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SEO and Paid Ads for Physiotherapy, Rehab and Fitness Website

Improved organic search rankings and campaign structure for Health Plus — a physiotherapy and fitness brand — resulting in stronger local discoverability and increased qualified bookings from search.

Industry
Healthcare / Fitness
Region
India
Stack
SEO · Google Ads · On-page optimisation · Analytics & conversion tracking

Key outcome

Stronger organic visibility, targeted ad reach, and measurable increase in qualified leads

The challenge

Health Plus, a physiotherapy, rehabilitation, and fitness clinic, had an existing website but was getting very little traffic from search. Their Google Ads campaigns were running but spending without a clear return — there was no conversion tracking, so the team had no idea which campaigns or keywords were generating bookings.

The clinic’s key competitors were ranking on the first page for terms like “physiotherapy near me” and “sports injury rehab” while Health Plus was invisible in local search results.

What we did

Technical SEO audit

Started with a full crawl of the website to identify issues affecting search visibility:

  • Missing or duplicate title tags and meta descriptions across 40+ pages — every page now has a unique, keyword-relevant title and description
  • No structured data — added LocalBusiness and MedicalBusiness schema, enabling rich results (hours, address, rating) in Google search
  • Slow page load times — image compression and caching improvements reduced average page load from 6.2s to 2.4s on mobile
  • No Google Search Console or Google Analytics integration — set up both with proper goal tracking

On-page SEO

  • Rewrote service pages for physiotherapy, sports rehabilitation, and fitness classes around search intent
  • Added FAQ sections to key pages to capture featured snippet opportunities for common questions like “how many physiotherapy sessions do I need?”
  • Internal linking structure improved: blog articles and service pages cross-link where relevant

Local SEO

  • Google Business Profile optimised: category selection, services listed, photos added, Q&A section filled
  • NAP (Name, Address, Phone) consistency across the website, GBP, Practo, and Justdial listings
  • Built citations on relevant health and wellness directories
  • Existing campaigns had broad match keywords targeting generic health terms — high spend, low relevance
  • Rebuilt campaign structure around three intent clusters: appointment-seeking, condition-specific (back pain, sports injury, post-surgical rehab), and fitness class enquiries
  • Negative keyword list added (500+ terms) to stop wasted spend on irrelevant traffic
  • Conversion tracking set up: phone calls from the website, form submissions, and WhatsApp button clicks all tracked as conversions

Landing pages

  • Separate landing pages created for Google Ads traffic — cleaner, conversion-focused, no distracting navigation
  • Each landing page matched to the ad group’s search intent

Results

  • Organic search traffic increased by 180% over 6 months from targeted on-page and local SEO improvements
  • Google Ads cost per lead reduced by 42% after campaign restructure and negative keyword expansion
  • Local pack visibility — Health Plus now appears in the Google Maps 3-pack for “physiotherapy Ahmedabad” and two condition-specific terms
  • Bookings from search increased measurably within the first 2 months — tracked via the conversion setup

“We’d been spending on ads without a clear picture of what was actually working. KometCode sorted out our site, sharpened the messaging, and set up campaigns we could follow week to week. Bookings from Google picked up within the first couple of months — it’s been a relief not guessing anymore.”
— Dr. Anil K., Clinic Director, Health Plus

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