About the Clinic

Our client is a specialized prostate cancer clinic operating in Germany. They are a leader in electroporation-based prostate cancer treatments and welcome patients from around the world.

While the clinic had success generating patient leads through paid media campaigns and physician referrals, they knew they could reach a wider audience through organic search visibility.

After partnering with Windsor Digital Marketing, the clinic significantly expanded its organic visibility within the first six months, including:

• 66% YoY organic traffic growth
• 92% YoY increase in organic conversions
• €1M+ in potential pipeline generated in 4 months
• 200% increase in organic search impressions

Windsor Digital Marketing achieved these results through a coordinated Medical SEO strategy focused on high-intent treatment searches, authoritative content, and Digital PR campaigns that helped expand the client’s visibility across international search results.

In this Medical SEO case study, we break down the exact strategies used to do it.

Why They Chose Windsor Digital Marketing

The clinic specializes in novel treatment approaches built around prostate cancer electroporation. In some cases, they are the only prostate cancer centre in the world offering specific therapies. As a result, direct competition for many of their primary commercial keywords was relatively limited, and they were already generating a steady stream of leads through organic and paid search.

However, they knew they could significantly expand their reach through a broader healthcare SEO campaign focused on prostate cancer research, informational visibility, and improved English-language search coverage, which ultimately led them to Windsor Digital Marketing.

They wanted a partner that could integrate SEO with their existing paid campaigns, and WDM had the experience to do it. Our strategies combine bottom-of-funnel lead generation with broader informational content campaigns designed to generate additional awareness-stage traffic that can later be reengaged through paid retargeting campaigns.

After our initial consultation, this approach stood out from other agencies that provided a more generic view of SEO and PPC integration, and they ultimately decided to move forward with a retainer.

We Started With an SEO Audit

The client had actually completed an SEO audit before reaching out to us, but the contractor who produced it did not provide a clear implementation strategy. At the same time, the audit itself felt heavily templated.

Much of it appeared to be a compilation of outputs from tools like Screaming Frog, Semrush, and Ahrefs. It identified issues, but it didn’t connect them back to the clinic’s actual search opportunities or competitive position.

We used the audit as a starting point, but our SEO agency also conducted its own review of the site and search results.

We found that the site’s overall structure was relatively strong, but many of the pages themselves were not properly optimized to rank for relevant treatment searches, and internal linking across the site was fairly limited.

The clinic also only had a small number of high-quality backlinks, though most direct competitors were in a similar position. Because of this, our initial strategy focused on strengthening the primary commercial pages first, then expanding the site with authoritative supporting content before scaling visibility further through Digital PR campaigns.

Our 3-Phase Medical SEO Strategy

The clinic’s website was in a better starting position than most campaigns we work on. They already had some SERP coverage. The challenge was expanding their visibility beyond electroporation-specific treatment searches into broader prostate cancer research and informational queries.

Phase 1: Optimizing Primary Commercial Pages

Before publishing new content, we wanted to strengthen the client’s primary commercial pages so they targeted high-intent audiences while being structured to convert visitors into leads once they landed on the site.

Pillar Page Creation

We started by optimizing the clinic’s treatment overview page. Originally, the page functioned mostly as a simple navigational hub and wasn’t structured to capture meaningful search traffic or pass authority to the appropriate treatment pages.

As a result, we completely rebuilt the page.

We incorporated EEAT-focused elements such as the clinic’s treatment philosophy, treatment applications, and statistical comparisons between electroporation therapies and traditional treatment approaches, all supported by documented peer-reviewed studies.

From there, we added dedicated overviews for each treatment approach with internal links pointing to the relevant treatment pages. This created a much stronger contextual hub and improved how related pages connected throughout the site.

Treatment Pages & Internal Linking Structures

Once the pillar page was optimized, we focused on improving the ranking and conversion ability of each treatment page.

To do this, we developed a new page structure designed to reinforce EEAT while targeting the actual treatment-related keywords patients were searching before booking consultations.

Before working with us, many of these pages functioned as landing pages for both organic search and paid media campaigns. The issue was that the PPC campaigns primarily targeted broader keywords like “Alternative Prostate Cancer Treatment.” While this worked reasonably well for paid campaigns, it failed to target users specifically searching for treatments like NanoKnife Therapy or ECT for prostate cancer.

We reoptimized each page around its primary commercial keyword while keeping much of the clinic’s existing content intact. We then adapted and expanded it for English-speaking audiences while adding stronger EEAT signals, including treatment process breakdowns, treatment videos, and more detailed explanations of how each therapy is applied at the clinic.

We also built internal linking structures connecting related treatment approaches and supporting pages. This helped search engines better understand how the therapies related to one another within the clinic’s broader treatment philosophy.

301 Redirects to Fix Cannibalization Errors

Once the primary commercial pages were optimized, we implemented a series of 301 redirects to address cannibalization issues across the site.

The client had multiple pages serving nearly identical purposes. For example, they had four separate pages explaining how NanoKnife treatment works, all with varying levels of detail.

We consolidated these down to two core pages.

• The first targeted commercial intent searches and served as the primary treatment landing page.
• The second targeted informational searches, such as “How does NanoKnife therapy work?”

While the topics overlapped, the search intent behind them was very different. Separating the pages this way allowed us to reduce cannibalization while expanding the client’s ability to rank across both commercial and informational SERPs.

We then redirected the remaining overlapping pages and applied the same process across the rest of the treatment sections we optimized.

Phase 2: Building Authority Content

With treatment pages now optimized to attract and convert bottom-of-funnel audiences, we shifted focus toward informational content. This helped us reach broader audiences earlier in the funnel while strengthening rankings for our commercial pages.

In total, we created two new topical clusters and expanded an existing one to strengthen the clinic’s overall topical coverage.

Alternative Prostate Cancer Treatments

The first topical cluster we created targeted Alternative Prostate Cancer Treatments.

We chose this cluster for two reasons:

1. The client had previously been targeting this keyword for their electrochemotherapy page to support PPC campaigns. The intent was misaligned for a treatment page, but we wanted to capitalize on existing keyword coverage by creating a page optimized for the appropriate SERPs.
2. As a developing treatment approach, electroporation-based therapies have a limited search volume. However, focal therapies and alternative approaches are growing in popularity. By targeting this cluster, we positioned IRE and ECT alongside more established treatments like HiFu and Cryotherapy while reaching patients earlier in their research process.

To create the cluster, we started with a pillar page designed as a guide to alternative prostate cancer treatments. In it, we broke down the limitations of traditional treatment approaches, compared different focal therapies, and explained how electroporation offers a non-thermal alternative designed to minimize damage to surrounding tissue.

We then created supporting guides for every treatment featured on the page while using the existing electroporation treatment pages as part of the cluster.

In total, we created guides for the following treatments:

• Prostatectomy
• Radiation Therapy
• High Intensity Focused Ultrasound (HiFU)
• Tulsa PRO
• Cryotherapy

We then built internal links between the pillar page and supporting treatment guides to better connect the cluster.

This allowed us to reach patients researching competing treatment options while educating them on how electroporation differs from more established therapies.

At the same time, the cluster strengthened the relevance of the primary pillar page, helping it rank in the top 5 for “Alternative Prostate Cancer Treatments” despite competition from sites like WebMD, Mayo Clinic, and MD Anderson.

Prostate Cancer Staging Guide

Our treatment pages were attracting BoFu audiences, while the alternative prostate cancer cluster targeted MoFu searches. The third topical structure we created was designed to reach ToFu audiences earlier in the research process.

To do this, we created a prostate cancer staging cluster built around a central pillar page explaining how prostate cancer is staged, along with overviews of each stage, including substages, symptoms, and treatment approaches.

Each section then linked out to a dedicated page for every stage, ranging from Stage 1 to Stage 4.

Each stage-specific page followed a similar structure and targeted common search queries, including:

• What Is Stage X Prostate Cancer
• How Is Stage X Prostate Cancer Diagnosed
• Stage X Prostate Cancer Symptoms
• Stage X Prostate Cancer Treatments
• Stage X Prostate Cancer Prognosis

These pages allowed us to reach patients much earlier in their diagnosis journey while introducing them to electroporation and other focal therapies during the research phase.

Throughout the cluster, we reinforced the slow progression of many prostate cancers, encouraging patients to take the time to understand their options before choosing a treatment path. Each guide also included contact information for the clinic’s patient team for readers looking for additional guidance.

At the same time, the cluster expanded the client’s coverage across prostate cancer research topics, helping strengthen search engine rankings throughout the broader treatment section.

Scientific Analysis of the Electroporation Process

The clinic already had a series of science pages exploring the processes behind their treatment approaches. However, the section was extremely disjointed, several pages were targeting overlapping intents that created cannibalization issues, and the translations for English audiences were poorly executed.

As a result, we rebuilt the science section so it better supported the treatment pages while improving online visibility in organic search for informational intent.

We started by redirecting overlapping pages that were causing cannibalization issues before optimizing the remaining science content. The pages already contained a significant amount of valuable information supported by peer-reviewed studies.

Their EEAT was incredible, but their presentation was not.

To fix this, we rewrote the pages using the existing medical information while presenting it in a way that felt more patient-friendly instead of overly institutional.

We then added internal links to related treatment and informational pages while also creating a science overview hub focused on electroporation itself. This allowed us to guide users and search engines through the electroporation process before directing them toward more specific treatment and science pages.

Phase 3: Launching Medical Digital PR Campaigns

At this point, the website was performing extremely well. We had nearly doubled organic traffic and significantly expanded reach to English-speaking audiences in the US, UK, and Canada. At the same time, the site’s translations were increasing visibility across Europe.

Some of the most significant market expansions included:

• 15x traffic growth from France
• 5x traffic growth from the UK
• 59x traffic growth from India
• 2.4x traffic growth from the USA
• 7x traffic growth from Spain

The clinic was starting to attract more international patients, but it was only the beginning. The next step was expanding media coverage in these new regions to strengthen the clinic’s international presence and reinforce its credibility across both English-speaking and European markets.

To do this, we launched a targeted Digital PR campaign.

Creating PR Assets

We started by creating digital PR assets that were published directly on the the client’s website. In total, we launched three major campaigns:

• Prostate Cancer Statistics Round Up: We collected prostate cancer data from more than 30 different sources and organized it by incidence data, risk factors, screening patterns, and progression risks. This allowed us to create a comprehensive resource covering the current state of prostate cancer in 2026. The page became our primary driver of organic link acquisition by attracting journalists and publishers looking for credible prostate cancer statistics and supporting data.
• 15 Years of Non-Thermal Prostate Cancer Treatment Overview: 2026 marked the 15th year of operations at the clinic, so we launched a detailed analysis of the clinic’s experience, including published outcome studies and treatment expansion over time. We then adapted the content into a press release for media outreach campaigns.
• First Clinical Analysis of Electrochemotherapy in Prostate Cancer: In December 2025, the clinic published a retrospective analysis of electrochemotherapy outcomes in 144 prostate cancer patients. We created a journalist-friendly breakdown of the findings and adapted it into a media outreach campaign focused on emerging focal therapies.

Conducting Media Outreach

Once the assets were ready, we began pitching them to relevant media outlets. We focused primarily on English-speaking and international healthcare publications and built two separate outreach campaigns.

• Journalist Targeting: This campaign focused on journalists already covering innovative prostate cancer treatments and emerging medical technologies. We personalized each outreach email around the journalist’s existing coverage while introducing the clinic’s 15-year treatment overview and published outcome data as a potential story opportunity.
• Publication Targeting: The second outreach campaign focused specifically on urology, prostate cancer, and broader cancer publications. These were publications we specifically wanted the clinic featured in because of their relevance and authority within the medical space. Here, we pitched the story more directly as one of the most detailed clinical overviews of electroporation-based prostate cancer treatment currently available.

Through these Digital PR campaigns, we strengthened the client’s credibility across international markets while supporting rankings in highly competitive medical SERPs. This helped further expand the clinic’s international reach and visibility among patients researching advanced prostate cancer treatment options.

The Results

Many SEO campaigns take time to build momentum, but the client began generating meaningful growth within the first few months of the campaign, including:

• 92% increase in organic conversions YoY during month two of the campaign
• €1M+ in potential pipeline generated in 4 months
• 66% YoY organic traffic growth within 6 months
• Major organic growth across international markets, including the US (+145%), UK (+250%), France (+660%), Spain (+300%), and India (+1,188%)

Work With a Medical SEO Expert

Medical SEO goes beyond publishing content and optimizing metadata. Clinics need a strategy that builds trust, increases visibility for high-intent treatment searches, and positions their brand as a credible authority in competitive medical search results.

Windsor Digital Marketing prioritizes patient acquisition, topical authority, and sustained organic growth. Through treatment page optimization, content clusters, Digital PR, and international SEO, our campaigns are designed to help clinics generate qualified patient leads through organic search.

Schedule a free strategy call to learn how a Medical SEO campaign can help your clinic increase visibility and attract more qualified patients.

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