SEO Case Study: How Crazygraph Increased Swinton Pharmacy’s Organic Visibility by 164% and Earned AI Overview Mentions
Client: Swinton Pharmacy
Industry: Healthcare / Pharmacy
Services: Private Health Tests, Prescription Services, Local Pharmacy Support
Swinton Pharmacy 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 now see patients finding us through both normal search and AI results.”
– Pharmacy Manager, Swinton Pharmacy
The Challenge
When we began, the pharmacy’s website had great potential but was nearly invisible online.
Core issues identified:
- Low organic visibility for core service keywords
- Unoptimised and thin service page content
- Missing keyword implementation and on-page structure
- Technical issues (slow site speed, meta errors, missing schema)
- No local or brand mentions on authoritative platforms
Before SEO:
- Hardly appeared in the top 50 results for high-intent searches
- No appearances in Google’s AI Overview
- Few organic clicks and poor engagement
Our Strategy
We developed a custom SEO roadmap designed specifically for healthcare and pharmacy businesses.
Keyword Research & Targeting
We focused on high-conversion, local-intent keywords such as:
- “Private full blood test”
- “Erectile dysfunction clinic Manchester”
- “Ear wax removal Swinton”
- “Testosterone test near me”
Each keyword was mapped to its respective service page for maximum relevance.
Content Optimisation
- Rewrote all major service pages with medically accurate and SEO-rich content
- Added FAQs with structured data for featured snippet eligibility
- Enhanced E-E-A-T signals through trust indicators and external references
Technical & On-Page SEO
- Fixed meta titles, H1 hierarchy, and internal linking
- Implemented schema for LocalBusiness and FAQs
- Improved Core Web Vitals and mobile speed score
Local SEO Boost
- Optimised Google Business Profile with local keywords and images
- Built pharmacy-specific citations and improved NAP consistency
- Encouraged review generation with automated follow-up emails
AI Overview Optimisation (2025 SEO Update)
- Crafted content designed to appear in Google AI Overviews by aligning with intent-driven phrasing
- Focused on semantic depth and answer-style content for pharmacy-related queries
The Results
After implementing a comprehensive SEO strategy, Swinton Pharmacy experienced significant growth in online visibility, organic traffic, and local search presence. The website now ranks higher for key service keywords, attracts more clicks from potential patients, and appears in Google’s AI Overview results, providing the pharmacy with a competitive edge and stronger online credibility.
Google Search Console Growth
Comparison ( Last 3 months – Previous 3 Months)
| Metric | Previous 3 Months | Last 3 Months | Growth |
| Total Clicks | 240 | 634 | +164% |
| Impressions | 32.7K | 52.5K | +60% |
| CTR | 0.7% | 1.2% | +71% |
| Avg. Position | 41.8 | 28.9 | Improved by 12.9 positions |
Last 28 days Traffic Data:
- Total Clicks: 208
- Impressions: 17.6k
- Average CTR: 1.2%
- Average Position: 21.9
Last 6 Months Traffic Growth:
- Total Clicks: 874
- Impressions: 85.2k
- Average CTR: 1%
- Average Position: 33.8
AI Overview Success
Swinton Pharmacy began appearing directly inside Google’s AI Overview results putting them ahead of competitors and securing trust-based visibility.
Keyword Achievements
| Keyword | Previous Rank | Current Rank | Note |
| Private full blood test | Not ranked | Appearing in AI Overview | ✅ Featured in AI Overview |
| Erectile dysfunction clinic Manchester | Page 7 | #2 | Top Local Rank |
| Ear wax removal Swinton | Page 5 | #1 | Local Search Dominance |
| Testosterone test near me | Page 9 | #3 | Consistent Traffic Driver |
Key Takeaways for Pharmacies
- AI + SEO synergy works: Crafting semantically rich, answer-based content boosts AI Overview visibility.
- Local SEO still wins: GBP optimisation and consistent citations improve local discovery.
- Technical hygiene is essential: Fast-loading, schema-optimised sites perform best.
- Data-driven SEO compounds results month after month.
Get the Free Resource
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- The exact SEO structure we use for pharmacies
- How to rank in Google’s AI Overview
- Local visibility hacks that bring real customers
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