Removing before building.
Adding good links on top of bad ones does not dilute the problem, it postpones it. The profile had to be cleaned out first.
Cosmetic clinic ·London
Rebuilding an SEO presence built on quicksand.
Botonics came to us carrying years of shortcuts taken by someone else, and a core update that had caught up with them. Most of this job was undoing, not adding.
First page
Roaccutane terms
The acne treatment searches that matter most to them.
Rebuilt
From the ground up
A link profile built on shortcuts, taken apart and redone.
Climbing
Cosmetic procedure terms
Growing across the wider surgical and aesthetic services.
Client
Botonics
Industry
Cosmetic clinic (acne treatment and aesthetics)
Location
London
Services
SEO · Content · Links · Technical
Rankings with nothing underneath them.
Botonics specialise in acne treatment, which is their largest service, alongside a range of cosmetic procedures: breast reduction, enlargement and augmentation, tear trough filler, dermal fillers and liposuction.
Their SEO, when we found it, was essentially built on quicksand. Shortcuts had been taken on link building by the agency before us, and the visibility that produced was never going to hold. A core update caught up with it.
The timing made it harder. The same period saw AI answers absorb a great deal of informational search, which is exactly the kind of traffic a clinic content library depends on. Two problems arriving at once, only one of them anybody could have controlled.
Three phases, most of them repair.
There was no quick version of this. The work was undoing years of somebody else’s decisions before anything new could hold.
Phase 01
Taking apart the link profile.
The shortcuts had to come out before anything built on top of them would stand. This is the least visible work in the whole study and it took the longest.
Phase 02
Rebuilding the content that earns its place.
With informational traffic being absorbed by AI answers, thin content was no longer worth holding. We rebuilt around the pages that lead to a consultation rather than a read.
Phase 03
Re-establishing the core service.
Acne treatment is their biggest service, so the Roaccutane terms came first. Those are now first page almost across the board.
The decisions that disproportionately mattered.
Three calls did most of the work, and two of them were about removal.
Letting go of traffic that was never going to convert.
With AI taking informational queries, chasing that traffic back would have been effort spent on visitors who were never booking a consultation.
Fixing the biggest service first.
Acne treatment carries the practice. Restoring that before spreading across the cosmetic procedures meant the recovery showed up in bookings, not just charts.
What it added up to.
The site is in a considerably healthier place. First page for effectively all of the Roaccutane terms, and climbing steadily across the cosmetic procedure services.
This is not a study about a clever campaign. It is a study about a practice that had been sold shortcuts, and the length of time it takes to undo them properly. The foundation is now theirs rather than rented.
Your version of this
Inherited an SEO presence you do not trust?
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