Case Study: SEO Success for a Multi-Branch Clinic Chain in Texas in 9 Months
In 2025, a multi branch clinic chain in Texas partnered with Goforaeo to grow organic traffic, improve map pack visibility across multiple cities, and increase appointment inquiries at the location level. The brand name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, Google Business Profile insights (per location), call tracking, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: January 9, 2025 to October 9, 2025
Location: Texas (multi location coverage across major metros)
Before vs after results (chain wide):
- Organic users: 9,800 to 26,700 per month
- Organic sessions: 13,200 to 34,900 per month
- Total patient inquiries: 420 to 1,210 per month (calls + forms + appointment clicks)
- GBP actions (all locations): 3,900 to 11,600 per month
- Locations with top 3 map pack placements: 2 to 9 (tracked service keywords per city)
- Page 1 keywords (tracked): 38 to 146
- Non branded clicks (GSC): 2,900 to 9,100 per month
Context and Starting Point
Multi location SEO in Texas is hard because each city has different competitors, search demand, and map pack behavior. The chain had multiple clinics, but location pages were inconsistent and many services were not mapped clearly to the right city pages. Some listings were strong and others were weak, which pulled down overall performance.
We treated this as a system build. The goal was to create a repeatable framework that worked for every branch: consistent GBP setup, strong location pages, service intent coverage by city, and reporting that showed which branches were winning and why.
Measurement Setup and Reporting
Before changes, we cleaned tracking and set up reporting to separate results by location. That prevented strong branches from hiding weaker ones.
What we set up
- GA4 segmentation by location page groups and conversions
- Search Console tracking for location pages and service queries
- GBP insights exports per location: impressions, discovery searches, actions
- Call tracking with location level routing numbers where possible
- Local rank tracking for each city and core service keywords
- Looker Studio dashboard with filters for each branch and city
Diagnosis: What Was Limiting Multi Location Growth
The chain had good services, but search signals were fragmented. Google needs consistent entity signals and clear page targets for each service in each city. The biggest issues were duplication, inconsistency, and weak internal linking.
Key issues found
- Location pages were thin and inconsistent across branches
- Services were not clearly listed per location, limiting local relevance
- Duplicate or near duplicate pages caused cannibalization
- GBP categories and services varied between locations
- Some listings had outdated photos, posts, and weak engagement
- Citations were inconsistent and duplicates existed across directories
- Internal linking did not connect cities to services properly
- Conversion paths differed by location and were confusing on mobile
Strategy Overview
We built a nine month plan with two layers: a scalable site framework and location by location execution. The strategy focused on standardization first, then expansion of service coverage and local authority.
Workstreams
- Location page rebuild with a standard template and unique content blocks
- Service page framework that supports multiple cities without thin spam pages
- GBP standardization across all branches
- Citation cleanup at scale for NAP and category consistency
- Internal linking system connecting services, cities, and appointment flows
- Content cluster rollout for high intent services statewide
- Conversion improvements applied across templates
- Ongoing reporting and branch level optimization
Website Architecture for Multi Location SEO
We rebuilt the website structure to support many cities without creating duplicate content. The key was a clean hierarchy and unique signals on each page.
Structure implemented
- One main service page per service line (statewide authority page)
- One location page per clinic with unique details and service availability
- Optional city landing pages only where justified by search demand
- Strong internal linking: service pages link to locations and locations link back to services
- Unique proof blocks per location: staff, photos, directions, insurance, testimonials, FAQs
Location page upgrades
- Unique intro and trust sections for each clinic
- Services offered at that branch with booking CTAs
- Doctor or provider highlights where applicable
- Directions, parking, hours, and neighborhood references
- FAQ and “what to expect” for that location
- LocalBusiness schema and consistent NAP formatting
Service Page Expansion and Intent Coverage
Service pages were rebuilt as decision pages and designed to rank statewide while sending leads to the nearest branch. This avoided thin city spam pages.
What we added to service pages
- Symptoms and “when to book” sections for intent matching
- Treatment approach explanation and visit process
- Insurance and new patient guidance where appropriate
- FAQs built from Search Console query data
- Location selector sections linking to relevant branches
- Strong CTAs for call and appointment booking
GBP Standardization Across Locations
We standardized how every branch looked to Google. This removed gaps and reduced volatility between locations.
GBP actions completed
- Updated primary and secondary categories consistently
- Expanded services with descriptions for each location
- Standardized business descriptions and attributes
- Appointment links with UTM tracking per branch
- Photo plan: exterior, interior, staff, service context
- Weekly posts calendar rolled out chain wide
- Q&A improvements using common patient questions
Citation Cleanup at Scale
In multi location SEO, citations can break trust if any branch has inconsistent details. We cleaned citations for each clinic and removed duplicates.
What we fixed
- Standardized NAP formatting and hours for each location
- Removed duplicate listings and merged where possible
- Updated healthcare specific directories and major platforms
- Ensured correct website URLs and appointment links per branch
- Documented a single source of truth for future updates
Conversion Improvements Across Branch Templates
We improved conversion flow so traffic turned into inquiries. The changes were applied across all location pages and primary service templates.
CRO improvements
- Sticky call button on mobile with branch routing
- Appointment CTAs above the fold and after key sections
- Shorter forms and clearer confirmation messaging
- “Choose your nearest clinic” module for faster routing
- Trust blocks near CTAs: reviews, credentials, insurance notes
- Speed improvements on high traffic templates
Content Clusters to Scale Non Branded Traffic
We launched content clusters around high intent conditions and services to expand keyword coverage statewide. Each cluster fed authority into the main service page and then into location pages.
Cluster approach
- One core service page per service line
- Supporting pages answering symptom and FAQ queries
- Internal links routing into booking pages and nearest locations
- Content refreshed monthly based on query movement
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking (CallRail or similar), Looker Studio, Screaming Frog, PageSpeed Insights + Lighthouse, BrightLocal or Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager, UTM tracking builder, citation tools like BrightLocal/Whitespark.
Timeline With Dates, Monthly Numbers, and Natural Notes
January 9 to January 31, 2025
We audited every branch listing and location page, cleaned tracking, and built the standard framework for pages, GBP fields, and citations. Weak locations were prioritized based on low actions and poor map pack coverage.
Month end metrics:
- Organic users: ~9,800
- Organic sessions: ~13,200
- Patient inquiries: ~420
- GBP actions: ~3,900
- Page 1 keywords: ~38
February 2025
We rolled out the new location page template, started GBP standardization across branches, and began citation cleanup for the highest traffic clinics first. Early service page rebuilds started for top demand categories.
Month end metrics:
- Organic users: ~11,600
- Organic sessions: ~15,400
- Patient inquiries: ~500
- GBP actions: ~4,700
- Page 1 keywords: ~52
March 2025
We expanded service pages, strengthened internal linking between services and locations, and launched the first content clusters to capture non branded discovery searches. GBP posts and photo cadence began chain wide.
Month end metrics:
- Organic users: ~14,200
- Organic sessions: ~18,700
- Patient inquiries: ~620
- GBP actions: ~5,900
- Page 1 keywords: ~71
April 2025
We improved conversion flow across templates, added location routing modules, and continued citation cleanup. Branches that were improving slower received deeper GBP service builds and better service availability messaging.
Month end metrics:
- Organic users: ~16,800
- Organic sessions: ~21,900
- Patient inquiries: ~740
- GBP actions: ~7,100
- Page 1 keywords: ~88
May 2025
We doubled down on clusters that were ranking, expanded FAQs using Search Console queries, and refined service to location linking so leads reached the nearest branch faster. More branches began entering top 3 map pack positions.
Month end metrics:
- Organic users: ~19,900
- Organic sessions: ~25,700
- Patient inquiries: ~880
- GBP actions: ~8,600
- Page 1 keywords: ~108
June 2025
We refreshed underperforming pages, improved speed, tightened indexing and canonicals to reduce duplication, and continued GBP engagement to stabilize visibility across cities.
Month end metrics:
- Organic users: ~22,300
- Organic sessions: ~28,900
- Patient inquiries: ~990
- GBP actions: ~9,700
- Page 1 keywords: ~122
July 2025
We expanded into additional services, built more supporting content, and improved trust signals on location pages. Citation cleanup reached the long tail directories and duplicates were removed for weaker branches.
Month end metrics:
- Organic users: ~24,500
- Organic sessions: ~31,900
- Patient inquiries: ~1,080
- GBP actions: ~10,500
- Page 1 keywords: ~134
August 2025
We focused on scaling what worked: more posts, more photos, more reviews, and deeper service descriptions in GBP. Branch level reporting drove targeted fixes where action rate was still low.
Month end metrics:
- Organic users: ~25,900
- Organic sessions: ~33,600
- Patient inquiries: ~1,150
- GBP actions: ~11,100
- Page 1 keywords: ~141
September 9 to October 9, 2025
We stabilized rankings across services, refreshed pages that slipped, and continued chain wide GBP engagement to protect map pack positions. Inquiry volume reached a new baseline as weaker branches caught up with the strongest locations.
Month end metrics:
- Organic users: ~26,700
- Organic sessions: ~34,900
- Patient inquiries: ~1,210
- GBP actions: ~11,600
- Page 1 keywords: ~146
Before and After Proof Summary
The chain grew because the website structure stopped competing with itself, each location became stronger in GBP, citations became consistent, and internal linking routed users to the nearest clinic. Conversion improvements ensured more traffic became inquiries across every branch.
- Organic users: 9,800 to 26,700
- Patient inquiries: 420 to 1,210
- GBP actions: 3,900 to 11,600
- Page 1 keywords: 38 to 146
What Made It Work
The biggest driver was standardization plus iteration. Once every branch followed the same strong GBP and page framework, results became predictable. Then branch level reporting allowed targeted fixes instead of guessing, which is what helped weaker locations catch up.
Disclaimer
The brand 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 by city, proximity factors, seasonality, and ongoing execution consistency.