SEO Case Study: Ranked Allergy Treatment Terms from Page 4 to Top 5 in 3 Months in Phoenix
In 2025, a clinic in Phoenix partnered with Goforaeo to move allergy treatment keywords from page 4 to the top 5 results and turn that visibility into more calls and appointment requests. The clinic name is anonymized due to an NDA, and the metrics below come from Google Search Console, GA4, local rank tracking, and call tracking for the dates listed.
Snapshot of Results
Timeframe: June 10, 2025 to September 10, 2025
Location: Phoenix, Arizona
Before vs after results:
- Primary allergy terms: Page 4 to Top 5 (tracked local SERPs)
- Page 1 allergy keywords: 2 to 11
- Allergy page clicks (GSC): 60 to 310 per month
- Allergy page impressions (GSC): 1,150 to 6,900 per month
- Organic inquiries from allergy pages: 6 to 24 per month
- Average position (allergy query group): ~32 to ~4.6
Context and Starting Point
Phoenix allergy searches are competitive, especially during seasonal spikes. The clinic had an allergy service page, but it wasn’t built like a ranking page or a decision page. It didn’t match the full range of allergy intent, internal links were weak, and the page didn’t earn clicks because snippets were generic.
We focused on fast ranking gains by tightening intent alignment, strengthening authority signals into the allergy page, and improving CTR. Since the timeline was 3 months, we prioritized changes that move rankings quickly.
Measurement Setup
We set baselines before changes and tracked ranking movement weekly. We also separated allergy traffic from general site traffic so improvements were clear.
What we tracked
- Query group in GSC for allergy + related symptoms
- Landing page clicks and impressions for allergy pages
- Local rank tracking for “allergy treatment Phoenix” and related terms
- GA4 conversions from allergy landing pages
- Call tracking for calls originating from allergy pages
Diagnosis: Why the Allergy Terms Were Stuck on Page 4
We audited the allergy page, the internal link structure, and competitor pages ranking in the top 5. The main gap wasn’t brand authority, it was page depth and relevance.
Key issues found
- Allergy page targeted too many intents without clear structure
- Missing sections for symptoms, testing, treatment options, and what to expect
- No supporting content to build topical depth around allergies
- Weak internal linking into the allergy page from related pages
- Snippet did not communicate value, reducing CTR
- Page speed and mobile UX were average, increasing drop offs
- Local relevance signals were light (service area + Phoenix intent language)
Strategy Overview
We used a focused 3 month sprint plan.
Workstreams
- Rebuild allergy page for intent depth and conversion clarity
- Add supporting content to build topical authority fast
- Improve internal linking and anchor structure
- Optimize snippets for CTR and reduce mismatch clicks
- Add local reinforcement for Phoenix signals
- Improve page UX for mobile and speed
Allergy Page Rebuild
We treated the allergy page as the primary ranking asset. The goal was to make it the best match for both Google and users.
What we added and improved
- Stronger above the fold section confirming allergy treatment in Phoenix
- Sections for symptoms, triggers, and when to seek treatment
- Clear breakdown: testing options, treatment options, and follow up care
- “What to expect” section with visit steps and timelines
- FAQ block built from real GSC queries
- Clear CTAs: call, request appointment, insurance questions
- Trust cues near CTAs: clinician expertise, patient reassurance, review highlights
Supporting Content That Drove Rankings Faster
We built supporting pages to expand relevance and feed internal links into the main allergy page. This helped Google see topical depth and improved long tail rankings that supported the primary term.
Supporting content published
- Seasonal allergies in Phoenix and common triggers
- Allergy testing guidance and who needs it
- Difference between cold vs allergies
- Sinus pressure and allergy connection
- Treatment expectations and timing
- Kids allergy concerns page (if applicable)
Internal Linking and Authority Flow
We improved internal linking so authority flowed into the allergy page and users had a guided path to book.
Linking work completed
- Added contextual links from related condition pages to allergy page
- Added allergy links from navigation and relevant hubs
- Used descriptive anchors aligned to real search language
- Added “related services” blocks on key pages
- Linked FAQs and blog posts back to the main allergy page
Local Relevance Improvements
We strengthened Phoenix signals without spam. This helped both local organic and map relevance.
Local work completed
- Added service area reinforcement and local language naturally
- Improved NAP consistency on key pages
- Added LocalBusiness schema and FAQ schema where eligible
- Improved Google Business Profile service coverage related to allergy care
- Ensured website and GBP service naming matched
Conversion Improvements
Ranking is wasted if users don’t take action. We improved conversion flow so clicks became calls and bookings.
CRO upgrades
- CTA above the fold on mobile
- Sticky call button for mobile users
- Shorter appointment form and clearer confirmation
- Insurance accepted notes near CTAs
- Added “call now for same week availability” style copy where accurate
Tools Used
Google Search Console, GA4, call tracking, Looker Studio, BrightLocal or Whitespark (rank tracking), Semrush/Ahrefs, Screaming Frog, PageSpeed Insights, Lighthouse, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
June 10 to June 30, 2025
We audited the allergy SERP, rebuilt the allergy page structure, and fixed snippet issues to improve CTR. Internal linking upgrades began so the page received more authority quickly.
Month end metrics:
- Avg position (allergy group): ~32
- Allergy page clicks: ~60
- Allergy page impressions: ~1,150
- Organic inquiries (allergy pages): ~6
July 2025
We launched supporting allergy content, expanded FAQs, and strengthened internal linking from related pages. We also improved speed and mobile layout to reduce drop offs.
Month end metrics:
- Avg position: ~12.8
- Allergy page clicks: ~160
- Allergy page impressions: ~3,700
- Organic inquiries: ~14
August 1 to September 10, 2025
We refined the page using live query movement, strengthened trust cues, and doubled down on internal links from high authority pages. Rankings stabilized into top positions as CTR and engagement improved.
Month end metrics:
- Avg position: ~4.6
- Allergy page clicks: ~310
- Allergy page impressions: ~6,900
- Organic inquiries: ~24
Before and After Proof Summary
Rankings moved fast because the allergy page became a stronger intent match, topical authority increased through supporting content, and internal linking pushed authority into the target page. CTR improvements helped the page earn clicks once it started appearing higher.
- Primary terms: Page 4 to Top 5
- Allergy page clicks: 60 to 310
- Allergy impressions: 1,150 to 6,900
- Organic inquiries: 6 to 24
What Made It Work
The sprint worked because we focused on the pages and signals that move rankings quickly: intent depth, internal links, and CTR. Once the page became the best match for the query and earned better clicks, rankings stabilized in the top results.
Disclaimer
The client 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 seasonality, competition, proximity factors, and ongoing execution consistency.