & Strategy
Technical SEO Audit:
- Identified and fixed technical issues from the old website.
- Implemented parent/child page structure, removed duplicate indexing, improved site navigation, and ensured mobile responsiveness.
Keyword Optimisation:
- Identified high-intent keywords related to Harbour Radiology's services.
- Strategically placed keywords in metadata, headers, and content.
- Created service-specific content targeting metropolitan Sydney (e.g., MRI Sydney, Brain MRI).
Content Creation and Optimisation:
- Expanded sub-service content across X-Ray, MRI, and CT.
- Built and optimised 30+ sub-service pages with pricing, appointment information, and calls to action.
- Included content encouraging non-branded referrals.
Data-Driven Improvements:
- Used Google Search Console insights to identify and optimise underperforming keywords.
- Tracked and adjusted click-through rates (CTRs) and meta descriptions.
Key Outcomes
Organic Results:
- Increased total clicks for key service pages by 269%
- Increased total clicks for key location pages by 209%
- Increased total website traffic by 55%
High-Traffic Pages:
- Homepage – clicks increased by 29%
- Patients Information Page – clicks increased by 201%
- Billing Information Page – clicks increased by 107%
Keyword Reach Results (6 months):
- Achieved Top 3 rankings for 50+ high-value keywords, including "bulk billed radiology" and "mri bulk billing sydney"
Conversion Growth (6 months):
- Phone call enquiries increased by 48%, driven by SEO traffic and optimised landing pages
