Featured snippets and sweaty armpits

We had a very satisfying conversation with one of our clients today.

They are an aesthetics and medical clinic who, among other things, offer a treatment for hyperhidrosis (excessive sweating).

This is one of their cornerstone services and particularly sought after at this time of year when the weather is heating up.

Over the years we have gradually been adding content about hyperhidrosis to their website, for example these blog articles:

• Freedom from the embarrassment of underarm sweating
• A lasting remedy for sweaty palms
• How to stop excessive sweating on your face

The increased content helps in a few different ways:

• It adds to the overall authority of the website – so Google knows they are experts at hyperhidrosis treatment.
• It widens the number of keywords featured on the website, and therefore the number of search terms it can be found for.
• It provides helpful information to people suffering from hyperhidrosis and looking for new treatment options (because we do think about the humans too, not just Google!).

We had a nice win today when we discovered that there had been an uplift in the number of patients enquiring about hyperhidrosis treatment at their Harley Street clinic.

On closer inspection, this was found on Google:

This “featured snippet” is being displayed at the top of Google’s search results when people in London ask how much the underarm hyperhidrosis treatment costs.

It’s impossible to say how much of the additional sales came directly from being featured in this way, but it certainly isn’t doing them any harm!

It’s particularly satisfying since advertising restrictions for this treatment (which is prescription-only) mean that the clinic is very limited in how it can market it, so SEO is a vital element of their growth strategy.

Build your long-term SEO advantage

Content development is a key part of any long term SEO strategy. Adding high quality, authoritative information to your website which will please both Google and your readership.

Get in touch to discover how we can help you get ahead in the SEO game. You can read more about our work with Melior Clinics in our case study.