Case Study: Increased ENT Patient Flow 3X in 7 Months in Houston
In 2025, an ENT clinic in Houston partnered with Goforaeo to increase patient flow from organic search and Google Maps. 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 local rank tracking for the dates listed.
Snapshot of Results
Timeframe: March 18, 2025 to October 18, 2025
Location: Houston, Texas
Before vs after results:
- Monthly patient inquiries: 52 to 168 (calls + forms + appointment clicks)
- Calls from organic + Maps: 34 to 112 per month
- Appointment form submissions: 12 to 39 per month
- Click to appointment actions: 6 to 17 per month
- ENT service page clicks (GSC): 260 to 980 per month
- GBP actions: 410 to 1,420 per month
- Top 3 placements (tracked): 2 to 13 keywords
- Map pack visibility (tracked): 4 to 16 service terms
Context and Starting Point
Houston ENT searches are competitive, and demand is split across services like sinus care, allergies, ear infections, hearing tests, sleep related issues, and ENT urgent visits. The clinic had good care and steady branded traffic, but non branded discovery was capped. Several high intent terms were landing on broad pages, and users didn’t always find a clear path to book.
We focused on two outcomes together: increase rankings across multiple ENT services and improve conversion flow so more visitors became calls and appointment requests.
Measurement Setup and Tracking
We cleaned tracking first so patient flow could be measured accurately across web and Maps. We also ensured calls and forms were not double counted.
What we counted as patient flow
- Call tracking calls from organic and from GBP
- Appointment request form submissions
- Appointment scheduling link clicks
- GBP actions paired with GA4 assisted conversion patterns
What we set up
- GA4 events for call clicks, form submits, appointment link clicks
- Call tracking with source separation where possible
- Search Console segmentation for ENT services and pages
- Local rank tracking for Houston ENT keywords and service modifiers
- Looker Studio dashboard with weekly notes and change log
Diagnosis: Why Patient Flow Was Limited
We audited the website, GBP, citations, and the SERPs for Houston. The clinic wasn’t missing credibility. It was missing structured service coverage and frictionless booking paths.
Key issues found
- One “ENT services” page tried to cover too many queries
- Missing pages for service variants like sinus infection vs sinus specialist vs sinus clinic
- Thin pages without FAQs and decision sections
- Titles and meta descriptions were generic and didn’t match booking intent
- Internal linking didn’t push authority to high converting services
- GBP services and categories were not built out deeply enough
- Citations had inconsistencies and a few duplicates
- Mobile CTAs were inconsistent and forms were longer than needed
Strategy Overview
We built a seven month system that expanded service targeting and improved conversions. Improvements were tracked weekly so results were explainable, not random.
Workstreams
- ENT service page rebuild and expansion
- Supporting content clusters for long tail discovery
- Internal linking system to distribute authority into priority services
- Local SEO alignment for Houston relevance and map pack stability
- CTR improvements via snippets and FAQ formatting
- Conversion improvements for mobile calls and appointment requests
- Review workflow and trust signal upgrades
Service Pages Built and Rebuilt
ENT growth scales by service. We created clear service page targets so Google could rank the clinic across multiple treatments without confusion.
Services targeted
- Sinus and chronic congestion care
- Allergy and post nasal drip evaluation
- Ear infection and ear pain visits
- Hearing tests and hearing loss support
- Tinnitus evaluation
- Sleep apnea screening and ENT sleep support
- Pediatric ENT visits (if offered)
What we added to each service page
- Clear above the fold service and Houston intent confirmation
- Symptoms and “when to book” sections
- Treatment approach explained safely and clearly
- What to expect during visit, tests, and follow ups
- FAQs based on real Search Console queries
- Strong CTAs for call and request appointment
- Trust cues near CTAs: credentials, insurance guidance, clinic process
Supporting Content That Expanded Discovery
Supporting content captured early stage searches and routed users into service pages. This increased entry points and strengthened topical authority.
Examples of supporting topics
- Sinus infection vs allergies: how to tell
- When ear pain needs a doctor
- Hearing test preparation and what results mean
- Tinnitus causes and next steps
- Sleep apnea signs and when to schedule screening
Each piece linked into the appropriate service page and included a clear booking step.
Internal Linking and Architecture
Internal linking was treated like a system, not random links. It helped rankings move faster and kept users on the site longer.
Linking changes
- ENT hub page linking to all core services
- Contextual links from blogs to service pages
- Related services blocks across templates
- Cleaner navigation for high intent services
- Fixed orphan pages and broken links
- Consolidated overlapping pages to reduce cannibalization
Local SEO and Google Business Profile Improvements
GBP was a major patient flow driver in Houston. We rebuilt GBP to expand discovery coverage and increase actions.
GBP improvements
- Updated categories based on service demand and competitors
- Expanded services with short descriptions aligned to search language
- Added appointment links with UTM tracking
- Implemented weekly posts around availability, seasonal ENT issues, and services
- Added consistent photos: exterior, interior, staff, equipment, service context
- Improved Q&A with common patient questions and clear answers
Citation cleanup and trust
- Standardized NAP formatting and hours on major directories
- Removed duplicates and merged profiles where possible
- Updated healthcare directories relevant to ENT providers
Conversion Improvements That Increased Patient Flow
We optimized conversion flow so growth translated into real calls and bookings. Most ENT conversions happened on mobile.
CRO updates
- Sticky click to call button on mobile
- CTAs above the fold and after key sections
- Shorter forms with fewer fields
- Clear “what happens next” messaging after form submission
- Better contact blocks with hours, parking, and directions
- Improved page speed and reduced layout shifts
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking (CallRail or similar), Looker Studio, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights, Lighthouse, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 18 to March 31, 2025
We completed the audit, cleaned tracking, mapped keyword to service pages, and shipped quick CTA fixes on the top landing pages. GBP gaps and citation inconsistencies were also documented for cleanup.
Month end metrics:
- Patient inquiries: ~52
- Calls: ~34
- Form submissions: ~12
- GBP actions: ~410
- Service page clicks: ~260
April 2025
We rebuilt priority ENT service pages, improved titles and meta descriptions for CTR, and expanded GBP services with descriptions to increase discovery coverage.
Month end metrics:
- Patient inquiries: ~68
- Calls: ~45
- Forms: ~15
- GBP actions: ~560
- Service page clicks: ~360
May 2025
We launched supporting content for sinus, allergy, and hearing intent, expanded FAQs using Search Console queries, and strengthened internal linking into booking pages.
Month end metrics:
- Patient inquiries: ~92
- Calls: ~62
- Forms: ~20
- GBP actions: ~780
- Service page clicks: ~520
June 2025
We improved local alignment through citation cleanup, maintained weekly GBP posts and photos, and improved page speed on key templates to reduce drop off.
Month end metrics:
- Patient inquiries: ~116
- Calls: ~78
- Forms: ~27
- GBP actions: ~980
- Service page clicks: ~680
July 2025
We scaled the service page system, refined conversion flow on the top pages, and improved trust cues near CTAs to increase call and form completion.
Month end metrics:
- Patient inquiries: ~138
- Calls: ~92
- Forms: ~32
- GBP actions: ~1,170
- Service page clicks: ~820
August 2025
We refined pages based on query movement, focused on terms near top positions, and continued consistent GBP activity to stabilize map pack visibility.
Month end metrics:
- Patient inquiries: ~154
- Calls: ~102
- Forms: ~35
- GBP actions: ~1,300
- Service page clicks: ~910
September 18 to October 18, 2025
We doubled down on winning services, refreshed underperformers, improved snippets for high impression queries, and tightened mobile CTAs so patient flow reached a new baseline.
Month end metrics:
- Patient inquiries: ~168
- Calls: ~112
- Forms: ~39
- GBP actions: ~1,420
- Service page clicks: ~980
Before and After Proof Summary
Patient flow tripled because the clinic gained more ranking entry points through dedicated service pages and supporting content. Internal linking distributed authority into high intent pages, local signals were aligned for Houston discovery, and conversion flow improvements made booking easier on mobile.
- Patient inquiries: 52 to 168 per month
- Calls: 34 to 112 per month
- Forms: 12 to 39 per month
- GBP actions: 410 to 1,420 per month
- Service page clicks: 260 to 980 per month
What Made It Work
The biggest driver was structured service coverage plus low friction booking. Once each ENT service had a clear page target and the listing reinforced those services, rankings expanded quickly. Consistent posts, photos, and reviews helped stability in Maps, while CRO updates ensured traffic translated into calls and appointments.