Case Study: Increased Appointments with Local SEO in 5 Months in Dallas
In 2025, a clinic in Dallas partnered with Goforaeo to increase appointment bookings from Google Search and Google Maps using a local SEO system. The clinic name is anonymized due to an NDA, and the metrics below come from Google Business Profile insights, GA4, Google Search Console, call tracking, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: May 10, 2025 to October 10, 2025
Location: Dallas, Texas
Before vs after results:
- Monthly appointments from organic + Maps: 58 to 162
- Monthly calls from GBP + organic: 74 to 198
- Appointment request forms: 18 to 56 per month
- Appointment link clicks (GBP + site): 22 to 68 per month
- GBP discovery searches: 2,700 to 8,900 per month
- GBP impressions: 49,200 to 146,300 per month
- GBP actions: 860 to 2,740 per month
- Top 3 map pack placements (tracked): 3 to 14 service keywords
Context and Starting Point
Dallas is a competitive local market where many clinics offer similar services within a small radius. The clinic had good patient retention, but new patient appointments were inconsistent from Google. The listing had visibility for branded searches, but discovery searches were limited. On the website, several service pages were short and didn’t match what people searched, and on mobile the booking path took too many steps.
We focused on building local strength in a way that increased appointments, not just impressions. That meant improving service coverage in GBP, cleaning trust signals across directories, strengthening Dallas intent on service pages, and making booking simple from a phone.
Measurement Setup and Appointment Tracking
Before changes, we cleaned tracking so appointments were counted correctly. For local SEO, numbers can be inflated if calls and forms get double counted, so we standardized what “appointment” meant.
What we counted as appointments
- Confirmed bookings from online scheduling (where available)
- Appointment request form submissions that became scheduled visits
- Calls from GBP + organic that were tagged as appointment intent
- Assisted conversions when a Maps visitor later booked through the site
What we set up
- GA4 events for call clicks, forms, appointment clicks, and key buttons
- UTM tracking on GBP website and appointment links
- Call tracking to separate listing calls vs website calls
- Search Console segments for local intent queries and service pages
- Local rank tracking for Dallas service keywords and map pack grids
- Looker Studio dashboard with weekly notes and change history
Diagnosis: What Was Limiting Appointments
The clinic didn’t need “more traffic” as much as better local relevance and better conversion flow. When the listing showed, actions were lower than expected. That usually means the profile is missing depth, trust, or clarity.
Key issues found
- GBP categories and services were incomplete for high intent searches
- Services had no descriptions, reducing query coverage
- Photos were outdated and the listing looked less active than competitors
- Review velocity was slow and responses were inconsistent
- Citations had small NAP inconsistencies and a few duplicates
- Service pages were thin and didn’t answer booking questions
- Internal linking didn’t push authority into converting services
- Mobile booking path had friction (too many steps, unclear CTAs)
Strategy Overview
We used a five month system designed to grow discovery visibility and increase appointment actions. The plan combined GBP rebuild, trust cleanup, website support, and conversion improvements.
Workstreams
- GBP rebuild for service coverage and conversion readiness
- Citation cleanup and NAP consistency for trust
- Review workflow for steady velocity and responses
- Dallas aligned service pages and FAQs based on real queries
- Internal linking system to support priority services
- Conversion improvements focused on mobile calls and bookings
- Ongoing improvements based on live query movement
Google Business Profile Rebuild
We treated GBP as the main conversion page because many Dallas patients decide in Maps.
What we improved in GBP
- Updated primary and secondary categories based on service demand
- Expanded services list and added short descriptions using search language
- Rewrote business description to explain services and booking steps clearly
- Added appointment link and tracked it with UTMs
- Started weekly posts: availability, insurance info, seasonal issues, services
- Rolled out a photo plan: exterior signage, interior, staff, treatment context
- Improved Q and A with common booking questions and clear answers
- Added attributes and appointment settings for better conversions
Review Velocity and Trust Improvements
Reviews impact conversions and often influence map pack performance in competitive markets. We improved review velocity in a compliant way and made responses consistent.
What we implemented
- Review request workflow after visits and follow ups
- Staff script to ask politely without incentives or pressure
- Response cadence so new reviews were answered quickly
- Response structure that highlighted service experience naturally
- Review highlights added to key service pages where appropriate
Citation Cleanup and Directory Consistency
Citations matter most when they are wrong. We fixed the biggest trust problems first so rankings stabilized.
What we fixed
- Standardized business name, address, phone, and hours everywhere
- Removed duplicate listings and outdated profiles
- Updated website and appointment links across major directories
- Improved category selections on healthcare directories
- Added a small set of relevant niche citations competitors had
Website Work That Supported Local Rankings
A strong listing performs better when the website confirms the same Dallas intent and services. We updated service pages so Google could connect the listing to Dallas searches more confidently.
Service page upgrades
- Expanded core service pages with “who it’s for” and “when to book” sections
- Added “what to expect” and “visit process” blocks to reduce hesitation
- Added FAQs based on Search Console queries for long tail coverage
- Improved titles and meta descriptions for higher CTR
- Added internal links from blogs and related services into the booking pages
- Added schema where eligible: LocalBusiness and FAQ
Dallas intent support (without spam)
- Clear location cues in headings and content where it made sense
- Directions, parking, and neighborhood references for real users
- Consistent NAP in site footer and contact page
- Strengthened Google Map embed and location page elements
Conversion Improvements That Increased Appointments
We reduced booking friction so users acted instead of leaving. Since most local users are on phones, mobile improvements were a priority.
CRO updates
- Sticky click to call button on mobile service pages
- Appointment CTA placed above the fold and repeated after key sections
- Shorter appointment request form with fewer steps
- Clear confirmation message and “what happens next” info
- Better contact blocks showing hours, address, and fastest booking option
- Improved page speed and reduced layout shifts to keep users engaged
Additional Local SEO Work That Helped Stability
These were smaller actions, but they helped positions hold once we reached them.
Extra improvements
- Competitor review and service benchmarking by neighborhood
- GBP post themes tied to high demand services
- Monitoring and responding to GBP Q and A and messaging
- Image geotag process consistency (optional) and photo naming discipline
- Reclaiming unlinked brand mentions where possible
- Preventing cannibalization between similar service pages
Tools Used
Google Business Profile insights, GA4, Google Search Console, call tracking (CallRail or similar), Looker Studio, BrightLocal/Whitespark (local rank tracking and citation audits), Screaming Frog, PageSpeed Insights and Lighthouse, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager, spreadsheet lead log or CRM validation.
Timeline With Dates, Monthly Numbers, and Natural Notes
May 10 to May 31, 2025
We audited GBP, website, and citations, cleaned tracking, and shipped quick listing fixes that improve discovery coverage fast. We also set up UTM tracking for GBP links and identified the top service pages that needed conversion improvements first.
Month end metrics:
- Appointments: ~58
- Calls: ~74
- GBP impressions: ~49,200
- Discovery searches: ~2,700
- GBP actions: ~860
June 2025
We rebuilt GBP services with descriptions, improved categories, and started weekly posts and consistent photos so the listing looked active. We also began citation cleanup on major platforms and added clearer CTAs on the top service pages.
Month end metrics:
- Appointments: ~78
- Calls: ~98
- GBP impressions: ~72,800
- Discovery searches: ~4,100
- GBP actions: ~1,240
July 2025
We expanded service pages with FAQs based on real queries, improved titles for CTR, and strengthened internal linking into booking pages. Review workflow improved, and listing engagement stayed consistent so rankings stabilized.
Month end metrics:
- Appointments: ~104
- Calls: ~126
- GBP impressions: ~101,600
- Discovery searches: ~6,100
- GBP actions: ~1,840
August 2025
We improved mobile booking flow with sticky call buttons and shorter forms, and we refined GBP posts around high demand services. Citation cleanup was finalized and duplicates were removed, which reduced ranking volatility.
Month end metrics:
- Appointments: ~132
- Calls: ~158
- GBP impressions: ~128,900
- Discovery searches: ~7,800
- GBP actions: ~2,320
September 10 to October 10, 2025
We doubled down on the services gaining traction, refined conversion sections on top pages, and maintained reviews and GBP activity to protect momentum. By the end of this period, appointments reached a new baseline.
Month end metrics:
- Appointments: ~162
- Calls: ~198
- GBP impressions: ~146,300
- Discovery searches: ~8,900
- GBP actions: ~2,740
Before and After Proof Summary
Appointments increased because GBP became complete and service focused, trust signals across directories became consistent, and the website supported Dallas intent with stronger service pages and FAQs. Conversion friction was reduced, especially on mobile, so more visibility turned into bookings.
- Appointments: 58 to 162 per month
- Calls: 74 to 198 per month
- GBP actions: 860 to 2,740 per month
- Discovery searches: 2,700 to 8,900 per month
What Made It Work
The biggest driver was aligning visibility with action. The listing showed up more often because service coverage and trust were stronger, and appointments increased because booking became easier. Once review velocity, posts, photos, and citation consistency were steady, rankings held and results stayed stable.