Angel Fertility Clinic is a fertility clinic in Nepal. This project had two parts: giving the site structured content for medical search terms, and giving it clearer signals of expertise so Google could show richer listings for it. Over six months the site reached more than 327,000 impressions in Google Search, ranked in the top five for fertility terms and secured rich snippets for high-intent searches.
The challenge
The clinic needed structured content for medical search terms. People researching fertility treatment search for specific procedures and specialists, and the site was not organised around those searches.
There was a second, related problem. The site lacked clear signals for expertise-driven queries, the searches where someone is looking for a specialist or a particular technique and wants to know who is qualified to help.
What I did
The first strand of work was content refinement, metadata clarity, topic organisation and page-level optimisation. In practice, topic organisation means grouping pages so each one covers a clear subject that matches the search intent behind a medical query, rather than spreading the same topic thinly across several pages. Metadata clarity means titles and descriptions that tell a searcher plainly what each page covers.
The second strand was schema setup, refined metadata, structured headings and targeted internal links. Schema markup is code that describes a page to search engines in a fixed vocabulary, which is what makes a page eligible for richer listings. Structured heading tags give each page a clear outline, and targeted internal linking points search engines and readers towards the pages that matter most for a given subject.
Results
- 327,000+ impressions in six months, on an upward, consistently growing graph.
- Top-five rankings for fertility terms.
- Rich snippets for high-intent terms: “best embryologists in nepal” and “laser hatching in kathmandu”.
- Brand authority, with a snippet of the clinic’s hero doctors.
What this shows
For a clinic, the searches that matter are specific: a procedure, a specialist, a place. The lesson here is that organising content around those exact questions, and then describing the pages accurately with structured data, gives search engines both the substance and the signals they need. Neither half does the job alone. Schema on a thin page has little to describe, and a strong page without clear structure is harder for Google to understand.
If you run a private clinic in the UK, start by listing the treatments and specialists patients actually search for, and check that each has one clear, well-structured page. My healthcare SEO service covers this work, and my schema markup service covers the structured data side. If you would like a view on where your own site stands, you can request a free SEO audit.
