Healthcare SEO Case Study: 3X Organic Users in 6 Months for a Chiropractic Clinic in Charlotte
In 2025, a chiropractic clinic in Charlotte partnered with Goforaeo to grow non branded organic users and increase patient inquiries from search. The clinic name is anonymized due to an NDA, and the metrics below are taken from GA4, Google Search Console, Google Business Profile insights, and call tracking for the dates listed.
Snapshot of Results
Timeframe: March 10, 2025 to September 10, 2025
Location: Charlotte, North Carolina
Before vs after results:
- Organic users: 420 to 1,260 per month (3X growth)
- Organic sessions: 610 to 1,780 per month
- Service page clicks (GSC): 180 to 620 per month
- GBP actions: 140 to 520 per month (calls, directions, website clicks)
- Calls + appointment inquiries from organic: 18 to 62 per month
- Top 3 keyword placements: 3 to 14 tracked terms
Context and Starting Point
Charlotte chiropractic searches are competitive because urgent care style terms like back pain, neck pain, and sciatica have many providers targeting them. The clinic had good patient feedback, but rankings were inconsistent and most traffic came from a small set of pages. Many high intent queries had no dedicated page, which limited the clinic’s ability to rank consistently.
The website also didn’t guide users clearly to book. People landed on pages, read a little, and left without calling. So we improved SEO and conversion flow together.
Baseline Setup and Measurement
First, we cleaned tracking before shipping changes, so results were measurable. Then we defined what counts as an inquiry and ensured calls and forms were recorded consistently. We also created a reporting dashboard with dates so every major change had context.
What we set up
- GA4 events for call clicks, appointment clicks, and form submissions
- Call tracking to separate website calls vs listing calls where possible
- Search Console segments for chiropractic services and condition queries
- Local rank tracking for Charlotte service terms
- Looker Studio dashboard with weekly notes
What Was Holding Growth Back
We audited the site, GBP, and citations together. The clinic was credible, but its signals were not structured for search. Competitors had clearer service pages, better location reinforcement, and stronger internal linking.
Key issues found
- One broad chiropractic page tried to rank for too many queries
- Missing pages for sciatica, neck pain, back pain, auto injury, sports injury, posture correction
- Titles and meta descriptions were generic, lowering CTR
- Internal linking did not push authority to the highest intent pages
- Blog posts existed but didn’t link into booking pages properly
- GBP services and categories were not fully built out
- Citations had small inconsistencies in business details
Strategy Overview
First, we built a six-month plan that expanded the clinic’s ranking footprint. Then we created dedicated pages for high intent conditions, improved local signals, and strengthened internal linking so rankings stabilized. We also improved CTAs and trust cues so traffic became inquiries.
Workstreams
- Technical SEO cleanup and site structure improvements
- Service and condition page builds for high intent demand
- Internal linking and topical clustering
- Local SEO alignment for Charlotte relevance
- Conversion improvements for calls and appointment requests
Technical SEO and Site Cleanup
We removed friction that slows crawling and hurts engagement. This helped new pages get indexed faster and improved mobile experience.
Technical actions completed
- Fixed indexation and canonical issues for duplicates
- Cleaned broken links and redirect chains
- Improved mobile speed with image compression and script cleanup
- Improved crawl paths so service pages were closer to the homepage
- Added structured data where eligible: LocalBusiness, FAQ, Physician/MedicalBusiness
Service and Condition Pages That Drove Growth
Chiropractic traffic scales through condition searches. We built pages that matched the way people search in Charlotte. Each page had clear intent sections and a direct booking path.
Pages built or expanded
- Back pain chiropractic care
- Neck pain and stiffness care
- Sciatica treatment support
- Auto accident chiropractic care
- Sports injury rehab support
- Posture and alignment support
- New patient visit page with clear steps
What we added to these pages
- Symptoms and common causes sections written in patient language
- When to see a chiropractor and what to expect sections
- Treatment approach explanation and care plan outline
- FAQs pulled from Search Console queries
- Clear CTAs for call now and request appointment
- Trust blocks near CTAs such as reviews, credentials, and insurance notes
Internal Linking and Topical Structure
We built clusters so Google understood topical authority. This also ensured authority flowed into the pages most likely to convert. Internal linking was one of the fastest movers for rankings.
Linking system changes
- A service hub linking to each condition page
- Contextual links from blogs to relevant service pages
- FAQ links and sidebar sections that push users to booking pages
- Doctor and clinic info pages linked to service pages for credibility
Local SEO Improvements for Charlotte
Local signals matter even for condition searches. We aligned GBP services and website services so Google could match the clinic to more local intent searches. We also cleaned citations for trust consistency.
GBP and local updates
- Updated primary and secondary categories based on demand
- Expanded services list with simple descriptions
- Added appointment links with UTM tracking
- Implemented weekly posts and consistent photos
- Citation cleanup for consistent NAP and hours
- Added neighborhood references naturally on key pages without spam
Conversion Improvements That Increased Inquiries
We improved conversion flow so organic growth turned into calls. Most chiropractic conversions happen on mobile, so we optimized for fewer taps to book.
CRO improvements
- Added sticky call button on mobile
- Moved primary CTA above the fold
- Simplified appointment request form
- Added new patient FAQ and expectations sections
- Improved contact page with parking, hours, and quick booking steps
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights and Lighthouse, rank tracking via Semrush/Ahrefs or similar.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 10 to March 31, 2025
We completed the audit, fixed tracking, shipped quick technical fixes, and started rebuilding core pages.
Month end metrics:
- Organic users: ~420
- Organic sessions: ~610
- Service page clicks: ~180
- Calls + inquiries: ~18
April 2025
We built the first set of condition pages, improved titles and metas for CTR, and started internal linking into booking pages.
Month end metrics:
- Organic users: ~560
- Organic sessions: ~780
- Service page clicks: ~240
- Calls + inquiries: ~24
May 2025
We expanded sciatica, back pain, and neck pain content, added FAQs from real queries, and improved mobile CTAs.
Month end metrics:
- Organic users: ~720
- Organic sessions: ~990
- Service page clicks: ~340
- Calls + inquiries: ~33
June 2025
We aligned GBP services with website services, cleaned citations, and improved speed on key templates.
Month end metrics:
- Organic users: ~890
- Organic sessions: ~1,220
- Service page clicks: ~430
- Calls + inquiries: ~42
July 2025
We added auto accident and sports injury pages, strengthened internal linking, and improved conversion flow on top landing pages.
Month end metrics:
- Organic users: ~1,040
- Organic sessions: ~1,480
- Service page clicks: ~520
- Calls + inquiries: ~53
August 2025 to September 10, 2025
We refined pages based on query movement, expanded trust cues, and maintained GBP activity to stabilize rankings.
Month end metrics:
- Organic users: ~1,260
- Organic sessions: ~1,780
- Service page clicks: ~620
- Calls + inquiries: ~62
Before and After Proof Summary
Organic users tripled because the clinic gained more ranking entry points through condition pages, internal linking distributed authority, and local alignment improved relevance. Conversion improvements ensured more of that traffic became calls and bookings.
- Organic users: 420 to 1,260 per month
- Organic sessions: 610 to 1,780 per month
- Service page clicks: 180 to 620 per month
- Calls + inquiries: 18 to 62 per month
- Top 3 keyword placements: 3 to 14 tracked terms
What Made It Work
The lift came from building pages that match how people search, then connecting those pages with strong internal linking. Local signals supported rankings in Charlotte, and conversion fixes made the traffic valuable. Consistency in GBP activity helped maintain momentum and reduced volatility.
Key takeaways
- Condition pages create scale, service pages convert
- Internal linking accelerates rankings and stabilizes growth
- Local alignment improves both visibility and lead quality
- Mobile conversion flow matters most for chiropractic clinics
Short Client Testimonial
“We started showing up for searches we never ranked for before, and the calls from organic kept increasing every month.”
Clinic manager, Charlotte chiropractic clinic
Disclaimer
The clinic identity and identifying details are anonymized due to NDA and healthcare privacy considerations. Metrics are accurate for the timeframe stated, but results vary depending on competition, seasonality, site history, and ongoing execution consistency.