How Growth and Airway Grew Organic Traffic 87% After a Full Rebrand

How Growth and Airway Grew Organic Traffic by 87% After Ditching Its Best Known Identity

Most clients ask me for more of what they already rank for. This one asked me to help them lose it.

Dr Biju Krishnan is a world leader in growth and airway orthodontics and the inventor of CFast, the cosmetically focused adult straight teeth system. His credentials and published evidence sit on growthandairway.com/evidence. Over the years his website had built up serious search visibility. Almost all of it was for cosmetic dentistry, which was exactly the work he wanted to move away from.

So the brief was unusual. Shed a well established identity, and build a new one around children's orthodontics, palate expansion, tongue ties, airway and breathing work, and the clinical training that goes with them.

Here is what we did, what moved, and what did not.

The quick facts

1. Organic traffic: up 87% year on year
2. All traffic, all channels: up 105%
3. Organic session engagement rate: up 68%
4. Non brand clicks: up 464% in the comparison weeks (11 to 62)
5. Average position for non brand queries: improved from 17.77 to 7.43

The challenge: a new brand and an audience that behaves differently

The answer was a new brand, Growth and Airway, with a full rebrand, rebuild and migration from drbijukrishnan.co.uk to growthandairway.com. Every old page redirects to its new equivalent, and the old domain no longer exists.

The new audience does not behave like a cosmetic dentistry audience. Nobody lands on a page about palate expansion and books on the spot. Parents research these subjects for weeks, often across several devices and often with a partner involved. Today's young parents arrive well informed, even when the child in question is two years old. Dental clinicians turn up too, looking for training, for support, or for somewhere to send a referral.

Many channels. Many stakeholders. Long decisions. That pattern shaped every choice that followed.

Timeline

Step one: stop guessing and study what already ranks

I did not start by writing. I started by reading.

Page by page, I reverse engineered the sites holding positions for the terms the practice cared about. Then I mapped which topics and concepts those pages covered that Dr Biju's site did not. InLinks powered that stage and produced the content briefs. Waikay ran alongside it for competitor research, exposing the strategic and structural gaps that shaped the plan for the new domain.

Between the two tools and a good dose of common sense, the strategy for Growth and Airway was confirmed.

Keywords versus entities, in plain English

A keyword is a string of characters. An entity is a real thing: a concept, a place, a procedure, a person. It exists whether or not a particular page words it the same way.

Search engines stopped matching strings a long time ago. They recognise entities and the relationships between them, and InLinks is built around that shift. Here is how it works in practice:

1. Read the page one results. For a given search term, the tool analyses the pages currently ranking and pulls out the entities each one covers.
2. Reconcile against a public knowledge base. A mention of palate expansion on one site and a differently worded mention on another are recognised as the same concept, not two unrelated phrases. This disambiguation step separates entity analysis from a simple word count.
3. Build a localised knowledge graph. The result is a map of the concepts that define the topic and how they connect, drawn from pages search engines have already chosen to rank.
4. Hold your site against it. The gaps show up as concepts that are missing, thinly covered, or present without the supporting relationships that make them credible. That difference becomes the content brief.

The graph then works in reverse. Once the concepts are mapped across a site, you can state those relationships in a form machines read directly, through entity based internal linking and schema that declares what a page is about instead of leaving an algorithm to guess.

The workflow we settled on

The process became a repeatable sequence:

1. Content brief first. Always the starting point. Briefs were used initially for drbijukrishnan.co.uk, then extended across every page of growthandairway.com.
2. Knowledge graph next. Create the content, spot where gaps remain against the graph, then rewrite to close them.
3. Draft against the clinician's own work. A language model was built from the surgeon's published books, and a series of prompts in Claude produced first drafts grounded in that material rather than in general knowledge. In a clinical field a generic draft is worse than no draft at all.
4. Back into InLinks to check. Each draft is reviewed against the entity coverage the brief called for, and internal linking opportunities are identified across the site.
5. Schema, refined by hand. The InLinks schema output was the starting point. We then refined it with the client until it was accurate for a medical context. It began life as a standalone piece of code and now runs inside a larger script on Growth and Airway.

Internal links went in through the CMS rather than being injected automatically, which kept control of the anchor text in my hands. On several pages I reworked the copy itself so a better anchor variant, inspired by the InLinks suggestion, could sit naturally in the sentence.

What changed, page by page

InLinks joined the workflow in October 2024. Because the work happened page by page, the clearest evidence of its contribution sits at page level rather than in site wide totals.

The old site had 20 pages, six of them written from scratch. Growth and Airway has 28 pages worth discussing, and every one of them involved InLinks at some stage. Apart from the contact page, every page in the current top ten was either written from scratch or rebuilt with new content, schema markup and internal links. All but two of the blog posts date from October 2024 onwards.

The strongest signal came after the rebrand. Two of the top three most visited organic pages are blog posts written with InLinks, not pages built around the practitioner's name. That is the shift the client wanted: from a site people find by searching for a dentist, to a site people find by searching for a treatment.

Same content, new domain

Aside from the home page, the most read pages were consistently the ones aimed at learning more: blog posts and a handful of service pages. So I built out treatment pages for airway and breathing work on the back of that, each supported by related blog content, with topics drawn from what the entity analysis showed the competitive set covering. The site now flows from blog post to treatment page to home, and breadcrumbs make that path explicit.

Brand searches versus non brand searches

Search Console holds only sixteen months of data, and Growth and Airway has been live for two of them. Even so, within that window you can see the shift away from branded queries.

For this comparison, "biju", "krishnan" and "growth and airway" count as brand terms. Everything else, including appliance names such as "biobloc", "homeoblock" and "alf", counts as non brand.

Brand search grew modestly: clicks rose 55% and impressions rose 18%, with a small gain in position. That is what you expect from a stable pool of people already searching for the name.

Non brand search is where the real story sits. Clicks climbed 464% (11 to 62). Impressions climbed 164% (2,153 to 5,678). Average position improved by more than 10 places, from 17.77 to 7.43. The domain now competes for generic and product searches it never touched before, and that drives the overall traffic growth.

One week, side by side

In the week of 19 September 2026, organic clicks and impressions more than doubled against the week of 12 to 18 August:

The wider picture: site wide results

Across the whole site, traffic moved the same way. The comparison runs 1 March 2023 to 28 February 2024 against 1 March 2024 to 28 February 2025, measured in GA4, with Search Console supplying clicks, impressions and positions. New properties were set up for Analytics, Tag Manager and Search Console.

These figures describe the whole programme, not InLinks alone. InLinks entered the workflow five months into the second period, and a paid search campaign launched the same month. A Google Business Profile update through Moz Local, local SEO for London and Edinburgh in Google Maps, and a small amount of organic social ran alongside. The year on year movement reflects all of it together.

I also restated the baseline. An earlier version of these numbers began in January 2023, but tagging was not configured for the first three months of that year, which made the baseline artificially low and the percentages far more flattering. They now start from March 2023, with spam traffic filtered out. Small numbers exaggerate percentage change, and the site was tiny at the start of that period. Conversion tracking was not properly in place until 2025, so I make no claims about enquiries or bookings.

Why engagement sits so high

I checked organic session engagement three ways, and the pattern held each time:

1. March 2023: 49.55%
2. March 2024: 92.11%
3. 7 October 2024 to 6 October 2025: 91.52%

The explanation sits in the audience rather than the tracking. These are long, in depth pages on subjects people research properly. One parent reads on a work laptop, then again on a phone at home. Both parents read the same page. Clinicians work through referral information step by step. A quick cosmetic enquiry never produced behaviour like that.

Paid search finally became possible

Healthcare advertising is heavily restricted by query, and under the previous brand there was little room to address it. Once Growth and Airway could evidence the treatments it provides, paid search became viable from October 2024. It reached a wider but far more niche audience. The restrictions are still tight, yet paid search made a difference to conversions then and still does today.

Growing visibility in AI Overviews, strong organic positions and a paid presence appear to have reinforced one another, with engagement rates rising across every channel.

AI Overviews are growing week on week

The impression data tells a clear story here too. These pages gained the most on the new domain (after: 18 to 25 Sep 2026):

growthandairway.com

Meanwhile the equivalent legacy pages on the old domain slipped (after: 18 to 25 May 2026):

drbijukrishnan.co.uk

The flagship BiobBloc blog post alone gained 1,149 impressions. AI Overview citation is shifting toward the newer domain's content, and the legacy domain is losing ground on its equivalent pages.

What did not work

Four things fell short, and I would rather you hear them from me.

1. Standard dentistry was ignored on purpose. Teeth straightening, composite bonding and cosmetic dentistry were left alone because they were the areas the client wanted to leave behind. That held the traffic numbers below what we could otherwise have produced. It was the whole point of the exercise.
2. InLinks internal link suggestions are heavy handed if taken literally. I treated them as a starting point. Even so, they made a big difference, especially in the blog posts.
3. Some blog posts stayed flat while rankings improved. As AI Overviews grew month on month, positions moved from page two to solid page one and impressions doubled, yet traffic did not follow on certain posts. That looks like the search space evolving rather than a fault with the pages.
4. New treatment pages compete with older blog posts. Some of the newer Growth and Airway treatment pages still struggle against older blog posts for the same search terms. At two months old, that is no surprise. Where both could rank, Google decides which one appears between overviews and organic results.

The ingredients behind the result

Six decisions carried the project:

1. Evidence over assumption. The pages already ranking wrote the brief.
2. Entity analysis over keyword density. It gave topical depth without stuffing.
3. Drafting from the clinician's own published work. Accuracy is not optional in healthcare.
4. Internal linking that followed the real topical structure. No guessed hierarchy.
5. Explicit relationships. Schema and linking told machines how pages connect instead of making them infer it.
6. Research handled by the tool. That freed my time for the writing that mattered.

Planning a rebrand, a migration or a pivot of your own?

Moving away from the thing you are best known for is harder than growing the thing you already own. It is also very doable with the right plan. If you want help with a rebrand, SEO and domain migration, a smarter internal linking structure, content built for SEO and AI visibility, or you run a clinic and want to see how this applies to dental practices, book a free strategy session and we will map it out together.

Book a free strategy session

This case study was originally published by InLinks. You can read the original version here. Written by Grant Whiteside, founder of Kyoom.