How we drove +278% service-related keywords for a Hong Kong ophthalmology clinic

The Challenge

A specialist eye care clinic in Hong Kong was built around a strong belief in preventative eye health. While the medical expertise was clear, the website’s SEO content was not delivering results.

Key challenges included:

• Educational articles failing to gain traction in search
• Low ROI from SEO compared to other marketing channels
• Most pages generating traffic but not converting into consultations

Data from Google Search Console and Google Analytics showed that visibility alone wasn’t the issue — the content was attracting the wrong type of search intent.

Our Strategic Approach

Before conducting traditional keyword research, we analysed the clinic’s full range of services and compared them with real-world search behaviour.

1. Correcting the Intent Mismatch

We identified a significant gap between:

• Keywords the site ranked for
• Keywords potential patients were actively searching

Only 24% of ranking keywords were directly related to the clinic’s services. Much of the content focused on medical conditions (e.g. eye diseases) without clearly connecting them to available treatments or next steps.

This resulted in high informational visibility but low commercial impact.

2. Hybrid SEO Content Strategy

To address this, we introduced a hybrid SEO strategy designed to balance:

• Educational authority (supporting preventative care and trust-building)
• Service-led content (targeting treatment-related queries with clear conversion paths)

Condition-based articles were restructured to:

• Explicitly map symptoms and diagnoses to treatment options
• Introduce services naturally within educational content
• Capture both early-stage research and high-intent consultation searches

This approach improved both brand awareness and lead generation, without sacrificing medical credibility.

The Results

The strategic realignment delivered strong, measurable gains:

• +278% increase in service-related ranking keywords, including high-intent areas such as cataract, macular degeneration, and SMILE
• Monthly organic traffic grew from 721 to 3,628 visitors
• The clinic now receives approximately 20 consultation inquiries per day via the website

Key Takeaway

Educational content alone rarely converts in healthcare SEO. Sustainable growth comes from bridging medical authority with patient intent, ensuring that expertise is clearly connected to actionable solutions.