A long-term SEO strategy focused on authority building, technical website optimisation, and local search dominance in one of the UK’s most competitive healthcare niches.
Client
Angel Orthodontics – London, UK
Year
2014 – 2016
Services
SEO
Website Design
Content Marketing
Local SEO
Authority Link Building
Achieved
Top #1 Google Ranking
4,500+ Monthly Organic Visitors
Top 3 Rankings for Competitive Keywords
Strong Brand Presence in London Search
Through strategic SEO, we improve online visibility and search performance, helping businesses compete in highly competitive search markets through optimisation, content, and authority building.
Leveraging proven SEO frameworks, we create a strong foundation for sustainable organic growth. Our approach focuses on improving website performance, enhancing user experience, and aligning search strategies with real customer intent to maximise long-term value.
By continuously refining optimisation strategies and building trusted online signals, we help brands establish authority across search platforms. This creates multiple touchpoints for potential customers while supporting consistent traffic growth and stronger digital presence.
About The Client
Angel Orthodontics is a specialist orthodontic clinic based in London, providing professional dental and orthodontic treatments to patients across the capital.
The orthodontics industry is one of the most competitive healthcare sectors on UK search engines. Hundreds of clinics compete for high-value keywords such as “orthodontist London,” “best orthodontist London,” and “orthodontist near me.”
On top of this, SEO agencies and consultants across the UK actively compete in this niche, working aggressively to secure visibility for their clients.
When Angel Orthodontics partnered with ClickDo, the business did not yet have a website presence capable of competing in the organic search results.
The first step was to build a strong digital foundation.
In December 2014, the ClickDo team designed and developed the Angel Orthodontics website from scratch, ensuring that it was technically optimised, mobile-friendly, and built with search engine visibility in mind.
By February 2015 the website was ready for full SEO implementation.
The objective was clear:
Build the most visible orthodontist brand in London search results, dominating organic rankings for high-intent keywords while establishing strong trust signals and brand authority.
Strategy
The orthodontist niche is extremely competitive, particularly in a city like London where demand for dental and cosmetic treatments is high.
Search results are dominated by:
- Established dental clinics with strong domain authority
- Large healthcare directories
- Aggressive Google Ads campaigns
- Local map listings influenced by user proximity
Achieving top organic rankings in such a market requires far more than basic SEO techniques.
Our strategy focused on three core pillars.
1. Technical SEO & Website Performance
The website was built with a fully mobile-friendly architecture, fast loading speeds, and a structure designed to support long-term organic visibility.
Search engines prioritise sites that deliver excellent user experience across devices, particularly in local healthcare searches where mobile traffic dominates.
2. Authority Content & Keyword Targeting
We implemented a structured content strategy targeting high-intent orthodontic keywords such as:
- orthodontist London
- orthodontist near me
- best orthodontist London
- specialist orthodontist London
Content marketing and SEO-optimised service pages helped establish topical authority and improve keyword relevance across the website.
3. Local Brand Authority
Local SEO played a critical role in the campaign.
This included:
- Google Business Profile optimisation
- Consistent local citations
- Brand visibility across trusted platforms
- Structured data and rich snippet optimisation
As search engines gained confidence in the brand authority of Angel Orthodontics, the website began earning rich snippets and enhanced search visibility, significantly improving click-through rates.
Over time, Google also began displaying site links beneath the main search result, a strong signal of brand authority and search engine trust.
Result
The results of this long-term SEO strategy were transformational.
Within approximately 20 months, Angel Orthodontics achieved top rankings in one of the UK’s most competitive healthcare markets.
Organic Search Growth
Traffic increased steadily from the launch of the SEO campaign in early 2015, with the website reaching over 4,500 unique organic visitors per month.
The growth trend continued upward as brand authority strengthened.
Top Google Rankings
Angel Orthodontics secured Top 3 rankings and eventually the #1 position for highly competitive search terms including:
- orthodontist London
- orthodontist near me
- orthodontist
These keywords represent high-intent searches from people actively seeking orthodontic treatment in London.
Rich Snippets & Enhanced SERP Presence
The website also achieved rich snippet visibility, increasing click-through rates and improving the prominence of the listing in Google search results.
Strong Local Brand Recognition
Through consistent SEO and brand-building efforts, Angel Orthodontics established a strong presence across both organic search and local listings.
The clinic became a highly visible orthodontic brand within London search results.