Creating authority in the medical space: Dr Len Kliman

When Dr Len approached our team, they presented a unique challenge in the medical space. As a specialised gynaecologist in Melbourne, Dr Len needed a digital presence that would not only drive appointments, but also expand share of voice and build authority in a highly competitive field.

Our SEO team immediately recognised that this campaign would need a tailored approach—one that balanced medical expertise with content optimised for search.

Shauna and the team developed a comprehensive SEO strategy centred around three key pillars:

1. Experience, expertise, authoritativeness and trustworthiness 
(E-E-A-T)

The medical field demands the highest levels of EEAT, especially for gynaecology. Our approach emphasised authentic content authored by Dr Len rather than AI-generated or generic copywriting.

“EEAT is at the core of our strategy—especially in the medical space,” says Shauna. “Because it’s such a sensitive and high-trust field, we need to emphasise experience, expertise, authoritativeness and trustworthiness for Google.”

2. Strategic keyword research and content development

Keyword research for Dr Len required a specialised approach. Rather than simply targeting high-volume terms, we focused on:

• Aligning keywords with Dr Len’s specific medical offerings
• Prioritising user intent and the questions potential patients were asking
• Developing a robust blog strategy targeting high-intent search terms

“Working closely with the client was essential. There might be terms with high search volume, but if the business doesn’t actually offer that service, it shouldn’t appear on the site. Everything has to align with what they genuinely do.”

3. Continuous content evolution

Unlike many SEO campaigns where content is published once and forgotten, Dr Len’s strategy focused on keeping information fresh and accurate—especially as medical advice evolves.

“Ongoing optimisation is built into our process,” says Shauna. “For a medical site, it’s crucial to reflect the most up-to-date treatments and information.”

The team collaborated closely with Dr Len throughout the entire process, creating a workflow that preserved medical accuracy while optimising for search:

• Our team created SEO content briefs with recommended keywords and sample headings
• Dr Len provided expert medical content based on these briefs
• We then optimised headings while preserving the integrity of the medical information
• Technical SEO audits were performed monthly to maintain site health
• Core Web Vitals were optimised to improve user experience and search visibility

The campaign has delivered exceptional results:

• 121% year-on-year increase in organic traffic
• 90% of all site visits now come from organic search
• 12% increase in patient inquiries year-on-year
• Expansion beyond local markets, with patients enquiring from as far as New Zealand about seeing Dr Len

This campaign reinforced several important SEO principles for medical clients:

1. Content is paramount – High-quality, expert-authored content drives results in the medical field
2. Close client collaboration is essential – Working directly with medical experts ensures content maintains both accuracy and SEO value
3. Local SEO matters – While national reach is valuable, optimising for local searches helps connect with patients who can actually visit the practice
4. Technical foundations support content – Core Web Vitals and technical SEO provide the foundation for content success
5. EEAT principles are non-negotiable – Especially in medical fields, establishing expertise and trustworthiness is crucial

The impact of this campaign extends beyond metrics.

As Shauna notes, “It’s great to work with a client that works in the field of women’s health and can help spread awareness in this space.”

Dr. Len’s practice has now established itself as a leading authority in gynaecology, with a waitlist that demonstrates both their expertise and the success of their digital presence.

The collaborative relationship between our team and Dr. Len has been key to these results, proving that successful SEO campaigns require commitment from both the agency and the client.