Practice
Better.
A DR 86 platform with 98.4% branded traffic and 86% of its blog invisible to AI crawlers. Here's the strategy built to close that gap — and what happened when it did.
"Graeme brought a level of strategic depth to our SEO and AEO programme that genuinely moved the needle. He didn't just identify the gaps — the CSS crawler issue, the non-branded traffic problem, the CTR gaps on our highest-impression pages — he built a clear roadmap to close each one. The results speak for themselves, and the quality of thinking behind every deliverable has been consistently impressive."
Practice Better
THE
CHALLENGE
Practice Better is one of the most established platforms in the health and wellness practitioner software space — a DR 86 domain with 193 blog posts, 451 help articles, and a loyal practitioner community. The challenge wasn't building authority from scratch. It was working out why an asset this powerful was generating almost exclusively branded traffic — and building the infrastructure to change it.
- 0186% of blog content hidden from AI crawlersA CSS implementation issue meant Google AI Overviews, Perplexity, and ChatGPT could not index or cite the blog — rendering 193 posts invisible in the AI search channel where practitioner software decisions increasingly happen.
- 0298.4% branded trafficNon-branded clicks represented just 1.6% of total traffic. Practitioners searching for "best EHR for dietitians" or "SimplePractice alternatives" were not finding Practice Better at meaningful scale despite DR 86.
- 03Pricing page: 531K impressions, 0.6% CTROver half a million searchers saw the pricing page in results. Fewer than 1% clicked through. At even 2% CTR, that's approximately 10,600 additional high-intent visits — a direct conversion gap at the bottom of the funnel.
- 04Feature pages ranking but not convertingThe mobile app page had 289,386 impressions at 0.37% CTR. Integrations: 50,949 impressions at 0.61%. Strong visibility, insufficient click-through — a classic E-E-A-T signal gap on commercial pages.
- 05Blog: 2M impressions, 0.42% average CTR193 posts were ranking and generating impression volume, but the conversion architecture — CTAs, internal links to product pages, and structured data — wasn't turning readers into trial starts.
- 06AEO infrastructure underdevelopedOnly 25 prompts tracked in Peec AI, several targeting unrealistic ranking opportunities. No structured AEO programme in place for a platform where AI search visibility is increasingly commercial.
High-impression pages with critically low click-through — the most urgent structural problem.
THE
STRATEGY
The roadmap session was the strategic anchor. Three phases running in parallel — with a core principle throughout: Practice Better's DR 86 was already earning trust with Google. The job was to ensure the content it pointed to was the right content, structured the right way, and visible to both traditional search and AI systems.
- CSS hidden content issue identified and fix coordinated with dev team — 86% of blog content restored to AI crawlers
- AI Info page built and published
- llms.txt file scoped for Webflow implementation
- Peec AI audit: 25 prompts reviewed, unrealistic targets replaced with achievable alternatives
- Full Schema Review: JSON-LD snippets validated and delivered for Webflow integration
- 81-page E-E-A-T audit covering homepage, all feature pages, about, professionals, key blog posts
- 36-article content roadmap targeting commercial and authority keywords
- 9 prioritised money page briefs for feature and comparison pages
- Comparison pages: Practice Better vs SimplePractice, Jane App, Healthie, Practice Fusion
- ICP-specific content: dietitian, nutritionist, health coach, wellness professional
- Clinical billing content: CPT codes, ICD-10 guides, NPI number guidance, superbill templates
- Brief-first workflow with SEO structure, keyword anchoring, and entity coverage embedded at brief stage
- 3-point blog CTA strategy: intro, mid-content, and conclusion CTAs across all articles
- Internal linking architecture mapping blog content to money pages and feature pages
- Anchor text recommendations per page to reinforce topical authority signals
- Trust Alignment Framework (TAF) scoping underway with AI Visibility Report (100 prompts + competitors) assigned
Identified and coordinated the fix for an issue blocking 86% of blog content from AI crawlers. Built an AI Info page and scoped llms.txt to make Practice Better visible where practitioners are increasingly researching software.
36 articles and 9 money page briefs targeting practitioners evaluating software and practitioners building their practice. Brief-first with SEO and entity structure embedded — not retrofitted after publication.
3-point CTA strategy deployed across the blog with internal linking architecture mapping every post to relevant product and feature pages. Blog traffic was reaching the site but not being directed anywhere commercially useful.
Full Schema Review identifying pages missing structured data entirely — including the homepage and About page. JSON-LD snippets validated against Google's Rich Results Test and formatted for Webflow integration.
Peec AI prompt audit, AI Visibility Report across 100 prompts and key competitors, and Trust Alignment Framework scoping. The foundation for Practice Better's presence in AI-generated practitioner software recommendations.
81-page audit covering the homepage, all feature pages, about page, professionals page, and key blog posts — identifying missing schema, weak author attribution, and thin trust signals on the high-impression pages failing to convert.
THE
RESULTS
GSC data: September 19, 2025 to March 18, 2026. The data captures both a rising pre-roadmap baseline and the acceleration phase following the January 2026 strategy session.
| Month | Impressions | Clicks | Note |
|---|---|---|---|
| September 2025 (partial) | 344,158 | 10,908 | Baseline. Data starts Sept 19. |
| October 2025 | 903,240 | 33,350 | +206% vs September. Content gaining traction at scale. |
| November 2025 | 936,133 | 29,545 | Stable. Growth consolidating. |
| December 2025 | 1,099,998 | 23,226 | Impressions up, clicks down — seasonal CTR dip consistent with healthcare sector patterns. |
| January 2026 | 1,451,354 | 32,002 | Peak month. Strategy roadmap delivered Jan 29. |
| February 2026 | 1,289,249 | 27,931 | Blog CRO delivered Feb 24. Roadmap content publishing. |
| March 2026 (partial to Mar 18) | 767,472 | 17,561 | Schema review and E-E-A-T audit in progress. |
PAGE
PERFORMANCE
The most strategically useful data isn't the traffic being earned — it's the gap between impressions and clicks. That gap defines where the next phase of work is focused.
| Page | Impressions | Clicks | CTR / Pos | Status |
|---|---|---|---|---|
| Homepage | 2,036,546 | 84,594 | 4.15% / 27.4 | Primary traffic driver across branded and broad queries. |
| Client Portal Feature Page | 401,940 | 13,318 | 3.31% / 3.50 | Standout commercial performer. Benchmark for what optimised feature pages can achieve. |
| Pricing Page | 531,140 | 3,182 | 0.6% / 4.05 | Highest-priority CTR gap. Schema and E-E-A-T audit are the primary interventions. |
| Apple Calendar Help Article | 502,078 | 2,535 | 0.5% / 8.94 | Persistent high-impression performer — practitioner workflow + calendar integration. |
| ICD-10 Guide (Dietitians) | 151,335 | 442 | 0.29% / 7.98 | Clinical billing content building practitioner trust. CTR improvement opportunity. |
| CPT Code 97802 Guide | 118,433 | 439 | 0.37% / 6.12 | Establishes Practice Better as a trusted clinical billing resource for dietitians. |
| Best Nutritionist Software | 121,840 | 403 | 0.33% / 8.55 | Primary non-branded commercial acquisition page. Still climbing — CTR will improve as position does. |
| Best Health Coach Apps | 126,627 | 299 | 0.24% / 7.01 | ICP-targeted content gaining impressions. Title and structured data optimisation is next. |
| Mobile App Feature Page | 289,386 | 1,058 | 0.37% / 5.13 | High impression volume, low CTR. Schema and title optimisation on the roadmap. |
| Integrations Page | 50,949 | 312 | 0.61% / 8.14 | Significant CTR gap at this impression volume. On the schema and E-E-A-T audit list. |
KEY
INSIGHTS
Practice Better is a different kind of SEO story from an early-stage startup. The lessons it produces apply specifically to established SaaS brands with strong domain authority.
NOT A SAFETY NET
Practice Better's DR 86 means every well-targeted content decision compounds faster than it would on a lower-authority domain. The CPT code guide, ICD-10 guide, and health coach apps page all reached meaningful ranking positions quickly after publication. But the same multiplier applies to structural problems: 531,000 impressions on a pricing page at 0.6% CTR represents more lost opportunity than it would on a DR 30 site. High authority amplifies both wins and missed opportunities equally.
DAY-ONE AUDIT ITEM
The CSS issue blocking 86% of the blog from AI crawlers should be a non-negotiable first-week check for any SaaS client with a significant content library — validating that AI systems can actually render and index the content, not just that it exists. This is now a standard item in every technical SEO audit I run. For any platform where practitioners are increasingly researching in AI interfaces, invisible content is an existential problem in the most commercially important new search channel.
STRUCTURAL PROBLEM
The pricing page ranks at position 4.05 with 531K impressions and 0.6% CTR. The mobile app page ranks at position 5.13 with 289K impressions and 0.37% CTR. These aren't keyword problems — the pages are visible. The issue is that title tags, structured data, and trust signals don't give searchers sufficient reason to click. Schema implementation and E-E-A-T improvements are the interventions that close this gap, not more content.
PRACTITIONER TRUST
The bet on CPT codes, ICD-10 guides, NPI numbers, and superbill content wasn't about direct signups — it was about positioning Practice Better as a trusted resource in the moments practitioners navigate compliance decisions. The combined impression volume from CPT and ICD-10 content alone is over 270,000. That's a substantial practitioner audience being built around Practice Better as a clinical knowledge hub. Trust built in the billing decision moment transfers directly to product evaluation.
ABOUT
GRAEME
I'm an independent SEO and AEO strategist with over a decade of experience in content marketing. The Practice Better work is a different kind of challenge — it's about diagnosing why a high-authority domain isn't converting its visibility into non-branded traffic, and building the systems to close that gap across content, technical SEO, schema, and AI search simultaneously.
Health and wellness SaaS requires a specific understanding of how practitioners research software — the role clinical content plays in building trust, the importance of HIPAA-compliant feature messaging, and how practitioners compare tools across multiple sessions before committing to a trial. That context shapes every brief and every structural recommendation.
My background is in journalism — I studied at Worcester University's Journalism School — which means I approach strategy from an evidence-first, editorial perspective. Every recommendation here is grounded in GSC data and competitive analysis, not assumption.
FAQ
Everything you might want to know about the Practice Better work and how a similar strategy might apply to your platform.
A multi-stream SEO and AEO programme covering: CSS hidden content remediation to restore AI crawler access to 86% of blocked blog content, a 36-article content roadmap and 9 money page briefs, a 3-point blog CRO strategy, an 81-page E-E-A-T audit, a full schema markup programme with JSON-LD snippets for Webflow, and AEO infrastructure including a Peec AI prompt audit and AI Info page.
86% of Practice Better's blog content was hidden from AI crawlers due to a CSS implementation issue. This meant Google AI Overviews, Perplexity, and ChatGPT could not index or cite the blog — rendering a library of 193 posts essentially invisible in the AI search channel where practitioner software decisions increasingly happen. This was the first fix, coordinated with the dev team before content or conversion work could compound.
At the start of the work, 98.4% of Practice Better's traffic was branded — non-branded clicks were just 1.6% of total. The domain authority was strong but the non-branded content infrastructure wasn't. No comparison pages against SimplePractice, Jane App, or Healthie at sufficient depth, no ICP-specific landing pages for dietitians and health coaches, and limited clinical billing content to capture practitioners in the compliance decision moment. DR 86 amplifies whatever you point it at — it just wasn't pointed at the right content yet.
The strategy targeted two audiences simultaneously. Practitioners evaluating software: comparison pages against SimplePractice, Jane App, Healthie, and Practice Fusion; alternatives pages; and feature page optimisation. Practitioners building their practice: CPT codes for dietitians, ICD-10 guides, NPI number guidance, billing guides, and SOAP note templates. The clinical billing content builds trust at the compliance decision moment — which transfers directly into software evaluation and trial starts.
Practice Better's pricing page had 531,140 impressions but only 0.6% CTR at position 4.05. Over 531,000 people saw the pricing page in search results but fewer than 1% clicked through. At even 2% CTR, that's approximately 10,600 additional high-intent visits that weren't arriving. The schema programme and E-E-A-T audit are the primary structural interventions targeting this gap — the page ranks well, it just doesn't give searchers enough reason to click.
The methodology applies across health and wellness SaaS and beyond — the combination of technical SEO, AEO infrastructure, clinical authority content, and conversion architecture is particularly effective for established platforms with strong domain authority that aren't converting their visibility. Results depend on domain authority, competitive landscape, and content maturity. Get in touch and I'll be direct about whether I can help.
RESULTS
LIKE THESE?
I work with a small number of clients at a time — because strategic work done properly needs real attention. If your platform has the authority but not the non-branded traffic, let's talk.