How Altano became an authority on equine health through SEO optimization.
If you want to be found, you need to know your client base's search behaviour.
Horse owners search differently than other users. They search in moments of concern, with specific symptoms, in search of real answers. That's exactly where we placed Altano.
From 71 to over 1,600 top 10 rankings in just 9 months. Here's how we made it happen.
We exceeded all expectations by more than nine times.
We were able to achieve our 12-month target after just six months — all initial forecasts were exceeded several times. Altano now ranks at 8000+ keywords and has almost 200 AI citations.
Challenges & Goals
Status quo: Expertise is high but there was a lack of visibility.
Expertise available, visibility not. Altano's starting point.
The blog as an engine of growth
In the first few months, we systematically created the basis for sustainable organic growth. The core of the strategy: an SEO-optimized blog that today accounts for more than 70% of all website traffic. Through targeted technical optimizations and content that ranks both on Google and in AI search, we have turned a single content section into the strongest growth strategy for the entire website. The results speak for themselves:
Durch gezielte technische Optimierungen und Content, der sowohl bei Google als auch in der KI-Suche rankt, haben wir aus einer einzelnen Content-Sektion die stärkste Wachstumsstrategie der gesamten Website gemacht. Die Ergebnisse sprechen für sich:
- Technical SEO as a stable foundation for long-term growth
- Content that ranks — on Google and in AI search
- Organic traffic that works independently of advertising budgets
- Sichtbarkeit sank seit einem Jahr kontinuierlich
Solutions & Approaches
Strategy instead of gut feeling, that's how you grow with a system.
Content-Strategie statt Bauchgefühl. Auf diese Weise entsteht organisches Wachstum.
1. Strategy & Technical Foundation
The first month was completely dedicated to the strategy:
This results in a keyword cluster system for equine diseases, treatments and clinic searches.
Ø position: from 12.8 to 6.0
Top 10 rankings: from 71 to 1,600+
- What topics are horse owners really looking for?
- Where did the competition leave gaps?
- Which medical content can be filled with real expertise?
2. Content & on-page SEO
Altano clinics have genuine medical expertise. Our task:
Translating this expertise into content that ranks and reaches horse owners in a moment of high emotional relevance.
Because we work in Cycles, we were able to focus our strategy entirely on what the data showed: informative content about equine diseases and symptoms worked exceptionally well.
Blog clicks: +6.600%
3. Conversion & UX optimization
Traffic is not an end in itself. From the beginning of 2026, we have consistently shifted our focus to conversion optimization: adapted CTAs, improved UX, strengthened internal links to clinic sites. In this way, we have created real added value for Altano out of visibility.
The blog as a bridge between concern and solution.
- Content that picks up horse owners at the exact moment they're looking for answers
- Advice content about symptoms and illnesses that create trust — even before someone calls a clinic
- On-page optimizations including adjustment of meta tags
83% of all blog clicks come from articles that didn't exist before we started. Horse owners are not looking for Altano, but for symptoms, answers and safety for their animal. In order to place Altano as an authority, we had to focus on exactly this search behavior. By being placed as a reliable source, horse owners also find it easier to contact Altano or its partner clinics directly. With Altano, customers should feel that their concerns are in safe hands.
Still have questions?
We provide the answers.
The project was managed closely between SEO and website relaunch. Project management, design, development and SEO did not work in isolation, but worked together as an integrated team.
All communication and task management was carried out centrally via the Monday project management tool, which meant that all participants had the same level of information at all times.
Close local collaboration between the design, development and SEO teams enabled coordination to take place quickly and efficiently. Decisions were made directly, without unnecessary coordination loops.
This ensured that no information is lost and that all measures are optimally coordinated.
The collaboration began with an intensive strategy month over five weeks, which served as a basis for all further measures. In this phase, the status quo (SEO, UX and content) was analyzed, potential was identified and concrete measures were prioritized. Based on this, a clear, implementable roadmap was developed.
In addition, a previously carried out SEO potential analysis served as a strategic basis.
This structured approach ensured that all of the following measures were not implemented in isolation, but were consistently based on a well-founded and data-based strategy.
The implementation was carried out in iterative cycles of three months each, which were continuously reviewed and adjusted.
All measures were planned based on data and evaluated on the basis of clearly defined KPIs. This included continuous monitoring of performance, analysis of SEO developments and regular evaluations in various tools.
Findings from these analyses were discussed in jour fixes and short-term consultations and integrated directly into further planning. A specific example: It was found that blog posts with veterinary expertise perform significantly better than other content. The focus was then specifically on content for horse owners in order to optimally address the target group and maximize the impact.
In this way, it was not only implemented, but also systematically ensured that all measures made a measurable contribution to success.
