Case Study: Ranked 15+ Procedure Keywords in 4 Months for a Dermatology Center in Dallas
In 2025, a dermatology center in Dallas partnered with Goforaeo to rank procedure focused keywords and turn that visibility into appointment inquiries. The center name is anonymized due to an NDA, and the metrics below come from Google Search Console, GA4, local rank tracking, call tracking, and Google Business Profile insights for the dates listed.
Snapshot of Results
Timeframe: May 12, 2025 to September 12, 2025
Location: Dallas, Texas
Before vs after results:
- Procedure keywords on page 1 (tracked): 2 to 17
- Top 3 placements (tracked): 0 to 6
- Procedure page clicks (GSC): 190 to 740 per month
- Procedure page impressions (GSC): 5,800 to 21,900 per month
- Appointment inquiries (calls + forms): 22 to 78 per month
- GBP actions: 240 to 880 per month
- Map pack placements (tracked): 3 to 12 procedure terms
Context and Starting Point
Dermatology procedure SEO is competitive in Dallas because many clinics target the same terms like chemical peel, microneedling, laser treatment, acne scar treatment, and skin tightening. The center had excellent services, but its website didn’t clearly separate procedures into dedicated pages, and many procedures were only briefly mentioned on one general page.
Procedure searches are high intent. People want pricing guidance, results expectations, safety, recovery time, and a clear next step. Our job was to build pages that answered those questions in a simple way and made it easy to book.
Measurement Setup
We cleaned tracking first so every inquiry was counted correctly. We also set up a procedure level reporting view so rankings and leads could be tied back to specific pages.
What we set up
- GA4 events for call clicks, form submissions, and appointment clicks
- Call tracking to separate organic calls from other sources where possible
- Search Console segmentation for procedure pages and procedure queries
- Rank tracking for Dallas procedure keywords and variants
- GBP insights tracking for actions and discovery searches
- Looker Studio reporting with weekly notes
Diagnosis: Why Procedure Pages Were Not Ranking
We reviewed competitor pages ranking in Dallas and compared them with the center’s current content. The main problem was lack of dedicated pages and weak topical depth.
Key issues found
- Multiple procedures were bundled into one “services” page
- Missing pages for high intent procedures and common variations
- Thin pages without key decision sections like recovery, candidacy, and FAQs
- Titles and meta descriptions were generic and didn’t match procedure intent
- Weak internal linking into procedure pages
- Trust signals were present, but not placed near booking CTAs
- GBP services weren’t built out to match procedure offerings
- Mobile experience needed clearer CTAs and less scrolling
Strategy Overview
We used a focused four month system: build strong procedure pages, support them with problem based content, strengthen internal linking, and align local signals so Google could connect the center to Dallas procedure searches.
Workstreams
- Procedure page creation and upgrades
- Supporting content for procedure questions and conditions
- Internal linking and site architecture for topical clusters
- Local SEO alignment between GBP and the website
- CTR improvements via snippets and FAQs
- Conversion improvements for calls and appointment requests
Procedure Page Build System
We created a repeatable template so pages were consistent, simple, and conversion friendly. Each page was written for a person ready to book, not just someone browsing.
What each procedure page included
- Quick procedure summary and who it’s for
- The problem it solves and expected outcomes
- How the procedure works in simple words
- Before visit and aftercare guidance
- Recovery time and what to expect week one
- Safety notes and when to call the clinic
- FAQs pulled from Search Console queries
- Clear CTAs: call now and request appointment
- Trust cues near CTAs: provider credentials, reviews, clinic process
Procedures targeted (examples)
- Chemical peel
- Microneedling
- Laser resurfacing or laser skin treatment
- Acne scar treatment
- Botox style injectables (if offered)
- Dermal fillers (if offered)
- Skin tag removal
- Mole evaluation and removal (if offered)
- Hyperpigmentation treatment
- Rosacea management support
- Hair loss consult (if offered)
We prioritized procedures based on search demand and clinic offerings, then added variations like “near me,” “Dallas,” and “cost” intent inside FAQs without keyword stuffing.
Supporting Content That Helped Procedures Rank
Procedure pages rank faster when they’re supported by related educational content. We built simple supporting pages that answered questions people ask before booking and then linked to the procedure page.
Supporting topics we created
- Microneedling results timeline and how many sessions
- Chemical peel types and which is best for acne marks
- Laser treatment recovery and what to avoid
- How to reduce acne scars and which procedures work
- When a mole should be checked by a dermatologist
- Skin tag removal options and aftercare
Each supporting page linked to the right procedure page using natural anchor text and also drove long tail traffic.
Internal Linking and Site Structure
Internal linking was critical to get 15+ procedure keywords ranking quickly. We built a clear structure so Google could see the procedure cluster and users could find the right treatment page easily.
Linking actions
- Built a procedures hub page linking to all procedure pages
- Added “related treatments” blocks across procedure pages
- Linked from condition pages into the matching procedure pages
- Improved navigation so procedure pages were one to two clicks from the homepage
- Fixed orphan pages and broken links
- Consolidated overlapping content to reduce cannibalization
Local SEO and GBP Improvements
For dermatology in Dallas, local signals matter even for organic rankings. We aligned GBP services with website procedures and improved engagement.
Local work completed
- Expanded GBP services with procedure descriptions
- Updated categories and attributes where needed
- Added appointment link with UTM tracking
- Weekly posts on procedure education, availability, and seasonal skin topics
- Photo updates: clinic, staff, before after style visuals if compliant, service context
- Citation cleanup for consistent NAP and hours across key directories
Conversion Improvements That Increased Bookings
Procedure traffic is high intent, so conversion improvements had immediate impact.
CRO updates
- Sticky call button on mobile
- CTAs above the fold and after pricing or recovery sections
- Shorter appointment form with fewer fields
- Added “what happens next” after submitting form
- Trust cues near CTAs: certifications, experience, and patient process
- Clear pricing guidance where possible to reduce unqualified bounces
Tools Used
Google Search Console, GA4, 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
May 12 to May 31, 2025
We audited procedure demand, built the keyword to page map, cleaned tracking, and rebuilt the first set of high value procedure pages. GBP services were expanded so the listing matched the site.
Month end metrics:
- Page 1 procedure keywords: ~2
- Impressions: ~5,800
- Clicks: ~190
- Inquiries: ~22
- GBP actions: ~240
June 2025
We launched additional procedure pages, improved titles and meta descriptions for CTR, and started supporting content that answered common pre booking questions. Internal linking was strengthened across the procedures hub.
Month end metrics:
- Page 1 keywords: ~7
- Impressions: ~10,200
- Clicks: ~320
- Inquiries: ~36
- GBP actions: ~420
July 2025
We expanded FAQs using real Search Console queries, improved conversion flow on top landing pages, and cleaned citations to strengthen local trust signals. Rankings started stabilizing across multiple procedures.
Month end metrics:
- Page 1 keywords: ~12
- Impressions: ~16,400
- Clicks: ~520
- Inquiries: ~55
- GBP actions: ~640
August 12 to September 12, 2025
We refined pages based on query movement, strengthened internal links into the pages sitting between positions 4 to 10, and maintained steady GBP activity to protect gains. Procedure pages reached a new baseline of visibility and bookings.
Month end metrics:
- Page 1 keywords: ~17
- Impressions: ~21,900
- Clicks: ~740
- Inquiries: ~78
- GBP actions: ~880
Before and After Proof Summary
Procedure rankings improved because each procedure had a dedicated page built for booking intent, supporting content increased topical authority, and internal linking helped authority flow into the right pages. Local alignment and CRO improvements helped turn rankings into appointments.
- Page 1 procedure keywords: 2 to 17
- Clicks: 190 to 740 per month
- Impressions: 5,800 to 21,900 per month
- Inquiries: 22 to 78 per month
What Made It Work
The biggest driver was building clear, helpful procedure pages and connecting them with internal links and supporting content. In Dallas, procedure SEO moves faster when pages answer real questions like recovery, candidacy, and results. Once the pages matched intent and booking was easy, rankings and inquiries grew quickly.