Case Study: Grew Non-Branded Clicks 3X in 7 Months for a Neurology Center in Houston
In 2025, a neurology center in Houston partnered with Goforaeo to increase non branded clicks from Google Search, meaning more patients finding the clinic through condition and treatment searches instead of only the brand name. The center name is anonymized due to an NDA, and the metrics below come from Google Search Console, GA4, rank tracking, and call tracking for the dates listed.
Snapshot of Results
Timeframe: March 12, 2025 to October 12, 2025
Location: Houston, Texas
Before vs after results:
- Non branded clicks (GSC): 420 to 1,310 per month (3X)
- Non branded impressions (GSC): 18,600 to 56,900 per month
- Organic users: 1,900 to 5,200 per month
- Organic sessions: 2,480 to 6,750 per month
- Neurology service page clicks: 260 to 890 per month
- New patient inquiries (calls + forms): 38 to 112 per month
- Top 10 keywords (tracked): 12 to 49 keywords
Context and Starting Point
The center had strong clinical credibility, but organic traffic depended heavily on branded demand and referrals. Search Console showed impressions for many neurology related queries, but clicks were low because the site didn’t have enough dedicated pages for specific conditions, and snippets didn’t match what patients searched.
Neurology also has complex intent. Some searches are informational like migraine symptoms, and some are urgent like neurologist near me or seizure clinic in Houston. We built a system that captured both types and routed users into the right appointment page.
Measurement Setup
We separated branded and non branded queries in Search Console, then tracked performance by condition cluster and service line. We also cleaned GA4 tracking so inquiry events were consistent.
What we set up
- Search Console regex filters for branded vs non branded queries
- Page group reporting for neurology services and condition pages
- GA4 conversions for call clicks, referral form submissions, appointment clicks
- Rank tracking for Houston neurologist and condition keywords
- Looker Studio dashboard with weekly notes
- Call tracking to separate organic calls where possible
Diagnosis: Why Non Branded Clicks Were Low
The center wasn’t missing expertise, it was missing SEO coverage and clear intent matching. Competitors ranked because they had pages that answered specific questions and targeted specific conditions.
Key issues found
- Too few condition pages for high demand neurology topics
- Core service pages were broad and didn’t match search intent well
- Titles and meta descriptions were generic, lowering CTR
- Internal linking didn’t push authority into condition pages
- Content lacked FAQs and “when to see a neurologist” sections
- Provider pages were thin and didn’t support trust signals
- Some technical issues slowed indexing and diluted crawl focus
- Local signals were not consistently reinforced for Houston intent
Strategy Overview
We grew non branded clicks with a four part plan. Build pages people search for, connect them with internal links, improve snippets so they earn clicks, and strengthen trust signals so patients take action.
Workstreams
- Neurology service page rebuild for Houston search intent
- Condition content clusters built from real query demand
- Internal linking system to push authority into high intent pages
- Snippet and CTR improvements for high impression queries
- Technical cleanup to improve crawling, indexing, and speed
- Local alignment and conversion flow improvements
Service Page Rebuild for High Intent Searches
We rebuilt the main neurology pages as decision pages. These pages had to convert, not just explain.
What we improved on service pages
- Clear above the fold positioning: Houston neurology care and how to book
- “When to see a neurologist” blocks to match intent and reduce hesitation
- Condition coverage sections that link into deeper pages
- Visit flow, referrals, insurance guidance, and what to expect
- FAQs pulled from Search Console queries
- Strong CTAs for call and appointment requests, designed for mobile
- Trust cues near CTAs: credentials, affiliations, and patient process
Condition Content Clusters That Drove Non Branded Clicks
Most non branded neurology searches are condition based. We built clusters around the topics Houston patients searched most.
Clusters created
- Migraine and headache clinic content
- Seizures and epilepsy evaluation content
- Neuropathy and nerve pain content
- Dizziness and vertigo evaluation content
- Tremors and movement disorders content
- Memory concerns and cognitive evaluation content
What each condition page included
- Symptoms and when it becomes urgent
- Possible causes explained in plain language
- How evaluation works and what tests may be used
- Treatment approach overview without overpromising
- FAQs based on real queries
- Clear “book an appointment” next steps
Each cluster linked back to the main neurology page and to related sub pages so authority and relevance strengthened together.
Internal Linking and Site Structure
Internal linking helped pages rank faster and reduced cannibalization. We built a clear map so Google understood relationships.
Linking improvements
- Neurology hub page linking to each condition cluster
- Contextual links from condition pages into appointment pages
- Provider pages linked to related conditions and services
- Related condition blocks to keep users engaged
- Fixed orphan pages and improved crawl depth
- Cleaned overlapping content that caused confusion
Snippet and CTR Improvements
Non branded click growth often comes from improving CTR on high impression queries. We rewrote titles and meta descriptions so pages matched the exact intent of searches.
Snippet work
- Titles aligned to condition + Houston intent where appropriate
- Meta descriptions explained next step and appointment flow
- Added FAQ formatting to win more SERP real estate
- Improved headings to better match long tail queries
- Reduced duplicate titles across similar pages
Technical Cleanup That Supported Growth
We fixed issues that slow indexing and dilute relevance. This helped new pages appear faster and improved stability.
Technical actions completed
- Fixed duplicate URLs, canonicals, and thin index bloat
- Improved internal link paths so important pages were within 2 to 3 clicks
- Improved mobile speed by compressing images and reducing scripts
- Improved structured data where eligible: MedicalOrganization, Physician, FAQ, LocalBusiness
- Cleaned XML sitemap and removed low value pages from indexing focus
Local SEO and Trust Signals for Houston
Even for non branded searches, local trust matters. We reinforced Houston signals and ensured the listing and website were aligned.
Local and trust actions
- Updated GBP services to reflect neurology specializations (where applicable)
- Strengthened NAP and hours consistency across directories
- Improved provider bios, credentials, and experience sections
- Added referral and insurance clarity to reduce appointment friction
- Improved contact and directions sections for mobile users
Tools Used
Google Search Console, GA4, Looker Studio, call tracking, Semrush/Ahrefs rank tracking, Screaming Frog, PageSpeed Insights and Lighthouse, Microsoft Clarity or Hotjar, Google Business Profile insights, schema testing tools.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 12 to March 31, 2025
We audited branded vs non branded performance, cleaned tracking, mapped keywords to pages, and prioritized the condition clusters that would drive the fastest non branded growth.
Month end metrics:
- Non branded clicks: ~420
- Non branded impressions: ~18,600
- Organic users: ~1,900
- Inquiries: ~38
April 2025
We rebuilt core neurology pages, improved snippets for CTR, and launched the first condition pages for migraine, neuropathy, and seizures. Internal linking into those pages was added immediately.
Month end metrics:
- Non branded clicks: ~560
- Impressions: ~25,200
- Organic users: ~2,450
- Inquiries: ~50
May 2025
We expanded condition clusters, added FAQs based on real queries, and improved provider pages for trust. Technical cleanup continued to improve indexing and speed.
Month end metrics:
- Non branded clicks: ~720
- Impressions: ~31,900
- Organic users: ~3,020
- Inquiries: ~66
June 2025
We strengthened internal linking and built a neurology hub system so authority flowed into the newest condition pages. We also improved CTAs and contact blocks on mobile to increase inquiries.
Month end metrics:
- Non branded clicks: ~910
- Impressions: ~40,600
- Organic users: ~3,780
- Inquiries: ~81
July 2025
We doubled down on pages close to top positions, refined content using Search Console query movement, and expanded dizziness, tremor, and memory related content.
Month end metrics:
- Non branded clicks: ~1,060
- Impressions: ~48,100
- Organic users: ~4,520
- Inquiries: ~96
August 2025
We refreshed underperformers, improved titles and internal links, and expanded trust and referral guidance to reduce friction for booking. Rankings stabilized for more non branded terms.
Month end metrics:
- Non branded clicks: ~1,200
- Impressions: ~53,800
- Organic users: ~4,980
- Inquiries: ~106
September 12 to October 12, 2025
We focused on stability, improved conversion flow on the highest traffic pages, and continued publishing around winning topics. Non branded clicks reached a new baseline by the end.
Month end metrics:
- Non branded clicks: ~1,310
- Impressions: ~56,900
- Organic users: ~5,200
- Inquiries: ~112
Before and After Proof Summary
Non branded clicks grew because the site gained more condition based entry points, snippets improved CTR, internal linking pushed authority into the right pages, and trust signals reduced hesitation for booking.
- Non branded clicks: 420 to 1,310 per month
- Non branded impressions: 18,600 to 56,900 per month
- Organic users: 1,900 to 5,200 per month
- Inquiries: 38 to 112 per month
What Made It Work
The biggest driver was building pages that match real neurology searches. Once the site had strong condition clusters with clear next steps, Google had more reasons to rank the center for non branded queries. Internal linking and snippet work accelerated growth, and conversion improvements ensured the clicks turned into inquiries.