Case study · Get found

Declining traffic, stabilised and starting to grow again.

Fertility Dietitian UK came to us with organic traffic in decline. We ran a full audit, actioned the fixes, and rebuilt the tracking underneath. Traffic has since levelled out and is beginning to grow again, and we now report on their AI search citations too.

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Health content is held to the highest bar for trust. That's exactly what we built for.

The challenge

Traffic falling, and no clear view of why

Ro Huntriss's fertility nutrition practice had seen its organic traffic decline over the previous year, as a run of Google updates raised the bar for health content across the web. The tracking underneath the site wasn't reliable either, so it was hard to see what was actually working and what wasn't. The rankings hadn't collapsed; the visibility and the measurement had.

A specialist dietitian in consultation with a couple

A visibility and measurement problem, not a rankings one.

What we did

A full audit, then the foundations rebuilt

We started with a thorough audit of the whole site: where the traffic had gone, what was holding the content back, and why the numbers couldn't be trusted. Then we worked through the fixes.

  • Rebuilt analytics and conversion tracking from the ground up, so the clinic can finally see what's working
  • Set up proper consent and cut out the bot traffic that had been polluting the data
  • Worked through the technical issues holding the site back: redirects, indexing, site health and mobile experience
  • Reviewed the content and affiliate setup, and made the site's expertise and authorship clearer
  • Made the site's structure easier for both Google and AI search to read and cite
Why this is specialist work

Health content is held to a higher bar

Fertility and nutrition sit squarely in what Google calls YMYL: "your money or your life" content, where advice can genuinely affect someone's health or finances. Google, and now AI search, hold it to a much higher standard of expertise, accuracy and trust than an ordinary blog. Getting a health site found again isn't just technical SEO; it's making genuine expertise legible to the systems that rank and cite it. Our co-founder Eva is an Associate Nutritionist, so we understand that bar from the inside.

YMYL health content, handled by people who understand both the SEO and the clinical side.

What happened next

Levelled out, and starting to grow

Rebuilding trust in a health site is a programme, not a one-off fix. Since the audit and the changes that followed, the decline has stopped, traffic has levelled out and is beginning to grow again, and the clinic can now see conversions accurately for the first time. We report on progress every month, including their AI search citations.

The AI search signal

The site is being cited by AI search, and we track it

One of the clearest early signals came from AI search: the site is increasingly being cited by AI assistants for exactly the topics it built its reputation on. We report on those citations for the clinic every month, and they're trending in the right direction.

Said plainly

This kind of recovery takes time, and we won't pretend otherwise. What's true today: the foundations and tracking are rebuilt, the decline has stopped, traffic is levelling out and beginning to grow again, and AI search is picking the content up. Good progress, honestly reported, with more still to come.

Where this fits

This is what "get found" work actually looks like

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How it works

SEO work like this runs on a marketing retainer, scoped on the discovery call. See the full offer →

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