Client Background

Moterium is a German physiotherapy company specialising in athlete rehabilitation. From professional footballers recovering from ligament tears to everyday gym-goers treating muscle injuries, their clinics deliver highly targeted recovery programmes. While their expertise was widely respected offline, their digital presence didn’t reflect it. Traffic was coming in through PPC, but the website wasn’t built to capture organic demand—and that left them reliant on constant ad spend.

The Challenge

Odd Fox first worked with Moterium on PPC campaigns, which quickly revealed an interesting pattern. The highest-converting searches weren’t for general terms like physiotherapy near me—they were for very specific recovery needs tied to individual injuries. Athletes were searching for phrases like ACL tear recovery physiotherapy or hamstring injury treatment for runners, and those clicks converted at a much higher rate than generic searches.

The problem was that Moterium’s site didn’t target these terms. Leadership was hesitant to expand the website with dozens of new pages, worrying it would create clutter. They also resisted using a blog, since previous blogging efforts had attracted traffic but failed to generate bookings.

This left the company in a bind: PPC was showing exactly where the opportunities were, but without SEO coverage, Moterium was overspending on ads just to stay visible.

Objectives

The goals were clear:

• Capture high-converting searches organically by creating SEO-friendly pages for specific injuries.

• Reduce reliance on PPC spend for terms already proven to convert.

• Build scalable infrastructure so new keyword opportunities could be tested and rolled out quickly.

Moterium wanted growth, but only if it came with efficiency and clear ROI.

Our Approach

Odd Fox took a hybrid approach, using PPC data to guide an SEO strategy that could scale.

We began by creating landing pages for the top-performing injury recovery terms. These weren’t blogs—each page was designed to be crawlable for SEO, but also structured like a conversion-focused landing page, with clear calls to action and booking options. This meant they could rank and convert, solving Moterium’s earlier concerns.

As these pages climbed the rankings, we were able to pull back PPC spend on those keywords without losing traffic. The freed-up budget was reinvested into testing new search terms, creating a self-sustaining cycle of test → rank → reinvest.

To keep scaling, we built a dynamic landing page system. This allowed Moterium to quickly generate new SEO-optimised pages for different injury types and treatments as data came in. Instead of guessing which terms to target, every new page was backed by real conversion data from PPC.

Strategies Implemented

Keyword Expansion via PPC Data
PPC campaigns became a research engine, highlighting which recovery-related searches drove the most bookings. These insights directly informed which SEO pages we built first.

SEO Landing Page Build
We created over 30 targeted landing pages focused on specific injuries. Each was designed to rank well in search engines and drive conversions, bridging the gap between SEO and CRO.

PPC Budget Reallocation
By ranking organically for those injury terms, we reduced paid spend on them. This meant PPC could focus on new opportunities while SEO locked in long-term visibility.

Dynamic Page Creation
We built a scalable system for generating pages quickly. As new keywords emerged from PPC data, we could spin up optimised SEO pages to capture them without slowing down.

Results

Quantitative Outcomes

• 30+ SEO landing pages created targeting injury recovery terms.

• 30+ high-value keywords ranked on page one of Google.

• Reduced PPC spend on targeted terms, with no loss in traffic.

• Significant uplift in qualified leads from organic search.

Qualitative Outcomes

• Client confidence in SEO as a channel increased dramatically.

• Website transformed from a static brochure into a dynamic growth engine.

• Clear demonstration of how PPC and SEO can work hand-in-hand instead of in silos.

Client Testimonial (placeholder)

"Odd Fox showed us that SEO doesn’t have to mean endless blogs or clutter. By using PPC insights, they helped us rank for the exact terms that drive patients—and now our site is bringing in leads even when ads are switched off."

— Marketing Lead, Moterium

Conclusion / Impact

For Moterium, Odd Fox turned an over-reliance on PPC into a balanced, scalable growth engine. By building more than 30 SEO landing pages based on proven PPC insights, we secured rankings for 30+ high-value keywords that consistently attract athletes searching for injury recovery solutions. This allowed the company to reduce paid spend while maintaining traffic, freeing up budget to explore new opportunities.

The long-term impact is clear: Moterium now has a system that continuously turns PPC learnings into SEO wins. Their site is no longer just a brochure—it’s a living, adaptable growth tool that ranks, converts, and evolves with every new data point.

For Odd Fox, this project proved the power of combining sharp data analysis with smart execution: fast builds, lean budgets, and strategies that stick.