Case Study:
Patient Claim Line
SEO / LEGAL / B2C
Growing Leads & Visibility In A Competitive Space Through Strong On-Site SEO & Relevant, Innovative & Targeted Digital PR.
The Project
Patient Claim Line operates in one of the most competitive and closely scrutinised areas of organic search: medical negligence.
As a YMYL brand, simply creating more content or acquiring more links was never going to be enough. Google needs to understand not only that a page is relevant to a search, but that the business and expertise behind it can genuinely be trusted.
Our long-term SEO strategy has therefore focused on building sustainable organic growth by combining strong technical foundations, commercially focused content, E-E-A-T, relevant Digital PR and genuine third-party authority.
As the search landscape has evolved, so has our approach. Today, our work focuses not simply on increasing rankings and traffic, but on strengthening the wider trust signals that support visibility across traditional search, AI Overviews and emerging AI search environments.
The result has been sustained growth in commercially valuable visibility and qualified leads within a highly competitive legal sector.
The Challenge
Medical negligence presents a very different SEO challenge to many other sectors.
Competition is high, but so is the level of scrutiny applied to the websites competing within it. Content can be technically well optimised and highly relevant while still struggling to perform if Google cannot independently validate the expertise, authority and reputation behind it.
Our challenge was therefore broader than improving individual pages.
We needed to strengthen Patient Claim Line as an entity, improve its visibility across commercially valuable searches and create a clearer relationship between its expertise, content, people and external reputation.
Most importantly, that visibility needed to translate into qualified enquiries rather than simply more organic traffic.
Our Approach:
From EEAT To EEAT 2.0
Our work with Patient Claim Line has always placed trust at the centre of the SEO strategy.
Over time, however, our approach to trust has evolved.
Traditional E-E-A-T optimisation often concentrates heavily on what exists on the website: author biographies, expert review, About pages, references, testimonials and accreditations.
These remain important, but our E-E-A-T 2.0 framework looks beyond what a website says about itself and asks a more important question:
Can Google, AI systems and users independently verify those claims elsewhere?
For Patient Claim Line, we therefore evaluate trust across five interconnected areas:
Identity
We work to make it clear who Patient Claim Line is, who sits behind the business and where genuine medical negligence expertise comes from.
This includes strengthening expert profiles, authorship, reviewed-by signals and the connections between experts and the topics on which they have genuine authority.
Provenance
In a medical and legal environment, information needs to be accountable.
We evaluate how clearly content demonstrates where information has come from, who has written or reviewed it, when it has been updated and what evidence supports the advice being provided.
Reputation
Trust cannot be created exclusively on your own website.
Digital PR has therefore played a significant role in strengthening Patient Claim Line’s external authority, placing genuine expertise and commentary within relevant, authoritative third-party publications.
Rather than treating Digital PR simply as a mechanism for acquiring links, we use it to create independent corroboration of the expertise the website itself claims.
Compliance
Accuracy and transparency are particularly important within YMYL search.
Our ongoing reviews consider the clarity of claims, expert oversight, supporting information and the wider signals that help both users and search engines understand that information can be relied upon.
Demand
Trust is also influenced by how real users interact with and seek out a brand.
Our strategy therefore goes beyond individual keyword rankings to consider Patient Claim Line’s wider search presence, brand visibility and ability to become a recognisable authority within medical negligence.
Commercial Intent At The Centre Of The Strategy
One of the biggest changes in our approach has been moving away from treating overall organic visibility as the primary measure of success. A website can rank for thousands of additional keywords without generating meaningful commercial growth. For Patient Claim Line, we separate informational visibility from the high-intent searches most likely to generate a genuine enquiry. This allows us to understand where additional visibility is contributing to topical authority and where it is directly supporting lead generation.
Our strategy combines:
- commercial keyword and intent mapping
- landing-page optimisation
- topical and semantic analysis
- technical SEO
- internal linking
- E-E-A-T and trust auditing
- competitor and authority-gap analysis
- Digital PR
- ongoing conversion analysis
This means SEO decisions are prioritised according to their potential commercial impact rather than simply their ability to increase traffic.
Building Authority Through Relevant Digital PR
Digital PR has been a core part of the Patient Claim Line strategy, but our focus has never been on generating the highest possible volume of links. In a YMYL sector, relevance, expertise and third-party corroboration matter. We have combined data-led campaigns, thought leadership, reactive PR, newsjacking and expert commentary to place Patient Claim Line and its expertise within authoritative publications.
Campaigns have generated hundreds of pieces of coverage across national, regional and specialist media, while also creating opportunities for Patient Claim Line’s experts to contribute genuinely useful insight to conversations surrounding healthcare and medical negligence. This supports SEO in two ways. It strengthens the authority of the website through relevant links, while simultaneously building the external reputation and entity signals that increasingly influence how brands are understood across both search engines and AI systems.
Building For Search Beyond The Traditional SERP
The growth of AI Overviews and LLM-led search means that organic visibility can no longer be measured solely through ten traditional blue links. Our strategy increasingly considers whether Patient Claim Line has the signals required not simply to rank, but to be understood, trusted and selected as a source.
That means strengthening the relationship between:
Relevance → Expertise → External Authority → Trust → Citation Eligibility
For a YMYL brand, these signals are particularly important. When a search engine or AI system is providing information that could influence someone’s health, finances or legal position, being relevant is only the starting point. The brand also needs to demonstrate why it is a safe and credible source to select.
Our Results
Our work with Patient Claim Line has delivered sustained organic growth while continually adapting to changes in both the search landscape and the competitive environment.
Rather than measuring success through traffic alone, we focus increasingly on the metrics that demonstrate genuine commercial progress:
216 → 384
High-intent organic visibility
9% → 17%
Conversion rate across NHS-related organic traffic
+15%
Leads YOY
+15,000
Additional informational visibility supporting topical authority
+90%
Increase in top-three rankings YoY
170+
High-quality links generated through Digital PR
Alongside these results, Patient Claim Line has continued to strengthen its visibility across some of the most commercially competitive terms in the medical negligence market.
The campaign demonstrates something that has become increasingly important to our approach to SEO:
Relevance can get a website into consideration. Trust, authority and genuine commercial alignment are what help turn that visibility into sustainable growth.
Our Coverage
Love Island's Demi Jones' Cancer Diagnosis Sparks All-Time High Online Searches
Demi Jones - who appeared on Winter love Island 2020 - shared on May 20 that she had been diagnosed with thyroid cancer after finding a lump on her neck.
Corrie's Jack Webster Set For Major Pay Day As He's Owed Millions After Doc's Mistake?
Coronation Street's Jack Webster could be about to become a millionaire.
Life On The NHS Frontline: "It's harder to watch patients die when they can't see their family"
It's been a year since "Clap For Carers" saw the nation stand outside their front doors & applaud healthcare workers battling to control the spread of COVID.
Dyspnoea is "key red flag" symptom of lung cancer that appears in 70% of patients
The sooner you detect lung cancer, the greater your chances of an effective treatment.
The Results
Having worked with Cedarwood for 4 years, I can honestly say that they have been instrumental in the continued growth and success of Patient Claim Line. The team are extremely knowledgeable, highly-skilled, friendly, honest & have the confidence to challenge our own internal decision if they feel it is in the best interest of our business & results. The team are always thinking of ways to build out campaigns & can be relied upon to continuously improve through their collective thinking & creativity.
More SEO Case Studies
Patient Claim Line
Lead Generation
Increasing visibility in the tough "medical negligence" niche through effective SEO & Digital PR.
⚡️ 170+ Links Achieved
⚡️ 90% Increase In Top 3 Rankings
⚡️ #1 Rankings For "Medical Claims", "Medical Compensation" & "Hospital Negligence".
VIEW CASE STUDY
Hayes Garden World
Ecommerce
Growing an online presence to become one of the UK's leading independent garden furniture retailers.
⚡️ 120+ Links Achieved
⚡️ 2 Million Additional Users
⚡️ 965 Top 3 Ranking Keywords
VIEW CASE STUDY
Watches2U
Ecommerce
Growing a national and international SEO campaign to help grow sales in over 31 markets worldwide.
⚡️ 82+ Links Achieved
⚡️ 47% Increase In Top 10 Rankings
⚡️ 423 Top 3 Ranking Keywords
VIEW CASE STUDY
Certas Energy
Lead Generation
Using SEO to improve online visibility across Domestic & Commercial to drive an increase in online sales
⚡️ 113% Increase In Non Brand Keywords
⚡️ 23% YOY Organic Traffic Increase
⚡️ 80% Increase In Top 3 Keywords YOY
VIEW CASE STUDY