Dr Lorenzo Masci is a renowned Sports Medicine Doctor based in central London. Actively involved in research, Lorenzo has written 20 peer-reviewed papers and has spoken at multiple international sports medicine conferences, including the Arsenal Football Conference, the Barcelona Football Conference and the British Association of Sports and Exercise Medicine.

Lorenzo approached us in 2020 to host his newly launched website and gain assistance in growing his practice.

As Lorenzo already had some content on his new website, we started with a site audit to ensure everything was in good order before researching the specific sector he was marketing to.

The site audit revealed a number of issues requiring technical SEO to be undertaken. This ensured the site had a very fast loading speed which assists with ranking. Then we tidied up Lorenzo’s Google Business Profile accounts to ensure consistency for NAP results (Name, Address, Phone Number).

Once the basics had been covered, we then provided Lorenzo with the exact type and quality of content that needed to be added in order for his website to gain large volumes of traffic and be considered an authority site by search engines.

To be completely fair to Lorenzo, the task was significant, but he accepted our recommendations and set to work writing every day for a year (no joke).

Whilst Lorenzo produced the content at the required standard, we supported him throughout the process by ensuring the content was topically structured so that the search engines had no difficulty in crawling the website as efficiently as possible.

This enabled more frequent crawling of the ever-growing website and quicker indexing of more and more pages. Lornezo’s search visibility was growing fast.

After 12 months of writing and producing over 300 blog posts and cornerstone content, Lorenzo’s traffic had grown to 300,000 site visits a month.

This enabled Lorenzo to enjoy a steady stream of enquiries without needing to add further content at the pace he had been. Effectively, he had done the hard work and was now reaping the benefits.

Even though Lorenzo slowed the pace of content production, search engines do not let you rest without paying the price. To combat this, we have provided consistent updates and refreshes to the content metadata and schema combined with Lorenzo adding updates to the actual content by refreshing blog posts and other content formats.

Since reaching the highs, this has produced a consistent level of traffic for Lorenzo, with the site maintaining one of the largest volumes of traffic we have seen.