Case Study›Queenstown Medical Centre

Queenstown Medical Centre

Enhancing the SEO for Queenstown Medical Centre with a new website focused on services

March 2025

The Partner

Queenstown Medical Centre (QMC) is a leading healthcare provider in Queenstown, New Zealand. It offers comprehensive medical services to both residents and visitors. QMC provides GP consultations, urgent care, and specialist services such as a travel clinic and skin care services. QMC serves a diverse target market, including local families, professionals, adventure seekers, and tourists needing medical attention while in Queenstown.

Data Story Services

Search Engine OptimisationWebsite Development

234%

YoY increase in impressions for Sexual Health Services

Keywords now ranking in position 1 for the Travel Clinic

Number of ranked keywords for Urgent Care service doubled

The Challenge

QMC wanted to improve organic rankings and visibility for key services, including the Travel Clinic, Skin Clinic, Sexual Health and Urgent Care Clinic. Previously, all services were listed on a single, consolidated services page which reduced the ability of the website to rank well for relevant service-based search queries and reduced the likelihood of attracting targeted organic traffic to the service pages. The current site structure reduced the likelihood of attracting targeted organic traffic to the service pages so we needed to make a clear new structure for Google to crawl.

Our Approach

We hypothesised that restructuring the website with dedicated service pages containing targeted information and booking details would improve organic rankings by making it easier for customers to find helpful information about the services.

SEO Research & Keyword Strategy

We conducted in-depth research to identify key terms potential patients were searching for. We assessed where QMC was already ranking, identified opportunities for improvement, and discovered additional keywords to target.

New Website & Dedicated Service Pages

We designed a clear and user-friendly website structure that included dedicated pages for QMC's core medical services.

Content Optimisation

We developed the content on the service pages to provide clear, helpful information tailored to user needs, ensuring visitors could easily find details on the service, key features and benefits, and clear booking and fees information. We segmented the booking flows by user type (holiday, enrolled, not enrolled) and helped people through a self-service form.

The Results

Overall, the website strategy has improved organic rankings for QMC's key services pages and the website.

The Travel Clinic services page now ranks on page one of Google for four relevant keywords across New Zealand, up from just one page on the first page of search results before the website revamp. We saw a 200% increase in impressions for travel clinic-related searches directly after the new website launched and a 95% improvement YoY (November 2024). The Urgent Care page has more than doubled its ranked keywords, with improved positions for key search terms on the first page, from position 5 to 3. We saw a 125% increase in impressions for urgent care clinic-related searches directly after the new website launched and a 252% improvement YoY (November 2024). Organic search traffic to the QMC website for urgent care-related terms is up 156% YoY (November 2024). The new Sexual Health services page has seen a 219% increase in impressions directly after the new website launched and a 234% improvement YoY (November 2024). The Skin Clinic services page saw a massive 694% increase in impressions directly after launch and a 1337% improvement YoY (November 2024), while now ranking on page 1 for 2 highly relevant search terms. The overall website saw a 116% increase in impressions directly after launch and a 149% improvement YoY (November 2024), with average position of ranked keywords improving 5.2% YoY.

Key Takeaways

Dedicated service pages often outperform a single, consolidated service page

This website project validated our hypothesis that a dedicated service page would outperform a single, consolidated services page in driving organic traffic in this context. By restructuring QMC's site to include individual pages for key services, we saw significant ranking improvements and increased impressions. For example, the Skin Clinic page experienced a 1337% YoY increase in impressions.

Content relevance and keyword strategy are key drivers of SEO success

The results reaffirm that targeted, well-optimised content is essential for making organic ranking improvements. By aligning service pages with user search intent and strategically incorporating helpful content, QMC significantly improved its organic presence. It takes time, research and consistent improvement to ensure that content will drive organic results.