How We Helped Skin & Smile Clinic Go From Position 41 to Position 13 and Explode Search Impressions From 1.5K to 101K in Just 3 Months
This was not a “let’s post better designs” project.
This was a positioning, perception, and patient psychology rebuild.
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“Before working with Towards Growing, we were sitting on page 6 of Google for most of our relevant searches. Patients simply could not find us. Our impressions were only 1,520 over three months and our average position was 41.4. Within 3 months of working with them, our impressions jumped to over 101,000, our average position improved to 13.1 and 76 percent of our discovery was now coming directly through Google Maps mobile. Patients who were never finding us before are now discovering us every single day.”
Skin & Smile Clinic
Skin & Smile Clinic Dermatology Clinic Local SEO Dubai, UAE
The Real Challenges
What We Observed:
1. Stuck Beyond Page 3 in Organic Search
The data shows an average position of 41.4 in the previous period. That means the clinic was sitting on page 6 for most relevant search queries.
Patients do not browse to page 6 to find a dermatologist. If you are not on page 1 or page 2 at minimum, you are practically not in the market.
The clinic was technically present, but strategically absent.
2. Extremely Low Search Impressions
Previous impressions were only 1,520 over three months. For a dermatology clinic in a competitive local market, that number is far too low.
Low impressions usually mean one or more of these:
- Poor keyword alignment
- Weak service page structure
- Incomplete Google Business optimization
- Thin content signals
- Weak local authority
In this case, it was a combination of all.
3. Heavy Dependence on Brand Searches
Branded search is good. It shows awareness. But if your growth depends mainly on people already knowing your name, your acquisition pipeline is fragile.
We needed to increase visibility for non branded intent like:
- skin clinic near me
- dermatologist near me
- acne treatment clinic
- pigmentation treatment
- anti aging treatment
4. Underutilized Google Maps Opportunity
Mobile Maps discovery is high intent traffic. People using Maps are closer to booking than people casually browsing desktop search. Yet the profile was not fully optimized for Maps conversion behavior.
- Incomplete service keyword mapping
- Weak category structuring
- Underused service listing section
- Limited keyword depth in Q&A
- No structured review keyword strategy
- Inconsistent image signals
5. Weak Click Through Efficiency
101,000 impressions. 637 clicks. 0.6 percent CTR.
The clinic expanded massively into broader search territory. Impressions grew faster than click volume. This usually happens when a business starts ranking for competitive generic terms but has not yet broken into consistent top 3 placement.
This is a growth phase signal, not a failure signal.
What Was Actually Holding Growth Back
Let’s go layer by layer:
1. No Defined Role Per Platform
Content was being cross posted everywhere. Same post on Facebook, Instagram and sometimes TikTok. But each platform behaves differently.
Facebook is community driven. Instagram is visual authority driven. TikTok is discovery driven. YouTube is depth and research driven.
Without defining the role of each, growth stays shallow.
2. No Structured Video Funnel
Short form video was inconsistent. Hooks were weak. No clear call to action. No retention strategy.
On YouTube, videos lacked search optimization, structured titles and audience retention mapping. Which means even good information was not discoverable.
3. No Internal Alignment With The Front Desk
This is something most marketers ignore. Even if content generates inquiries, conversion depends on how quickly and clearly the clinic responds.
There were no pre qualification questions. No structured response flow. No tracking of which inquiries turned into bookings. So the feedback loop was broken.
4. No Data Driven Decision Making
Content was posted. Results were observed casually. But there was no monthly review of:
Retention percentage Profile tap through rate Cost per inquiry from boosted posts Inquiry to booking ratio Content save rate Audience demographics
Without measurement, improvement is guesswork.
The Strategy
Step 1: Optimizing Google Business Profile for Local Intent
In the first phase, 17,599 people viewed the Business Profile and 1,853 searches triggered the profile in search results.
Platform and Device Breakdown:
- 8,680 views came from Google Maps on mobile
- 5,117 came from Google Search on mobile
- 2,384 came from Google Search on desktop
- 1,418 came from Google Maps on desktop
Most patients were discovering Skin & Smile Clinic while actively searching on their phones. Nearly half of profile discovery came directly from Google Maps mobile.
We focused on:
- Mobile optimized profile visuals
- Treatment specific keywords
- High intent service descriptions
- Strong category structuring
- Consistent NAP signals
Step 2: Aligning With Real Search Queries
We positioned the clinic to appear for treatment based searches:
- skin clinic near me
- dermatologist near me
- acne treatment clinic
- skin specialist
- cosmetic dermatology
We did not just optimize for brand searches. We positioned the clinic to appear for treatment based searches. Because non branded searches bring new patients.
Phase 2: Scaling Visibility
After optimization and consistency, we moved into performance scaling.
22,627 people viewed the Business Profile. Google Maps mobile views increased dramatically to 17,267. That is 76 percent of discovery happening directly inside Maps.
Maps visibility means:
- High local intent
- Location driven search
- Immediate action potential
- Higher call and direction requests
When someone searches for acne treatment near me and finds Skin & Smile Clinic inside Maps, they are not browsing. They are deciding.
Search Behavior Insights Most Marketers Ignore
Let’s talk about something many people overlook. Search impressions alone do not tell the story.
Recent period:
- Total impressions: 101,000 in the last 3 months
- Total clicks: 637
- Average CTR: 0.6 percent
- Average position: 13.1
Same period last year:
- Impressions: 1,520
- CTR: 3.5 percent
- Average position: 41.4
The clinic moved from an average position of 41.4 to 13.1. That is a massive ranking improvement. From page 4 to almost page 1. Impressions increased from 1.5K to 101K. That means visibility exploded.
When you dramatically expand keyword visibility, especially into broader treatment searches, impressions increase faster than clicks. That is expansion phase behavior.
What this really means is the clinic entered competitive search territory. And that is exactly what we aimed for.
Results After an Initial 3 Month Campaign
- Impressions increased from 1,520 to 101,000
- Impressions increased from 1,520 to 101,000
- Impressions increased from 1,520 to 101,000
- 76 percent of discovery now coming from Google Maps mobile
- Profile views increased from 17,599 to 22,627
- 637 clicks generated from organic search
- Clinic moved from page 6 to near page 1
Real Impact for Skin & Smile Clinic
Let’s connect this to business.
From 17,599 to 22,627 profile views is not just growth. That is thousands of additional local prospects discovering the clinic.
From position 41.4 to 13.1 means the clinic moved into serious competitive range.
From 1.5K impressions to 101K means search presence multiplied across treatment queries.
From majority mixed device discovery to 76 percent Maps mobile dominance means the clinic became highly visible in local action based searches.
For a dermatology clinic, that translates into:
- More direction requests
- More direct calls
- More appointment inquiries
- Higher trust perception
Because patients trust clinics that show up consistently.
The Bigger Picture
Local SEO is not about ranking for one keyword. It is about building a search ecosystem where:
- Brand searches increase
- Non branded treatment searches increase
- Maps visibility dominates
- Mobile discovery leads
- Rankings steadily climb
Skin & Smile Clinic did not just improve numbers. They strengthened their local digital footprint.
Towards Growing Agency structured the roadmap. The clinic executed with consistency. The data reflects disciplined growth.
What Towards Growing Agency Did Differently
Most agencies:
- Update profile once
- Add a few photos
- Insert keywords randomly
- Hope rankings improve
We approached this structurally:
- Keyword mapping for dermatology services
- Search intent clustering
- Competitor gap analysis
- Service specific description restructuring
- Ongoing performance tracking
- Geo relevance optimization
- Mobile first positioning
We tracked search triggers, not just vanity views. We optimized based on what Google was actually rewarding.