Case Study: Organic Traffic Lifted 190% in 8 Months for a Gastroenterology Clinic in Chicago
In 2025, a gastroenterology clinic in Chicago partnered with Goforaeo to grow non branded organic traffic and increase appointment inquiries from high intent GI searches. The clinic name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, Google Business Profile insights, call tracking, and rank tracking for the dates listed.
Snapshot of Results
Timeframe: February 10, 2025 to October 10, 2025
Location: Chicago, Illinois
Before vs after results:
- Monthly organic sessions: 2,100 to 6,090 (190% lift)
- Monthly organic users: 1,620 to 4,780
- Gastro pages clicks (GSC): 460 to 1,720 per month
- Gastro pages impressions (GSC): 14,800 to 49,600 per month
- Page 1 GI keywords (tracked): 8 to 37
- Top 3 keywords (tracked): 1 to 11
- Monthly inquiries (calls + forms + appointment clicks): 34 to 112
- GBP actions: 240 to 780 per month
Context and Starting Point
Chicago GI searches are competitive because hospital systems, large groups, and directory sites take a lot of first page real estate. The clinic had great providers and strong patient outcomes, but search performance was limited by page structure and coverage. Many high intent queries were landing on general pages, and several service lines did not have dedicated pages built for search intent.
The goal was to expand visibility across core GI services and conditions, improve CTR, and make the booking path clear on mobile so traffic growth translated into consults.
Measurement Setup
Before changes, we cleaned tracking and built reporting by service line. For GI clinics, it’s important to separate “informational” traffic from “booking intent” traffic.
What we set up
- GA4 events for calls, appointment clicks, and form submissions
- Call tracking for organic calls and listing calls where possible
- Search Console segmentation for GI service pages and condition pages
- Rank tracking for priority GI keywords in Chicago
- Looker Studio dashboard with weekly notes and deployment dates
- Page group tagging for service pages vs informational pages
Diagnosis: What Was Holding Back Organic Growth
The clinic had authority in real life, but not enough structure online. Google did not have clear page targets for multiple high intent GI queries.
Key issues found
- One broad gastroenterology page tried to rank for too many services
- Missing pages for high demand services and diagnostic terms
- Condition content was thin and didn’t answer decision questions
- Internal linking was weak, so authority didn’t reach priority pages
- Titles and meta descriptions were generic, reducing CTR
- Local signals were present but not reinforced consistently on key pages
- Mobile UX was heavy and slowed conversion steps
Strategy Overview
We used an 8 month plan built around three pillars: build clear service targets, scale topical authority with supporting clusters, and remove conversion friction.
Workstreams
- GI service page rebuilds and new page creation
- Condition clusters built from real query data
- Internal linking system to distribute authority to priority pages
- Technical cleanup and speed improvements
- CTR improvements through snippet rewrites and FAQ structuring
- Local SEO alignment between GBP and website services
- Conversion improvements on top landing pages
GI Service Pages Built and Upgraded
We rebuilt service pages as decision pages that match high intent searches. We avoided thin pages by creating one strong page per service intent and supporting it with clusters.
Pages built or expanded
- Colonoscopy and screening page (high intent)
- Endoscopy and upper GI evaluation page
- GERD and acid reflux care page
- IBS and abdominal pain evaluation page
- Hemorrhoids and rectal bleeding evaluation page
- Liver and fatty liver evaluation page
- GI consultation and new patient process page
- Insurance and referral guidance page (when appropriate)
What we added to each page
- Clear above the fold service intent and how to book
- Who it’s for and when to schedule section
- What to expect during the visit or procedure
- Prep and safety info written carefully, not exaggerated
- FAQs pulled from Search Console queries
- Strong CTAs for call and request appointment
- Trust cues near CTAs: provider credentials, reviews, accepted insurance notes
Condition Content Clusters That Expanded Keyword Coverage
GI search is often symptom led. People search for abdominal pain, bloating, constipation, reflux, blood in stool, and other symptoms. We built clusters that capture those searches and route users into booking pages.
Cluster approach
- One primary service page (procedure or evaluation intent)
- Supporting pages targeting symptom and condition variations
- FAQ blocks built from “People also ask” and GSC queries
- Internal links from symptom pages to the correct service page
Examples of cluster topics used
- Signs you should schedule a colonoscopy
- Reflux symptoms and when to see a GI specialist
- IBS vs IBD explanation pages with next steps
- Causes of bloating and when to seek evaluation
- Rectal bleeding guidance and clinic process
Internal Linking and Site Architecture Improvements
Internal linking helped speed up ranking movement. We ensured that new GI pages were not isolated and that authority flowed into them.
Linking changes
- Created a GI services hub linking to all core services
- Added contextual links from blogs into GI service pages
- Linked doctor pages to their related services and vice versa
- Added “related services” blocks on symptom pages
- Cleaned orphan pages and fixed broken internal links
- Consolidated overlapping pages to reduce cannibalization
Technical SEO and Performance Work
We improved crawl and speed to support indexing and engagement.
Technical actions completed
- Fixed duplicates, canonicals, and thin index bloat
- Cleaned redirects and broken internal links
- Improved mobile speed with image compression and script cleanup
- Added schema where eligible: MedicalOrganization, Physician, FAQ, LocalBusiness
- Improved sitemap coverage to include only priority pages
Local SEO and Google Business Profile Support
Even for specialty clinics, local signals help. We aligned GBP services and on site service naming so Google could connect the entity to Chicago GI searches.
Local work completed
- Expanded GBP services with short descriptions aligned to GI offerings
- Updated categories and appointment links with UTM tracking
- Posted weekly updates and kept photo cadence consistent
- Cleaned citations for consistent NAP, hours, and URLs
- Strengthened location signals on key pages naturally
Conversion Improvements That Turned Traffic Into Inquiries
We improved conversion flow so increased traffic produced more calls and appointment requests.
CRO updates
- Sticky call CTA on mobile for high intent pages
- Appointment CTA above the fold and after key sections
- Shorter forms and improved confirmation messaging
- Added “new patient” and referral guidance to reduce hesitation
- Improved contact blocks with hours, parking, and directions notes
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking, Looker Studio, Semrush/Ahrefs, Screaming Frog, PageSpeed Insights and Lighthouse, BrightLocal/Whitespark, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
February 10 to February 28, 2025
We completed the audit, cleaned tracking, built the keyword map, and started rebuilding the highest intent GI pages first. Technical fixes began to improve crawl and page speed.
Month end metrics:
- Organic sessions: ~2,100
- Organic users: ~1,620
- GSC clicks to GI pages: ~460
- Inquiries: ~34
March 2025
We launched the first wave of service pages, improved titles and meta descriptions for CTR, and began internal linking into the new GI targets.
Month end metrics:
- Organic sessions: ~2,780
- Organic users: ~2,120
- GI page clicks: ~620
- Inquiries: ~45
April 2025
We expanded symptom clusters, added FAQs from real queries, and improved conversion flow on the top landing pages.
Month end metrics:
- Organic sessions: ~3,460
- Organic users: ~2,680
- GI page clicks: ~820
- Inquiries: ~58
May 2025
We strengthened internal linking, improved topical depth on procedure pages, and continued technical cleanup to reduce duplicates and indexing waste.
Month end metrics:
- Organic sessions: ~4,120
- Organic users: ~3,220
- GI page clicks: ~1,070
- Inquiries: ~71
June 2025
We refined pages based on query movement, aligned GBP services and on site naming, and improved snippets for high impression pages.
Month end metrics:
- Organic sessions: ~4,860
- Organic users: ~3,780
- GI page clicks: ~1,310
- Inquiries: ~84
July 2025
We scaled content around the highest converting services, updated underperforming pages, and tightened CTAs for mobile so action rate improved.
Month end metrics:
- Organic sessions: ~5,420
- Organic users: ~4,240
- GI page clicks: ~1,520
- Inquiries: ~98
August 2025
We doubled down on near page 1 keywords, strengthened internal links into pages sitting between positions 4 to 12, and maintained steady GBP engagement.
Month end metrics:
- Organic sessions: ~5,860
- Organic users: ~4,610
- GI page clicks: ~1,640
- Inquiries: ~106
September 10 to October 10, 2025
We focused on stability, refreshed content using live queries, improved conversion flow on top pages, and maintained technical health so growth held.
Month end metrics:
- Organic sessions: ~6,090
- Organic users: ~4,780
- GI page clicks: ~1,720
- Inquiries: ~112
Before and After Proof Summary
Traffic rose because the clinic gained more ranking entry points through strong GI service pages and symptom clusters. Internal linking helped authority flow into those pages, snippet improvements increased CTR, and conversion updates turned clicks into calls and bookings.
- Organic sessions: 2,100 to 6,090 per month
- GI page clicks: 460 to 1,720 per month
- Page 1 keywords: 8 to 37
- Inquiries: 34 to 112 per month
What Made It Work
The key was building pages around GI search behavior. People don’t just search gastroenterology clinic, they search colonoscopy, reflux, IBS, bleeding, and pain. Once the clinic had clear pages for each intent, supported by clusters and strong internal linking, rankings expanded and traffic grew steadily. Metrics are accurate for the timeframe stated, but results vary based on competition, seasonality, proximity factors, and ongoing execution consistency.