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McKeown Medical SEO & GEO Case Study: Organic Clicks Up 122% in 15 Months
McKeown Medical is Dr Darren McKeown's aesthetic medicine clinic on Bath Street in Glasgow, offering surgical procedures such as facelifts, blepharoplasty and breast surgery alongside injectables, laser and skin treatments and women's health consultations. Patients research for weeks before booking, comparing surgeons, treatments and prices across Glasgow and the wider UK.
Skyfield Digital took on search for the clinic in spring 2025. Between May 2025 and August 2026 monthly organic clicks grew from 4,843 to 10,738, the site's average Google position improved from 36.4 to 12.4, and top 3 rankings in the UK grew from 70 to 219. Of the 262 keywords tracked for the clinic, 116 sit in the top 3 and 206 on page one, and ChatGPT referrals grew 85% in the last six months.
At a glance
- Who: McKeown Medical, a med spa business
- What we did: Treatment and surgery pages rebuilt for search, Glasgow expansion and Editorial content and a GEO layer
- What happened: +122% increase in monthly organic clicks (4,843 to 10,738), 12.4 average Google position, improved from 36.4, +213% increase in top 3 rankings (70 to 219), 206 tracked keywords on page one (of 262), +85% increase in visits from ChatGPT (615 to 1,138) and 104 google AI Overview citations, up from 22 in 15 months
- AI visibility: cited in ChatGPT, Google Gemini, Google AI Overviews and Claude
The Challenge
In May 2025 the clinic’s site earned 4,843 organic clicks from 429,114 impressions, a 1.1% click-through rate, at an average Google position of 36. Treatment and surgery pages were ranking, but on page three and four, and high-volume terms such as “blepharoplasty” (390 searches a month), “botox” and “brow lift” were outside the top 100 as late as March 2026. AI engines were beginning to answer treatment questions directly, and the site was cited in only 22 AI Overviews.
The clinic’s analytics also tracked a dozen overlapping enquiry events, which made it hard to see which pages produced consultations, and there was no separate view of visitors arriving from ChatGPT and other assistants.
The Strategy
Own Glasgow first, then the treatment terms that travel: one authoritative page per procedure, a Glasgow cluster for every service, and answer-first content that AI engines can cite.
- 01
Treatment and surgery pages rebuilt for search
We optimized the pages for upper eye lift surgery, breast uplift, breast reduction, facial fillers, the Quantum Lift and the deep plane face and neck lift with clear structure, pricing signals and internal links, aligning each one to the queries patients actually use. Those pages are now among the clinic's top converting organic landing pages.
- 02
Glasgow expansion
We built out a Glasgow cluster across the treatment list, so that blepharoplasty glasgow, breast augmentation glasgow, acne scars glasgow, cheek filler glasgow, brow lift glasgow and advanced menopause consultations glasgow all rank #1.
- 03
Editorial content and a GEO layer
We published patient-question content such as what Ozempic face is and how to treat it, structured pages with direct answers and consistent clinician credentials, and tracked AI Overview citations and AI assistant referrals every month.
The Results
Search Console clicks rose from 4,843 in May 2025 to 10,738 in August 2026, with 65,213 clicks recorded between March and August 2026, and May to August 2026 was up 22% on clicks and 29% on impressions against the same months of 2025. The average Google position across all queries moved from 36.4 to 12.4. In the Semrush UK database top 3 rankings grew from 70 to 219 and page one rankings from 289 to 637. Among the 262 keywords tracked, "blepharoplasty" went from outside the top 100 to #3, "botox near me" from #24 to #6, "brow lift" from outside the top 100 to #9 and "botox" to #13 between March and August 2026, while 116 keywords now sit in the top 3 and 206 on page one, including #1 for a long list of Glasgow treatment terms, from blepharoplasty glasgow to breast augmentation glasgow.
Organic sessions between March and August 2026 were up 60% on the same period of 2025, and organic search produced 984 tracked enquiry events in those six months, including consultation forms, email and phone captures. On the AI side, ChatGPT referrals grew from 615 to 1,138 sessions period over period and Google AI Overview citations went from 22 to 104.
By the numbers: +122% increase in monthly organic clicks (4,843 to 10,738), 12.4 average Google position, improved from 36.4, +213% increase in top 3 rankings (70 to 219), 206 tracked keywords on page one (of 262), +85% increase in visits from ChatGPT (615 to 1,138) and 104 google AI Overview citations, up from 22 in 15 months.
- +122%Increase in monthly organic clicks (4,843 to 10,738)
- 12.4Average Google position, improved from 36.4
- +213%Increase in top 3 rankings (70 to 219)
- 206Tracked keywords on page one (of 262)
- +85%Increase in visits from ChatGPT (615 to 1,138)
- 104Google AI Overview citations, up from 22
AI search visibility
ChatGPT is now the clinic's largest referral source outside Google and direct traffic: 1,138 sessions between March and August 2026 against 615 in the prior six months, and 199 sessions in August alone against 85 in September 2025. Google AI Overviews cite drdarrenmckeown.com for 104 queries in the Semrush UK database (peaking at 139 in July), up from 22 in May 2025, and appear on more than 2,000 of the keywords the site ranks for. Gemini and Claude referrals are small but growing.
Key Takeaways
- The playbook: Treatment and surgery pages rebuilt for search, Glasgow expansion and Editorial content and a GEO layer, run together as one program instead of separate tactics.
- The headline number: +122% increase in monthly organic clicks (4,843 to 10,738) for McKeown Medical in 15 months.
- Beyond traffic: 12.4 average Google position, improved from 36.4, +213% increase in top 3 rankings (70 to 219), 206 tracked keywords on page one (of 262), +85% increase in visits from ChatGPT (615 to 1,138) and 104 google AI Overview citations, up from 22, the signals that turn visibility into revenue.
- AI search: McKeown Medical is now cited by ChatGPT, Google Gemini, Google AI Overviews and Claude, 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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