If you build it, they will come—but only if they can find it
SEO (Search Engine Optimization) is the practice of improving a website’s visibility in search engines like Google by using unpaid (organic) methods, aiming to rank higher in Search Engine Results Pages (SERPs) to attract more visitors, focusing on high-quality content, user experience, technical performance, and relevant backlinks. It involves understanding how search engines rank pages and optimizing content to match user intent, incorporating elements like keyword research, on-page optimization, technical SEO, and off-page strategies.
2025 average rankings
| Top queries | Clicks | Impressions | CTR | Position |
| bestmed medical aid | 24665 | 123958 | 0.199 | 1.04 |
| medical aid | 10456 | 188861 | 0.0554 | 5.28 |
| medical aid plans | 5730 | 98630 | 0.0581 | 4.99 |
| best medical aid in south africa | 5090 | 58439 | 0.0871 | 2.57 |
| medical aids in south africa | 4191 | 51201 | 0.0819 | 3.52 |
| bestmed medical aid plans | 4006 | 22525 | 0.1778 | 1.45 |
| affordable medical aid | 3000 | 72387 | 0.0414 | 6.34 |
| medical aid south africa | 2358 | 35109 | 0.0672 | 3.34 |
| hospital plan medical aid | 1832 | 16467 | 0.1113 | 2.45 |
Over the past year, our SEO efforts delivered good visibility and consistent traffic across several high-intent medical aid–related search terms. We achieved an average position of 2.45 for hospital plan medical aid, generating 1,822 clicks, while medical aid ranked at position 5.28 and still drove 10,456 clicks, showing strong demand even outside top-three positions.
More gains included medical aid in South Africa at position 3.52 with 4,191 clicks and best medical aid in South Africa ranking at position 2.57, delivering 5,090 clicks. These results highlight solid organic performance across both competitive and high-volume keywords.
Looking ahead to 2026
SEO relies heavily on content (specifically, text content) as this is the only thing search engine bots/crawlers can read and use for indexing. Ultimately, this means, SEO is not just a digital goal but also a Comms goal … with comms doing most of the heavy lifting (writing copy) and digital enssuring SEO best practices are adhered to.
“Search engines wont like your content until other people like your content.” What this means is that even if you have all the right content, use the right keywords, optimise page load speed, etc. a search engine like Google will rarely serve your webpage to users until other users have shown interest in it. This means content must always be user-focused first before even being optimised for SEO – it must be useful.
Our SEO focus in 2026 will go beyond rankings and keywords and place more emphasis on creating content people actually want to read. This means writing about topics we know our audiences are interested in, answering real questions, and producing content that is useful and interesting as consistently as possible.
Optimising for AI
Optimising for AI search means creating clear, structured, authoritative content that directly answers user questions, using schema markup and headings for AI parsing, focusing on conversational queries, and ensuring crawlability and site speed, all to make your information easily discoverable and citable in AI-generated summaries, moving beyond simple keywords to build topical authority and provide verifiable facts.
This is the exact same thing as SEO. So by having optimised for search engines, we have also ultimately optimised for AI. Two birds … one stone.