Case Study: Ranked IVF and Fertility Terms Top 5 in 5 Months in Miami
In 2025, a fertility clinic in Miami partnered with Goforaeo to rank high intent IVF and fertility keywords in the top 5 positions and increase qualified consultation inquiries. The clinic name is anonymized due to an NDA, and the metrics below come from Google Search Console, GA4, Google Business Profile insights, call tracking, and rank tracking for the dates listed.
Snapshot of Results
Timeframe: April 10, 2025 to September 10, 2025
Location: Miami, Florida
Before vs after results:
- Primary IVF keyword average position (tracked): ~22 to ~4.3
- Top 5 IVF and fertility keywords (tracked): 0 to 12
- Page 1 IVF and fertility keywords (tracked): 4 to 28
- IVF page clicks (GSC): 190 to 720 per month
- IVF page impressions (GSC): 6,800 to 24,500 per month
- Consultation inquiries (calls + forms): 21 to 79 per month
- GBP actions: 240 to 920 per month
Context and Starting Point
IVF SEO is competitive and sensitive because patients research deeply and compare clinics carefully. In Miami, large fertility brands and directories dominate results. The clinic had strong care and outcomes, but the website structure did not clearly separate IVF services from general fertility topics. Some pages overlapped, and key intent queries like IVF cost, IVF timeline, fertility testing, and first visit expectations were not covered in a way that matched how people search.
We focused on two things at the same time: build topical authority around IVF and fertility, and increase trust signals that matter in this category. The goal was to rank, but also to drive real consultation requests.
Measurement Setup
We cleaned tracking first because fertility conversions can happen through calls, forms, and consult scheduling links. We also tracked rankings for a set of high intent IVF terms and their variations in Miami.
What we set up
- GA4 events for call clicks, consultation form submissions, and booking link clicks
- Search Console segments for IVF and fertility pages and queries
- Rank tracking for IVF and fertility terms and Miami modifiers
- GBP insights tracking for actions and discovery searches
- Looker Studio dashboard with weekly notes and change dates
- Call tracking to separate listing calls vs website calls where possible
Diagnosis: Why IVF Keywords Were Not in Top Positions
The clinic was credible, but Google needed clearer signals about what pages should rank for what intent. IVF keywords often require strong topical depth, trust cues, and patient focused content that answers the full decision journey.
Key issues found
- IVF services were bundled, causing weak intent matching
- Missing pages for high intent searches like IVF cost, IVF timeline, and testing
- Thin content that did not answer “what happens next” questions
- Weak internal linking into IVF pages from related fertility content
- Titles and meta descriptions were generic, lowering CTR
- Trust signals were scattered: doctor credentials, process, accreditations, FAQ clarity
- Local signals on key pages were light for Miami intent
- GBP services lacked detailed descriptions for IVF and fertility testing
Strategy Overview
We used a five month system designed to move competitive terms quickly. The plan built authority with an IVF hub, supporting content clusters, stronger internal linking, and better trust signals throughout the site and GBP.
Workstreams
- IVF and fertility hub rebuild with clear service targets
- Supporting content clusters for IVF decision queries
- Internal linking system to push authority into IVF pages
- Local SEO alignment between website, GBP, and citations
- Trust and E E A T improvements across content
- CTR improvements via titles, meta descriptions, and FAQ formatting
- Conversion improvements to increase consultation requests
IVF and Fertility Page Rebuild
We rebuilt core pages so each one targeted a clear intent and helped patients understand the next step. Each page was written in simple words but with enough depth to compete.
Core pages built or expanded
- IVF treatment in Miami (primary hub page)
- Fertility evaluation and testing
- IUI and treatment comparisons (if offered)
- IVF cost and financing guidance (without misleading pricing)
- IVF timeline and what to expect
- First consultation and preparing for your visit
- Fertility preservation or egg freezing pages (if offered)
What we added to each page
- Clear above the fold explanation and how to book a consult
- Eligibility and “who it’s for” sections to reduce wrong traffic
- Step by step explanation of the process
- Risks and expectations written responsibly, without overpromising
- FAQs pulled from Search Console queries
- Trust blocks near CTAs: doctor credentials, lab standards, patient support
- Strong CTAs for call and request consult, optimized for mobile
Supporting Content That Built Authority Fast
Competitive IVF terms usually need supporting depth. We created content that targeted the exact questions patients search before choosing a clinic.
IVF content clusters created
- IVF success factors and what affects outcomes
- Testing explained: AMH, ultrasound, semen analysis basics
- IVF timeline stages and what happens at each stage
- IVF vs IUI decision guidance
- Cost factors and what impacts pricing
- Medication basics and common side effects (general education)
- “When to see a fertility specialist” for age and symptoms
Each supporting page linked to the main IVF page and to the consultation page to keep the journey clear.
Internal Linking and Site Structure
Internal linking was used to strengthen IVF topical authority and avoid overlap between fertility pages.
Linking improvements
- IVF hub page linked to all IVF related pages
- Supporting pages linked back to the hub using natural anchors
- Related services blocks added to fertility pages
- Navigation updated so IVF and testing pages were easy to reach
- Consolidated overlapping pages that were cannibalizing rankings
Local SEO and GBP Improvements
Even for IVF, local trust matters. Many patients still search for “IVF clinic Miami” and compare on Maps.
Local work completed
- Expanded GBP services with IVF and fertility testing descriptions
- Updated categories and attributes aligned to fertility services
- Added appointment URL with UTM tracking
- Photo plan: clinic, lab area where appropriate, staff, trust visuals
- Weekly posts focused on consultation flow, FAQs, and patient education
- Citation cleanup for consistent NAP and hours across major platforms
Trust Signals and E E A T Improvements
Fertility patients look for proof. We improved trust signals across the website without making unrealistic claims.
What we improved
- Doctor and team bio pages with credentials and experience
- Clear “what to expect” and patient support sections
- Patient process pages: intake, testing, follow ups
- Medical review notes and clear content ownership
- Updated policies: privacy, cancellations, financial guidance pages
- Added review highlights where appropriate and compliant
Conversion Improvements to Increase Consult Requests
We improved conversion flow so more visitors took the next step after reading.
CRO updates
- Sticky call button on mobile
- Consultation CTAs above the fold and after key sections
- Shorter consult request form fields
- Clear “what happens next” confirmation messaging
- Added FAQ near CTAs to reduce hesitation
Tools Used
Google Search Console, GA4, Google Business Profile insights, call tracking, Looker Studio, Semrush/Ahrefs, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights, Lighthouse, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
April 10 to April 30, 2025
We audited IVF SERPs, mapped IVF keywords to clear page targets, cleaned tracking for consult actions, and started rebuilding the IVF hub and testing pages first.
Month end metrics:
- Avg position (primary IVF term): ~22
- IVF impressions: ~6,800
- IVF clicks: ~190
- Consult inquiries: ~21
- Top 5 keywords: ~0
May 2025
We expanded IVF decision pages like cost, timeline, and first visit, improved titles and meta descriptions for CTR, and started internal linking to strengthen the IVF hub quickly.
Month end metrics:
- Avg position: ~12
- Impressions: ~12,600
- Clicks: ~330
- Consult inquiries: ~34
- Top 5 keywords: ~4
June 2025
We launched supporting content clusters, expanded FAQs from live queries, improved trust sections across pages, and strengthened local alignment between GBP and the website.
Month end metrics:
- Avg position: ~7
- Impressions: ~17,900
- Clicks: ~480
- Consult inquiries: ~48
- Top 5 keywords: ~7
July 2025
We refined pages based on query movement, consolidated overlapping fertility pages to reduce cannibalization, improved internal linking to pages close to top positions, and improved mobile conversion flow.
Month end metrics:
- Avg position: ~5.2
- Impressions: ~21,300
- Clicks: ~610
- Consult inquiries: ~63
- Top 5 keywords: ~10
August 10 to September 10, 2025
We focused on stability and finishing touches: improved snippets for high impression terms, expanded key FAQs, maintained GBP engagement, and strengthened trust cues near CTAs. Rankings held in the top range and consultation requests reached a new baseline.
Month end metrics:
- Avg position: ~4.3
- Impressions: ~24,500
- Clicks: ~720
- Consult inquiries: ~79
- Top 5 keywords: ~12
Before and After Proof Summary
The clinic reached top 5 rankings because IVF pages were rebuilt for intent, supporting clusters increased topical authority, internal linking strengthened the IVF hub, and trust signals improved across the site and GBP. Conversion improvements helped more visitors book consultations.
- Avg position: ~22 to ~4.3
- IVF clicks: 190 to 720 per month
- IVF impressions: 6,800 to 24,500 per month
- Consult inquiries: 21 to 79 per month
- Top 5 IVF and fertility keywords: 0 to 12
What Made It Work
The biggest driver was building the full IVF decision journey on the site. When Google saw clear page targets for cost, timeline, testing, and treatment, the clinic competed better with larger brands. Trust improvements and a clear consult flow turned rankings into inquiries.