Boosted local visibility and increased bookings with smart SEO.
Ear Wax Specialist is a UK-based healthcare provider offering expert ear wax removal services across Birmingham and the West Midlands. Known for its safe, quick, and professional microsuction treatments, the clinic struggled with limited online discoverability, low engagement, and underperforming conversions on Google and mobile devices.
They partnered with iDigitalise Digital Marketing to grow their organic traffic, dominate local search results, and increase the number of online bookings from high-intent users seeking fast relief from ear discomfort.
for Birmingham and West Midlands earwax removal queries
for key local keywords and medical service terms
from Google Maps (GMB) and website booking forms
for mobile speed and experience
from search traffic via location intent
on mobile and desktop across service pages
“ear wax removal near me” search terms
and visibility with local SEO + authority building
We executed a manual, research-driven SEO approach focused on intent-based targeting, medical-grade content, and GMB-first local SEO.
1. Keyword & Local Targeting
Used Keyword Golden Ratio (KGR) to rank for high-intent local terms like “ear wax removal Birmingham.” Built location-specific pages and grouped patient concerns (e.g., “ringing ears,” “ear pressure”) for targeted content.
2. On-Page SEO
Rewrote service/location pages with schema, internal linking (symptom → cause → solution), and structured HTML. Deployed LocalBusiness, MedicalCondition, FAQ, and Review markup.
3. Technical SEO
Improved site speed via media compression, lazy loading, server-side caching, and script deferring. Fixed canonical issues and optimized sitemap/indexation.
4. Conversion Rate Optimization
Added sticky CTAs (“Book Now,” “Call,” “WhatsApp”), GMB-tracked links, booking popups, and tested UI elements to boost engagement.
5. GMB Optimization
Revamped listings with services, geo-tagged images, FAQs, and UTM links. Posted weekly updates and encouraged reviews through automated follow-ups.
6. Local Authority & Backlinks
Secured local backlinks, featured in directories, published expert video snippets, and showcased reviews using schema.
| Device | June 2024 | Jan 2025 | Growth % |
|---|---|---|---|
| Desktop | 956 | 1,133 | +18.5% |
| Mobile | 2,694 | 3,102 | +15.1% |
| Tablet | 131 | 133 | +1.5% |
| Smart TV | 2 | 0 | -100% |
| Total | 3,783 | 4,368 | +15.5% |
| Metric | June 2024 | Jan 2025 | Growth % |
|---|---|---|---|
| Request Directions (GMB) | 161 | 220 | +36.6% |
| Website Visits (GMB) | 377 | 450 | +19.4% |
| Calls via GMB | 131 | 176 | +34.3% |
| Contact Form Leads | 0 | 83 |
| Metric | June 2024 | Jan 2025 | Growth % |
|---|---|---|---|
| Organic | 2,327 | 2,976 | +27.9% |
| Direct | 633 | 748 | +18.2% |
| Paid Campaigns | 711 | 661 | -7.0% |
| Social Media | 14 | 25 | +78.6% |
| Referral | 15 | 29 | +93.3% |
| Others | 87 | 8 | -90.8% |
| Total | 3,783 | 4,368 | +15.5% |
| Metric | June 2024 | Jan 2025 | Growth % |
|---|---|---|---|
| Engagement Rate | 80.16% | 85.38% | +6.5% |
| Avg. Time on Site | 1m38s | 1m02s | – |
| Repeated Visitors | 735 | 614 | -16.4% |
| New Visitors | 3,700 | 4,200 | +13.5% |
| Total | 3,783 | 4,368 | +15.5% |
