Case Study: Expanded Local Visibility in 8 Months for a Clinic Chain in New York
In 2025, a multi location clinic chain in New York partnered with Goforaeo to expand local visibility across Google Search and Google Maps for multiple branches. The chain name and exact locations are anonymized due to an NDA, and the metrics 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: February 6, 2025 to October 6, 2025
Location: New York (multi location clinic chain)
Before vs after results (chain wide totals):
- GBP impressions: 182,000 to 612,000 per month
- GBP discovery searches: 14,600 to 48,900 per month
- GBP actions: 7,200 to 21,400 per month (calls, directions, website clicks)
- Website clicks from Maps: 2,050 to 6,480 per month
- Calls attributed to GBP + organic: 1,120 to 3,460 per month
- Top 3 map pack placements: 24 to 86 tracked service keywords across locations
- Page 1 local keywords (tracked): 68 to 210 across locations
Context and Starting Point
Multi location local SEO in New York is not just “do SEO once and copy it everywhere.” Each location has different competition, different proximity behavior, and different service demand. The chain had strong brand recognition, but visibility was uneven. Some locations ranked well while others were stuck on page 2 or were not showing consistently in the map pack.
We found three main issues: listings were not standardized, location pages did not clearly support each branch, and citations plus reviews were inconsistent across the chain. We built a single system that could scale improvements to every location while still allowing each branch to reflect its real services and neighborhood intent.
Measurement Setup and Reporting
For a clinic chain, the biggest risk is messy tracking and blended data. We cleaned reporting so branch performance could be compared fairly, and wins could be repeated.
What we set up
- A master dashboard in Looker Studio with branch level and chain level reporting
- GBP insights export by location for impressions, discovery searches, and actions
- GA4 reporting by location page and UTM tagged appointment links
- Call tracking by location number when possible
- Local rank tracking by grid for each branch and for shared service keywords
- Search Console segmentation for location pages and top service clusters
Audit Findings: What Was Limiting Local Visibility
The chain was credible, but Google was seeing inconsistent signals across branches. In NYC and surrounding areas, small inconsistencies can cause ranking volatility.
Google Business Profile issues
- Some locations had different categories even though they offered the same core services
- Services were incomplete and often lacked descriptions
- Appointment URLs were inconsistent, which made attribution harder
- Photos and posts were inconsistent across branches
- Some locations had outdated attributes and missing Q&A coverage
Website issues
- Location pages were thin and did not clearly reflect neighborhood intent
- Duplicate content across location pages reduced uniqueness and relevance
- Internal linking did not push authority evenly to all branches
- “Book now” and call CTAs were not consistent across locations
Citation and trust issues
- NAP formatting differed across directories for different branches
- Duplicate listings existed for a few locations
- Review velocity and response cadence varied widely by branch
Strategy Overview
We built an 8 month system with a strong foundation, then scaled it. The goal was consistent local discovery visibility across every location, not only the best performing branches.
Workstreams
- GBP standardization and service expansion across all branches
- Branch level engagement system: posts, photos, Q&A, reviews
- Citation cleanup and duplicate removal for every location
- Location page rebuilds with unique neighborhood intent and service support
- Internal linking improvements to distribute authority across branches
- Conversion improvements and tracking consistency across locations
- Ongoing optimization based on rank tracking and query movement
Google Business Profile Standardization and Expansion
We treated GBP as the primary channel for local discovery. Most “near me” and map pack results are driven by listing quality, completeness, and engagement.
What we standardized across locations
- Primary and secondary categories aligned to core services
- Service lists rebuilt with descriptions written in natural patient language
- Business descriptions rewritten with clear services and booking steps
- Attributes cleaned and made consistent (hours, accessibility, appointment info)
- Appointment links added with UTM tracking for each branch
- Posting cadence system so every location posted regularly
Engagement system we deployed
- Weekly post themes: availability, insurance, seasonal care, common issues
- Monthly photo plan: exterior signage, interiors, staff, service context photos
- Q&A seeding for the most common questions (hours, parking, insurance, booking)
- Branch manager checklist so listings stayed active without heavy overhead
Reviews and Trust Signals at Scale
We built a simple workflow that each location could follow. The main goal was steady review velocity, not aggressive review bursts.
What we implemented
- Compliant review request workflow after visits
- Location specific QR codes and follow up scripts
- Response templates with a consistent brand voice
- Response SLAs so reviews were not left unanswered for long
- Monthly review audits to catch issues early
Citation Cleanup and NAP Consistency
For multi location businesses, citations are harder because every branch has its own address and phone. We cleaned and standardized everything to reduce confusion.
What we fixed
- Standardized NAP formatting and hours for each location
- Removed duplicates and merged profiles where possible
- Corrected map pins on a few platforms where locations were mis pinned
- Updated website URLs and appointment links consistently
- Added healthcare specific directories where competitors were present
Website Location Page Rebuilds
Location pages were rebuilt so each branch had a strong local landing page that supported both SEO and conversions. We avoided thin “copy paste” pages by making each one unique and useful.
What we added to each location page
- Clear service coverage and “who we help” sections
- Neighborhood and nearby landmark references written naturally
- Parking, transit, and building entrance guidance
- Local FAQs based on real queries
- Doctor or provider highlights for that branch
- Clear CTAs for call, directions, and appointment booking
- Embedded reviews or trust cues relevant to that location
Supporting service pages and internal linking
We also improved how service pages supported locations.
- Service pages linked to relevant locations (“available at these clinics”)
- Location pages linked back to core services for better relevance
- Built hubs that grouped locations by region where helpful
- Improved navigation so users could find the nearest branch quickly
Conversion Improvements Across the Chain
Visibility is wasted if users can’t book easily. We improved conversion elements on both the website and GBP.
CRO changes rolled out
- Sticky call button on mobile for each location page
- Shorter appointment form and clearer confirmation messaging
- Clear “new patient” and insurance guidance near CTAs
- Better tracking for appointment clicks and calls
- Improved page speed on location templates to reduce drop off
Tools Used
Google Business Profile insights, GA4, Google Search Console, call tracking, Looker Studio, BrightLocal or Whitespark (rank grids + citations), Screaming Frog, PageSpeed Insights and Lighthouse, 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 every branch listing, benchmarked local rankings by grid, and cleaned tracking so branch performance could be compared fairly. Standardization rules were created for categories, services, links, and naming.
Month end metrics:
- GBP impressions: ~182,000
- Discovery searches: ~14,600
- GBP actions: ~7,200
- Calls (GBP + organic): ~1,120
- Top 3 map pack keywords: ~24
March 2025
We rebuilt GBP services across locations, added descriptions, cleaned attributes, and launched the chain wide posting and photo cadence. Citation cleanup started for the highest impact platforms.
Month end metrics:
- GBP impressions: ~248,000
- Discovery searches: ~19,900
- GBP actions: ~9,400
- Calls: ~1,480
- Top 3 map pack keywords: ~34
April 2025
We began rebuilding location pages with unique neighborhood intent, improved internal linking between services and locations, and removed duplicates across listings. Review workflow was rolled out branch by branch.
Month end metrics:
- GBP impressions: ~318,000
- Discovery searches: ~25,700
- GBP actions: ~11,800
- Calls: ~1,860
- Top 3 map pack keywords: ~46
May 2025
We scaled location page improvements, expanded FAQs and trust sections, and improved mobile conversion flow for appointment actions. Citations were cleaned across more healthcare directories.
Month end metrics:
- GBP impressions: ~392,000
- Discovery searches: ~31,600
- GBP actions: ~14,900
- Calls: ~2,240
- Top 3 map pack keywords: ~58
June 2025
We focused on locations that were still underperforming, improved category choices where needed, strengthened posts and photos, and refined internal linking to push authority into weaker branches.
Month end metrics:
- GBP impressions: ~460,000
- Discovery searches: ~36,900
- GBP actions: ~17,200
- Calls: ~2,650
- Top 3 map pack keywords: ~67
July 2025
We refined snippets and titles for location and service pages, expanded Q&A coverage across branches, and continued review responses to improve engagement signals. Rankings became more stable across more neighborhoods.
Month end metrics:
- GBP impressions: ~528,000
- Discovery searches: ~41,800
- GBP actions: ~19,400
- Calls: ~3,020
- Top 3 map pack keywords: ~75
August 2025
We doubled down on what ranked, refreshed underperforming location pages, improved conversion elements, and continued citation cleanup for any remaining inconsistencies.
Month end metrics:
- GBP impressions: ~578,000
- Discovery searches: ~45,900
- GBP actions: ~20,600
- Calls: ~3,260
- Top 3 map pack keywords: ~82
September 6 to October 6, 2025
We focused on stability and scale: maintained posting cadence, improved engagement on the strongest services, and ensured each location maintained reviews and listing activity. By the end, the chain had a stronger baseline across all branches.
Month end metrics:
- GBP impressions: ~612,000
- Discovery searches: ~48,900
- GBP actions: ~21,400
- Calls: ~3,460
- Top 3 map pack keywords: ~86
Before and After Proof Summary
Visibility expanded because every location became consistent and complete, location pages better supported each branch, citations and duplicates were cleaned, and engagement signals improved through posts, photos, and reviews. Once the system was consistent, rankings stabilized and growth compounded.
- GBP impressions: 182,000 to 612,000 per month
- Discovery searches: 14,600 to 48,900 per month
- GBP actions: 7,200 to 21,400 per month
- Calls: 1,120 to 3,460 per month
- Top 3 map pack placements: 24 to 86 tracked keywords
What Made It Work
The biggest win was building a scalable system. Multi location growth is not about one perfect listing, it is about making every branch look complete, active, and consistent. Once categories, services, reviews, and location pages were standardized, the underperforming branches caught up and the chain gained more visibility across New York.