Case Study: Helped a Clinic Compete with Big Brands in Boston in 7 Months
In 2025, an independent clinic in Boston partnered with Goforaeo to compete against large hospital networks, multi location groups, and directory sites in 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 rank tracking for the dates listed.
Snapshot of Results
Timeframe: February 25, 2025 to September 25, 2025
Location: Boston, Massachusetts
Before vs after results:
- Non branded organic users: 820 to 2,360 per month
- Organic sessions: 1,190 to 3,420 per month
- Service page clicks (GSC): 210 to 790 per month
- GBP discovery searches: 1,900 to 5,800 per month
- GBP actions: 260 to 940 per month
- Top 3 placements (tracked): 1 to 9 keywords
- Page 1 keywords (tracked): 6 to 28
- Calls + inquiries (organic + Maps): 34 to 112 per month
Context and Starting Point
Boston is difficult because big brands dominate results with strong authority, extensive content, and powerful local signals. The clinic provided excellent care but was losing visibility because its pages were too broad, its internal linking was weak, and its local signals were not consistent enough to compete in the map pack.
This project was not about beating every hospital term. It was about winning the right battles: high intent local queries where patients are deciding quickly, and service niches where a clinic can look more relevant than a big brand.
Measurement Setup and Competitive Benchmarking
We cleaned tracking first and then benchmarked competitors. Competing with big brands requires knowing exactly where they win and where they leave gaps.
What we set up
- GA4 events for call clicks, appointment clicks, and form submissions
- Search Console segments by service line and page type
- Daily rank tracking for selected “big brand vs clinic” terms in Boston
- GBP insights tracking for discovery searches and actions
- Call tracking for organic and GBP calls where possible
- Looker Studio dashboard with weekly annotations
Competitor benchmarks we captured
- Content depth and page structure of the top 3 ranking brands
- GBP category and services coverage of competitors
- Backlink and mention gap (local links, news, associations)
- Snippet patterns: what wording wins clicks in Boston SERPs
- Map pack patterns: which services trigger pack results and why
Diagnosis: Why the Clinic Was Losing to Big Brands
The clinic wasn’t “worse,” it was simply less structured. Big brands win because they have many targeted pages, strong authority flow, and consistent trust signals. We fixed the clinic’s weaknesses without copying hospital style content.
Key issues found
- One general service page was targeting too many queries
- Missing pages for high intent variations and conditions
- Thin content on priority pages with weak FAQs and decision sections
- Internal linking didn’t funnel authority into top converting services
- Snippets were generic, lowering CTR compared to bigger brands
- GBP services and categories were incomplete for key offerings
- Citations had small inconsistencies that reduced map stability
- Mobile conversion flow required too many steps
Strategy Overview
We used a seven month plan focused on niche positioning, topical authority, and local strength. The goal was to become the most relevant result for targeted Boston intent, even if big brands were stronger overall.
Workstreams
- Keyword and service intent mapping to avoid overlap
- Rebuild priority service pages as decision pages
- Content clusters around niche and high intent service lines
- Internal linking system that concentrates authority into winners
- Local SEO alignment for Boston maps performance
- Conversion improvements so traffic turned into inquiries
- Authority building through local mentions and partnerships
Service Page Rebuild: Beat Big Brands on Relevance
Big brands often rank with authority, but their pages can be broad. We built pages that were more specific, more helpful, and better aligned to the exact intent.
What we improved on priority service pages
- Above the fold clarity: service, Boston context, and next step
- Who it’s for, symptoms, and when to book sections
- Clear process and what to expect blocks
- FAQs based on Search Console queries and “People also ask” patterns
- Trust signals near CTAs: credentials, reviews, insurance notes
- Strong CTAs for call and request appointment, optimized for mobile
How we chose which services to target
- Services where the clinic had strong outcomes and capacity
- Services where big brands had generic pages
- Services where local intent mattered more than brand name
- Queries with high booking intent and lower directory dominance
Supporting Content Clusters That Expanded Keyword Footprint
We built supporting content that answered local patient questions and linked into the main service pages. This increased topical authority and created more entry points than the clinic had before.
Content cluster system
- 1 main service page per targeted service
- 4 to 7 supporting pages per service based on demand
- FAQs and “what to expect” pages that reduce hesitation
- Internal links that push authority into booking pages
Examples of content angles that worked in Boston
- Condition explainers tied to care pathways
- Insurance and visit process guidance
- Recovery and appointment prep pages
- “When to see a provider” safety guidance pages
- Local commuter and neighborhood convenience sections where relevant
Internal Linking and Architecture Improvements
To compete with stronger domains, we needed smarter authority flow. Internal linking was used like a routing system to push relevance and equity into priority pages.
Linking actions
- Built service hubs to organize services cleanly
- Added contextual links from every supporting page into the main service page
- Added “related services” sections to reduce dead ends
- Cleaned orphan pages and fixed broken internal links
- Consolidated overlapping pages to remove cannibalization
Local SEO and GBP Improvements for Boston
Big brands often have many listings and strong engagement. We made the clinic’s listing more complete and conversion friendly, and aligned it with the website.
GBP and local work completed
- Updated categories and expanded services with descriptions
- Added appointment URLs with UTM tracking
- Weekly GBP posts tied to services and patient intent
- Photo plan: exterior, interior, staff, and service context
- Q&A additions for booking questions
- Citation cleanup for consistent NAP, hours, and URLs
- Improved on site NAP formatting and LocalBusiness schema
Trust and Authority Building Beyond the Website
We added trust signals that big brands naturally have: mentions, references, and credibility indicators. These do not need to be huge PR wins, just consistent credibility.
Authority work completed
- Reclaimed unlinked brand mentions where possible
- Built local partnership pages and community references
- Claimed and improved key medical directory profiles
- Improved clinician bios with credentials and media ready descriptions
- Added medical review notes to core content where appropriate
Conversion Improvements to Turn Visibility Into Inquiries
Even if you win rankings, you lose if booking is hard. We improved conversion flow, especially on mobile.
CRO improvements
- Sticky click to call button on mobile
- CTAs above the fold and after key sections
- Shorter appointment request form and clearer confirmation messaging
- Better contact blocks: hours, parking, transit, and next steps
- Improved page speed on high traffic templates
Tools Used
GA4, Google Search Console, GBP insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, BrightLocal or Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
February 25 to February 28, 2025
We audited the site and GBP against big brand competitors, cleaned tracking, mapped service intent, and picked the highest leverage services to target first. We also identified quick CTR and conversion fixes that could improve leads without waiting for rankings.
Month end metrics:
- Organic users: ~820
- Organic sessions: ~1,190
- Page 1 keywords: ~6
- Calls + inquiries: ~34
March 2025
We rebuilt priority service pages as decision pages, improved titles and meta descriptions for CTR, and started internal linking so authority flowed into the pages we wanted to rank.
Month end metrics:
- Organic users: ~1,050
- Organic sessions: ~1,520
- Page 1 keywords: ~10
- Calls + inquiries: ~46
April 2025
We launched supporting content clusters around the targeted services, expanded FAQs from real queries, and aligned GBP services with the website to improve discovery visibility.
Month end metrics:
- Organic users: ~1,320
- Organic sessions: ~1,940
- Page 1 keywords: ~14
- Calls + inquiries: ~59
May 2025
We cleaned citations, improved local trust signals, and refined pages that were sitting between positions 6 to 15 so they could push into stronger placements. Conversion flow improvements were rolled out across top landing pages.
Month end metrics:
- Organic users: ~1,660
- Organic sessions: ~2,420
- Page 1 keywords: ~18
- Calls + inquiries: ~74
June 2025
We doubled down on services gaining traction, strengthened internal links, expanded trust cues, and maintained consistent GBP posts and photos to keep engagement signals strong.
Month end metrics:
- Organic users: ~1,980
- Organic sessions: ~2,880
- Page 1 keywords: ~22
- Calls + inquiries: ~88
July 2025
We refreshed underperformers, improved snippets for high impression terms, and expanded local authority signals through directories and partner mentions. Rankings stabilized against big brand competition.
Month end metrics:
- Organic users: ~2,220
- Organic sessions: ~3,210
- Page 1 keywords: ~25
- Calls + inquiries: ~101
August 25 to September 25, 2025
We focused on stability, updated content based on query movement, and kept GBP engagement consistent while improving mobile CTAs. The clinic’s pages held positions and inquiries reached a new baseline.
Month end metrics:
- Organic users: ~2,360
- Organic sessions: ~3,420
- Page 1 keywords: ~28
- Calls + inquiries: ~112
Before and After Proof Summary
The clinic competed with big brands by being more relevant and more helpful for specific high intent Boston searches. Clear service targeting, stronger internal linking, local alignment, and conversion improvements turned visibility into inquiries.
- Organic users: 820 to 2,360 per month
- Organic sessions: 1,190 to 3,420
- Page 1 keywords: 6 to 28
- Calls + inquiries: 34 to 112
- GBP actions: 260 to 940
What Made It Work
Big brands win on authority, but clinics can win on specificity and experience. Once each service had a dedicated page, strong FAQs, and clear next steps, the clinic earned better engagement and stronger rankings. Local consistency and GBP activity helped maintain visibility in a competitive market.