Case A · Healthcare (YMYL)
Doubling organic sessions for a healthcare non-profit
A large YMYL health site with healthy content but no medical schema, almost no links from its blog into its revenue pages, and a negative-SEO link attack. Organic Search sessions more than doubled year on year.
ClientHealthcare non-profit, Pakistan (blood bank and diagnostic laboratory network)
MarketPakistan
FocusHealthcare, Technical SEO, Schema, Internal linking, Off-page, AEO and GEO
Results
| Metric | Before | After | Change | Comparison and source |
|---|---|---|---|---|
| Organic Search sessions | 9,181 | 19,074 | +107.8% | Year on yearGA4 Traffic acquisition 29 Jul to 26 Oct 2026 compared with 29 Jul to 26 Oct 2025 |
| Engaged organic sessions | 6,051 | 11,532 | +90.6% | Year on yearGA4 Traffic acquisition 29 Jul to 26 Oct 2026 compared with 29 Jul to 26 Oct 2025 |
| Google Search clicks | 15.4k | 21k | +36% | Year on yearGSC Performance (web) 29 Jul to 26 Oct 2026 compared with 29 Jul to 26 Oct 2025 |
| Average position | 11.1 | 7.5 | 3.6 places better | Year on yearGSC Performance (web) 29 Jul to 26 Oct 2026 compared with 29 Jul to 26 Oct 2025 |
| Organic Search sessions | 15,014 | 19,074 | +27.0% | Last 3 months vs previous 3GA4 Traffic acquisition 29 Jul to 26 Oct 2026 compared with 30 Apr to 28 Jul 2026 |
| Engaged organic sessions | 8,698 | 11,532 | +32.6% | Last 3 months vs previous 3GA4 Traffic acquisition 29 Jul to 26 Oct 2026 compared with 30 Apr to 28 Jul 2026 |
| Google Search clicks | 18.1k | 21k | +16.0% | Last 3 months vs previous 3GSC Performance (web) 29 Jul to 26 Oct 2026 compared with 30 Apr to 28 Jul 2026 |
The challenge
The site had over 60 useful blog posts and more than 100 lab test pages, but the blog sent almost no internal links to those test pages (3 links in total at baseline, none to the test price hub). Structured data did not describe the organisation, its services or its branches. In April 2026 the domain was also hit by a spam backlink injection campaign.
My role
Senior SEO Specialist at Digital Eggheads. I owned the audit, the schema build, the backlink investigation and the internal linking deployment. Content was written by the agency content team.
What I did
- YMYL audit covering E-E-A-T, AEO and GEO readiness, with five topic clusters prioritised by authority and conversion value.
- Designed and deployed site-wide JSON-LD: MedicalOrganization and NGO, service-level types for the blood bank, laboratory and clinic, every branch location, and FAQPage where visible FAQs exist. Validated live.
- Investigated a negative-SEO attack (about 2.98M spam backlinks from 1,659 referring domains, 98.8% sharing one gambling anchor). Separated genuine domains and prepared a domain-level disavow file of 1,646 entries.
- Mapped blog content to the lab test catalogue and deployed 84 contextual links across 45 posts (76 to specific test pages, 8 to the price hub). Skipped posts where a link would not help the reader.
- Added 47 contextual links to four new posts under a hyperlink-only rule, with a script check that the copy itself stayed unchanged.
Evidence
Limits of this evidence
- GSC impressions also rose (about 183k to 2.67m) while CTR fell from 8.5% to 0.8%. The cause of that impression jump has not been isolated, so it is not used as a result.
- The 2025 baseline predates the documented work. Other factors, including content published by the agency content team, also contributed. The results show the outcome of the combined programme, not the effect of one change.
- GSC totals above 1,000 are shown rounded in the Search Console interface, so the click change is approximate.
- Total sessions across all channels fell 21.9% over the same period (visible in the GA4 screenshot). The growth is specific to Organic Search.
- No GA4 key events are configured on this property, so no conversion or revenue claim is made.
- Client name withheld pending publication approval.
Want results like this for your brand?
Send me your website and what you want more of. I will reply with what I see and how I would approach it.
Or write to moiz@seoexpertinkarachi.online.