Dermatology SEO case study
By Ihor Lavrenenko · Updated
New York Cosmetic, Skin & Laser Surgery Center is Dr. Cameron Rokhsar's practice in Manhattan and Long Island. Rathly rebuilt its website, earned links from national health media and wrote pages that AI answers quote.
- ✓Site rebuilt and relaunched in November 2025
- ✓Editorial links raised from three to ten a month
- ✓Google clicks up 16% on last year
- ✓Patient requests more than doubled
Play the case study1:47A respected practice with an aging website
Dr. Cameron Rokhsar leads a cosmetic dermatology practice with offices in Manhattan and Garden City on Long Island. Patients often research treatments like CO2 laser resurfacing and fillers before they book.
- 01
The old site
The website still brought in patients, but its design and copy had aged. Treatment answers and before-and-after cases needed a clearer home.
- 02
A higher bar from Google
Google holds health pages to a stricter standard than most topics. Generic medical copy doesn't rank, so each page needed real cases and expert answers.
- 03
The goal
Grow patient requests from the website, win top-three spots for the main treatments and get the practice cited in AI answers.
The relaunched practice site and the old one
We rebuilt the design and rewrote every page, so each treatment has its own page with the practice's own cases.
New York Cosmetic, Skin & Laser Surgery Center
Relaunched · November 2025
The old homepage
A dark header, a long menu and one large photo, a month before the relaunch.Three parts that fed each other
The site, the links and the AI-ready pages ran as one plan, starting in October 2025.
- 01Oct 2025
Expert quotes for journalists
We answer reporters' source requests with quotes from the practice's experts, which earn links from national media.You get links from health media - 02Nov 2025
A treatment-first rebuild
We rebuilt the design and rewrote every page, so each treatment has its own page and real patient cases.You get a relaunched site - 03Every month
Ten editorial links
We raised editorial links from three to ten a month, earning mentions from Healthline, Prevention, TODAY and Women's Health.You get authority in health - 042026
Answer-first pages
Treatment pages and blog posts open with short, factual answers, the format Google's AI Overviews quote.You get AI citations - 05Today
Grow your practice
Send your site and we check it first.Talk to us →
Requests, clicks, rankings and AI citations
Form logs show patient requests, Search Console shows clicks, and Ahrefs shows rankings, AI citations and links.
Patient requests more than doubled
Bars show website requests by month from July 2025 to September 2026, without the counts. The new site went live in November 2025.
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16% more Google clicks
July to September 2026 against the same months of 2025. Google changed how it counts impressions in September 2025, so we judge clicks.
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A spring dip, then the climb back
Clicks fell around a Google update in spring 2026. The practice kept publishing at the same pace, and clicks recovered by July.
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Top-three keywords more than doubled
616 keywords sat in Google's top three on 27 October 2025, and 1,398 did on 25 October 2026.
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2.4K AI Overview citations
Ahrefs also counts AI Mode and Perplexity citations. On the intake form, 19 patients wrote that ChatGPT sent them.
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Quotes in national health and lifestyle media
Expert quotes earned links from Healthline (DR 92), TODAY (90), Women's Health (87), Prevention (84), BabyCenter (83), YourTango (78) and SingleCare (77).
Click the screenshot for full sizeTreatment searches at the top of Google
Positions in US Google from Ahrefs. Galleries and treatment pages hold the top spots for searches patients make before they book.
| Search | Position | Page that ranks |
|---|---|---|
| tattoo removal before and after | #1 | Tattoo removal gallery |
| dark circles under eyes treatment | #1 | Under-eye treatment page |
| co2 laser under eyes | #1 | CO2 laser gallery |
| burn scars on face | #1 | Burn scar guide |
| how to get rid of burn scars | #1 | Burn scar guide |
| cheek filler before and after | #2 | Cheek filler gallery |
Ahrefs, US results, 26 October 2026. The burn scar guide moved from #13 on 15 September 2026 to #1.
What worked for this practice
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Bring more patients in from search
- ✓ Treatment pages patients trust
- ✓ Links from real publications
- ✓ Accounts in your practice's name
- ✓ A reply the same or next day