The clinic had been hit by the Google E-A-T Algorithm Update back in 2018, and were trying to regain the rankings they had.

This client was in the dental health sector and sold a very high-end cosmetic dental procedure. Services for some clients would exceed $20,000+ due to the exclusive nature of the treatment, and they had clients flying in from abroad to get this specific procedure.



1. In the period between 2019 - 2020 they hired an SEO/content marketing agency, and traffic had gone up. However, it was a bit of a false positive, as they ranked top of funnel content and brought in traffic that was not their intended audience and ranked for keywords which did not have great buying intent. In other words, traffic came in, that wasn’t their ideal audience.

2. They simplified things much more, targeted keywords which matched the intent of their target audience (very crucial), and they realised backlinks were going to make the difference.

3. I was also restricted with regards to content – this client only wanted guest posts and couldn’t dedicate a lot of time/resources to creating content or getting it made.

4. This is where having a handle on link relevancy was going to give us an edge. Our link building campaign took place between Sept 2020 to mid-Nov 2020.


Looking at the nature of the service, the intended clientele, and the market, we reached out mainly to:

  • Luxury lifestyle magazines.
  • Regional lifestyle magazines (where there was a higher % of HNWIs)
  • The anti-aging/longevity industry.
  • Some dental business publications.



We managed to build 21 links in total, over a roughly, 3 month period, including an addition 2 links which only came with nofollow links and a brand mention, which did not contribute to our KPIs, but still got the client some benefit.


From 25,000 visits in December 2019, and 89 enquiries.


To over 33,000 visits a month in Decemeber 2020 and 109 enquiries. (30% increase in traffic and 22% increase in enquiries)

Even if we low-ball the figures and assume $15,000 per enquiry = $300,000 additional revenue in that month alone.