SEO review fact-check

The short version

• Main treatment rankings fell, by more than Ahrefs shows. "botox perth" averaged position 5.4 in October 2025 and 12.7 now. Lip filler, tattoo removal, masseter and dermal filler searches all slipped too. The pages that replaced "Lip Fillers Perth", "Dermal Fillers Perth" and "Anti-Wrinkle Injections Perth" no longer use those words, which is the likeliest cause. Searches for the clinic's name improved.
• The August drop was in clicks, not rankings. The site appeared in search as often as before and in the same positions, but a smaller share of searchers clicked.
• The December–January drop is real. It follows the URL restructure, and some pages lost most of their traffic in the move.
• The "long-tail collapse" is a change in Ahrefs. It stopped recording deep positions for every site, competitors included, so that figure says nothing about this website.
• Paid search did run. Google Ads spent $5.9k–$7.3k a month all year. The review's "0 paid visits" is an Ahrefs blind spot, as the review itself says.

Google clicks against the Ahrefs estimate

Ahrefs models traffic from rankings and search volumes. Search Console counts the clicks Google actually sent. The two tracked each other until December, then parted: Ahrefs kept falling while real clicks steadied, then both fell from August.

Positions for the searches in the review

Average Google position from Search Console, 1–19 October each year. Lower is better. This replaces the Ahrefs positions in the review, which were single snapshots.

"botox perth" and "pdo threads", which the review says return no ranking, still rank, but now on page two. These are averages across every page that appeared for the search; "dermal fillers perth" is explained further down.

Claim by claim

What drove the August drop

From the week of 10 August the site was shown in Google as often as before, at the same average position. What fell was the share of searchers who clicked. That points to a change on the results page itself, such as more ads or AI answers above the listings, rather than lost rankings. The same weeks, the clinic's Google Ads cost per click roughly doubled, a sign of more advertisers competing for these searches.

• No single page caused it. Google Analytics shows small losses spread across many pages, including contact, mole removal, Rockingham and Fraxel.
• Google confirmed no core update in August. Its August spam update ran 18–21 August, after the drop began, and clicks rose slightly that week.
• A second, separate dip came from mid-September: impressions fell from about 82,000 to 56,000 a week while average position improved, meaning the site dropped out of lower-ranked results. Google's September spam update was rolling out at the time. This was also before the new site launched.

When the new site went live

On 1 October. Google Analytics shows the old /cosmetic-surgery/ pages getting 70–96 views a day until 30 September, then none, with the new /doctor-only-procedures/ pages taking over the same day. The public crawl archives agree: the old theme on 6 September, the new one on 8 October.

Site-wide, clicks held steady across the launch. The pages whose addresses moved at launch did lose ground. Comparing late August with October, blepharoplasty went from 76 visits to 24 (it is now merged into laser eyelid skin tightening), subcision from 85 to 58 and PDO threads from 30 to 17. Moved pages often recover over a few weeks as Google re-indexes them.

Why filler and anti-wrinkle rankings fell

In October 2025, Google matched these searches to dedicated pages named after the treatment. Those pages now redirect to pages described by concern or result, which rarely use the words people search with. Counts are mentions in each page's text.

• "botox perth" used to rank through the anti-wrinkle page; no page on the site has ever named the medicine. It slipped from 5.4 to 12.7 as that page's wording changed.
• The rewording appears to follow the clinic's policy of not naming prescription medicines in advertising. How much of the search wording can come back within those rules is a decision for the clinic.

Which page Google shows for each search

Search Console, page by page, 1–19 October each year. Google sends each search to the page that replaced the old one, but ranks it lower. Each search's impressions are also now spread across many weakly matching pages, such as clinic, contact and booking pages, which fits Google no longer finding a clear match for the words searched.

Position here is for that one page, so it can differ from the search-wide average in the positions table above. Source: Search Console via Supermetrics; the figures match those pulled through Windsor.ai.

Dermal fillers is the exception. Its main page held its position (6.7 → 6.8). The search-wide average of 20.8 is pulled down by other pages Google now also tries for that search. That page only lost its "filler" wording at the 1 October launch, so it is too early to judge the effect.

The same months for other Perth clinics

Ahrefs estimates for all three sites. The October to January fall is specific to Medaesthetics, which points to the URL restructure.

Where the review is right

These points stand and are being worked on.

Pages that lost traffic in the URL restructure

Organic search sessions from Google Analytics. Anti-wrinkle "before" combines the two old pages that now point to lines and wrinkles.

Old addresses

Of 87 old addresses live in late 2025, 49 redirect in one step and 34 never changed. One returns a 404 (/cosmetic-injectables/haytox/), two go through redirect chains, and a few point to weak targets such as the homepage or a blog post.

Markup and tidy-ups

• The same 4.8 rating from 355 reviews sits in the code of all 62 treatment pages and the homepage, and isn't shown on the page. Google's rules don't allow this.
• 26 meta descriptions over 160 characters, 12 titles over 60, 219 images without alt text, no meta description on /all-treatments/, no H1 on /blog/.
• The hair removal title says "From $50 Per Treatment". That needs to be a real minimum, with conditions on the page.
• About 805 spam-flagged domains have linked to the site since April. None carry ranking value, but they should be reviewed.

Open questions

• Does "dermal fillers perth" hold after the launch? Its page lost the "filler" wording on 1 October; check its position again in November.
• What changed on the results page in August? A look at the live results for the main treatment searches will show whether ads or AI answers now sit above the listings.
• Do the pages moved at launch recover? Worth checking weekly through November.