SEO Case Study: Increased Organic Authority in 8 Months for a Healthcare Brand in Houston
In 2025, a healthcare brand in Houston partnered with Goforaeo to build stronger organic authority so new service pages could rank faster and existing pages could hold positions more consistently. The brand name is anonymized due to an NDA, and the metrics below come from Google Search Console, GA4, backlink monitoring, content tracking, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: March 18, 2025 to November 18, 2025
Location: Houston, Texas
Before vs after results:
- Non branded clicks (GSC): 540 to 1,860 per month
- Non branded impressions (GSC): 22,400 to 71,900 per month
- Top 10 keyword count (tracked): 14 to 63
- Pages earning clicks: 18 to 57
- Organic users (GA4): 1,980 to 5,120 per month
- Assisted inquiries from organic + Maps: 46 to 138 per month
- Referring domains: 58 to 142
- Authority score trend: 17 to 31 (third party authority metric used as a benchmark)
Context and Starting Point
Houston is competitive, and authority is often what separates brands that rank across multiple services from brands that only rank for a handful of terms. This brand had solid services but limited topical depth and fewer trusted mentions than larger competitors. Many pages were thin, internal linking was inconsistent, and the site didn’t have strong “hub” structure to show expertise across service lines.
We treated “authority” as a system: content depth, internal linking, entity trust, technical cleanliness, and credible mentions across the web. The goal was to grow non branded visibility and make rankings less fragile.
What We Meant by “Organic Authority”
We measured authority using real signals, not only a third party score. We tracked whether the site earned more non branded clicks, ranked for more topics, and expanded the number of pages contributing traffic. Third party authority metrics were used only as directional context.
Measurement Setup
We cleaned analytics and created a dashboard that combined Search Console, GA4, rankings, and link monitoring. We also mapped topics to service lines so growth could be explained.
What we set up
- Search Console segments for non branded queries and page groups
- GA4 events for calls, forms, appointment clicks, and key CTAs
- Rank tracking by service line and Houston intent keywords
- Backlink monitoring and alerts (Ahrefs, Semrush, or Moz)
- Looker Studio dashboard with weekly annotations
- Crawl audits and index monitoring (Screaming Frog + GSC coverage)
Diagnosis: What Was Limiting Authority
We audited content, structure, technical setup, and off site signals. The brand had credibility, but Google wasn’t being shown that credibility in a structured, scalable way.
Key issues found
- Service pages existed but lacked depth, FAQs, and supporting coverage
- Blog content was not connected to service pages with internal links
- Topic overlap caused cannibalization on some service lines
- Weak hub structure made it hard for Google to understand expertise areas
- Thin pages increased index bloat and diluted quality signals
- Titles and metas were generic, lowering CTR on high impression terms
- Local signals were inconsistent across GBP, citations, and site
- Backlink profile was limited to a few directories and low value links
Strategy Overview
We used a layered system: fix the foundation, build topical authority through clusters, strengthen internal linking, then support it with credible local mentions and link earning.
Workstreams
- Technical cleanup and index quality improvements
- Service page rebuilds with deeper intent matching
- Topic clusters that support each service line
- Internal linking system with hubs and contextual links
- CTR improvements for high impression pages
- Local entity consistency and citation cleanup
- Digital PR, partnerships, and link earning (quality over volume)
- Ongoing refresh and optimization using query movement
Technical Cleanup and Index Quality
Authority grows faster when crawl is efficient and index quality is clean. We removed noise that diluted the site’s overall strength.
Technical actions completed
- Fixed duplicate URLs, canonical issues, and parameter indexing
- Consolidated overlapping pages causing cannibalization
- Noindexed thin utility pages that didn’t need to rank
- Cleaned broken links and redirect chains
- Improved mobile performance and Core Web Vitals on key templates
- Added structured data where eligible: LocalBusiness, FAQ, MedicalOrganization
Service Page Upgrades for Authority and Conversions
We rebuilt service pages as decision pages with deeper content and clearer next steps. These pages became the foundation the clusters linked into.
What we added to core service pages
- Above the fold clarity: who it’s for, what’s offered, how to book
- Symptoms and conditions treated sections aligned to real queries
- Process and what to expect sections to reduce hesitation
- FAQ blocks built from Search Console queries
- Trust cues near CTAs (credentials, reviews, insurance notes)
- Better CTAs for calls, scheduling, and directions
Topical Clusters and Authority Hubs
The main authority lift came from building clusters that covered the full topic, not just the service name. Each service line received a hub page plus supporting pages that captured long tail searches.
Cluster structure used
- 1 hub page per service line (the main conversion page)
- 4 to 8 supporting pages per hub (symptoms, conditions, FAQs, prep, recovery)
- Internal links from supporting pages back to the hub with natural anchors
- Cross links between related hubs where it made sense
Examples of cluster topics
- Symptoms and “when to see a provider” pages
- Treatment options and what to expect pages
- Insurance and new patient visit guidance
- Preparation and recovery guidance
- FAQs built from real Houston query phrasing
Internal Linking System and Authority Flow
Authority doesn’t help if it stays isolated. We improved internal linking so equity moved toward the pages that needed it most.
Linking improvements
- Added hub navigation and “related services” blocks
- Built contextual links inside content, not only menus
- Updated blog templates to always link to a relevant service CTA
- Improved breadcrumbs and site structure for clearer hierarchy
- Fixed orphan pages and reduced crawl depth for priority pages
Local Entity Trust and Houston Alignment
Even “organic authority” benefits from local trust. We aligned entity signals across the site, GBP, and citations so Google connected the brand to Houston intent searches more confidently.
Local work completed
- Updated GBP services, categories, and appointment links
- Cleaned citations for consistent NAP, hours, and URLs
- Strengthened location signals on key pages naturally
- Added LocalBusiness schema and consistent on site NAP formatting
Credible Mentions and Link Earning
We built authority off site by earning relevant mentions through partnerships, community pages, and PR style outreach. We avoided spam links and focused on relevance.
Link earning actions
- Claimed and improved healthcare directory profiles
- Local partnerships and sponsorship listings with website mentions
- Outreach for unlinked brand mentions and link reclamation
- Editorial pitches around seasonal healthcare topics
- Provider bio pages used for expert quote placements
- Built linkable resources that partners could cite
Tools Used
Google Search Console, GA4, Google Business Profile insights, Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, Ahrefs/Semrush/Moz, BrightLocal/Whitespark, call tracking, Microsoft Clarity/Hotjar, outreach tracking spreadsheets or CRM.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 18 to March 31, 2025
We ran the full authority audit across content, technical SEO, internal linking, and off site signals, then cleaned tracking and mapped service lines into a hub and cluster plan. Early technical fixes were prioritized to improve crawl and reduce index noise.
Month end metrics:
- Non branded clicks: ~540
- Non branded impressions: ~22,400
- Pages earning clicks: ~18
- Top 10 keywords: ~14
- Referring domains: ~58
April 2025
We rebuilt the first hub pages, expanded core service pages with FAQs, and started the internal linking system so authority flowed into priority services. Index cleanup and duplicate consolidation continued.
Month end metrics:
- Non branded clicks: ~720
- Non branded impressions: ~29,800
- Pages earning clicks: ~24
- Top 10 keywords: ~22
- Referring domains: ~72
May 2025
We launched the first wave of supporting cluster content and tightened titles and metas for CTR on high impression pages. We also began citation cleanup and GBP alignment to strengthen Houston entity trust.
Month end metrics:
- Non branded clicks: ~940
- Non branded impressions: ~36,900
- Pages earning clicks: ~31
- Top 10 keywords: ~31
- Referring domains: ~88
June 2025
We expanded clusters to more services, improved internal linking depth, and refreshed underperforming pages using live query movement. Outreach for credible mentions and link reclamation began.
Month end metrics:
- Non branded clicks: ~1,180
- Non branded impressions: ~44,700
- Pages earning clicks: ~38
- Top 10 keywords: ~40
- Referring domains: ~104
July 2025
We strengthened service hubs that were gaining traction, added more “when to book” and FAQ sections, improved speed on key templates, and earned additional local mentions through partnerships.
Month end metrics:
- Non branded clicks: ~1,420
- Non branded impressions: ~53,600
- Pages earning clicks: ~45
- Top 10 keywords: ~49
- Referring domains: ~118
August 2025
We scaled the content system, improved site hierarchy and navigation, and expanded local alignment between GBP and site services. We also reclaimed unlinked mentions and continued quality link earning.
Month end metrics:
- Non branded clicks: ~1,610
- Non branded impressions: ~61,800
- Pages earning clicks: ~51
- Top 10 keywords: ~56
- Referring domains: ~131
September 2025
We refined cluster pages based on query movement, updated snippets to improve CTR, and tightened internal links into the pages closest to top positions. Authority gains started translating into faster ranking improvements for new pages.
Month end metrics:
- Non branded clicks: ~1,740
- Non branded impressions: ~66,900
- Pages earning clicks: ~55
- Top 10 keywords: ~60
- Referring domains: ~137
October 18 to November 18, 2025
We doubled down on the best performing service lines, refreshed underperformers, and maintained link earning through credible mentions. The site reached a stronger baseline of visibility across multiple services.
Month end metrics:
- Non branded clicks: ~1,860
- Non branded impressions: ~71,900
- Pages earning clicks: ~57
- Top 10 keywords: ~63
- Referring domains: ~142
Before and After Proof Summary
Organic authority increased because content depth improved across multiple services, internal linking distributed authority into the right pages, technical cleanup reduced index bloat, and credible mentions strengthened off site trust. As a result, more pages earned clicks and non branded visibility expanded.
- Non branded clicks: 540 to 1,860 per month
- Non branded impressions: 22,400 to 71,900 per month
- Pages earning clicks: 18 to 57
- Top 10 keywords: 14 to 63
- Referring domains: 58 to 142
What Made It Work
The biggest driver was building a repeatable hub and cluster system and supporting it with clean technical foundations. Once Google saw consistent topical coverage and clear internal relationships, rankings improved across more services. Credible local mentions helped stabilize growth and improve trust.
Disclaimer
The brand identity and identifying details are anonymized due to NDA and healthcare privacy considerations. “Authority score” is a third party metric used for benchmarking and may vary by tool. Results vary based on competition, seasonality, and ongoing execution consistency.