Case Study: Improved Local Authority in 7 Months in Atlanta
In 2025, a healthcare clinic in Atlanta partnered with Goforaeo to strengthen local authority so it could appear more often in Google Maps, improve consistency across directories, and rank more reliably for non branded local searches. The clinic name is anonymized due to an NDA, and the numbers below come from Google Business Profile insights, Google Search Console, GA4, call tracking, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: March 12, 2025 to October 12, 2025
Location: Atlanta, Georgia
Before vs after results:
- GBP impressions: 22,700 to 86,500 per month
- Discovery searches: 2,100 to 7,900 per month
- GBP actions: 410 to 1,520 per month (calls, directions, website clicks)
- Website clicks from Maps: 120 to 430 per month
- Top 3 map pack placements: 3 to 14 tracked service keywords
- Calls from Maps + organic: 58 to 210 per month
- Branded vs non branded mix: shifted from mostly branded to a stronger discovery share
Context and Starting Point
Atlanta is a fast moving local market where clinics compete on relevance, trust, and engagement signals. This clinic had quality care, but Google wasn’t confident enough to show it for many discovery searches. The profile was not fully built out, citations were inconsistent, and the website did not reinforce Atlanta service intent strongly enough.
We focused on improving “local authority,” meaning the combined signals that help Google trust the business entity. That includes a complete and active Google Business Profile, consistent citations, strong on site location reinforcement, and steady engagement through posts, photos, and reviews.
Measurement Setup
Before work began, we cleaned tracking so the clinic could confirm progress with real data. We also created a weekly reporting system to connect changes to visible movement.
What we set up
- GBP insights reporting for impressions, discovery searches, and actions
- GA4 events for calls, forms, and appointment clicks
- Call tracking to separate listing calls from website calls
- Search Console segments for Atlanta service pages and queries
- Local rank tracking for Atlanta map pack keywords
- Looker Studio dashboard with weekly annotations
Diagnosis: What Was Limiting Local Authority
We audited GBP, the website, and third party platforms together. The clinic was credible, but signals were fragmented and some important trust cues were missing. In Atlanta, even small trust gaps can keep a listing from holding map pack positions.
Key issues found
- Categories and services in GBP were incomplete for the full service list
- Service entries lacked descriptions, reducing query coverage
- Business description did not clearly communicate expertise and booking steps
- Photos were outdated and not refreshed regularly
- GBP posting cadence was inconsistent, reducing activity signals
- Citation inconsistencies in NAP formatting and hours created identity confusion
- Duplicate listings existed on a few platforms, splitting trust and engagement
- Website service pages were thin and did not reinforce Atlanta intent consistently
- Internal linking didn’t funnel authority into the pages and services that needed it
- Review flow existed but review velocity was inconsistent and responses were delayed
Strategy Overview
We used a three lever system where each piece supports the others. The goal was not just a ranking spike, but stronger stability and authority over time.
Workstreams
- Google Business Profile rebuild for relevance and engagement
- Citation cleanup and entity consistency for trust
- Website service page upgrades for Atlanta intent reinforcement
- Internal linking system so authority flows to priority pages
- Review workflow and response cadence to strengthen trust signals
- Ongoing refinement based on local rank and query movement
Google Business Profile Rebuild
We treated GBP as the top local landing page. For many searches, it is the first touchpoint and the main conversion source.
Listing structure improvements
- Updated primary and secondary categories using competitor benchmarking and demand
- Expanded services with short descriptions using natural search language
- Updated attributes, appointment links, and booking URLs with UTM tracking
- Rewrote business description with clear services, differentiators, and next steps
- Added Q&A entries for common booking and insurance questions
Engagement upgrades
- Weekly posting cadence: availability, service education, seasonal topics, FAQs
- Photo plan: exterior, interior, staff, credibility photos, and service context
- Consistent review response cadence with human tone
- Simple internal checklist so activity stayed consistent
Citation Cleanup and NAP Consistency
We prioritized high authority directories first, then expanded into niche healthcare listings relevant to Atlanta. We also removed duplicates where possible.
What we fixed
- Standardized business name, address, phone formatting across platforms
- Updated hours and holiday hours consistency
- Removed duplicate listings and merged profiles where possible
- Ensured website URL and appointment link were consistent everywhere
- Added missing profiles where competitors had strong presence
Website Improvements That Supported Local Authority
A strong GBP performs better when the website confirms the same services and location relevance. We improved the website so it reinforced Atlanta searches without creating thin “location spam.”
Service page upgrades
- Expanded core service pages with symptoms, who it’s for, and when to book
- Added FAQ blocks from Search Console queries to capture long tail intent
- Improved CTAs for mobile: call and request appointment
- Added trust cues near CTAs: credentials, insurance notes, and expectations
Atlanta intent reinforcement
- Added natural location references where relevant, such as service coverage and directions
- Improved NAP display consistency and added LocalBusiness schema
- Built supporting content that answered local patient questions and linked to services
Technical cleanup
- Improved site speed with image compression and script cleanup
- Fixed broken links and redirect chains that weakened user paths
- Improved internal linking so key pages were easier to reach
- Updated titles and meta descriptions to improve CTR for local impressions
Reviews and Trust Signals
Reviews are a trust and conversion lever in local. We improved review velocity in a compliant way and made responses consistent.
What we implemented
- Review request workflow tied to patient follow ups
- Response templates that still felt personalized
- Weekly review monitoring and response cadence
- On site trust improvements near CTAs
Tools Used
Google Business Profile insights, GA4, Google Search Console, call tracking, Looker Studio, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights, Lighthouse, Semrush/Ahrefs, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 12 to March 31, 2025
We completed the full local audit, cleaned tracking, fixed quick GBP gaps, and began citation cleanup on the biggest directories. We also benchmarked competitors to choose category and service updates that would expand discovery reach.
Month end metrics:
- GBP impressions: ~22,700
- Discovery searches: ~2,100
- GBP actions: ~410
- Website clicks from Maps: ~120
- Top 3 map pack keywords: ~3
April 2025
We rebuilt the GBP service structure, added descriptions to improve query matching, and started a consistent cadence of posts and photos. Citation cleanup continued so Google saw a clearer and more consistent entity across the web.
Month end metrics:
- GBP impressions: ~31,900
- Discovery searches: ~2,900
- GBP actions: ~560
- Website clicks from Maps: ~165
- Top 3 map pack keywords: ~5
May 2025
We strengthened the website service pages to match the same Atlanta intent the listing was gaining visibility for. FAQs were added from live queries, internal linking was improved, and conversion steps were made clearer on mobile.
Month end metrics:
- GBP impressions: ~44,600
- Discovery searches: ~4,100
- GBP actions: ~790
- Website clicks from Maps: ~230
- Top 3 map pack keywords: ~7
June 2025
We completed most citation cleanup, removed duplicates, and improved trust consistency across directories. We also launched a review workflow and maintained steady posting so engagement signals improved along with visibility.
Month end metrics:
- GBP impressions: ~57,400
- Discovery searches: ~5,200
- GBP actions: ~980
- Website clicks from Maps: ~290
- Top 3 map pack keywords: ~9
July 2025
We doubled down on services gaining traction, refined titles and CTAs on top landing pages, and improved internal links into high value services. GBP engagement stayed consistent, which helped rankings stabilize instead of swinging week to week.
Month end metrics:
- GBP impressions: ~68,800
- Discovery searches: ~6,200
- GBP actions: ~1,170
- Website clicks from Maps: ~340
- Top 3 map pack keywords: ~11
August 2025
We expanded supporting content around high impression services, improved snippets for CTR, and strengthened trust cues on both GBP and the website. Actions per impression improved as the listing became more complete and conversion friendly.
Month end metrics:
- GBP impressions: ~78,900
- Discovery searches: ~7,100
- GBP actions: ~1,360
- Website clicks from Maps: ~395
- Top 3 map pack keywords: ~13
September 12 to October 12, 2025
We focused on stability and protection: refined what was already working, maintained posts, photos, and reviews, and tightened conversion flow on the most visited pages. Local authority reached a stronger baseline and visibility held consistently across more services.
Month end metrics:
- GBP impressions: ~86,500
- Discovery searches: ~7,900
- GBP actions: ~1,520
- Website clicks from Maps: ~430
- Top 3 map pack keywords: ~14
Before and After Proof Summary
Local authority improved because the listing became complete and active, citations became consistent, and the website reinforced Atlanta intent clearly. As engagement improved through posts, photos, and reviews, visibility and actions rose steadily instead of fluctuating.
- GBP impressions: 22,700 to 86,500 per month
- Discovery searches: 2,100 to 7,900 per month
- GBP actions: 410 to 1,520 per month
- Website clicks from Maps: 120 to 430 per month
- Top 3 map pack placements: 3 to 14 tracked keywords
What Made It Work
The biggest driver was alignment. When GBP services, citations, and on site service pages all told the same story, Google matched the clinic to more Atlanta discovery searches. Consistent activity signals made the listing look active and trustworthy, which helped positions hold over time.