The quick numbers
- 556+ monthly organic visitors (from near zero)
- 283 organic keywords ranking (84 in top 3)
- 6 keywords at position 1 for procedure + location terms
- 71 Google AI Overview citations across 20 pages
- DR 31 with 325 referring domains
- 4 Perplexity citations and 1 ChatGPT web citation
The situation
Doctor Nir runs Palms Wellington Plastic Surgery in Wellington, Florida. The practice had strong clinical credentials, board certification, and years of experience. But online, none of that mattered. The website had minimal content, no keyword strategy, and organic traffic was limited to people who already knew the doctor's name.
Local procedure keywords like "morpheus8 west palm beach" and "breast augmentation wellington fl" were dominated by competitors with bigger content footprints and stronger backlink profiles. In the YMYL medical niche, Google is particularly cautious about which sites it ranks.
What we did
- Built the entire content engine from scratch: 10 SEO blog posts per month targeting local and procedure keywords
- Implemented comprehensive schema markup including MedicalBusiness, Physician, and MedicalProcedure types
- Established E-E-A-T signals with author attribution, medical credentials, and review processes
- Built a steady stream of backlinks from healthcare and local wellness publications
- Created individual service pages for every procedure, each with unique content targeting specific keyword clusters
- Optimised Google Business Profile with photos, services, and review management
The results
The growth was fast by healthcare SEO standards because we attacked content and links simultaneously rather than sequentially.
Top ranking keywords:
| Keyword | Position | Monthly Volume |
|---|---|---|
| morpheus8 west palm beach | #1 | 200 |
| natural looking boob job | #1 | 700 |
| mommy makeover west palm beach | #1 | 40 |
| breast augmentation wellington fl | #1 | 30 |
| coolsculpting west palm beach | #3 | 500 |
| plastic surgeon wellington fl | #5 | 70 |
The AI visibility results were a bonus we did not originally target. The combination of schema markup, E-E-A-T compliance, and structured medical content made the site eligible for Google AI Overview citations. 71 citations across 20 pages is significant for a single-location practice.
The business impact
In plastic surgery, average procedure values range from $5,000 for non-surgical treatments to $15,000+ for surgical procedures. With 556+ monthly organic visitors and the high-intent nature of procedure-specific search traffic, we estimate a conversion rate of 3-5% for consultation bookings.
That translates to roughly 17-28 consultation requests per month from organic search. With a typical 40% consultation-to-surgery close rate, the estimated monthly revenue from SEO is between $34,000 and $168,000 depending on the procedure mix.
What made this work
Three things came together. First, the content strategy was built around keyword clusters, not random topics. Every blog post supported a service page, and every service page targeted a specific procedure + location combination.
Second, the schema markup gave Google structured signals about the medical context. MedicalBusiness, Physician, and MedicalProcedure schemas are specific to healthcare, and most practices do not use them.
Third, the E-E-A-T foundation was solid from day one. Doctor credentials on every page, medical review processes documented, citations to peer-reviewed sources. This is what YMYL SEO requires, and cutting corners here would have made the entire campaign fail.
See the full technical case study for the complete keyword list, AI citation data, and content strategy breakdown.