Confidential and proprietary

Newmedica: Joint SEO and Paid Search Session

Wednesday 22 July 2026

Brand search performance since Search Protect

Why we are reviewing this

On 14 November 2025, Search Protect was introduced across selected Newmedica brand campaigns. This pauses paid brand ads when no competitors are bidding, based on the expectation that Newmedica's organic result will capture some of those clicks instead.

Our analysis looks specifically at what has happened within organic search since that change. The paid performance data will provide the other half of the picture.

The purpose of the session is not to assess either channel in isolation. It is to establish a shared view of performance so that Newmedica, MG OMD and Fibre can make informed decisions together.

How to read the organic data

Impressions: How often Newmedica appeared in unpaid Google results.
Clicks: Visits to Newmedica from those unpaid results.
Click-through rate: The percentage of appearances that resulted in a click.
Average position: Where Newmedica's unpaid result typically ranked.

Open the Search Console data (Google Sheet) Download a CSV copy

Live Google Sheet of the Search Console data (14 May 2025 to 16 Jul 2026), with a CSV copy as a backup, so the paid team can align it with the paid figures.

What happened to organic brand performance?

Since Search Protect was introduced:

+20%

organic brand clicks per day (169 to 202)

+48%

brand impressions

21% to 17%

organic click-through rate reduced

Strong

brand rankings stayed consistently strong

Organic brand clicks each month. Dashed line marks the Search Protect go-live. The first month is a part-month, so it sits low.

Our interpretation

There has been clear growth in organic brand clicks, which is positive.

However, the increase in impressions was considerably larger than the increase in clicks. Newmedica's brand rankings were already strong and remained broadly stable, rather than seeing a significant improvement after Search Protect was introduced.

This suggests that much of the overall growth was driven by more people searching for Newmedica, rather than the Search Protect change alone.

It is therefore important that we do not attribute the full 20% increase in organic brand clicks directly to paid ads being paused.

At the same time, there are encouraging signs that organic search has captured a greater proportion of clicks for some of the core brand terms most relevant to Search Protect.

Early movement on core brand searches

Search term	Click-through rate before	Click-through rate after
newmedica	21.4%	25.6%
new medica	13.8%	14.5%
newmedica gloucester	26.7%	33.4%
newmedica norwich	23.6%	26.3%

For these searches, a slightly greater proportion of users clicked Newmedica's organic result after Search Protect was introduced.

This is consistent with the intended outcome of the change. However, the increase is relatively modest at this stage, and these terms represent only part of Newmedica's total brand-search activity.

What we can conclude

The organic data currently shows two things happening at the same time:

Overall demand for Newmedica has increased.
There is an early indication that organic results may be capturing a greater share of clicks on some core brand searches.

What we cannot determine from the organic data alone is exactly how many paid clicks were successfully transferred to organic search. To answer that confidently, we need to compare:

the reduction in paid brand clicks;
the corresponding increase in organic brand clicks;
overall brand demand;
competitor activity; and
changes in enquiries or conversions.

Looking at the paid and organic figures across the same dates will allow us to separate genuine click recovery from wider growth in brand demand.

The wider organic search picture

Brand searches are only one part of Newmedica's organic visibility. Since the same comparison period:

+8%

organic non-brand eye-care clicks per day

+37%

impressions for non-brand searches

38% to 40%

brand searches as a share of total organic clicks

Newmedica's overall organic rankings also improved significantly across a wider range of treatment, condition and location searches.

Organic clicks each month: brand searches vs non-brand eye-care searches.

Our interpretation

Brand and non-brand performance have both grown, but likely for different reasons.

Brand growth appears to have been influenced primarily by increased demand for Newmedica, alongside an early indication of organic click recovery on some core brand terms.

Non-brand growth is being supported by stronger organic rankings and increased visibility for eye-care searches, including cataracts, glaucoma, treatments and clinic locations. This reflects the effect of Newmedica's content, local and technical SEO activity.

Non-brand searches are particularly important because they are often where new patients first encounter Newmedica, before they are familiar with the brand.

This provides a valuable shared opportunity for paid and organic search to support Newmedica across the full patient journey.

How SEO and paid can work together

Create one shared view

Align paid and organic data across the same dates, separating brand and non-brand performance. This will give Newmedica a clearer picture of how both channels are contributing overall.

Share relevant changes

Fibre can share key ranking, content and technical developments, while the paid team can provide context on campaign, keyword and competitor changes. This will help both teams understand performance in context.

Review opportunities together

Using the combined data, both teams can identify where Newmedica is well covered, where visibility may be changing and where there are opportunities to improve the overall search journey.