Clinic group strengthening local Dutch search with editorial links

A multi-location clinic group in the Netherlands had service pages and Google Business Profiles in place, but local pack and organic visibility lagged competitors who appeared in regional health and lifestyle coverage.

National guest posts would not help city-level queries in Amsterdam, Utrecht, or Rotterdam. They needed Dutch editorial mentions that pointed to the right location and service URLs, written carefully enough to avoid medical over-claims.

Internal marketing had limited capacity for outreach. Past attempts with generic directories produced English drafts and irrelevant domains that clinicians refused to associate with the brand.

The brief prioritised regional and lifestyle publishers with real local readership, plus health-adjacent sites that met Ahrefs DR 20+ and traffic floors. Destination URLs were mapped per city and service line before outreach began.

Native Dutch articles focused on practical patient topics (preparation, recovery habits, choosing a clinic) without diagnosing or promising outcomes. Each piece linked to the relevant location or service page. Clinician review sat on a two-day SLA.

Live reporting in a shared sheet showed which city URLs had coverage and which still needed support, so media spend and SEO priorities stayed aligned across locations.