SEO, PPC & Digital PR
MyBreast are the UK’s premier cosmetic surgery group, founded by five leading plastic surgeons, providing the very highest standards and procedures, with lifetime aftercare.
MyBreast offer services for both women and men, from across a number of clinics within the UK. The organisation was founded to offer the credible choice in a confusing and poorly regulated marketplace.
MyBreast approached Screaming Frog after experiencing a large drop in organic sessions and consultations after Google released a Penguin update in 2013, due to work by an external party.
The key objective of the campaign was to recover from the problems impacting the brands visibility, regain organic search visibility, and then sustainability grow organic traffic and consultations again. In particular, the client wanted to focus efforts around the breast augmentation procedure, and highly competitive key phrases with high search volume and opportunity.
The client subsequently also requested our team manage and develop their paid search campaigns, in an effort to consolidate search and PR, and grow our business from the deep knowledge base this would enable. The clients objectives included improving consultations, boosting conversion rates and reducing the CPC.
Our SEO team conducted a review of the Google Penguin decline, and analysed and audited the link profile of the client, before submitting a comprehensive disavow file of any unnatural links.
The technical SEO team also performed an extensive website review, conducting keyword research and gathering valuable data from the paid search team, before carrying out a technical audit and providing full onsite SEO recommendations to improve onsite targeting.
The website content and copy was also reviewed, alongside user data, and subsequently thoroughly improved to help meet user needs, as well as Google’s own emphasis on high quality pages matching ‘EAT’ (Expertise, Authoritativeness, and Trustworthiness) characteristics.
Our content and digital PR team then developed an online marketing strategy, positioning MyBreast as a thought leader, to help build authority, raise brand awareness and gain coverage in key online (and offline) publications to reach their target audience.
The paid search team performed a comprehensive audit of the existing paid search accounts and tracking, before implementing a number of campaign changes to refine keywords, improve targeting of specific clinics, and reduce wasted clicks. An ongoing optimisation model was also introduced, to test new creatives and landing pages, and improve conversion rates. These learnings were then fed back into the SEO campaign, for meta descriptions and on-page copy.
Below is a small selection of mainstream and industry media coverage received from our digital PR.
MyBreast experienced a full Penguin recovery at the next Google update, and over the following year experienced an 38% increase in organic traffic.
The results showed the Screaming Frog SEO strategy was heading in the right direction, and over the following years, the client has more than doubled organic traffic by achieving 1st page rankings for incredibly competitive key phrases, which has led to a significant increase in consultations.
The paid search team also helped reduce cost-per-click, while improving conversion rates and consultations to specific regions and clinics with capacity.
“MyAesthetics Cosmetic Surgery operates in a tightly regulated genre and wants to be presented with the utmost integrity. The Screaming Frog PR team have made it look easy where other agencies have failed. The PR team have produced excellent, well positioned content, that gets coverage. Great job Team Screaming Frog PR, we wouldn't hesitate to recommend you.”
General Manager - MyAestheticsAdrian Baxter
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