SEO + AI SEO case study

CREATE Fertility

Putting IVF expertise where patients search for answers

The brief

Help people find the right care at every stage.

Fertility decisions are personal and often overwhelming. We gave CREATE’s treatment and clinic pages clearer explanations, stronger local detail and more visible clinical expertise, helping patients move from an initial question to a useful next step.

CREATE gained stronger organic rankings and visibility in ChatGPT recommendations for fertility care. The campaign connected treatment information, clinic choice and patient stories so its expertise could meet people earlier in their search.

The work

How we did it

Clearer treatment pages, locally useful clinic content and digital PR helped CREATE’s clinical expertise reach patients at each stage of their search.

Redesign the treatment pages

We improved treatment pages with language patients use when comparing IVF options, clearer explanations of the process and stronger routes to consultation. We also made clinician expertise, patient experience and evidence easier to see, giving readers and AI systems clearer signals of experience, expertise and trust.

Make each clinic locally relevant

We revamped clinic location pages around local searches, bringing together treatment options, the specialist team, success-rate context, practical visiting information and a clear booking route. The goal was to turn a nearby-clinic search into a useful next step.

Answer earlier questions

We expanded the content hub around treatment-related questions and upper-funnel searches, then connected guides to relevant treatment and clinic pages. Descriptive headings, internal links, schema markup and structured data make those relationships easier for Google and AI assistants to interpret.

Take expertise beyond the site

Targeted digital PR put CREATE’s clinical voices and patient stories in front of local publishers and wider audiences. Case studies, thought leadership and timely responses to news and social conversations built awareness around the people and expertise behind the brand.

Digital PR