The SEO challenges of entering a saturated market
In this captivating case study, we explore the journey of a newly established hair transplant clinic situated in the esteemed Harley Street, London.
A prestigious location known for housing the UK’s top private clinics, Harley Street presented our client with both exciting opportunities and great challenges.
Our client, a highly experienced hair transplant surgeon, had gained a solid reputation in the industry after decades of dedicated service.
Armed with extensive knowledge and skill, our client had just decided to take the leap of faith by establishing their own hair transplant clinic.
While our client was a seasoned professional in the hair transplant field, venturing into the realm of entrepreneurship and launching a new business was an entirely different undertaking.
Situated amidst the hustle and bustle of Harley Street, our client’s clinic faced a daunting landscape.
With over 5,000 health professionals and more than 20 hair transplant clinics, Harley Street is a thriving hub of medical expertise and aesthetic services.
Our client’s task was clear yet challenging – to gain traction and carve a niche in this highly competitive market.
Even for seasoned professionals like our client, establishing a foothold in this saturated landscape was no easy feat.
To meet this momentous challenge head-on, our client enlisted our digital support to bolster their marketing efforts.
With our expertise in SEO content writing and strategic online campaigns, we embarked on a journey to elevate our client’s brand in the fiercely competitive Harley Street arena.
The importance of personalised content in SEO marketing
As usual, our journey began with thorough competitor landscape analysis and meticulous keyword research.
The initial stages of research led us to two intriguing revelations that shed light on the digital landscape our client was about to navigate.
Firstly, we discovered a striking resemblance between the digital competitive landscape and our client’s real-life competition.
It became evident that the websites dominating the top “hair transplant” keywords were the very same clinics located just a few steps away from our client’s clinic in the prestigious Harley Street.
This revelation sparked an intriguing insight into the world of SEO competition, where your digital adversaries may not necessarily align with your direct competitors in the physical realm.
Let us explain further.
Choosing keywords directly linked to your business, which are known in SEO jargon as “head terms,” does mean pitting yourself against your direct competitors.
For our client, keywords like “hair transplant in London” or “top hair transplant clinic in the UK” were indeed dominated by the well-established clinics in Harley Street.
In fact, these highly-commercial and obvious head terms were incredibly difficult to rank for in the SEO arena.
A smarter approach for a weak website like our client’s was to explore “medium-tailed keywords” – those that strike a balance between being too competitive (like head terms) and not worthwhile in terms of traffic potential (so-called “long-tail keywords”).
The Indian guide from our first case study, targeting keywords such as “European jobs for Indians,” served as a prime example of medium-tailed keywords.
Typically, the market for such keywords is governed by a diverse array of blogs in the relevant industry’s sector.
In our client’s case, one would expect medium-tail keywords such as ‘What hair transplant did Elon Musk get?’ to be predominantly controlled by fashion influencers or company blogs specialising in the broader aesthetic industry.
Contrary to our expectations, the Harley Street clinics had no reservations about generating content on “celebrity hair transplants,” thereby establishing their control over the medium-tailed keyword market as well.
The second revelation stemmed from closely observing our competitors’ content creation strategies.
We noticed a recurring pattern – the content produced by the Harley Street clinics followed a highly personalised format.
Although obviously written by a content writing team or marketing personnel, the blog posts often presented themselves as if the clinic’s Head Surgeon had authored them.
In a surprising twist, this first-person narrative proved successful from an SEO standpoint.
Our analysis revealed that this personalised approach resonated with potential clients seeking hair transplant services.
When considering such a life-changing procedure, clients are eager to ensure the surgeon’s credibility and expertise.
The inclusion of quotes and insights from the Head Surgeon regarding topics like “Elon Musk’s hair transplant” bolstered the clinics’ reputation and trustworthiness.
This revelation opened new avenues of opportunity, leading us to a critical step that some SEO agencies often overlook – truly understanding our client, including their background, their needs, and their unique selling points.
This in-depth knowledge allowed us to tailor our SEO-based marketing strategies to precisely mirror our client’s marketing objectives.
From chance encounter to SEO triumph: The impact of an Arsenal footballer’s hair transplant
We arranged a meeting with the clinic’s Lead Surgeon and owner, engaging in an informal conversation to gain valuable insights.
Our simple question, “tell us everything we need to know about your career,” led to an interesting revelation.
Just a year earlier, the Lead Surgeon had performed a hair transplant on a well-known Arsenal football player during their tenure at a top Harley Street hair transplant clinic.
This revelation sparked our interest, and we swiftly cross-referenced the information with a keyword research test.
The results were remarkable – the associated keyword boasted an easy-difficulty level and a potential traffic volume of over a thousand monthly visits.
It was an SEO goldmine, and we knew we had struck the right chord.
What began as a relaxed chat soon transformed into a detailed interview about the footballer’s hair transplant journey.
Our conversation covered various aspects, from the type of hair transplant the player received and the number of hair grafts to their psychological state during the procedure and the current condition of their hair.
Moreover, this presented an ideal opportunity to address broader questions frequently asked by individuals considering a hair transplant, such as “how old do you need to have a hair transplant?”, “what’s the best hair transplant technique?”, or “how much is a hair transplant?”.
As we published the interview with the Head Surgeon, the results were astounding.
In less than five weeks, the article had soared to the first search engine results page for the targeted keywords, and is currently ranking for more than 50 keywords.
The most impressive feat was the sheer volume of traffic it garnered – with over 1,200 monthly visits, this was a skyrocketing figure for any website, let alone a weaker website like our client’s.
In fact, it surpassed the average traffic generated by similar celebrity hair transplant blog posts published by top hair transplant clinics in Harley Street, tripling their impact.
The digital success soon translated into real-life returns as the clinic began receiving a deluge of online inquiries from readers of the Arsenal footballer article.
Eager to explore the clinic’s hair transplant procedures, these individuals trusted our client’s services for one simple reason – their football idol had chosen the same surgeon.
This case study exemplifies the power of strategic SEO content writing and how leveraging unique opportunities can propel a weaker website to meteoric heights.
By blending meticulous keyword research, insightful interviews, and targeted content creation, we empowered our client to conquer the saturated market of Harley Street and establish themselves as a trusted name in the competitive realm of hair transplant clinics.