SEO Case Study: Grew Organic Users 3X in 7 Months for a Urology Clinic in Chicago
In 2025, a urology clinic in Chicago partnered with Goforaeo to grow non branded organic users and increase qualified appointment inquiries. 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: March 6, 2025 to October 6, 2025
Location: Chicago, Illinois
Before vs after results:
- Organic users: 520 to 1,560 per month (3X)
- Organic sessions: 740 to 2,220 per month
- GSC clicks (urology service pages): 190 to 860 per month
- GSC impressions (urology query group): 4,200 to 18,900 per month
- Inquiries from organic (calls + forms): 22 to 78 per month
- Top 3 placements (tracked): 2 to 12 keywords
- GBP actions: 210 to 720 per month
Context and Starting Point
Urology is competitive in Chicago because hospital systems and large groups dominate many queries, and sensitive conditions often lead users to do deep research before they book. The clinic had strong care, but organic traffic was capped because the site didn’t have enough high intent entry pages. Many queries were being triggered in Search Console impressions, but the clinic wasn’t earning clicks due to thin pages, weak snippet messaging, and unclear internal linking.
We focused on building a urology SEO system that matched patient intent, improved topical authority, and made booking steps clear without making content feel salesy.
Measurement Setup
We cleaned tracking and segmented reporting so the clinic could see which services drove growth and which pages converted.
What we set up
- GA4 events for click to call, appointment clicks, and form submissions
- Call tracking for source attribution and lead quality review
- GSC query groups by service type (BPH, UTI, kidney stones, ED, vasectomy, etc.)
- Local rank tracking across Chicago neighborhoods
- GBP insights tracking for actions and discovery behavior
- Looker Studio dashboard with weekly notes and release dates
Diagnosis: What Was Holding Growth Back
We audited the website, GBP, and citations together. The clinic’s credibility was there, but SEO structure and page targeting were not.
Key issues found
- One general urology page was trying to rank for multiple conditions
- Missing pages for high intent conditions and procedures
- Cannibalization between similar pages and blogs
- Titles and meta descriptions were generic, lowering CTR
- Internal linking did not funnel authority into priority pages
- Condition pages lacked FAQs and “what to expect” sections
- Mobile UX and speed on key templates needed improvement
- GBP services were not fully expanded and photos/posts were inconsistent
Strategy Overview
We used a 7 month plan built around expanding ranking coverage and improving conversion readiness.
Workstreams
- Technical cleanup and indexing improvements
- High intent urology service and procedure pages
- Supporting content clusters to build topical depth
- Internal linking and hub architecture
- Local SEO alignment for Chicago intent
- CRO updates for calls and appointment requests
- Ongoing refinement based on query movement
Technical SEO and Foundation Work
We removed technical friction so new pages indexed quickly and users had a better experience on mobile.
Technical actions completed
- Fixed duplicate URLs, canonicals, and thin index bloat
- Improved crawl paths so services were closer to homepage navigation
- Cleaned broken links and redirect chains
- Improved mobile speed with image compression and script cleanup
- Added schema where eligible: LocalBusiness, Physician, FAQ, Breadcrumb
- Improved XML sitemaps and internal linking signals for new pages
High Intent Urology Pages Built and Improved
Urology growth comes from ranking for condition and procedure searches. We built pages around how patients search, then structured each page to answer questions and drive booking.
Core pages built or expanded
- Kidney stone evaluation and treatment
- UTI evaluation and recurrent UTI support
- BPH and frequent urination evaluation
- Erectile dysfunction evaluation and treatment options
- Vasectomy information and consultation page
- Prostate health screening and PSA guidance
- Men’s health urology page to unify related services
What we added to these pages
- Clear “who this is for” and “when to book” sections
- Symptoms and causes written in patient language
- Diagnosis process and testing expectations
- Treatment options explained carefully and safely
- What to expect during the visit and follow up
- FAQs pulled from Search Console queries
- Clear CTAs and contact routing by service type
- Trust cues near CTAs: clinician credentials, reviews, and insurance notes
Supporting Content Clusters That Expanded Discovery
We created supporting content that captured early stage intent and funneled users into service pages. This also built topical authority that helped the main pages rank faster.
Supporting topics published
- Kidney stone symptoms and when to go to ER
- UTI vs STD symptoms guidance
- BPH vs overactive bladder basics
- ED causes and when to seek evaluation
- Vasectomy recovery timeline and FAQs
- PSA levels explanation and next steps
Internal Linking and Authority Flow
We built a hub system so authority flowed to priority services and users could navigate to the right next step.
Linking improvements
- Urology service hub linking to all condition pages
- Contextual links from blogs into service pages
- “Related services” blocks on high traffic pages
- Breadcrumb and sidebar links for easier navigation
- Consolidation of overlapping content to reduce cannibalization
Local SEO Alignment for Chicago
Even when users search for conditions, local signals still matter. We aligned local trust signals so the clinic could compete better in Chicago.
Local work completed
- Expanded GBP services with descriptions and improved categories
- Added appointment links with UTM tracking
- Weekly posts and consistent photos to maintain engagement signals
- Citation cleanup for consistent NAP and hours
- Updated location signals on core pages with natural Chicago references
- Added LocalBusiness schema and consistent NAP formatting on site
Conversion Improvements That Increased Inquiries
We improved conversion flow so traffic growth turned into appointment requests. For urology, trust and privacy cues matter more than aggressive CTAs.
CRO upgrades
- Sticky call button on mobile with privacy friendly wording
- Simplified appointment request form and improved confirmation message
- Added “what happens next” and response time expectations
- Added insurance and new patient instructions near CTAs
- Improved contact page routing by service type
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, BrightLocal or Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 6 to March 31, 2025
We completed the audit, cleaned tracking, built the keyword to page map, and started rebuilding core urology pages. Quick technical fixes and initial internal linking updates were shipped to support faster indexing.
Month end metrics:
- Organic users: ~520
- Organic sessions: ~740
- Service page clicks: ~190
- Organic inquiries: ~22
April 2025
We launched the first wave of condition pages and improved titles and meta descriptions for CTR. Internal links were added from existing pages so new services received authority quickly.
Month end metrics:
- Organic users: ~690
- Organic sessions: ~980
- Service page clicks: ~280
- Organic inquiries: ~29
May 2025
Supporting content clusters went live, FAQs were expanded using real query data, and conversion flow was improved for mobile users. GBP services were expanded to align with the same service naming used on site.
Month end metrics:
- Organic users: ~860
- Organic sessions: ~1,220
- Service page clicks: ~390
- Organic inquiries: ~38
June 2025
We tightened local alignment and cleaned citations, improved speed on key templates, and strengthened internal links into kidney stone and BPH pages that were gaining traction.
Month end metrics:
- Organic users: ~1,040
- Organic sessions: ~1,470
- Service page clicks: ~520
- Organic inquiries: ~49
July 2025
We scaled the content system by adding more procedure and symptom pages, refined underperformers, and improved trust cues and privacy reassurance on high intent pages.
Month end metrics:
- Organic users: ~1,220
- Organic sessions: ~1,760
- Service page clicks: ~650
- Organic inquiries: ~60
August 2025
We focused on ranking stability by improving internal linking depth, consolidating overlapping content, and updating snippets based on CTR and query movement.
Month end metrics:
- Organic users: ~1,420
- Organic sessions: ~2,020
- Service page clicks: ~760
- Organic inquiries: ~70
September 1 to October 6, 2025
We doubled down on pages closest to top positions, improved CTAs and routing for mobile users, and maintained consistent GBP engagement to protect gains.
Month end metrics:
- Organic users: ~1,560
- Organic sessions: ~2,220
- Service page clicks: ~860
- Organic inquiries: ~78
Before and After Proof Summary
Organic users grew because the clinic gained more ranking entry points through condition and procedure pages, topical clusters increased authority, and internal linking pushed relevance into priority services. Local alignment improved consistency and conversions rose as booking flow became clearer.
- Organic users: 520 to 1,560
- Organic sessions: 740 to 2,220
- Service page clicks: 190 to 860
- Organic inquiries: 22 to 78
What Made It Work
The biggest driver was creating the right page targets and connecting them with a strong internal linking system. Once the clinic had dedicated pages for what people actually search, rankings expanded across multiple urology services. Privacy friendly conversion improvements then turned that traffic into appointment inquiries.
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.