We engaged with Moawad Skin Institute, a skincare and dermatology practice, to build a full-funnel SEO and AI-search visibility strategy. Over a 10-month engagement, we grew organic traffic share to 16%, expanded organic keyword rankings to 5,800+, and secured 175 AI-cited pages across ChatGPT, Google AI Overview, and Gemini — helping the brand show up not just in classic search, but in AI-generated answers as well.
Moawad Skin Institute had a strong offline reputation but limited digital footprint — low domain authority, thin keyword coverage, and zero presence in AI-generated search answers, which are increasingly where potential patients research skincare providers before booking. Our task was to build topical authority, fix technical gaps, and position the brand for both traditional Google rankings and emerging AI search engines.
Moawad Skin Institute sought to address negative or low-authority search results affecting its brand image by implementing targeted SEO strategies that promoted positive, accurate, and brand-controlled content. While the institute had built a strong reputation offline, outdated and unfavorable content continued to influence its online visibility. Our goal was to suppress negative signals, strengthen authoritative brand assets, and guide prospective customers toward verified and trustworthy sources.
Once all technical barriers were addressed, we optimized the website structure and public-facing content to strengthen search performance. We enhanced metadata and refined content across key pages, including treatment pages, physician profiles, patient resources, and service information, ensuring each incorporated strong brand-focused keywords. In addition, we implemented schema markup such as Organization, Article, and FAQ across important brand pages to improve visibility and increase presence in rich search results.
We audited and resolved crawlability and indexing issues, improved metadata across service and treatment pages, and implemented structured schema markup (MedicalBusiness, Service, FAQ) to strengthen how search engines and AI models understand and surface the brand’s content.
Moawad Skin Institute aimed to strengthen its online presence and reputation through a comprehensive SEO strategy. I successfully completed full on-page optimization across all pages, including meta titles, descriptions, headings, internal linking, and content structure. In addition, I resolved all technical SEO issues to ensure faster page speed, improved crawlability, and stronger search visibility. These optimizations helped elevate positive, high-authority brand assets while guiding users toward verified and trustworthy information sources.
Alongside link building — growing referring domains to 2.7K and backlinks to 3.6K — we applied Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) techniques to make key pages citable by AI models. The result: the brand is now mentioned in ChatGPT, Google AI Overview, and Gemini responses, with 175 pages cited across AI-generated answers.
We conducted bi-weekly monitoring to track branded search visibility, domain authority, keyword performance, and website traffic. Through customized Looker Studio dashboards focused on brand reputation KPIs, the Moawad Skin Institute team was able to clearly visualize improvements in SERP positioning and increased traffic to official pages. This real-time reporting enabled proactive content optimization and rapid responses to any emerging misinformation, negative mentions, or low-authority search results.
By the end of the recent optimization cycle, Moawad Skin Institute demonstrated significant improvements in its organic search performance and online visibility. Over the last three months, the website generated more than 4.3K clicks and 868K impressions, while maintaining a steady upward trend in search engagement. Strategic SEO efforts, including on-page optimization, technical improvements, and reputation-focused content enhancements, helped strengthen the site’s overall authority and visibility across search engines.
This growth was driven by stronger rankings for key branded and treatment-related search terms, allowing more users to discover trusted and official content. As a result, Moawad Skin Institute successfully strengthened its digital presence, improved brand credibility, and transformed its search visibility into a stronger channel for awareness, engagement, and potential patient acquisition.
For healthcare and aesthetic brands like Moawad Skin Institute, establishing trust online is crucial. Since many potential patients first discover a clinic through search engines, maintaining a strong presence with accurate and credible information plays a major role in shaping first impressions. This case study highlights how a well-planned SEO strategy—centered on reputation management, technical enhancements, and valuable content optimization—can strengthen online visibility and brand authority. By building and maintaining a reliable digital presence, Moawad Skin Institute ensures that prospective patients are directed toward authentic, professional, and trustworthy information that enhances confidence in the brand.
