Case Study: Organic Authority Growth in 8 Months for a Hospital in Dallas
In 2025, a hospital in Dallas partnered with Goforaeo to build stronger organic authority so more service and condition pages could rank, earn clicks, and drive patient inquiries. The hospital name is anonymized due to an NDA, and the metrics below come from Google Search Console, GA4, call tracking, and rank tracking for the dates listed.
Snapshot of Results
Timeframe: February 10, 2025 to October 10, 2025
Location: Dallas, Texas
Before vs after results:
- Non branded clicks (GSC): 3,200 to 9,900 per month
- Organic users (GA4): 12,400 to 28,700 per month
- Organic sessions (GA4): 16,800 to 37,900 per month
- Top 10 keywords (tracked): 52 to 186
- Service and condition pages ranking on page 1: 18 to 64
- Monthly inquiries from organic: 520 to 1,460 (calls + forms + appointment clicks)
- Avg CTR on priority pages: 1.9% to 3.4%
Context and Starting Point
Dallas is a tough market for hospitals because big networks and directory sites take a lot of top spots. The hospital already had traffic, but growth was uneven. Some pages ranked well, while many important service lines stayed stuck because the site had thin pages, weak internal links, and older content that didn’t match how people search now.
We focused on building authority in a simple way. Make the site easier for Google to understand, publish stronger pages for key services, and connect everything with clear internal links. That helped more pages rank, not just one or two.
What “Organic Authority” Meant Here
We did not treat authority as only backlinks. For this project, authority meant:
- More pages ranking for more topics
- More non branded clicks from Search Console
- Better internal linking so strong pages boost other pages
- Better trust signals like doctor info, updated content, and clear service coverage
Measurement Setup
Before changes, we cleaned tracking so the hospital could trust the numbers. We also grouped reporting by service line so progress was easy to explain.
What we set up
- GA4 events for calls, forms, appointment clicks, and key buttons
- Search Console dashboards for non branded queries and page groups
- Rank tracking for priority Dallas hospital service keywords
- Looker Studio reporting with weekly notes and change dates
- Call tracking to separate website calls and listing calls where possible
Audit Findings: What Was Holding Growth Back
The hospital had strong brand trust, but the website structure was the issue. Google could not clearly connect many pages to specific patient intent searches.
Main issues found
- Many service pages were short and generic
- Condition pages were missing for common patient searches
- Too many pages overlapped and competed with each other
- Internal linking was weak, so strong pages didn’t pass authority
- Titles and meta descriptions were not written for clicks
- Some templates were slow on mobile
- Old pages were outdated and didn’t answer today’s questions
- Provider pages were not connected well to service pages
Strategy Overview
We used an 8 month plan with simple steps that compound. Fix the base, improve core pages, build supporting content, and keep updating what already performs.
Workstreams
- Technical cleanup and speed fixes
- Rebuild core service pages as decision pages
- Build condition pages for high demand searches
- Create content clusters that support service pages
- Internal linking system to pass authority sitewide
- Improve snippets to increase CTR
- Add trust signals: doctors, process, FAQs, and updated details
Technical Cleanup and Site Health
We removed issues that slow crawling and hurt rankings. This helped new pages get indexed faster.
What we fixed
- Broken links, redirect chains, and crawl errors
- Duplicate URLs and weak canonical signals
- Sitemap cleanup for priority pages
- Page speed improvements on heavy templates
- Structured data where eligible: MedicalOrganization, FAQ, Physician, LocalBusiness
Service Pages Rebuilt in Simple, Patient Friendly Structure
We rebuilt important service pages so they clearly match how people search in Dallas. Each page answered basic questions quickly and pushed a clear next step.
What we added to service pages
- Clear service overview and who it’s for
- Symptoms and “when to get care” sections
- What to expect, tests, and visit steps
- Insurance and new patient guidance where appropriate
- FAQs from Search Console queries
- Strong CTAs for call, appointment, and directions
Condition Pages That Expanded Topic Coverage
Hospitals win organic growth by ranking for many conditions, not only broad services. We built condition pages that support service lines and capture long tail searches.
Examples of condition topics we targeted
- Back pain and sciatica evaluation pages
- Heart risk and chest pain guidance pages
- Joint pain and sports injury pages
- Digestive issues and symptom pages
- Imaging and screening intent pages
Each condition page linked to the right service and the right department contact option.
Content Clusters That Built Authority
We created clusters that connect education pages to booking pages. This is how authority grows in a stable way.
Cluster system
- One main service page per department
- 5 to 10 supporting pages per department based on real queries
- FAQ blocks and “what to expect” pages
- Internal links pushing users into service pages and appointments
Internal Linking System
Internal links were the biggest driver for spreading authority. We built a simple system that made the site easier to crawl and helped Google understand page relationships.
Linking changes
- Department hub pages linking to all related services
- “Related conditions” blocks on service pages
- “Related services” blocks on condition pages
- Linking provider profiles to their main services
- Fixing orphan pages and reducing duplicate topics
Snippet and CTR Improvements
Better titles and meta descriptions increased clicks. In a market like Dallas, CTR matters because many results look similar.
What we changed
- Titles that match search intent and include Dallas where natural
- Meta descriptions that set expectations and add a clear next step
- Headings structured for featured snippets and FAQ results
- Schema markup to support rich results
Trust Signals That Helped Rankings and Conversions
We improved patient trust signals across key pages. This helped both rankings and inquiry rate.
Trust improvements
- Better provider pages with credentials and specialties
- Clear “what happens next” steps after booking
- Updated content dates and reviewed information
- Stronger contact blocks with hours and directions
- Review and quality signals where allowed
Tools Used
Google Search Console, GA4, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, Semrush/Ahrefs, BrightLocal or Whitespark, Google Tag Manager, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Simple Notes
February 10 to February 28, 2025
We completed the full audit, cleaned tracking, fixed the biggest technical issues, and mapped keywords to the right services so pages stopped overlapping.
Month end metrics:
- Non branded clicks: ~3,200
- Organic users: ~12,400
- Top 10 keywords: ~52
- Monthly inquiries: ~520
March 2025
We rebuilt the first set of core service pages and improved titles and meta descriptions so pages earned more clicks. Internal linking started from top pages into priority services.
Month end metrics:
- Non branded clicks: ~4,100
- Organic users: ~14,900
- Top 10 keywords: ~76
- Monthly inquiries: ~680
April 2025
We launched the first condition page clusters and added FAQs based on Search Console queries. Speed improvements were rolled out on heavy templates.
Month end metrics:
- Non branded clicks: ~5,200
- Organic users: ~17,800
- Top 10 keywords: ~102
- Monthly inquiries: ~860
May 2025
We expanded content clusters for key departments and strengthened internal linking so new pages received authority faster. Provider pages were improved and connected to services.
Month end metrics:
- Non branded clicks: ~6,400
- Organic users: ~20,600
- Top 10 keywords: ~128
- Monthly inquiries: ~1,020
June 2025
We refreshed older pages that already had impressions but low clicks, and improved conversion sections on top landing pages. Rankings became more stable across more conditions.
Month end metrics:
- Non branded clicks: ~7,600
- Organic users: ~23,100
- Top 10 keywords: ~149
- Monthly inquiries: ~1,180
July 2025
We doubled down on the departments gaining traction, expanded “what to expect” sections, and improved internal links into pages sitting between positions 4 to 12.
Month end metrics:
- Non branded clicks: ~8,600
- Organic users: ~25,700
- Top 10 keywords: ~166
- Monthly inquiries: ~1,320
August 2025
We continued publishing and refreshing, improved snippets for high impression pages, and kept technical health stable so growth didn’t drop.
Month end metrics:
- Non branded clicks: ~9,300
- Organic users: ~27,900
- Top 10 keywords: ~178
- Monthly inquiries: ~1,410
September 10 to October 10, 2025
We focused on stability, refreshed underperformers, and improved booking CTAs for mobile users. By this point, more service lines were ranking at the same time, which lifted authority sitewide.
Month end metrics:
- Non branded clicks: ~9,900
- Organic users: ~28,700
- Top 10 keywords: ~186
- Monthly inquiries: ~1,460
Before and After Proof Summary
Organic authority grew because the hospital created stronger service and condition pages, connected them with internal links, improved technical health, and refreshed content based on real query data. More pages started ranking together, which lifted the whole site.
- Non branded clicks: 3,200 to 9,900 per month
- Organic users: 12,400 to 28,700 per month
- Top 10 keywords: 52 to 186
- Monthly inquiries: 520 to 1,460
What Made It Work
The biggest difference was structure. Once services, conditions, and provider pages were connected and written for real patient searches, Google had more reasons to rank the hospital for more topics. Internal linking spread authority, and ongoing refresh kept growth stable.