Enhancing the SEO for Queenstown Medical Centre with a new website focused on services

How a strategic website redesign and creation of SEO-focused service pages significantly improved QMC’s website organic rankings.

The PARTNER

Queenstown Medical Centre (QMC) is a leading healthcare provider in Queenstown, New Zealand. It offers comprehensive medical services to both residents and visitors. QMC provides GP consultations, urgent care, and specialist services such as a travel clinic and skin care services. QMC serves a diverse target market, including local families, professionals, adventure seekers, and tourists needing medical attention while in Queenstown.

Data Story Services

Search Engine Optimisation

Website Development

Quick WINS

234

The YoY percentage increase in impressions for Sexual Health Services

4

Keywords that now rank in position 1 for the Travel Clinic

2

The number of keywords for Urgent Care service has doubled

The CHALLENGE

To rank well for relevant service-based search queries and reduced the likelihood of attracting targeted organic traffic to the service pages.

QMC wanted to improve organic rankings and visibility for key services, including the Travel Clinic, Skin Clinic, Sexual Health and Urgent Care Clinic.

Previously, all services were listed on a single, consolidated services page which reduced the ability of the website to rank well so we lacked individual content for each service.

The current site structure reduced the likelihood of attracting targeted organic traffic to the service pages so we needed to make a clear new structure for Google to crawl.

THE STRATEGY

We hypothesised that restructuring the website with dedicated service pages containing targeted information and booking details would improve organic rankings by making it easier for customers to find helpful information about the services.

What we did:

We created a plan with QMC based on SEO research to prioritise according to the volume & interest in each individual service.

SEO Research & Keyword Strategy

We conducted in-depth research to identify key terms potential patients were searching for. We assessed where QMC was already ranking, identified opportunities for improvement, and discovered additional keywords to target.

New Website & Dedicated Service Pages

We designed a clear and user-friendly website structure that included dedicated pages for QMC’s core medical services.

Content Optimisation

We developed the content on the service pages to provide clear, helpful information tailored to user needs, ensuring visitors could easily find details on:

The Service: We highlighted QMC’s unique strengths, such as expertise and experience.
Key Features & Benefits: We emphasised what made each service valuable to patients.
Clear booking and fees information: We made the pricing and booking details easy to find, removing barriers to booking. We segmented the booking flows by user type (holiday, enrolled, not enrolled) and helped people through a self-service form.

SEO Research & Keyword Strategy

We conducted in-depth research to identify key terms potential patients were searching for. We assessed where QMC was already ranking, identified opportunities for improvement, and discovered additional keywords to target.

New Website & Dedicated Service Pages

We designed a clear and user-friendly website structure that included dedicated pages for QMC’s core medical services.

Content Optimisation

We developed the content on the service pages to provide clear, helpful information tailored to user needs, ensuring visitors could easily find details on:

The Service: We highlighted QMC’s unique strengths, such as expertise and experience.
Key Features & Benefits: We emphasised what made each service valuable to patients.
Clear booking and fees information: We made the pricing and booking details easy to find, removing barriers to booking. We segmented the booking flows by user type (holiday, enrolled, not enrolled) and helped people through a self-service form.

The results

Overall, the website strategy has improved organic rankings for QMC’s key services pages and the website.

The Travel Clinic services page now ranks on page one of Google for four relevant keywords across New Zealand. This is up from just one page on the first page of search results before the website revamp. We saw a 200% increase in impressions travel clinic-related searches directly after the new website launched and a 95% improvement YoY (November 2024).
The Urgent Care page has more than doubled its ranked keywords. We've seen improved positions for key search terms on the first page, from position 5 to 3. We saw a 125% increase in impressions for urgent case clinic-related searches directly after the new website launched and a 252% improvement YoY (November 2024). Organic search traffic to the QMC website for urgent care-related terms is up 156% YoY (November 2024).
The new Sexual Health services page has seen an increase in impressions. We saw a 219% increase in impressions for sexual health clinic-related searches directly after the new website launched and a 234% improvement YoY (November 2024). The average search position shows a 19% improvement YoY (November 2024).
Our biggest winner was the Skin Clinic services page. This has seen a significant boost in organic performance.
- Previously, users were landing on the generic /services page or the /our-team page for these search terms, which didn't provide the most relevant information.
- The Skin Clinic services page now ranks on page 1 of Google for 2 highly relevant search terms, while previously it had no page 1 rankings.
- We saw a massive 694% increase in impressions for Skin Clinic-related searches directly after the new website launched and an even greater 1337% improvement YoY (November 2024).
- We have seen a conclusive 29% improvement in search position YoY (November 2024).

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The overall website also saw organic search improvements. There was a 116% increase in impressions directly after the new website launched and a 149% improvement YoY (November 2024). The average position of ranked keywords has improved 5.2% YoY (November 2024).

"I’m really surprised by the results we achieved—I had no idea that adding dedicated service pages would make such a big impact. The improvements have exceeded our expectations, and we’re thrilled with the outcome!"

Rosa Meekums

Patient & Support Services Manager

Key Takeaways

‍Takeaway 1: Dedicated service pages often outperform a single, consolidated service page
This website project validated our hypothesis that a dedicated service page would outperform a single, consolidated services page in driving organic traffic in this context. By restructuring QMC’s site to include individual pages for key services, we saw significant ranking improvements and increased impressions. For example, the Skin Clinic page experienced a 1337% YoY increase in impressions.

Takeaway 2: Content relevance and keyword strategy are key drivers of SEO success
The results reaffirm that targeted, well-optimised content is essential for making organic ranking improvements. By aligning service pages with user search intent and strategically incorporating helpful content, QMC significantly improved its organic presence. It takes time, research and consistent improvement to ensure that content will drive organic results.

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