Healthcare SEO Case Study: Ranked Competitive Diabetes Terms in 6 Months for a Clinic in Austin
In 2025, a clinic in Austin worked with Goforaeo to rank for competitive diabetes searches and increase qualified patient inquiries. The clinic name is anonymized due to an NDA, and the metrics below come from Google Search Console, GA4, Google Business Profile insights, call tracking, and rank tracking for the dates listed.
Snapshot of Results
Timeframe: March 5, 2025 to September 5, 2025
Location: Austin, Texas
Before vs after results:
- Competitive diabetes keywords on page 1: 2 to 18 tracked terms
- Top 3 placements: 0 to 7 tracked terms
- Monthly organic sessions: 780 to 2,140
- Monthly organic users: 560 to 1,590
- Monthly inquiries from organic: 22 to 71 (calls plus forms)
- Google Business Profile actions: 210 to 690 per month
- Diabetes related page clicks (Search Console): 260 to 910 per month
Context and Starting Point
Diabetes searches in Austin are competitive because large health systems and established specialists dominate top results. The clinic had strong reviews and quality care, but the website did not clearly communicate diabetes services. Many queries had no dedicated page, so Google had limited reasons to rank the clinic for high intent terms.
The clinic also wanted results that turned into real calls and appointments, not only traffic. So we built tracking first, then built pages and local signals that aligned with “ready to book” intent.
Baseline Setup and Measurement
Before changing content, we cleaned tracking and defined what a real lead looks like. This prevented reporting noise and helped Goforaeo connect SEO work to patient actions. We also created a weekly dashboard so every change was explainable.
What we set up
- GA4 events: click to call, appointment clicks, form submissions
- Call tracking: separate Maps calls from website calls where possible
- Search Console segments: diabetes pages, diabetes queries, clicks and CTR
- Rank tracking list: Austin diabetes terms and near me variations
- Looker Studio reporting: weekly snapshots with notes per change
Inquiry definitions we used
- A phone call longer than a minimum threshold, tracked by source
- A completed appointment request form
- A confirmed appointment click or scheduling action event
- A direction request from the listing when paired with a visit trend
What Was Holding Rankings Back
The clinic was credible, but Google could not easily map the site to diabetes intent. Pages were broad, and topical depth was thin. Internal linking also did not focus authority on diabetes related pages.
Key issues found in the audit
- Diabetes care was mentioned, but not built as a structured service area
- One general page tried to rank for too many queries
- Titles and meta descriptions were generic, lowering CTR
- Important diabetes pages were buried in navigation
- FAQ content was limited, so long tail coverage was weak
- Medical trust cues were inconsistent, especially on conversion pages
- Google Business Profile services were not fully built out
- Some citations had minor inconsistencies in hours and formatting
Strategy Overview
We used a three layer strategy so results compounded within six months. First we built strong landing pages for competitive intent. Then we built medically reviewed supporting content for depth and trust. Finally we aligned local signals across GBP, citations, and on site entity data.
Workstreams
- Diabetes service page rebuild and intent mapping
- Medically reviewed condition and education content clusters
- Local SEO alignment between website and Google Business Profile
- Technical SEO cleanup and structured data
- Conversion improvements for calls and appointment requests
Keyword and Page Mapping
We mapped all diabetes related searches into intent groups. Each group needed one clear landing page target. This avoided keyword cannibalization and made rankings move faster.
How we grouped intent
- Care intent: diabetes clinic Austin, diabetes management Austin, diabetes doctor near me
- Testing intent: A1c testing, diabetes screening, prediabetes testing
- Treatment intent: medication management, insulin support, CGM guidance
- Complications intent: neuropathy symptoms, foot concerns, fatigue and glucose swings
- Education intent: diet and lifestyle questions, what to do next, when to see a doctor
How we decided page priority
- Search volume and conversion likelihood
- Competition level in Austin SERPs
- Whether the clinic could ethically and accurately address the topic
- Whether the page could naturally lead to a booking action
Diabetes Service Pages That Drove Rankings
We rebuilt core diabetes pages to match booking intent. Each page had clear sections, local relevance, and trust cues. Every page also had a strong next step for new patients.
What we added to service pages
- Who the service is for and when to book
- What happens at the first visit and what to bring
- Insurance and referral notes where applicable
- Clear care pathways like testing, management, follow up
- FAQ blocks pulled from Search Console queries
- Strong calls to action for mobile calling and appointment requests
Pages we built or expanded
- Diabetes management in Austin
- Prediabetes evaluation and prevention support
- A1c testing and interpretation guide with booking path
- Continuous glucose monitoring support overview
- Medication management and follow up planning page
Supporting Content for Topical Authority and Trust
Competitive diabetes rankings often require more than one landing page. Google tends to reward depth and clarity, especially in health topics. We created medically reviewed supporting content that linked into the main diabetes pages.
Supporting content topics we published
- Prediabetes warning signs and next steps
- Understanding A1c results and when to retest
- How to prepare for a diabetes checkup
- Common glucose swing triggers and what to discuss with a clinician
- Safe lifestyle guidance written carefully with medical review cues
How we kept content compliant and trustworthy
- Clear medical disclaimers on informational content
- “When to seek care” sections for safety
- Reviewed by line and clinic credential references where appropriate
- No unrealistic promises, no guaranteed outcomes
Local SEO Improvements for Austin Visibility
We aligned local signals across the website, the listing, and citations. Diabetes searches often include near me behavior even if users do not type it. Strong local alignment helped the clinic appear more often and convert better.
Google Business Profile updates
- Updated categories and attributes aligned to services offered
- Built out service lists with short descriptions
- Added appointment links with tracking parameters
- Posted consistently with themes like testing, follow ups, education
- Refreshed photos to improve trust and engagement
Citation cleanup and consistency
- Standardized name, address, phone formatting across key directories
- Corrected hours and appointment URLs where inconsistent
- Removed or merged duplicates when they existed
- Ensured the same service naming appeared across major profiles
Technical SEO and On Page Improvements
We removed technical friction that slows indexing and reduces engagement. We also improved snippet quality to raise click through rate. This helped unlock traffic from impressions that already existed.
Technical actions completed
- Cleaned duplicate URLs and canonical signals
- Improved mobile speed by compressing images and reducing unused scripts
- Fixed redirect chains and broken internal links
- Improved crawl paths so diabetes pages were easier to reach
- Added schema where appropriate: LocalBusiness, MedicalOrganization, FAQ
Snippet improvements
- Rewrote titles to match search intent and location naturally
- Improved meta descriptions to set expectations and drive clicks
- Added FAQ sections to improve long tail rankings and SERP visibility
Conversion Improvements That Increased Inquiries
Traffic growth was only valuable if it turned into calls and appointments. We improved conversion flow on diabetes pages and reduced friction for mobile users. We also made booking steps clearer and more consistent.
CRO changes we made
- Click to call button made more visible on mobile
- Appointment forms simplified and unnecessary fields removed
- CTAs placed above the fold on top traffic pages
- Trust cues placed near CTAs such as reviews and clinician credentials
- Clear new patient steps and what to expect sections
Timeline With Dates and Monthly Numbers
Below is the month by month progression and what we shipped. Numbers reflect monthly performance near each period and are used to show direction and momentum.
March 5 to March 31, 2025
Audit, tracking cleanup, intent mapping, and first page rebuilds began.
- Organic sessions: ~780
- Organic users: ~560
- Diabetes page clicks: ~260
- Inquiries from organic: ~22
- Page 1 diabetes keywords: ~2
April 2025
Core diabetes service pages expanded, snippets improved, and internal linking started.
- Organic sessions: ~980
- Organic users: ~710
- Diabetes page clicks: ~340
- Inquiries from organic: ~28
- Page 1 diabetes keywords: ~5
May 2025
Supporting content launched, FAQ blocks expanded, GBP services improved.
- Organic sessions: ~1,240
- Organic users: ~900
- Diabetes page clicks: ~470
- Inquiries from organic: ~39
- Page 1 diabetes keywords: ~8
June 2025
Local alignment tightened, citations cleaned, speed improvements shipped.
- Organic sessions: ~1,520
- Organic users: ~1,110
- Diabetes page clicks: ~610
- Inquiries from organic: ~48
- Page 1 diabetes keywords: ~12
July 2025
Scaled content around A1c and prediabetes, improved conversions on top pages.
- Organic sessions: ~1,760
- Organic users: ~1,290
- Diabetes page clicks: ~730
- Inquiries from organic: ~57
- Page 1 diabetes keywords: ~15
August 2025
Refined pages based on query movement, strengthened internal links, continued GBP cadence.
- Organic sessions: ~1,980
- Organic users: ~1,460
- Diabetes page clicks: ~840
- Inquiries from organic: ~64
- Page 1 diabetes keywords: ~17
September 1 to September 5, 2025
Focused on winners, improved CTAs, and stabilized rankings for competitive terms.
- Organic sessions: ~2,140
- Organic users: ~1,590
- Diabetes page clicks: ~910
- Inquiries from organic: ~71
- Page 1 diabetes keywords: ~18
Tools Used
- Google Search Console for queries, clicks, pages, indexing
- GA4 for traffic, landing pages, event tracking, conversion paths
- Google Business Profile insights for actions and discovery behavior
- Call tracking for source level call attribution
- Screaming Frog for crawling and internal linking checks
- PageSpeed Insights and Lighthouse for performance validation
- Semrush or Ahrefs for competitive research and rank tracking
- Looker Studio for reporting and weekly annotations
What Made It Work
We did not rely on one page or one keyword. We built a diabetes topic cluster with clear service pages, medically safe supporting content, and internal links that pushed authority to the pages that convert. Local alignment between GBP, citations, and the website helped the clinic appear more often for near me behavior in Austin.
The final lift also came from consistency. Posting, photos, and review responses were maintained, not done once. Conversions improved because the booking path became clearer and easier on mobile.
Key takeaways
- Competitive diabetes rankings need service pages plus supporting depth
- CTR improvements can unlock traffic without waiting for new rankings
- Local alignment improves both organic and Maps driven inquiries
- Internal linking and topical structure reduce volatility
Short Client Testimonial
“We started getting consistent inquiries from diabetes searches we never ranked for before, and patients told Goforaeo the pages answered their questions clearly.”
Clinic manager, Austin clinic
Disclaimer
The clinic identity and identifying details are anonymized due to an NDA and healthcare privacy considerations. Metrics are accurate for the timeframe stated, but results vary depending on competition, site history, seasonality, and consistency of ongoing execution.