The Challenge
SpringHill Clinic is an obstetrics and gynaecology clinic in Kuala Lumpur, caring for women’s health at every stage of life, from prepuberty to post-menopause. Primal has run search engine optimisation (SEO) for springhillclinic.com.my since April 2023. For the contract that started in June 2025, the plan was to strengthen the clinic’s Google rankings for 50 target keywords and to get its content into Google’s AI Overviews, the AI answers shown above the search results.
A technical audit of the site found internal links that ran through chains of redirects, links to pages that no longer existed, including one in the main navigation, and target pages with missing or overlong meta descriptions. More healthcare searches also end without a click, as AI Overviews and sponsored results answer them on the results page.
Our Approach
Keywords And Technical Fixes
Primal’s SEO specialist reviewed the 50 target keywords and replaced terms that were too broad or had very few searches with terms where the site had a better chance to rank or where searches were rising. After the technical audit, the team pointed internal links straight to their final pages, fixed links to missing pages, removed redirected pages from the sitemap and linked testimonial pages that no other page linked to.
The team added local business structured data for the clinic in Taman Tun Dr Ismail, with its address and opening hours, and an llms.txt file to help AI platforms such as Gemini and ChatGPT read the site’s content. Meta descriptions were written for 8 target pages that had none and shortened on 10 pages where Google cut them off.
Page Content, Blogs And Local Search
Primal’s copywriters rewrote the content of 10 target pages from a content brief, and revised the home page and the About Us page, adding a profile of the clinic’s new medical officer. A content plan set out blog pillars and a year of blog topics, with 2 articles a month and 3 extra articles for keywords that had not performed well the year before.
Each month, the outreach team secured links to the site from other websites. For local searches, Primal wrote a new Google Business Profile description and added the clinic to local business listings.
Tracking, Clicks And AI Search
Primal re-tested the event tracking on the site, where Google Analytics records key events such as clicks on the appointment and phone call buttons. The team also added a WhatsApp button for messages and appointment bookings.
To get more clicks from page 1, page titles and meta descriptions were rewritten to be more action-oriented, with each page’s main keyword kept in place. Target page content was rewritten for AI search, and blog topics were planned from quarterly research into keywords and the questions people ask AI platforms.
Monthly reports and quarterly reviews tracked sessions and key events from AI platforms such as ChatGPT, Gemini, Claude and Perplexity beside the Google rankings.
Outcomes Achieved
The figures come from the quarterly review in April 2026, which compared the latest quarter with the one before. Tracked key events rose from 153 to 287, and keywords on page 1 of Google rose from 16 to 24, with 6 in the first 3 positions. Search impressions, the number of times the clinic’s pages appeared in Google results, grew 25% to 257,000.
Sessions from AI platforms rose from 133 to 207, and key events from those sessions rose from 2 to 24.
- 88%Increase in Tracked Key Events
- 50%More Keywords on Page 1 of Google, 16 to 24
- 25%Increase in Search Impressions, to 257K
- 56%Increase in Sessions from AI Search, 133 to 207
Key Insights
- Tracked key events rose from 153 to 287 in the same 3 months that page 1 keywords rose from 16 to 24.
- Generic searches gave the clinic many impressions but limited clicks, because AI Overviews and sponsored results took up most of the results page.
- Key events from AI platforms rose from 2 to 24, beside a 56% rise in sessions from AI search.
