Case Study: Improved Map Pack Visibility 4X in 6 Months for an Urgent Care in Jersey City
In 2025, an urgent care clinic in Jersey City partnered with Goforaeo to increase Google Map Pack visibility and drive more calls and walk ins from “near me” searches. The clinic name is anonymized due to an NDA, and the metrics below come from Google Business Profile insights, local rank tracking, Google Search Console, GA4, and call tracking for the dates listed.
Snapshot of Results
Timeframe: March 18, 2025 to September 18, 2025
Location: Jersey City, New Jersey
Before vs after results:
- Map pack visibility (tracked share of voice): 14% to 56% (4X)
- Keywords ranking in top 3 (map pack): 3 to 14 tracked urgent care terms
- Keywords ranking in top 10 (map pack): 9 to 31 tracked terms
- GBP actions (calls, directions, website clicks): 460 to 1,520 per month
- Calls from GBP: 210 to 720 per month
- Direction requests: 140 to 520 per month
- Discovery searches: 2,300 to 7,900 per month
- GBP impressions: 28,600 to 94,800 per month
Context and Starting Point
Urgent care searches in Jersey City are high intent and time sensitive. People search “urgent care near me” when they need help now, so the map pack is the main battleground. At the start, the clinic appeared inconsistently in the top 3, and visibility dropped in some neighborhoods because the listing didn’t fully cover service intent and trust signals.
Map pack visibility is driven by relevance, distance, and prominence. Distance cannot be controlled, so we focused on improving relevance and prominence through listing completeness, strong engagement signals, consistent citations, and a website that clearly supports urgent care intent.
Measurement Setup
We set up tracking so movement was measurable by keyword cluster and by neighborhood grid points. We also separated calls coming from Maps from calls coming from the website.
What we set up
- Local grid tracking for Jersey City urgent care terms (top 3 and top 10)
- GBP insights reporting for impressions, discovery searches, and actions
- GA4 events for call clicks, appointment clicks, and directions clicks
- Call tracking to separate listing calls from website calls
- Looker Studio dashboard with weekly notes and ranking screenshots
Diagnosis: What Was Limiting Map Pack Visibility
We audited GBP, citations, the website, and competitor profiles that dominated the top 3. The clinic had demand, but the listing and supporting signals weren’t strong enough for broader urgent care intent.
Key issues found
- Categories were not optimized for full urgent care demand
- Services were incomplete and lacked descriptions, reducing query coverage
- Business description was generic and didn’t reinforce urgent care intent
- Photos were old and not updated regularly, lowering engagement
- Posting cadence was inconsistent, reducing freshness signals
- Reviews were strong but review velocity was not steady
- Citations had small NAP inconsistencies and duplicates
- Website content didn’t clearly support urgent care plus Jersey City intent
- Some pages lacked clear “walk in” and “open now” messaging
Strategy Overview
We used a 6 month plan built around map pack drivers. The goal was to increase visibility for urgent care terms across more grid points and convert that visibility into calls and directions.
Workstreams
- GBP rebuild for service relevance and conversion clarity
- Engagement system: posts, photos, Q and A, and review cadence
- Citation cleanup and duplicate suppression for prominence stability
- Website updates that reinforce urgent care intent and Jersey City relevance
- CTR and action rate improvements so visibility turned into engagement
- Continuous tracking and refinement using grid data
Google Business Profile Rebuild
We treated GBP as the primary landing page because urgent care journeys often end there. The listing needed to clearly communicate what the clinic treats, when it’s open, and how fast patients can be seen.
Listing upgrades
- Updated primary and secondary categories based on competitor and demand data
- Expanded services for urgent care treatments with short descriptions
- Added attributes relevant to urgent care expectations (where applicable)
- Rewrote business description to clarify walk in process and common conditions treated
- Added appointment or check in links with UTM tracking
- Improved hours accuracy and holiday planning workflow
- Added “open now” clarity messaging where allowed
Why this improved map pack visibility
More complete services and better categories improve relevance, which increases how often the listing matches “near me” searches. Clear actions and links improve engagement, and engagement supports stronger prominence over time.
Engagement System That Increased Prominence
We improved how the listing looked and how users interacted with it. In urgent care, the clinic that looks active and trustworthy often wins the click.
What we implemented
- Weekly GBP posts around “open today,” wait time guidance, seasonal issues, and walk in reminders
- Photo plan updated weekly: exterior, interior, staff, urgent care rooms, signage, parking
- Q and A updates for common questions: insurance, wait times, walk ins, services treated
- Added a simple internal checklist so updates stayed consistent
Reviews and Trust Signals
We improved review velocity in a compliant way and responded consistently. Review freshness and responses support trust when users compare clinics.
Review workflow
- Post visit review request process using compliant messaging
- Response templates that sounded human and addressed key concerns
- Weekly response cadence so reviews never sat unanswered too long
- Routing negative feedback into private support channels
Citation Cleanup and NAP Consistency
Even small NAP inconsistencies can reduce stability. We cleaned high authority listings first, then worked outward. Duplicates were removed to avoid splitting engagement.
What we fixed
- Standardized name, address, phone, and hours format everywhere
- Updated website URLs and check in links across major listings
- Removed duplicates and merged profiles where possible
- Updated healthcare directories and mapping platforms
- Verified consistency across aggregators where applicable
Website Improvements That Supported Map Pack Visibility
A strong listing performs better when the site confirms services and location relevance. We updated the website to reinforce urgent care intent without stuffing keywords.
On site changes
- Rebuilt urgent care landing page with clear “walk in” and “open now” intent blocks
- Added “conditions we treat” sections and scannable service lists
- Added FAQs based on real Search Console queries
- Improved CTA placement for call now, directions, and check in
- Strengthened Jersey City signals naturally on key pages
- Improved mobile speed and reduced layout shifts
- Added LocalBusiness and FAQ schema where eligible
Tools Used
Google Business Profile insights, GA4, Google Search Console, call tracking, Looker Studio, BrightLocal or Whitespark grid tracking, Screaming Frog, PageSpeed Insights and Lighthouse, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 18 to March 31, 2025
We completed the local audit, cleaned tracking, benchmarked the grid for urgent care terms, and shipped quick GBP fixes. Citation issues and website gaps were prioritized for the next phases.
Month end metrics:
- Map pack share of voice: ~14%
- Top 3 map pack keywords: ~3
- GBP actions: ~460
- Discovery searches: ~2,300
April 2025
We rebuilt GBP categories and services, rewrote the listing content, and started weekly posts and photo updates to increase engagement. Review workflow was introduced to keep freshness steady.
Month end metrics:
- Share of voice: ~22%
- Top 3 keywords: ~6
- GBP actions: ~680
- Discovery searches: ~3,400
May 2025
We continued citation cleanup, improved the urgent care website page for “walk in” and “open now” intent, and strengthened internal linking. Engagement cadence stayed consistent so the listing looked active.
Month end metrics:
- Share of voice: ~31%
- Top 3 keywords: ~8
- GBP actions: ~930
- Discovery searches: ~4,800
June 2025
We expanded FAQs, improved snippets for CTR, cleaned remaining high impact citations, and refined GBP services based on live query movement. Map pack coverage improved across more grid points.
Month end metrics:
- Share of voice: ~40%
- Top 3 keywords: ~10
- GBP actions: ~1,180
- Discovery searches: ~6,100
July 2025
We doubled down on the terms sitting between positions 4 to 10, improved conversion flow on mobile, and added more trust cues through photos and review responses. Visibility became more stable week to week.
Month end metrics:
- Share of voice: ~49%
- Top 3 keywords: ~12
- GBP actions: ~1,360
- Discovery searches: ~7,100
August 18 to September 18, 2025
We focused on stability and scaled what was working: continued posts, photos, Q and A updates, and small listing refinements. By the end, the clinic held strong top 3 visibility across the grid.
Month end metrics:
- Share of voice: ~56%
- Top 3 keywords: ~14
- GBP actions: ~1,520
- Discovery searches: ~7,900
Before and After Proof Summary
Map pack visibility increased because GBP became more complete for urgent care intent, engagement signals improved through posts and photos, citations became consistent, and the website reinforced Jersey City urgent care relevance. As visibility increased, actions and calls climbed.
- Map pack share of voice: 14% to 56%
- Top 3 map pack keywords: 3 to 14
- GBP actions: 460 to 1,520 per month
- Discovery searches: 2,300 to 7,900 per month
What Made It Work
The key was focusing on the factors we could control: relevance and prominence. We expanded service coverage in GBP, kept the listing active, cleaned trust signals across directories, and ensured the website supported urgent care intent. That combination improved visibility across more parts of Jersey City and made the growth stable.