Case Study: Ranked Multiple Specialties in 8 Months in Chicago
In 2025, a multi specialty clinic in Chicago partnered with Goforaeo to rank across several specialty services and increase patient inquiries from organic search and Google Maps. The clinic name is anonymized due to an NDA, and the numbers 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 6, 2025 to October 6, 2025
Location: Chicago, Illinois
Before vs after results:
- Specialties with page 1 rankings (tracked): 2 to 9
- Page 1 keywords (tracked): 11 to 47
- Top 3 keywords (tracked): 1 to 13
- Organic users: 1,580 to 4,920 per month
- Organic sessions: 2,210 to 6,880 per month
- Service page clicks (GSC): 420 to 1,760 per month
- GBP actions: 460 to 1,690 per month
- Monthly inquiries (calls + forms): 72 to 226
Context and Starting Point
Chicago search results are crowded. Big hospital systems, large groups, and directory sites often take the top spots. The clinic had multiple specialties, but the website didn’t clearly separate services. Some pages overlapped, some services had no dedicated pages, and internal linking didn’t guide Google or users to the right specialty pages.
The goal was simple: give each specialty a clear page target, build supporting content so Google trusted those pages, and make it easy for patients to call or book from mobile.
Measurement Setup
Before changes, we cleaned tracking so every call and form was counted properly. We also set up reporting by specialty so progress was clear.
What we set up
- GA4 events for call clicks, forms, and appointment clicks
- Search Console segments for service pages and specialty queries
- Rank tracking for each specialty keyword set in Chicago
- GBP insights reporting for discovery searches and actions
- Call tracking for source attribution where possible
- Looker Studio dashboard with weekly notes
What Was Holding Rankings Back
The clinic wasn’t missing quality. It was missing structure. Google needs clear pages for clear services, and users need clear next steps.
Main issues found
- Multiple specialties were bundled into one page, causing weak intent match
- Overlapping pages created keyword cannibalization
- Thin service pages without FAQs and “what to expect” sections
- Weak internal linking into the pages that should rank
- Titles and meta descriptions were generic and didn’t match intent
- Local signals were not consistent across GBP and the website
- Mobile CTAs were inconsistent, reducing inquiries
Strategy Overview
We built an 8 month plan with simple steps that compound. The system was built to rank multiple specialties without confusion and without thin pages.
Workstreams
- Technical cleanup so pages indexed and loaded fast
- Specialty service pages built as decision pages
- Supporting content for long tail queries
- Internal linking system to push authority into specialty pages
- Local SEO alignment (GBP, citations, on site)
- Conversion improvements so traffic turned into inquiries
Technical Cleanup and Site Foundation
We fixed issues that stop pages from ranking and hurt user experience.
What we fixed
- Duplicate URLs, canonicals, and index bloat
- Broken links and redirect chains
- Mobile speed issues (images, scripts, layout shifts)
- Crawl depth so specialty pages were easier to reach
- Schema where eligible: LocalBusiness, MedicalOrganization, Physician, FAQ
Specialty Pages Built and Rebuilt
We created one strong page per specialty, instead of one broad page trying to rank for everything. Each page was written in simple words and designed to help patients decide.
What each specialty page included
- Clear “this service in Chicago” intro and how to book
- Common reasons people come in (symptoms)
- What the visit looks like and what to expect
- Treatment or care options explained safely
- FAQs based on real Search Console queries
- Clear CTAs: call, request appointment, directions
- Trust blocks: doctor credentials, insurance notes, clinic process
Example specialties covered
- Primary care and same day visits
- Women’s health
- Ortho and joint care
- Physical therapy or rehab
- ENT or allergy services
- Dermatology or skin care (if offered)
- Imaging or lab services (if offered)
- Specialty checkups based on demand
Supporting Content That Expanded Rankings
To rank multiple specialties, we built supporting pages for each specialty. These pages brought in long tail traffic and linked into the main specialty pages.
Content cluster approach
- One main page per specialty
- 4 to 7 support pages per specialty based on query demand
- Symptom and “when to see a doctor” pages
- Visit prep, insurance, and recovery pages where needed
- Internal links that push authority into booking pages
Internal Linking and Navigation Improvements
Internal linking helped Google understand the site and helped users move to the right specialty.
Linking actions
- Built specialty hub pages that link to all services
- Added contextual links from blogs and FAQs to service pages
- Related services blocks so users don’t hit dead ends
- Better navigation for mobile
- Consolidated overlapping pages to avoid cannibalization
Local SEO Alignment for Chicago
We aligned local signals between the website, GBP, and directories so Google trusted the clinic for Chicago searches.
Local work completed
- Expanded GBP services with descriptions aligned to specialties
- Updated categories and attributes based on service demand
- Added appointment URLs with UTM tracking
- Citation cleanup for consistent NAP and hours
- On page Chicago signals added naturally, not stuffed
- Added LocalBusiness schema and consistent footer NAP
Conversion Improvements That Increased Inquiries
Ranking is only half the job. We improved the booking path so specialty traffic turned into calls and forms.
CRO updates
- Sticky click to call button on mobile
- CTAs above the fold and after key sections
- Shorter forms and clearer confirmation messaging
- Trust cues near CTAs like credentials and reviews
- Clear directions, parking, and hours blocks for local visitors
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights and Lighthouse, BrightLocal or Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
February 6 to February 28, 2025
We audited the site and GBP, cleaned tracking, mapped keywords to specialty pages, and prioritized the first specialty pages to rebuild. Technical fixes started so indexing and performance improved early.
Month end metrics:
- Organic users: ~1,580
- Organic sessions: ~2,210
- Page 1 keywords: ~11
- Inquiries: ~72
March 2025
We rebuilt the first wave of specialty pages, improved titles and meta descriptions for CTR, and started internal linking so Google could understand which pages mattered most.
Month end metrics:
- Organic users: ~2,020
- Organic sessions: ~2,910
- Page 1 keywords: ~17
- Inquiries: ~94
April 2025
We launched support content for the first specialties, added FAQs from real queries, and expanded GBP services so discovery searches improved. Citation cleanup started on major directories.
Month end metrics:
- Organic users: ~2,580
- Organic sessions: ~3,740
- Page 1 keywords: ~24
- Inquiries: ~121
May 2025
We built specialty hub pages, strengthened internal links, and improved mobile CTAs. Rankings began expanding across more specialties because pages were clearer and topical depth increased.
Month end metrics:
- Organic users: ~3,140
- Organic sessions: ~4,520
- Page 1 keywords: ~31
- Inquiries: ~148
June 2025
We scaled the system to more specialties, refreshed underperforming pages, improved speed, and tightened local alignment between GBP and the website.
Month end metrics:
- Organic users: ~3,720
- Organic sessions: ~5,320
- Page 1 keywords: ~36
- Inquiries: ~173
July 2025
We improved conversion flow on the top specialty pages and expanded content around services gaining traction. Reviews and GBP activity stayed consistent to protect growth.
Month end metrics:
- Organic users: ~4,210
- Organic sessions: ~6,090
- Page 1 keywords: ~40
- Inquiries: ~196
August 2025
We refined pages based on query movement, improved snippets for high impression terms, and strengthened internal links into the pages closest to top 3 positions.
Month end metrics:
- Organic users: ~4,620
- Organic sessions: ~6,620
- Page 1 keywords: ~44
- Inquiries: ~214
September 6 to October 6, 2025
We focused on stability, maintained GBP engagement, refreshed weak pages, and kept internal linking clean so rankings held across multiple specialties.
Month end metrics:
- Organic users: ~4,920
- Organic sessions: ~6,880
- Page 1 keywords: ~47
- Inquiries: ~226
Before and After Proof Summary
The clinic ranked across multiple specialties because each service had its own strong page, supporting content built topical trust, and internal linking distributed authority correctly. Local alignment improved Chicago relevance, and conversion fixes turned rankings into inquiries.
- Specialties with page 1 rankings: 2 to 9
- Page 1 keywords: 11 to 47
- Organic users: 1,580 to 4,920 per month
- Inquiries: 72 to 226 per month
What Made It Work
The biggest reason it worked was clarity. Google could clearly see which page matched which specialty, and patients could quickly find the right service and book. Consistent local signals and steady improvements each month helped the rankings stay stable.