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Osteopathy and acupuncture · North London and Woking
Number one overnight, by going around the problem.
Laurens Holve is an experienced osteopath and acupuncturist with clinics in North London and Woking. His North London rankings were stuck, and the usual fixes were not moving them.
Before and after
North London ranking gridPoor (Apr 2024) → Healthy (Dec 2024)
Second brand, local areaNot live → No.1
Second brand, North LondonNot live → Top 10
No.1
in the local area, within a day of launch
Top 10
across North London for a highly competitive term
Weeks
not months, to reach it
2
brands working the same market
The problem
Stuck, and not for want of trying.
By April 2024 the ranking grid for the North London clinic looked poor across most of the area. The on-page work, the technical work and the Google Business Profile all needed doing, and we did them.
Underneath that there was a more stubborn problem. Some local markets have a position that is very hard to dislodge, and waiting it out can take a long time with nothing to show in the meantime. A practitioner’s own name is also a harder thing to rank than the service and the place people are actually typing in.
What we did
Three things, one of them unusual.
1
Did the ordinary work properly
On-page and technical optimisation, location specific content, citations built and kept consistent, guest posting and link building, and the Google Business Profile optimised and then actually managed rather than left alone.
2
Built a second brand
An additional, search friendly brand with its own name, website and business profile, built around the service and the location rather than around a practitioner’s name.
3
Ran the two together
The second brand took ground quickly while the primary brand kept improving underneath it. Both are the same practitioner in the same clinic, so a patient arriving through either gets the same person.
The results
What the two brands did.
The grid figures are BrightLocal runs from the North London clinic. The second brand’s positions are the highest it reached.
No.1
in the local area for the second brand, within a day of it going live.
Top 10
across North London for a highly competitive term, reached in weeks.
Dec 2024
the primary brand’s ranking grid had recovered across the local area.
And why it worked
A name built around the service and the place has an easier start than a name built around a person.
The numbers
April against December.
The two brands, measured separately. The second brand did not exist in April.
| Measure | April 2024 | December 2024 |
|---|---|---|
| North London ranking grid, primary brand | Poor across most of the area | Healthy across the local area |
| Second brand, local area | Not live | No.1, within a day of launch |
| Second brand, North London | Not live | Top 10 within weeks |
“Simply put Chris Dann is unquestionably the best there is.”
Holve Healthcare
North London · on Trustpilot
Worth saying
When we would and would not suggest this.
A second brand is a real piece of work, not a trick. It needs its own site, its own profile, its own content and its own upkeep, and it only makes sense where the main brand is genuinely stuck against something immovable.
For most clinics it is unnecessary and we would talk you out of it. It is on this page because it is an honest example of what we do when the standard approach is not working, rather than something we sell as standard.
More clinics, more numbers
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