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Surgeon at Work

Strengthening SEO and local visibility for a leading plastic & cosmetic surgery group in Australia

SEO | Content | PR

Client overview

MINKST is a leading plastic surgery group in Australia, with multiple locations across the country. As the business grew, there was a clear need to strengthen their online presence—particularly at a local level—to ensure each location could be found by the right audience.

They were looking for a more structured SEO approach that would not only improve overall visibility but also support individual clinics in attracting local enquiries. While MINKST already had an established presence, their overall and local visibility for individual clinics wasn’t as strong as it could be, and keyword targeting needed refining to better match how potential patients were searching.
 

There was also an opportunity to build more authority through content and backlinks, as well as to create a clearer, long-term SEO direction.

My approach

I began with a thorough SEO audit to establish a clear baseline and identify opportunities for improvement. From there, the work developed into an ongoing SEO strategy focused on both national visibility and local growth for each clinic:

  • A full SEO audit to identify technical, on-page, and off-page gaps

  • On-page improvements across the WordPress site, including content, internal and external linking and structure

  • Technical adjustments to support performance and indexing

  • Competitor research to better understand the landscape and opportunities

  • Development of a clear, practical SEO roadmap

  • Refining the keyword strategy to target relevant, high-intent search terms

  • Creating and optimising content and FAQ's to support both services and individual locations

  • Planning and writing SEO-driven blog content to expand keyword reach

  • Building a strong backlink profile through relevant sources

  • Researching longer-term PR opportunities to increase authority and brand visibility

 

What MINKST gained: 

  • A clear and practical SEO roadmap, giving structure and direction to their ongoing marketing efforts

  • A refined keyword strategy, ensuring the focus stayed on relevant, high-intent search terms

  • More consistent and higher-quality website content through ongoing blog planning and writing

  • Regular insights and reporting, making it easier to track progress and understand performance

  • A stronger online presence supported by both SEO improvements and identified media opportunities

  • A reliable, well-organised approach to SEO, with steady communication and ongoing support over time

  • A long-term partner who could both guide strategy and implement changes efficiently

Before And After

Key outcomes

  • Keyword visibility increased from 91 to 646 in the top 50 within the first six months

  • Multiple top 1 rankings for high-value, relevant search terms in a competitive medical space

  • Strong improvement in local rankings, helping each clinic location gain more visibility in its area

  • A stronger backlink profile built through industry-relevant sources, including both outreach and PR opportunities

  • Improved technical performance and site structure, supporting better indexing and long-term SEO health

  • Expanded keyword coverage through ongoing blog content and service page optimisation

  • Regular SEO audits and refinements over two years, ensuring the strategy stayed effective and aligned with business goals

We had a great experience working with Annie on our SEO strategy. She helped us develop a clear and practical SEO roadmap, including reviewing and refining our keyword strategy to ensure we were targeting the right search terms.

Annie also supported us with blog writing and content planning, which made a difference in improving the consistency and quality of our website content. She was efficient, organised, and always a great communicator, keeping us informed with regular updates and clear reporting. In addition to SEO strategy and content, Annie proactively identified media opportunities and provided detailed reports on website performance and keyword rankings, which helped us better understand how our efforts were tracking over time.

Overall, Annie was a pleasure to work with and a valuable partner in strengthening our online presence. I would highly recommend her to any business looking for strategic, well-executed SEO support.

Katrina Hartwick - MINKST

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