SEO Case Study: Ranked Health Checkup Pages in 5 Months for a Hospital in New York
In 2025, a hospital in New York partnered with Goforaeo to rank health checkup and preventive screening pages for high intent searches and increase appointment inquiries. The hospital 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: April 15, 2025 to September 15, 2025
Location: New York, New York
Before vs after results:
- Health checkup keywords on page 1: 3 to 21 terms
- Top 3 placements (tracked set): 1 to 8 terms
- Monthly checkup page clicks (GSC): 140 to 740
- Monthly organic users (checkup cluster): 260 to 1,120
- Appointment inquiries from checkup pages: 18 to 74 per month
- CTR on priority checkup pages: 1.8% to 3.9%
- GBP actions (preventive intent terms): 220 to 640 per month
Context and Starting Point
Health checkup searches in New York are competitive because hospitals, labs, urgent care brands, and directory sites target similar terms. The hospital already had general preventive pages, but they weren’t structured around how people search. A single “health checkup” page tried to rank for many intents, and there were no dedicated pages for executive checkups, annual physical bundles, age based screenings, or gender specific checkups.
Search Console showed impressions, but rankings were stuck outside page 1 for most checkup terms. Users who did land on the pages often didn’t take action because packages were unclear and the booking path had friction.
We focused on building a checkup page system: one strong hub, multiple intent specific pages, and a conversion flow that made booking easy.
Measurement Setup and Tracking
Before changes, we cleaned tracking and set up reporting by cluster so improvements could be attributed specifically to checkup pages, not the whole site.
What we set up
- Search Console query group for checkup and screening terms
- GA4 conversion events for appointment clicks, form submissions, and call clicks
- Call tracking for organic and page level attribution
- Rank tracking for New York checkup terms across priority zip codes
- Looker Studio dashboard with weekly notes and page level trends
Diagnosis: Why Checkup Pages Were Not Ranking
The hospital had trust, but Google didn’t have clear page targets for each intent. Content also lacked decision sections that users expect for checkup packages.
Key issues found
- One broad page was trying to rank for multiple checkup intents
- Missing pages for bundles and variations (annual, executive, women, men, 40+, 50+)
- Titles and meta descriptions weren’t written for booking intent
- Package information was vague, so engagement and conversions were low
- Weak internal linking from high authority sections into checkup pages
- FAQs were missing, limiting long tail coverage
- Schema was incomplete for the cluster
- Local relevance signals weren’t consistent across pages
Strategy Overview
We built a five month sprint with a clear system: clarify intent targets, improve internal linking, publish supporting content, and fix conversion friction. We prioritized pages that had the highest demand and highest booking value.
Workstreams
- Checkup hub page rebuild and intent mapping
- New landing pages for checkup types and screening bundles
- Supporting content for question based searches
- Internal linking system from high authority pages
- Snippet improvements to increase CTR
- Conversion improvements for calls and appointments
- Local SEO alignment for “near me” checkup behavior
Checkup Hub and Landing Page Builds
We created a hub structure so Google understood the relationship between checkup types and the hospital’s preventive services. Each page had unique intent, so we avoided cannibalization.
Pages built or rebuilt
- General health checkup hub
- Annual physical checkup page
- Executive checkup page
- Women’s health screening checkup page
- Men’s health screening checkup page
- Age based pages: 40+ and 50+ checkup bundles
- Lab and imaging tie in pages where relevant
What we included on each page
- Clear intent confirmation above the fold
- What’s included in the checkup in scannable format
- Who it’s recommended for and how often
- Prep steps and what to expect on the day
- Doctor review and next steps after results
- FAQs based on Search Console queries
- CTAs for book now, call, and request appointment
- Trust cues near CTAs: accreditations, insurance notes, and process clarity
Supporting Content That Expanded Rankings
Health checkup keywords include many question terms. We published supporting pages that captured early stage intent and routed users into booking pages.
Supporting topics launched
- “What tests are included in an annual health checkup”
- “How often should you get a full body checkup”
- “Health screenings by age” content
- “Executive checkup vs regular physical” comparison
- “Before a blood test” and prep explainers
Internal Linking and Authority Flow
We improved internal linking so the checkup cluster received authority from high traffic pages like specialties, departments, and location pages. This helped new pages rank faster.
Linking system implemented
- Preventive care hub linked from main navigation
- Contextual links from high authority department pages into checkup pages
- Related services blocks linking checkups to cardiology, endocrine, women’s health, imaging
- Breadcrumbs and sidebar links for crawl clarity
Snippet and CTR Improvements
Ranking gains accelerate when CTR improves. We rewrote titles and meta descriptions to match intent and reduce mismatch clicks.
What we changed
- Clear “health checkup” and “New York” alignment in titles where relevant
- Added booking oriented language without hype
- Reduced truncation and removed template duplicates
- Improved headings on page to match snippet promises
Conversion Improvements for Appointments
We made booking easier because checkup pages often require comparison and reassurance. Reducing friction helped turn increased visibility into inquiries.
CRO improvements
- Above the fold booking CTA and sticky call button on mobile
- Shorter appointment request form with fewer fields
- Clear “what happens next” after submission
- Added pricing guidance ranges where appropriate to reduce bounces
- Added insurance acceptance and contact routing clarity
Local SEO Alignment
Even for hospital pages, local intent matters. We ensured the preventive pages reinforced New York location signals without spam.
Local work completed
- Updated GBP services related to checkups and screenings
- Added UTM tracked appointment links in GBP
- Cleaned NAP consistency on major directories
- Added LocalBusiness and MedicalOrganization schema
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, BrightLocal/Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
April 15 to April 30, 2025
We audited the existing checkup pages, mapped keyword intent by type, cleaned tracking, and rebuilt the hub structure plan. The first priority was preventing cannibalization and choosing one clear page target per intent.
Month end metrics:
- Checkup page clicks: ~140
- Checkup organic users: ~260
- Page 1 checkup keywords: ~3
- Checkup inquiries: ~18
May 2025
We rebuilt the main hub page and launched the first intent pages for annual and executive checkups. Titles, meta descriptions, and on page sections were rewritten to match booking intent and improve CTR.
Month end metrics:
- Checkup page clicks: ~260
- Checkup organic users: ~430
- Page 1 checkup keywords: ~9
- Checkup inquiries: ~31
June 2025
We expanded the cluster with women’s and men’s screening pages, added FAQs from live query data, and strengthened internal linking from high authority hospital sections into the checkup pages.
Month end metrics:
- Checkup page clicks: ~420
- Checkup organic users: ~680
- Page 1 checkup keywords: ~14
- Checkup inquiries: ~46
July 2025
We launched age based checkup pages, published supporting content for common checkup questions, and improved conversion flow with clearer CTAs and a simpler booking form.
Month end metrics:
- Checkup page clicks: ~590
- Checkup organic users: ~920
- Page 1 checkup keywords: ~18
- Checkup inquiries: ~62
August 15 to September 15, 2025
We refined pages based on query movement, improved snippet consistency, and maintained internal linking and local alignment so rankings stabilized. By this stage, multiple checkup pages were consistently driving bookings.
Month end metrics:
- Checkup page clicks: ~740
- Checkup organic users: ~1,120
- Page 1 checkup keywords: ~21
- Checkup inquiries: ~74
Before and After Proof Summary
The checkup cluster ranked because every intent had a dedicated page target, the hub structure reduced cannibalization, internal linking pushed authority into the cluster, and snippets improved CTR. Conversion improvements ensured the new traffic turned into appointment inquiries.
- Page 1 checkup keywords: 3 to 21
- Checkup page clicks: 140 to 740
- Checkup users: 260 to 1,120
- Checkup inquiries: 18 to 74
What Made It Work
The biggest driver was structure plus intent clarity. Once each checkup type had a focused page with strong internal support and a clear booking path, rankings moved quickly. Supporting content captured question searches and routed users into the right checkup page, keeping growth stable.
Disclaimer
The hospital 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, algorithm updates, and ongoing execution consistency.