Healthcare SEO Case Study: Local SEO Strength Built in 6 Months for a Clinic in Newark
In 2025, a clinic in Newark partnered with Goforaeo to build stronger local visibility across Google Search and Google Maps. The clinic name is anonymized due to an NDA, and the metrics below come from Google Business Profile insights, Google Search Console, GA4, and call tracking for the dates listed.
Snapshot of Results
Timeframe: June 3, 2025 to December 3, 2025
Location: Newark, New Jersey
Before vs after results:
- GBP impressions: 18,400 to 66,700 per month
- Discovery searches: 1,600 to 6,200 per month
- GBP actions: 320 to 1,140 per month (calls, directions, website clicks)
- Website clicks from Maps: 95 to 360 per month
- Top 3 map pack placements: 2 to 12 tracked service keywords
- Calls from Maps + organic: 42 to 150 per month
Context and Starting Point
Newark is competitive because many clinics overlap by specialty and location, and Google’s map pack is heavily influenced by service relevance and trust consistency. The clinic had quality care but its local signals were not strong enough to compete consistently. The listing was partially built out, citations were inconsistent, and the website did not clearly reinforce Newark service intent.
The goal was to build stable local strength, not short spikes. So we focused on relevance, consistency, and engagement signals that compound over time.
Baseline Setup and Measurement
We cleaned tracking before launching major work so the clinic could validate results. We also created a dashboard with weekly notes so improvements were tied to specific actions.
What we set up
- GBP insights tracking for impressions, discovery searches, and actions
- GA4 events for calls, forms, appointment clicks
- Call tracking for source attribution where possible
- Local rank tracking for Newark service keywords
- Looker Studio reporting with weekly annotations
What Was Holding Local Growth Back
We audited GBP, the website, and citations together. The clinic was credible, but signals were fragmented. That reduced Google’s confidence in showing the listing broadly for non branded searches.
Key issues found
- Categories and services were incomplete for actual services offered
- Services lacked descriptions, reducing query coverage
- Photos were outdated and posting cadence was inconsistent
- Citations had NAP and hours inconsistencies plus a few duplicates
- Website service pages were thin and not clearly mapped to Newark intent
- Internal linking did not push authority to priority pages
- Booking path was unclear on mobile, reducing actions per impression
Strategy Overview
We used a three lever approach so improvements compounded month over month.
Workstreams
- GBP rebuild for service coverage and conversion clarity
- Citation cleanup and NAP consistency for trust
- Website service page upgrades and internal linking
- Review workflow and engagement cadence to increase actions
- Ongoing refinement based on live query movement
Google Business Profile Rebuild
We treated GBP as the main landing page. The goal was to expand service coverage and make the listing more conversion ready.
What we changed in GBP
- Updated primary and secondary categories based on demand and competitors
- Expanded service list with short descriptions in natural search language
- Improved business description and added clearer appointment steps
- Added appointment URLs with UTM tracking
- Implemented weekly posts with service themes and availability updates
- Rolled out a photo plan: exterior, interior, staff, and service context photos
Citation Cleanup and Local Consistency
We fixed the highest impact directories first, then worked outward. We also removed duplicates to prevent engagement signals from splitting.
What we fixed
- Standardized NAP and formatting to one approved version
- Updated hours, website URL, and appointment link where inconsistent
- Removed duplicates and merged profiles where possible
- Added a small set of relevant niche citations competitors had
Website Improvements That Supported Local Strength
A strong listing performs better when the website confirms the same services and location relevance. We strengthened service pages and improved site structure so Google could connect the clinic to Newark intent.
On site updates
- Expanded core service pages with symptoms, who it’s for, and when to book sections
- Added FAQ blocks based on Search Console queries
- Improved titles and meta descriptions to increase CTR
- Strengthened internal linking into priority services
- Added schema where eligible: LocalBusiness and FAQ
- Improved page speed on mobile templates
Reviews and Trust Signals
We improved review velocity and response consistency with a compliant workflow. Reviews helped both conversions and local trust.
Review improvements
- Compliant review request workflow tied to patient follow ups
- Response templates with consistent timing and tone
- Trust cues added near CTAs such as credentials and expectations
Tools Used
Google Business Profile insights, GA4, Google Search Console, call tracking, Looker Studio, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights, Lighthouse.
Timeline With Dates, Monthly Numbers, and More Detail
June 3 to June 30, 2025
We started with the full audit, fixed tracking and attribution, cleaned up obvious GBP gaps, and began citation cleanup on the highest authority directories. We also benchmarked competitors to decide category and service changes.
Month end metrics:
- GBP impressions: ~18,400
- Discovery searches: ~1,600
- GBP actions: ~320
- Website clicks from Maps: ~95
- Top 3 map pack keywords: ~2
July 2025
We rebuilt the GBP structure by expanding categories, filling services with descriptions, improving the business description, and starting weekly posts plus fresh photos. Early discovery growth typically starts here because query coverage improves quickly.
Month end metrics:
- GBP impressions: ~27,900
- Discovery searches: ~2,400
- GBP actions: ~440
- Website clicks from Maps: ~130
- Top 3 map pack keywords: ~4
August 2025
We strengthened the website service pages so they supported the same Newark intent as GBP. We added FAQs based on real queries, improved internal linking, and continued citation cleanup to remove inconsistencies that reduce trust.
Month end metrics:
- GBP impressions: ~38,600
- Discovery searches: ~3,400
- GBP actions: ~630
- Website clicks from Maps: ~190
- Top 3 map pack keywords: ~6
September 2025
We doubled down on the services gaining traction, improved conversion paths on the top landing pages, and implemented a review workflow to increase trust and engagement. Posting and photos remained consistent so signals didn’t drop.
Month end metrics:
- GBP impressions: ~48,900
- Discovery searches: ~4,500
- GBP actions: ~820
- Website clicks from Maps: ~255
- Top 3 map pack keywords: ~8
October 2025
We refined titles and on page content for the pages pulling the most local clicks, strengthened internal links into those services, and continued steady review responses. This is where stability improves because Google sees consistent activity plus consistent entity signals.
Month end metrics:
- GBP impressions: ~57,200
- Discovery searches: ~5,200
- GBP actions: ~960
- Website clicks from Maps: ~310
- Top 3 map pack keywords: ~10
November 1 to December 3, 2025
We focused on maintaining momentum: continued posts and photos, refined service descriptions, and tightened conversions for mobile users. We also monitored rankings for volatility and adjusted only where needed to protect gains.
Month end metrics:
- GBP impressions: ~66,700
- Discovery searches: ~6,200
- GBP actions: ~1,140
- Website clicks from Maps: ~360
- Top 3 map pack keywords: ~12
Before and After Proof Summary
Local strength improved because GBP became complete and service focused, citations became consistent, and the website reinforced Newark intent. Consistent posts, photos, and reviews supported engagement, which helped the growth compound and stabilize.
- GBP impressions: 18,400 to 66,700 per month
- Discovery searches: 1,600 to 6,200 per month
- GBP actions: 320 to 1,140 per month
- Website clicks from Maps: 95 to 360 per month
- Top 3 map pack placements: 2 to 12 tracked keywords
- Calls from Maps + organic: 42 to 150 per month
What Made It Work
The biggest driver was alignment. Once GBP services, citations, and service pages all reflected the same Newark intent, Google matched the clinic to more discovery searches. Consistent engagement signals kept the listing active, which helped impressions and actions rise without major volatility.
Key takeaways
- Complete GBP services with descriptions increases query matching
- Citation consistency stabilizes rankings in competitive areas
- Website service pages reinforce local relevance and improve actions
- Consistent posts, photos, and reviews protect gains
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 based on proximity factors, competition, seasonality, and ongoing execution consistency.