Healthcare SEO Case Study: Ranked Multiple Healthcare Services in NYC in 8 Months
In 2025, a multi service healthcare clinic in New York City partnered with Goforaeo to rank across multiple service lines and increase qualified inquiries from organic search and Google Maps. The clinic name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, Google Business Profile insights, call tracking, and rank tracking for the dates listed.
Snapshot of Results
Timeframe: January 14, 2025 to September 14, 2025
Location: New York City, New York
Before vs after results:
- Services with page 1 rankings: 3 to 12 service areas
- Tracked keywords on page 1: 9 to 41 terms
- Top 3 placements: 2 to 14 tracked terms
- Monthly organic sessions: 2,300 to 5,980
- Monthly organic users: 1,720 to 4,460
- Monthly inquiries (calls + forms): 48 to 162
- GBP actions: 520 to 1,740 per month
Context and Starting Point
NYC is one of the hardest markets to rank in because hospitals, large medical groups, and directory sites dominate search results. The clinic offered multiple services, but the website structure didn’t make those services easy for Google to understand. Several service pages were combined, some were thin, and internal linking didn’t guide authority into the pages that convert.
Search Console showed impressions across many topics, but clicks were limited because pages didn’t match intent clearly and snippets didn’t stand out. The goal was to build a multi service SEO system that could rank across different treatments without cannibalization.
Measurement Setup and Baseline
Before work began, we cleaned tracking and ensured results could be measured reliably. We defined conversions, set up page level reporting, and created a dashboard with weekly notes.
What we set up
- GA4 events for call clicks, appointment clicks, and form submissions
- Search Console query grouping by service line
- Local rank tracking for each primary service category
- Call tracking to separate organic calls from listing calls where possible
- Looker Studio dashboard with weekly snapshots and annotations
Audit Findings: Why Rankings Were Limited
The clinic wasn’t missing credibility, it was missing SEO structure. NYC requires strong page targeting, clear topical relevance, and clean internal linking. Without that, Google doesn’t know which page to rank for which service.
Key issues found
- Multiple services were bundled into one page, causing weak intent matching
- Overlapping pages caused keyword cannibalization across services
- Missing pages for high intent service variations and symptoms
- Thin content on core service pages with few FAQs and decision sections
- Internal linking didn’t flow authority to high intent pages
- Titles and meta descriptions were generic, lowering CTR
- Technical issues: duplicates, slow templates, and weak crawl paths
- Local signals were not fully aligned between GBP and website services
Strategy Overview
We built an 8 month plan to scale rankings across multiple services without creating thin pages. The system had four layers: technical foundation, service page rebuild, supporting content clusters, and local alignment.
Workstreams
- Technical SEO cleanup and crawl improvements
- Service page rebuild with clear intent mapping
- Supporting content clusters for each service line
- Internal linking system to distribute authority
- Local SEO alignment for NYC relevance
- CRO improvements so growth turned into inquiries
Technical SEO and Crawl Foundation
We removed issues that prevent pages from being crawled, indexed, and trusted. This also improved speed and engagement, which supported ranking stability.
Technical work completed
- Fixed duplicate URLs, canonicals, and parameter issues
- Cleaned redirect chains and broken internal links
- Improved mobile performance with image compression and script cleanup
- Improved crawl depth so priority services were closer to the homepage
- Added structured data where eligible: LocalBusiness, MedicalOrganization, Physician, FAQ
- Cleaned site navigation to reduce index bloat
Service Page Rebuild for Multi Service Rankings
We rebuilt service pages so each one targeted a unique intent. This prevented cannibalization and made rankings move faster. Each page was designed as a decision page, not a brochure.
What we added to service pages
- Who the service is for and when to book
- Symptoms and common reasons people search that service
- Treatment options explained clearly and safely
- What to expect, next steps, and follow up flow
- FAQs pulled from Search Console queries
- CTAs for call now and request appointment
- Trust cues: credentials, reviews, insurance, and clinic process
Example structure we used for every service
- Service overview and local relevance
- Conditions treated and symptoms
- Treatment process and timeline
- Pricing or insurance guidance where appropriate
- FAQs and “when to seek care” safety section
- Booking CTA with mobile friendly call options
Supporting Content Clusters for Each Service Line
NYC rankings often need topical depth. For each main service, we created supporting pages that answered common questions and linked into the main service page. This helped expand keyword coverage and build authority.
Content cluster approach
- One primary service page per service line
- 4 to 7 supporting pages per service line based on query demand
- FAQs and symptom pages that route users into booking pages
- Internal linking that passes authority from informational pages to high intent pages
Examples of supporting topics
- Symptoms and “should I see a doctor” pages
- Condition explainers with next steps
- Treatment prep and recovery expectations
- Insurance and visit process guidance
Internal Linking and Architecture System
We built a linking system that made service relationships clear. This also ensured authority was distributed evenly across multiple services rather than concentrated on one.
Linking actions
- Service hubs linking to every main service page
- Contextual links within content, not only menus
- Cross linking between related services without overlap
- Breadcrumbs and cleaner navigation paths
- Consolidated overlapping pages to stop cannibalization
Local SEO Alignment for NYC
We aligned GBP, citations, and on site service naming. This helped both map visibility and organic rankings, especially for near me behavior.
Local work completed
- Expanded GBP services and added descriptions
- Updated categories and attributes aligned to services
- Added appointment links with UTM tracking
- Cleaned citations for consistent NAP and hours
- Strengthened location pages with neighborhoods served and directions
- Added LocalBusiness schema and consistent on site NAP formatting
Conversion Improvements So Rankings Turned Into Leads
We improved booking flow so the increased traffic became calls and appointments. Most NYC healthcare conversions happen on mobile, so we optimized for speed and clarity.
CRO updates
- Added sticky call button on mobile
- Simplified appointment request forms
- Improved CTA placement above the fold
- Added trust blocks near CTAs like reviews and credentials
- Clarified insurance and new patient steps
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, BrightLocal or Whitespark, Semrush/Ahrefs rank tracking.
Timeline With Dates, Monthly Numbers, and Natural Notes
January 14 to January 31, 2025
Audit completed, tracking cleaned, keyword map built, and technical fixes prioritized.
Month end metrics:
- Organic users: ~1,720
- Organic sessions: ~2,300
- Page 1 keywords: ~9
- Inquiries: ~48
February 2025
First set of service pages rebuilt and snippets improved for CTR. Internal linking system started.
Month end metrics:
- Organic users: ~2,050
- Organic sessions: ~2,720
- Page 1 keywords: ~13
- Inquiries: ~61
March 2025
Supporting content clusters launched for the first service lines and GBP services expanded.
Month end metrics:
- Organic users: ~2,460
- Organic sessions: ~3,250
- Page 1 keywords: ~19
- Inquiries: ~78
April 2025
More services received dedicated pages, internal linking expanded, and citation cleanup improved local trust signals.
Month end metrics:
- Organic users: ~3,050
- Organic sessions: ~3,980
- Page 1 keywords: ~26
- Inquiries: ~96
May 2025
Conversion improvements shipped and FAQs expanded using live query data. Rankings stabilized across multiple services.
Month end metrics:
- Organic users: ~3,620
- Organic sessions: ~4,710
- Page 1 keywords: ~32
- Inquiries: ~118
June 2025
We refined pages based on query movement and strengthened topical clusters for services gaining traction.
Month end metrics:
- Organic users: ~4,020
- Organic sessions: ~5,250
- Page 1 keywords: ~36
- Inquiries: ~141
July 2025
We doubled down on pages close to top positions, improved CTAs and speed, and maintained GBP activity.
Month end metrics:
- Organic users: ~4,280
- Organic sessions: ~5,620
- Page 1 keywords: ~39
- Inquiries: ~154
August 2025 to September 14, 2025
We focused on stability, updated underperformers, and improved internal links to protect multi service rankings.
Month end metrics:
- Organic users: ~4,460
- Organic sessions: ~5,980
- Page 1 keywords: ~41
- Inquiries: ~162
Before and After Proof Summary
The clinic ranked across more services because each service had a clear page target, supporting content built topical depth, and internal linking distributed authority. Local alignment improved near me performance, and CRO updates increased inquiries from the same traffic.
- Services with page 1 rankings: 3 to 12
- Page 1 tracked keywords: 9 to 41
- Organic sessions: 2,300 to 5,980
- Organic users: 1,720 to 4,460
- Inquiries: 48 to 162
- GBP actions: 520 to 1,740
What Made It Work
The biggest driver was structure. When each service had its own page and supporting cluster, Google could rank the clinic across multiple topics without confusion. Internal linking ensured authority flowed into pages that convert. Consistent GBP alignment and conversion improvements made the growth valuable.
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 competition, seasonality, proximity factors, and ongoing execution consistency.