FTG Clinics Intermediate SEO Audit
An intermediate SEO audit for a UK cosmetic and medical aesthetics clinic, diagnosing early-stage growth limitations and providing an E-E-A-T framework for competitive treatment-led SEO.
Intermediate
SEO Audit
E-E-A-T
Framework
Shopify
SEO Fixes
Contents
Client Overview
FTG Clinics is a UK-based clinic brand operating in the cosmetics, medical aesthetics and treatment space. The website covers treatments, product collections, clinic information, condition-led content and ecommerce-style product pages.
Because the site operates in a health, wellbeing and cosmetic treatment vertical, SEO performance depends heavily on trust, topical authority, medical accuracy, practitioner credibility, treatment transparency, before-and-after proof, reviews, structured site architecture and strong E-E-A-T alignment.
What the Client Needed
FTG Clinics needed an intermediate SEO audit to understand why the website was not gaining stronger organic traction and how to structure the site for future growth.
The audit reviewed Search Console performance, query coverage, page performance, subfolder performance, Shopify technical SEO issues, content structure, proposed navigation changes, E-E-A-T requirements, treatment page quality, indexation, redirects, canonicals, pagination and link authority.
“The domain had relatively little time to build trust, authority and organic momentum — especially important because young domains in medical and treatment-led sectors often take longer to gain traction.”
Key audit finding
The Challenge
The main challenge was that FTG Clinics was still in an early organic growth phase. The audit found that clicks and impressions were trending upwards, which was positive. However, the overall click profile remained weak, with a small number of URLs generating most traffic.
The site also had limited active history. A further issue was structural — the website was using Shopify, with treatment content in /pages/, ecommerce in /products/ and /collections/. The audit identified the need for clearer segregation between treatments, shop/products and articles.
“The recommendation was to produce fewer, stronger pieces of content that are medically accurate, reviewed, properly structured and aligned with search intent.”
Key finding from the audit
The Goal
The goal was to understand why the site was not gaining stronger organic traction and what needed to change. The audit needed to answer:
- Why was the site gaining impressions but not enough meaningful clicks?
- Which folders and page types were contributing most to organic visibility?
- Were treatment pages, product pages and collection pages structured correctly?
- Was Shopify creating canonical or URL issues?
- How should the site organise treatments, shop content and articles?
- What E-E-A-T requirements were needed for treatment and medical-adjacent content?
- Which technical issues needed fixing to improve crawl consistency and index quality?
- What should FTG prioritise before scaling content production?
What We Did
We carried out an intermediate SEO audit across FTG Clinics, covering organic performance, technical SEO, Shopify structure, content quality, E-E-A-T requirements and URL architecture. The audit included:
A key recommendation was to restructure the website around clearer content types: Treatments, Shop, and Articles.
What Was Achieved
The audit gave FTG Clinics a clear diagnosis of why organic growth was limited despite early positive movement. It showed the site was in an immature trust and authority phase.
The audit clarified that different page types needed different strategies — treatment pages needed to be people-first and medically reviewed, while product pages needed cleaner Shopify handling.
From a technical perspective, the audit identified fixes around internal 301s, broken links, trailing slash consistency, canonical handling. The audit warned against creating large volumes of content for the sake of it.
Key Audit Highlights
E-E-A-T Framework
Trust and medical credibility requirements defined
Shopify SEO
Canonical and URL structure issues resolved
Content Architecture
Treatments shop and articles restructured
Growth Strategy
Priority actions identified before scaling content
“Different page types needed different strategies — treatment pages needed to be people-first and medically reviewed, while product pages needed cleaner Shopify handling and stronger product coverage.”
From the audit summary
Want Similar Results for Your Business?
Get a professional SEO audit tailored to your website and uncover exactly what's holding back your organic performance.