Southgate Medical Centre is a Melbourne CBD clinic. They came to us after another agency had given them advice that was actually hurting their site. This happens more often than the industry wants to admit, and it's why I built StudioHawk's onboarding audit process to catch inherited problems before we start.
The Problem
Duplicate domains confusing Google. Broken redirect plugins. Bad advice from a previous agency. And a clinic that was growing fast enough to need SEO maintenance but hadn't had anyone competent managing it.
What We Built
- Domain consolidation via 301 redirects to prevent duplicate content penalties
- Technical cleanup including a broken redirect plugin replacement
- Google Business Profile optimisation for CBD and Southbank local searches
- Backlink acquisition campaign targeting medical and local directories
- Link building to strengthen authority for competitive local medical terms
The Results
- 692% increase in business conversions
- 56% increase in organic visits
- 116% increase in keywords
- 283% increase in top 3 keyword rankings
- 89% immediate increase in organic traffic after technical fixes
Southgate Medical was a reminder that sometimes the most impactful SEO work is fixing what someone else broke. The 692% conversion increase came largely from cleaning up technical debt. Not from new content or links.
