SEO Case Study: Built Domain Authority from 12 to 35 in 8 Months for a Medical Group in Minneapolis
In 2025, a medical group in Minneapolis partnered with Goforaeo to increase sitewide authority and improve the ability to rank new service pages faster. The medical group name is anonymized due to an NDA, and the metrics below come from SEO tools (DA style authority metrics), Google Search Console, GA4, backlink monitoring, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: February 12, 2025 to October 12, 2025
Location: Minneapolis, Minnesota
Before vs after results:
- Domain Authority style score: 12 to 35 (Moz DA or equivalent authority metric)
- Referring domains: 42 to 168
- New high quality links earned: 0 to 38 (local, industry, editorial)
- Organic sessions: 1,420 to 3,980 per month
- Organic users: 1,060 to 2,940 per month
- Non branded clicks (GSC): 360 to 1,240 per month
- Top 10 keyword count (tracked): 11 to 54
- Inquiries from organic + Maps: 28 to 92 per month
Context and Starting Point
The group had solid services and strong patient experience, but the domain was relatively new and lacked authority signals. Competitors in Minneapolis had stronger backlink profiles, older domains, and more trusted brand mentions. That made it harder for the group to rank broader service pages, especially for competitive queries.
We treated “DA growth” as a byproduct of earning real links and mentions through credible assets, local partnerships, digital PR, and cleanup of poor link signals. We didn’t chase spam links. Instead, we built authority in a way that also improved rankings and lead flow.
Important Note on Domain Authority
Domain Authority is a third party metric, not a Google ranking factor by itself. We used it as a directional benchmark while tracking real outcomes: clicks, rankings, impressions, and inquiries. The goal was to build trust and authority signals that translate into search performance.
Measurement Setup
We cleaned tracking and created a baseline view of links, referring domains, anchor text, and competitor gap. We also ensured we could measure non branded search growth and page level ranking improvements.
What we set up
- Moz or Ahrefs backlink monitoring and alerts
- Search Console reporting for non branded queries and landing pages
- GA4 events for calls, forms, and appointment clicks
- Rank tracking for priority Minneapolis service keywords
- Looker Studio dashboard with annotations and link tracking notes
Diagnosis: Why Authority Was Low
We reviewed the backlink profile, brand mentions, and linkable assets. The group simply wasn’t being cited or referenced much online, and the site didn’t have enough “link worthy” pages that local organizations would naturally reference.
Key issues found
- Very few referring domains and limited brand mentions
- No digital PR or local partnership link strategy in place
- Existing content was mostly service pages, not linkable resources
- Some directory listings were incomplete or inconsistent
- Internal linking was weak, so authority didn’t flow well across the site
- Some thin pages diluted quality signals and crawl efficiency
Strategy Overview
First, we built authority through a clean, repeatable system. Then we created linkable assets, improved site structure so authority passed through the site, and ran local plus industry outreach that earned natural links. We also cleaned citations, so entity trust improved alongside link growth.
Workstreams
- Linkable asset creation and on site authority hubs
- Local outreach and partnership links in Minneapolis
- Digital PR and editorial placements through credible pitches
- Healthcare directory and citation cleanup (trust signals)
- Internal linking system so authority improved rankings sitewide
- Ongoing backlink monitoring and cleanup of toxic patterns
Linkable Assets and Content Hubs
Service pages rarely earn links on their own. We created resources that local sites and organizations would actually reference, then connected them to service pages through internal linking.
Assets we built
- Minneapolis patient resource hub (insurance, appointments, what to expect)
- Condition education guides written in patient friendly language
- “When to seek care” safety pages and urgent guidance
- FAQ libraries built from Search Console queries
- Provider profile pages with credentials and media ready bios
- Community pages and local event support pages (where relevant)
These pages served two purposes: they earned links and improved topical authority for rankings.
Local Outreach and Partnership Links
We focused on links that make sense in healthcare and local markets. Instead of mass outreach, we targeted organizations with real relevance.
Outreach targets
- Local nonprofits and community health organizations
- Minneapolis events and sponsorship listings
- Local news sites for health awareness topics
- Partner vendors, labs, and affiliated services
- Professional associations and member directories
- Local university and education pages where appropriate
How we earned links
- Sponsored or participated in community events with website listings
- Provided patient education resources organizations could cite
- Contributed expert quotes for local articles
- Built partner pages that vendors and partners linked back to
- Claimed and optimized medical directories and local listings
Digital PR and Editorial Mentions
We ran a small digital PR engine focused on credible, non promotional story angles. The aim was earned mentions, not paid placements.
PR angles used
- Seasonal health topics with local relevance
- Awareness month guidance and checklists
- Data based content using anonymized patient trend insights
- Local resource pages that journalists could reference
- Clinician expert commentary on common conditions
Citation and Entity Trust Cleanup
While links build authority, citations build trust consistency. We cleaned business data across major platforms so Google saw one consistent entity.
What we fixed
- Consistent name, address, phone, and hours across directories
- Removed duplicates and outdated listings
- Updated appointment URLs and service categories
- Improved profiles on healthcare specific directories
Internal Linking and Authority Flow
Authority only helps if it flows to pages that need it. We strengthened internal linking so earned equity improved rankings across service lines.
Linking improvements
- Built service hubs for each major specialty
- Linked resource pages into the right service pages naturally
- Added contextual internal links across related conditions and treatments
- Reduced orphan pages and improved crawl paths
- Consolidated overlapping pages to reduce cannibalization
Tools Used
Moz (DA), Ahrefs or Semrush (backlinks and competitor gaps), Google Search Console, GA4, Looker Studio, Screaming Frog, PageSpeed Insights and Lighthouse, BrightLocal or Whitespark (local rankings and citations), HARO or similar PR outreach workflow, email outreach tools, link monitoring alerts.
Timeline With Dates, Monthly Numbers, and Natural Notes
February 12 to February 28, 2025
We benchmarked authority, audited backlinks, mapped competitor link gaps, and cleaned up site structure so future authority would flow into key service pages. We also planned the first set of linkable assets and outreach targets.
Month end metrics:
- Authority score: ~12
- Referring domains: ~42
- Organic sessions: ~1,420
- Non branded clicks: ~360
March 2025
We launched the first linkable resource pages, improved internal linking, and started local outreach to partners and organizations in Minneapolis. Directory profiles were also cleaned where they were incomplete.
Month end metrics:
- Authority score: ~16
- Referring domains: ~58
- Organic sessions: ~1,760
- Non branded clicks: ~470
April 2025
We expanded content hubs, earned early local links through community partnerships, and ran the first digital PR pitch cycle. We also strengthened provider profile pages to improve credibility and brand signals.
Month end metrics:
- Authority score: ~20
- Referring domains: ~78
- Organic sessions: ~2,120
- Non branded clicks: ~620
May 2025
We increased outreach volume, added more condition guides and FAQs, and earned additional editorial and association links. Internal linking was refined so new equity supported priority services.
Month end metrics:
- Authority score: ~24
- Referring domains: ~102
- Organic sessions: ~2,610
- Non branded clicks: ~780
June 2025
We continued local partnerships, added more linkable resources, and pushed PR angles tied to seasonal topics. Citation consistency and duplicate cleanup continued to strengthen entity trust.
Month end metrics:
- Authority score: ~28
- Referring domains: ~126
- Organic sessions: ~3,090
- Non branded clicks: ~980
July 2025
We built second wave assets, earned stronger editorial links, and focused on links pointing into high value hubs instead of random pages. Rankings began stabilizing for competitive Minneapolis service terms.
Month end metrics:
- Authority score: ~31
- Referring domains: ~145
- Organic sessions: ~3,520
- Non branded clicks: ~1,120
August 2025
We refreshed outreach lists, reclaimed unlinked brand mentions, and continued PR and local sponsorship placements. We also cleaned thin pages and improved crawl efficiency to support growth.
Month end metrics:
- Authority score: ~33
- Referring domains: ~158
- Organic sessions: ~3,780
- Non branded clicks: ~1,190
September 12 to October 12, 2025
We doubled down on what was earning links, strengthened internal linking from new authority pages to service pages, and kept link monitoring clean to avoid low quality patterns. Authority and rankings reached a new baseline.
Month end metrics:
- Authority score: ~35
- Referring domains: ~168
- Organic sessions: ~3,980
- Non branded clicks: ~1,240
Before and After Proof Summary
Authority increased because we earned relevant links through real assets, local partnerships, and digital PR, while ensuring authority flowed to the right service pages through strong internal linking. Citation cleanup improved entity trust, which supported stability.
- Authority score: 12 to 35
- Referring domains: 42 to 168
- Non branded clicks: 360 to 1,240 per month
- Organic sessions: 1,420 to 3,980 per month
What Made It Work
The lift came from building link worthy resources and earning relevant mentions instead of chasing volume. Outreach was focused on Minneapolis relevance and healthcare credibility. Internal linking ensured those earned signals translated into broader ranking wins, not just a better backlink chart.
Disclaimer
The medical group identity and identifying details are anonymized due to NDA and healthcare privacy considerations. “Domain Authority” is a third party metric used for benchmarking and can vary by tool. Results vary based on competition, seasonality, and ongoing execution consistency.