Stride Vets
Achieving a 242% Increase in Organic Traffic Growth from Google Search
The Challenge
Stride’s original website did not fully communicate the breadth of its equine services or the experience behind the practice. Important information needed greater depth, while the site structure made it harder for horse owners to move between advice, relevant services and contact options.
The challenge was to create a website that better reflected the practice, improved its discoverability and gave prospective clients clearer reasons to get in touch.
The Insight
Horse owners do not always begin their search by looking for a veterinary practice. They often start with a concern about their horse, searching for symptoms, explanations or information about a particular condition.
This created an opportunity for Stride to demonstrate its expertise earlier in that journey. Useful equine care content could introduce people to the practice, while clear service pages and navigation could help them understand the care available.
The website therefore needed to support both discovery and decision-making: answering relevant questions and helping visitors take the next step.
Expanding Local Search to Increase Enquiries and Leads
The Strategy
Want SEO brought the website rebuild, content and search optimisation into one coordinated plan.
The strategy focused on three priorities:
- Make expertise easier to discover: Expand service information and develop useful content around the questions horse owners search for.
- Make the website easier to use: Improve page structure, navigation and internal links so visitors can find relevant information and contact the practice.
- Strengthen local relevance: Clearly communicate Stride’s Farnham location and service area alongside its specialist equine capabilities.
Together, these priorities supported a practical business goal: helping more prospective clients find Stride, understand its services and feel confident making contact.
The How
We reviewed the existing content and mapped search topics to relevant services and information pages. This guided the restructuring of the website and identified opportunities to explain Stride’s services more clearly.
Service content was expanded, supported by articles addressing common equine concerns, including lameness, preventative care and horse health. These pages gave the practice more opportunities to appear in relevant searches and demonstrate its knowledge.
On-page optimisation included clearer page titles, headings and internal links. Related advice and service pages were connected to help visitors explore the subject further.
The rebuild also improved the presentation and navigation of the website. Clearer service groupings and calls to action helped visitors find contact and registration information, creating a more useful journey from initial research to considering the practice.
The Conclusion
The Results
Stride recorded 242% more clicks from Google Search and 119% more search impressions when comparing the earliest and latest complete 90-day periods in the supplied Search Console report.
The website also broadened its search presence. Distinct keywords with tracked UK organic rankings increased by 263%, while the number of pages with tracked organic rankings increased by 90%.
These improvements show that more people were finding and visiting Stride through Google, with a wider range of pages contributing to its visibility. This created more opportunities to introduce prospective clients to the practice and its services.
The Takeaway
A veterinary website needs to communicate expertise as clearly as it presents services. By combining useful content with a clearer structure and an improved visitor experience, Stride developed a stronger platform for attracting and informing prospective clients.
For Want SEO, the project demonstrates how a website rebuild can support customer acquisition when search visibility and the visitor journey are considered together.
You might also like
Helping More Customers Find You & Choose Your Business
If potential customers cannot find your business online, you could be losing sales to competitors before you ever get the chance to speak to them. Want SEO helps overcome poor visibility, website problems and content that fails to answer buyers’ questions. We make it easier for people to discover your business, understand what you offer and take the next step.
Our Authority Growth Framework™ brings together technical SEO, researched content, brand authority and website improvements to support customer acquisition and revenue growth. We focus on reaching the right audience across search engines and AI platforms, building confidence in your business and turning more visits into enquiries or purchases. Every recommendation connects to your commercial goals, with clear reporting on progress.
