286 pages, 119 of them in the top 10: search visibility built across a whole Harley Street diagnostics centre.
What We Did
01 . Client overview
The client
UME Health is a private outpatient and diagnostics centre at 17 Harley Street in London, operated by UME Group LLP, with a second imaging location at 75 Harley Street. The service is CQC registered under UME Diagnostics Limited.
The offer spans 3T and open MRI, CT, X-ray, ultrasound, echocardiography and pathology, alongside outpatient clinics in cardiology, ENT, orthopaedics, gastroenterology, paediatrics, pain management and advanced health assessments. Dozens of named consultants hold clinics at the address, each with their own referral base and their own name demand in search.
Pulse Digital Health holds the digital remit and now works across the wider group, including the Lumen health assessment brand and the CheckPoint assessment service.
Sector
Private diagnostics and outpatient care in the Harley Street medical district, one of the most contested private healthcare search categories in the UK, where the street name itself is a high-volume query.
Starting position
Google Search Console retains only 16 months of history, so the position at the start of the engagement is not recoverable. At the start of the measured period the site averaged position 20.0, which is the second page of Google.
Remit
Grow qualified search visibility across a large multi-department estate, keep a constantly changing consultant roster accurate and findable, and hold every public claim to ASA and CAP standards.
02 . The challenge
The challenge
This is not a site with one page to win. It is a clinic where the visibility has to be spread across departments, consultants, procedures and two addresses at once, and kept current while the group keeps expanding.
The consultants are the search
Patients referred to a named clinician search for that name, not for the clinic. Every consultant needs a findable profile, and the roster changes constantly, sometimes with removals requested and turned around the same day.
An address that everyone shares
17 Harley Street is a search term in its own right, and so is the wider district. Ranking for it means competing with every other practice at the same postcode, and with the aggregators and directories that list all of them.
Reach that does not convert
The site’s largest audience sits on general health explainers, and 51% of impressions come from outside the UK. Raw impression counts flatter the picture, so visibility had to be pushed towards the pages that actually take bookings.
Departments that compete with each other
Imaging, cardiology, ENT, gastroenterology, paediatrics and health assessments all publish overlapping content about the same body parts. Left alone, those pages cannibalise each other rather than adding up.
A regulated category
Everything published is YMYL content in a sector the ASA and CAP police closely. No outcome claims, no superlatives, no clinical promises, and complaints routed offline rather than answered in public.
An estate that kept growing
The remit started as one website. It now spans the UME Health site, the Lumen and CheckPoint brands, pre-production environments, and a migration from HubSpot to Salesforce Marketing Cloud.
03 . Our strategy
Our strategy
Six strands, run continuously rather than as a project. The point of a retained programme in a clinic this size is that the estate, the roster and the infrastructure stay current at the same time.
01
Give every consultant their own front door — Each clinician at the address was treated as a page worth ranking rather than a row in a directory, with individual profiles carrying specialty, conditions treated and the clinic context. 106 consultant profile pages now earn impressions, 76 of them rank in the top 10, and the median position across the set is 8.9. Together they account for 5,806 clicks in the period. Named-clinician searches such as john rubin ent and dr catriona davies return the UME Health profile in the top 3.
02
Compete for Harley Street itself — Location, service and address pages were built to answer the way people actually search in this district, which is procedure plus place. The site now holds position 2.6 for 17 harley street and 2.8 for 17 harley street london, and ranks in the top 10 for open mri harley street, mri scan harley street, harley street medical centre and stool test london. Across the export, 141 non-brand queries carry commercial or location intent, 81 of them ranking in the top 10.
03
Answer the questions patients type before they book — The content programme was mapped to what patients want to know in the days before an appointment: how long a neck ultrasound takes, what an open MRI is like if you are claustrophobic, what 3T actually changes, what a FibroScan is for. Those pages carry the top of the funnel. The neck ultrasound patient guide alone drew 1,468 clicks, and how long does a neck ultrasound take ranks at position 3.3. Those same pages are what AI systems now quote most: the abdominal pain guide is cited across 399 tracked prompts in the UK alone.
04
Move the estate from page 2 to page 1 — Alongside the content work ran a continuous technical programme: page redesigns and conversion-focused calls to action, redirect and indexing management, internal link builds into the booking pages, meta titles and descriptions across the estate, and a monthly plugin, security and image optimisation cycle. Average position improved from 20.0 to 9.9, comparing the same quarter a year apart.
05
Grow demand that is not the brand name — An established clinic can look like it is growing when it is only the brand line rising. Within the 1,000 queries Google returns in the export, 977 are non-brand and they deliver 8,143 clicks, against 4,505 from the 23 brand queries. Brand demand is healthy, with ume health converting at 29.3% click-through from position 1.3, but most of the traffic comes from people who did not know the clinic by name.
06
Run reputation and conversion as standing infrastructure — A monthly loop of Google Business Profile review responses written in the clinic’s voice, reviews synced back to the website, and quarterly patient happiness reporting built from LocalClarity exports. Alongside it, the enquiry infrastructure: form capture and brochure funnels, patient recall sequences, then the move to Salesforce Marketing Cloud, including the booking embed on the UME Health and Lumen sites, form success and failure handling, sender domain and SMS subdomain configuration, and brand design tokens for Marketing and Experience Cloud.
04 . The results
The result
The work was judged on one thing: whether the right patients could find the clinic at the moment they were looking. Patients increasingly ask a model before they ask a search engine, so the work had to show up in both.
Impressions peaked mid-period and have settled back since, while average position kept improving.
The Numbers
Monthly impressions and clicks
Google Search Console, web search, all countries. Complete calendar months only, so the first and last months of the period are excluded.
