Hi people I think I have finally made sense of it all. I have yet to confirm - but I think my client doesn't actually use Botox. Since Botox is marketed so well it has become a household name and so people naturally will search for it by brand name instead of by the active ingredients or medical procedure name (botulinum toxin type A injection - something like that
So I see backlinks are the way to go, although I know very little about them and see that Google is starting to frown upon them.
I'd rather not hire a company with cheap labour costs and low English language skills to submit thousands of backlinks. I imagine that would do far more harm then good?
Maybe I'll join Seomoz and see if there is a better way.
I guess my client could have a blog and write about how Botox is not the only option when it comes to 'botulinum toxin type A'. Then they would not be breaching a laws I assume.
Right I must get some Hoovering done...