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- The Amer Clinic
The Amer Clinic SEO & GEO Case Study: Organic Clicks Up 169% in 15 Months
The Amer Clinic is a medical aesthetics clinic in Kensington, London, founded by plastic surgeon Dr Priyanka Chadha, offering dermal fillers, anti-wrinkle injections, skin boosters, Sculptra, Morpheus8, laser treatments, CoolSculpting Elite and EmSculpt Neo. In central London every treatment query is contested by hundreds of clinics, and in May 2025 the site ranked for just 13 keywords in the UK.
Skyfield Digital built the clinic's organic presence page by page. Between May 2025 and August 2026 monthly organic clicks grew from 130 to 350, impressions from 5,594 to 24,618 and ranking keywords from 13 to 84, while the average Google position improved from 42.8 to 25.1. Organic search is now the clinic's top converting channel, responsible for 46% of consultation bookings, calls and WhatsApp enquiries in the last six months.
At a glance
- Who: The Amer Clinic, a med spa business
- What we did: Concern pages, Treatment, team and pricing pages and Technical foundation and a GEO layer
- What happened: +169% increase in monthly organic clicks (130 to 350), +340% increase in monthly search impressions (5,594 to 24,618), +546% increase in ranking keywords (13 to 84), 25.1 average Google position, improved from 42.8, +31% increase in organic sessions, last 6 months vs prior 6 and 46% share of site conversions from organic search in 15 months
- AI visibility: cited in ChatGPT
The Challenge
When Search Console data begins in May 2025, the Amer Clinic’s site drew 130 organic clicks in the month from 5,594 impressions at an average position of 42.8. Semrush counted 13 ranking keywords in the UK, none of them in the top 10. Concern-level searches such as dull skin, crepey neck, pigmentation and stubborn fat had no dedicated pages, and the treatment pages competed with hundreds of central London clinics for the same terms.
Conversion tracking was already in place for consultation clicks, phone calls, WhatsApp and forms, so the question was never whether the clinic could convert search visitors. It was whether it could get them.
The Strategy
Build the pages the clinic was missing, one per concern and one per treatment, and connect them so authority flows to the terms that book consultations.
- 01
Concern pages
We built a cluster of concern pages covering dull skin, crepey neck and hands, wrinkles, loose and sagging skin, cellulite and body laxity, pigmentation and sun damage, stubborn fat and facial volume loss, each mapping the concern to the treatments the clinic offers and cross-linking to related concerns.
- 02
Treatment, team and pricing pages
We optimized treatment pages such as Sculptra body, BBL HERO, EmSculpt Neo and MOXI along with the team, prices and contact pages. Those pages are now the clinic's top organic landing pages.
- 03
Technical foundation and a GEO layer
We kept the WordPress and Elementor site clean for crawling, resolved old slugs and redirects, extended the clinic's structured data, structured page content for direct answers, and tracked AI assistant referrals as their own channel from June 2026.
The Results
Search Console shows monthly organic clicks rising from 130 in May 2025 to 350 in August 2026 (+169%) and impressions from 5,594 to 24,618 (+340%), with the average Google position improving from 42.8 to 25.1. May to August 2026 was up 67% on clicks and 77% on impressions against the same months of 2025, and the site recorded 2,191 clicks between March and August 2026. In the Semrush UK database ranking keywords grew from 13 to 84, with "emsculpt london" (880 searches a month) on page one and the brand terms at #1.
Organic sessions in GA4 grew 31% in the last six months against the six before (2,439 to 3,205) and 18% year over year, and organic search produced 210 of the clinic's 456 tracked conversions between March and August 2026 (46%): 129 consultation booking clicks, 37 phone calls, 29 WhatsApp enquiries and 15 form and lead events. ChatGPT began contributing enquiries in the same period.
By the numbers: +169% increase in monthly organic clicks (130 to 350), +340% increase in monthly search impressions (5,594 to 24,618), +546% increase in ranking keywords (13 to 84), 25.1 average Google position, improved from 42.8, +31% increase in organic sessions, last 6 months vs prior 6 and 46% share of site conversions from organic search in 15 months.
- +169%Increase in monthly organic clicks (130 to 350)
- +340%Increase in monthly search impressions (5,594 to 24,618)
- +546%Increase in ranking keywords (13 to 84)
- 25.1Average Google position, improved from 42.8
- +31%Increase in organic sessions, last 6 months vs prior 6
- 46%Share of site conversions from organic search
AI search visibility
AI referrals are early but real for the clinic. ChatGPT-attributed enquiries rose from 2 in the six months to February 2026 to 7 between March and August, and the AI Assistant channel that GA4 began tracking in June 2026 has produced 50 sessions and 4 booking and enquiry conversions in its first three months. The site does not yet hold Google AI Overview citations in the Semrush UK database, while the number of its ranking keywords that trigger an AI Overview has grown from 9 to 39, which makes citations the next target.
Key Takeaways
- The playbook: Concern pages, Treatment, team and pricing pages and Technical foundation and a GEO layer, run together as one program instead of separate tactics.
- The headline number: +169% increase in monthly organic clicks (130 to 350) for The Amer Clinic in 15 months.
- Beyond traffic: +340% increase in monthly search impressions (5,594 to 24,618), +546% increase in ranking keywords (13 to 84), 25.1 average Google position, improved from 42.8, +31% increase in organic sessions, last 6 months vs prior 6 and 46% share of site conversions from organic search, the signals that turn visibility into revenue.
- AI search: The Amer Clinic is now cited by ChatGPT, so the brand shows up when buyers ask AI instead of Google.
- Why it matters for you: the same approach applies to any med spa business competing for search and AI visibility.
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