Swinton Pharmacy was well-known in its community – but online, they were almost invisible. Many local patients were searching for their services but ended up on their competitor’s websites. That’s when they partnered with us, and together, we improved their online presence, achieving higher rankings and even appearing in Google’s AI overview.

Client Overview

Business: Swinton Pharmacy
Location: Swinton, Manchester, UK
Industry: Healthcare / Pharmacy
Services: Private Health Tests, Prescription Services, Local Pharmacy Support
Agency Partner: Crazygraph

Swinton Pharmacy is a trusted local pharmacy offering both NHS and private healthcare services to the Swinton community. While their offline reputation was strong, their online visibility didn’t reflect it.

That’s when they approached us with one clear goal: to appear where their patients are searching – Google Search and now, AI Overviews.

“Being featured in Google’s AI Overview was a big moment for us. We’re now reaching patients who find us through both normal search and AI results.”
– Pharmacy Manager, Swinton Pharmacy

The Challenge

When Swinton Pharmacy first came to Crazygraph, they had a modern website but almost no visibility on Google. Despite offering valuable health services, potential patients weren’t finding them online.

Their main pain points included:

• Low organic visibility for important pharmacy and health service keywords

• Thin, unoptimized content that didn’t clearly describe their services

• Technical SEO issues like slow load times and missing schema markup

• Weak local presence, with inconsistent business listings and few reviews

• No visibility in Google’s new AI Overview results

Before SEO:

• Ranked beyond page 5 for most high-intent searches

• Minimal organic traffic and engagement

• Zero appearances in AI Overview

• Missed opportunities for local patient discovery

Our goal was clear:

Turn Swinton Pharmacy’s website into a trusted, high-ranking local brand that patients could easily find – both on Google Search and within Google’s AI Overview.

Our Strategy & Implementation

We designed a custom SEO roadmap tailored to pharmacy businesses. The strategy focused on four key areas: keyword optimization, content improvement, technical fixes, and local authority building – followed by an advanced layer of AI Overview optimization.

1. Keyword Research & Targeting

We focused on high-conversion, local-intent keywords – terms people actually use when searching for pharmacy services nearby, such as:

• “Private full blood test”

• “Erectile dysfunction clinic Manchester”

• “Ear wax removal Swinton”

• “Testosterone test near me”

Each keyword was carefully mapped to a dedicated service page for maximum relevance and local intent.

2. Content Optimization

We rebuilt the site’s core service pages to better educate, engage, and convert.

Key actions:

• Rewrote every service page with clear, medically accurate, SEO-rich content

• Added FAQs to increase relevance and enable featured snippet visibility

• Strengthened E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness) through clear references and trust indicators

In this way, we made the site not only search-friendly but also more credible and patient-focused.

3. Technical & On-Page SEO

A healthy website ranks better on Google and provides a better experience for users.

We fixed:

• Meta titles, H1 structure, and internal linking

• Added schema markup for LocalBusiness and FAQ pages

• Improved Core Web Vitals and mobile load speed

4. Local SEO Boost

Local discovery is crucial for pharmacies. So, we focused heavily on Google Business Profile (GBP) and local citations.

So here’s what we did:

• Fully optimizing the GBP with location keywords and professional images

• Building pharmacy-specific citations and cleaning up NAP (Name, Address, Phone) consistency

• Encouraging satisfied customers to leave authentic reviews through automated follow-ups

5. AI Overview Optimization (2025 SEO Update)

As Google’s AI Overview became a major feature in 2025, we moved fast to make sure Swinton Pharmacy didn’t just show up in search – but stood out in the new AI-powered landscape.

Here’s what we did differently:

• Created intent-driven content written in natural, conversational language that AI systems could easily summarize.

• Added answer-style phrasing to match how real people ask health questions online, improving chances of AI inclusion.

• Enhanced structured data and schema to help Google quickly understand service relevance and context.

This strategy paid off – Swinton Pharmacy began appearing directly inside Google’s AI Overview, a rare achievement that gave them trust-based visibility ahead of competitors.

The Results

After implementing our comprehensive SEO strategy, Swinton Pharmacy saw measurable growth across all major SEO metrics.

Google Search Console Growth

Last 6 Months Overview

• Total Clicks: 1.16K

• Impressions: 111K

• Average CTR: 1%

• Average Position: 27.4

 

Comparison (Last 3 Months vs. Previous 3 Months)

Last 28 Days Traffic Data

• Total Clicks: 269
• Impressions: 25.9K
• Average CTR: 1%
• Average Position: 10.9

 

Keyword Achievements

 

 

AI Overview Success

Swinton Pharmacy now appears directly inside Google’s AI Overview results, giving them unmatched exposure and credibility. This new layer of visibility helped attract new patients who searched through both standard Google results and AI-generated summaries.

 

 

Keyword Achievements

 

 

 

Key Takeaways for Pharmacies

• AI + SEO synergy works: Answer-based, semantically-rich content helps pharmacies appear in AI Overviews.

• Local SEO is essential: Optimizing your GBP and citations directly impacts patient discovery.

• Technical SEO matters: A fast, schema-optimized site builds trust with both Google and visitors.

• Consistency compounds: Month-over-month SEO work delivers measurable growth.

Get the Free Resource

Our data-driven, healthcare-specific SEO process turned Swinton Pharmacy from an underperforming site into a trusted, visible, and AI-featured pharmacy brand. Want to achieve similar results for your pharmacy?

Download the “2025 SEO Blueprint for Pharmacies” – a free eBook by Crazygraph.

You’ll learn:

• The exact SEO framework used for Swinton Pharmacy

• How to get featured in Google’s AI Overview

• Local visibility hacks that attract real customers