Healthcare SEO Case Study: Ranked a Dermatology Clinic Top 3 in 5 Months in Los Angeles
In 2025, a boutique dermatology clinic in Los Angeles partnered with Goforaeo to reach top 3 rankings for high intent local dermatology searches and convert that visibility into consistent appointment inquiries. The clinic name is anonymized due to an NDA, and the metrics below come from Google Search Console, GA4, Google Business Profile insights, call tracking, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: May 8, 2025 to October 8, 2025
Location: Los Angeles, California
Before vs after results:
- Top 3 local rankings (tracked): 2 to 14 keywords
- Avg position for priority terms: ~18 to ~3.1
- Organic clicks (GSC): 520 to 1,760 per month
- Organic users (GA4): 740 to 2,180 per month
- GBP actions: 210 to 920 per month (calls, directions, website clicks)
- Appointments and inquiries (calls + forms): 28 to 96 per month
- Review velocity: 4 to 18 new reviews per month (compliant workflow)
Context and Starting Point
Los Angeles dermatology is competitive, especially for high intent searches like dermatologist near me, acne treatment, cosmetic dermatology, and skin check. The clinic had excellent care and a strong patient experience, but it was not showing consistently in the top results. The site had thin service pages, GBP services were incomplete, and local trust signals were inconsistent across directories.
We focused on fast ranking movement by aligning local signals, rebuilding service pages as decision pages, improving GBP engagement, and strengthening topical authority through supporting content and internal linking.
Measurement Setup
We cleaned tracking and defined what counts as “top 3” across both organic and local pack results. We also ensured appointment inquiries were tracked consistently.
What we set up
- Search Console segmentation for dermatology services and landing pages
- GA4 events for call clicks, appointment clicks, and form submissions
- Call tracking to separate website calls vs GBP calls where possible
- Local rank tracking for LA dermatologist and service terms
- GBP insights monitoring for impressions, discovery searches, and actions
- Looker Studio reporting with weekly notes and ranking screenshots
Diagnosis: Why Rankings Were Not in the Top 3
We reviewed the clinic’s pages and the competitors already ranking in the top spots. The clinic wasn’t lacking quality, but it lacked clarity and coverage.
Key issues found
- Core service pages didn’t match how people search in LA
- Missing pages for high intent treatments and variations
- Titles and meta descriptions were generic, lowering CTR
- Internal linking was weak, so authority didn’t concentrate on priority services
- GBP services were incomplete and missing descriptions
- Photos and posts were inconsistent, reducing engagement signals
- Citations had minor inconsistencies and a few duplicates
- Trust signals (reviews, credentials, insurance) were not placed where users decide
Strategy Overview
We used a five month system built around relevance, trust, and engagement. We prioritized changes that typically move rankings quickly in local markets.
Workstreams
- GBP rebuild for service coverage and engagement signals
- Service page rebuilds for high intent queries
- Supporting content for topical authority and long tail discovery
- Internal linking system to push authority into priority pages
- Citation cleanup and trust consistency
- CRO improvements to convert rankings into bookings
Google Business Profile Improvements
We treated GBP like the primary landing page for local intent. Many users in LA book directly from the listing without deep website browsing.
What we changed in GBP
- Updated primary and secondary categories based on demand and competitor patterns
- Expanded services with short descriptions using natural search language
- Improved business description and added clearer booking steps
- Added appointment URL with UTM tracking for attribution
- Weekly posts around services, availability, and seasonal skin concerns
- Photo cadence: exterior, interior, staff, treatment room, before after context (where permitted and compliant)
- Q and A improvements with common patient questions and clear answers
Why this helped top 3 placement
More complete services increase query matching. Consistent posts and photos improve engagement signals. Higher engagement supports stronger visibility and more stable pack rankings.
Website Service Pages That Drove Top 3 Rankings
We rebuilt service pages as decision pages. Every page answered intent quickly, provided clear next steps, and reinforced trust.
Service pages built or expanded
- Dermatologist near me landing page (local intent focused)
- Acne treatment and acne scarring
- Skin check and mole evaluation
- Eczema and psoriasis support
- Rosacea treatment
- Cosmetic dermatology services (where applicable)
- Laser and rejuvenation pages (structured carefully)
What we added to every service page
- Clear above the fold service confirmation with LA relevance
- Symptoms and “when to book” blocks to match high intent searches
- Treatment approach and what to expect sections
- FAQs built from Search Console queries
- Trust cues near CTAs: credentials, reviews, safety notes
- Mobile first CTA placement and click to call
- Better internal links to related services
Supporting Content and Authority Building
To rank in LA, we needed more topical depth. We created supporting content that captured long tail searches and linked into service pages. This also helped E-E-A-T signals by demonstrating expertise and patient focused guidance.
Content topics launched
- Skin concern explainers and when to see a dermatologist
- Treatment preparation and recovery expectation pages
- Seasonal skin issues relevant to LA climate
- Insurance, new patient process, and what to bring to a visit
- FAQs and myth vs fact style patient guidance
Each piece was internally linked to the main service page it supported, and we tracked query movement in Search Console.
Local Citations and Trust Consistency
We cleaned business data across major directories so Google saw one clear entity. We also removed duplicates to prevent authority splitting.
What we fixed
- Standardized NAP formatting and hours across directories
- Updated website and appointment URLs where inconsistent
- Removed duplicates and merged profiles where possible
- Added niche dermatology and healthcare directories competitors had
Conversion Improvements That Increased Bookings
Top 3 rankings only matter if they convert. We improved conversion flow to increase calls and appointment requests from the new visibility.
CRO changes
- Sticky call button on mobile templates
- Appointment CTA above the fold on service pages
- Shorter forms with fewer fields and better confirmations
- Added trust sections near CTAs like reviews and credentials
- Improved contact page with location, parking, and quick booking steps
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking (CallRail or similar), Looker Studio, BrightLocal/Whitespark, Screaming Frog, PageSpeed Insights and Lighthouse, Semrush/Ahrefs, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
May 8 to May 31, 2025
We completed the audit, cleaned tracking, rebuilt GBP services and categories, and shipped the first set of high intent service page upgrades. Citation cleanup was started on the highest authority platforms.
Month end metrics:
- Avg position (priority terms): ~18
- Top 3 keywords: ~2
- Organic clicks: ~520
- GBP actions: ~210
- Inquiries: ~28
June 2025
We expanded core dermatology service pages, improved titles and meta for CTR, strengthened internal linking, and started weekly GBP posts and photos. Rankings began moving into page 1 more consistently.
Month end metrics:
- Avg position: ~10
- Top 3 keywords: ~6
- Organic clicks: ~860
- GBP actions: ~420
- Inquiries: ~46
July 2025
We launched supporting content clusters, added FAQs from live queries, and tightened local alignment between GBP and service pages. Review workflow improvements increased trust and action rate.
Month end metrics:
- Avg position: ~6.1
- Top 3 keywords: ~9
- Organic clicks: ~1,220
- GBP actions: ~610
- Inquiries: ~64
August 2025
We refined pages based on query movement, improved conversion flow on top pages, and completed the main citation cleanup and duplicate removal. Visibility stabilized in the map pack for multiple services.
Month end metrics:
- Avg position: ~4.2
- Top 3 keywords: ~12
- Organic clicks: ~1,520
- GBP actions: ~780
- Inquiries: ~82
September 8 to October 8, 2025
We doubled down on pages sitting in positions 4 to 6, improved CTAs and trust blocks, and maintained consistent GBP activity to protect momentum. Top 3 placement became stable across more services.
Month end metrics:
- Avg position: ~3.1
- Top 3 keywords: ~14
- Organic clicks: ~1,760
- GBP actions: ~920
- Inquiries: ~96
Before and After Proof Summary
The clinic reached top 3 because GBP services became complete and active, service pages matched intent, supporting content built topical authority, and citations became consistent. Conversion improvements ensured the growth translated into calls and bookings.
- Avg position: ~18 to ~3.1
- Top 3 keywords: 2 to 14
- Organic clicks: 520 to 1,760 per month
- GBP actions: 210 to 920 per month
- Inquiries: 28 to 96 per month
What Made It Work
The biggest driver was aligning all local and on site signals to the same intent. Once Google could clearly connect the clinic to multiple dermatology services in LA and users engaged more with the listing, rankings moved fast and held.
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, proximity factors, seasonality, and ongoing execution consistency.