The problem
A Brisbane occupational health practice was strong on workplace word-of-mouth but invisible to employer-side procurement search. The marketing director was buying lists to reach HR managers who could have found the practice in three keystrokes. Organic intake from the employer side was effectively zero.
The constraint
Occupational health is a B2B procurement search problem, not a consumer search one — HR managers and procurement leads, not patients. Generalist agency SEO builds for consumer queries and ships thin scheme pages. The work was reading at procurement level: pre-employment medicals, fitness-for-duty, RTW scheme breakdowns by state. AHPRA's medical-advertising framing was a check at the end, not the headline.
The approach
A long-form content programme built on employer-side intent — pre-employment medicals, fitness-for-duty, workplace surveillance, RTW scheme breakdowns by state. Each piece was reviewed against AHPRA framing rules and ACCC misleading-claims tests at draft, not at proof. Technical SEO baseline cleaned in parallel.
The outcome
Organic enquiries from employer-side search up 118% over twelve months, with HR-procurement traffic now the practice's largest acquisition channel. The content stack has held through two Google core updates and absorbed three new scheme content pieces without ranking loss. Inbound list-buying spend was retired in quarter three.