SEO Case Study: How a Mental Health Platform Increased Session Bookings by 240%
In February 2025, a Madison based mental health platform partnered with Goforaeo because their website was not bringing enough steady session bookings from organic search. They had licensed providers, good client feedback, and clear services, but search visibility was uneven and the booking flow was not converting well. They wanted more consistent enquiries from people actively looking for therapy in Madison, without relying on ads to fill the calendar.
This case study explains the work we did, the exact timeline, the month by month progress, and the measurable proof. Everything is written in simple words, with clear numbers and realistic SEO actions. The location focus for this project was Madison, Wisconsin.
Client overview: Location, timeframe, and what we tracked
The client is a mental health platform serving Madison and nearby communities, offering both in person and telehealth sessions. Services included individual therapy, couples therapy, and support for common concerns like stress, anxiety, burnout, and relationship challenges. The site also listed therapist profiles, specialties, and scheduling options.
Project details:
- Location: Madison, Wisconsin
- Start date: February 4, 2025
- Measurement window: February 2025 to September 2025
- Primary conversion tracked: Session bookings from organic search
- Secondary signals tracked: Organic sessions, booking page conversion rate, call clicks, and Google Business Profile actions
We tracked bookings only when users reached the booking confirmation step. This avoided inflated reporting from clicks that did not turn into scheduled sessions.
Starting point: Baseline results in February 2025
In February 2025, the platform already had content and clinician pages, but the site did not clearly match how people search for therapy services locally. Many pages were written in general language, and several important searches had no dedicated pages. Some visitors landed on a blog post, then left without reaching the booking flow.
February 2025 baseline metrics:
- Organic sessions: 2,100
- Session bookings from organic: 25
- Organic booking conversion rate: 1.19%
- Phone or call clicks from organic: 18
- Google Business Profile actions: 34 (calls, website clicks, direction taps)
The baseline showed a clear opportunity: traffic existed, but the site needed stronger local intent targeting and a smoother path to booking.
What was holding growth back
A few issues were consistently getting in the way. These were not “mystery SEO problems,” they were simple gaps that many service sites have. Once fixed, they usually create fast improvements in both rankings and conversions.
Main blockers we found:
- Weak service page coverage for high intent searches like “therapy Madison” and “couples therapy Madison”
- Therapist pages did not target specialties in a structured way, so they did not rank well on their own
- Internal linking was light, so blog content was not supporting booking pages
- The booking call to action was not placed consistently across key pages
- Google Business Profile was not fully built out with services, FAQs, and steady updates
- Page speed on mobile had friction on profile pages and booking pages
Strategy overview: How we approached SEO for a mental health platform
This type of website needs more than keywords. People booking sessions want clarity, safety, and trust. So the plan focused on local SEO, helpful content, and trust signals, while also making booking easier.
We built the strategy in five connected parts. Each part supported the next so results could grow month by month instead of spiking once.
Technical setup and tracking improvements
We started with measurement and technical cleanup because good tracking makes every later decision easier. We also improved crawl paths so the site structure made sense to search engines. This helped important pages get indexed and updated more reliably.
Key actions:
- Clean GA4 conversion tracking for completed bookings
- Search Console review for indexing, queries, and page opportunities
- Fix key crawl issues, duplicate signals, and internal linking gaps
- Improve mobile performance on booking and profile pages
Local SEO for Madison: Clear signals without keyword stuffing
Local SEO mattered because many high intent searches include the city name. When someone searches “therapist near me” or “therapy Madison,” they are often ready to book soon. We strengthened the local signals naturally, using helpful wording and local context.
Local SEO actions included:
- Improving Google Business Profile categories, services, photos, and weekly posts
- Adding and improving local trust signals on the website
- Cleaning citations and making business details consistent across major listings
- Creating local pages that matched real search intent and user questions
Service pages that match what people actually search
The platform had services, but the pages did not fully match the way people search. We rebuilt and expanded service pages so each one had a clear purpose. We also added FAQs and simple explanations that reduce uncertainty.
Service page improvements included:
- One clear page per core service, written for Madison intent
- Simple “what to expect” sections without overpromising outcomes
- Therapist matching guidance to help visitors choose next steps
- Stronger internal links from service pages to booking and provider pages
Content that supports decisions and reduces hesitation
Mental health services are sensitive, and many people hesitate before booking. Content helps when it answers practical questions in a calm, respectful way. We avoided fear based writing and focused on clarity, steps, and support.
Content focused on:
- Therapy types and how people choose the right approach
- What a first session is like, scheduling, privacy, and common concerns
- Madison focused guides that link directly to service pages
- Short pages for specialties that therapists actually offer and can support
Conversion improvements: Make booking feel safe and simple
Rankings alone do not guarantee bookings. We improved the booking experience so users could act quickly once they felt ready. Small layout and copy changes often create big gains in conversion.
Conversion work included:
- Clear session booking CTAs on top landing pages
- Reduced friction in the booking flow on mobile
- Added trust cues near CTAs: provider credentials, confidentiality basics, and scheduling clarity
- Improved navigation so users could find booking from any service or provider page
Month by month timeline and results: February 2025 to September 2025
Below is the monthly rollout with what we did and what changed in the numbers. Each month shows both actions and outcomes so you can see the compounding effect clearly.
February 2025: Audit, tracking cleanup, baseline lock
We started on February 4, 2025 with a full site audit and tracking cleanup. We set up booking conversions properly, reviewed Search Console queries, and identified the biggest gaps in service pages. And we also mapped the main user journeys from search to booking to find drop off points.
February 2025 results:
- Organic sessions: 2,100
- Session bookings: 25
- Booking conversion rate: 1.19%
Work completed:
- Tracking fixes for confirmed bookings
- Crawl and index review
- Internal link map planning for service and provider pages
March 2025: Technical fixes and faster mobile experience
In March, we focused on site health and speed because slow pages increase exits, especially on mobile. We improved performance on therapist profile pages and the booking flow, then cleaned small technical issues that diluted page value. This month built a stronger base for the content work that followed.
March 2025 results:
- Organic sessions: 2,300
- Session bookings: 30
- Booking conversion rate: 1.30%
Work completed:
- Mobile speed improvements on key templates
- Internal linking upgrades to guide users toward booking
- Metadata updates for high intent pages already getting impressions
April 2025: Rebuild core service pages for Madison intent
In April, we rebuilt the core service pages with clear Madison intent and clearer next steps. Each page was written in simple language, focused on what the service is, who it helps, what to expect, and how to book. We also added FAQs based on real questions people ask before starting therapy.
April 2025 results:
- Organic sessions: 2,650
- Session bookings: 38
- Booking conversion rate: 1.43%
Work completed:
- Updated core services pages with clearer structure
- Added FAQ sections that support decision making
- Stronger calls to action and more consistent booking links
May 2025: Google Business Profile growth and local trust signals
In May, we treated Google Business Profile as a major lead channel. We improved the profile’s completeness and made it more active with steady posts and service updates. We also made sure the website supported the local signals, so the platform looked consistent everywhere.
May 2025 results:
- Organic sessions: 3,050
- Session bookings: 48
- Booking conversion rate: 1.57%
Work completed:
- Google Business Profile updates: services, categories, photos, and posts
- Citation cleanup for consistent business details
- Local intent improvements on top landing pages
June 2025: Therapist pages upgraded for specialties and search visibility
In June, we improved therapist profile pages so they could rank for specialty searches and convert better. We added structured specialty sections, clearer availability notes, and internal links from related service pages. This helped both SEO and user experience, because visitors could find a provider that felt like a fit.
June 2025 results:
- Organic sessions: 3,450
- Session bookings: 56
- Booking conversion rate: 1.62%
Work completed:
- Therapist pages upgraded with clearer specialty focus
- Better internal links between services and providers
- On page trust improvements, including credentials visibility
July 2025: Content that answers booking hesitation and first session questions
In July, we published content designed to reduce hesitation and guide people toward the first booking step. Instead of writing general wellness blogs, we created decision support pages that answered practical questions. We linked these pages into service pages and provider pages so the site felt connected.
July 2025 results:
- Organic sessions: 3,900
- Session bookings: 67
- Booking conversion rate: 1.72%
Work completed:
- “What to expect” and “how to choose” style content
- Content to service page linking improvements
- Booking CTA placement improvements on top content pages
August 2025: Authority building and stronger internal structure
In August, we strengthened authority signals and improved site structure based on Search Console data. We refreshed pages that had impressions but low clicks, adjusted page titles to better match intent, and expanded internal links to support the highest converting pages. We also earned a few relevant mentions from local and niche sources.
August 2025 results:
- Organic sessions: 4,250
- Session bookings: 74
- Booking conversion rate: 1.74%
Work completed:
- Content refresh based on real query performance
- Snippet improvements to raise click through rate
- Continued Google Business Profile activity and photo updates
September 2025: Stabilization, conversion refinement, peak month results
In September, we focused on tightening conversion and keeping rankings stable. We reviewed booking flow drop offs, improved the booking page layout, and expanded FAQs using real booking questions. This month became the clearest “after” month in the measurement window.
September 2025 results:
- Organic sessions: 4,850
- Session bookings: 85
- Booking conversion rate: 1.75%
Work completed:
- Booking flow improvements for mobile users
- FAQ expansion based on real user concerns
- Internal linking updates to keep money pages supported
Before vs after proof: How the 240% increase was calculated
We used February 2025 as the baseline month because tracking was set and stable from the start. In February 2025, the platform received 25 session bookings from organic search. In September 2025, the platform received 85 session bookings from organic search.
Before vs after highlights:
- February 2025 session bookings: 25
- September 2025 session bookings: 85
- Net increase: +60 bookings per month
Percentage calculation:
- Increase is 60 over a base of 25
- 60 divided by 25 equals 2.4
- That equals a 240% increase in session bookings from organic search
Supporting proof signals that matched the booking growth:
- Organic sessions grew from 2,100 to 4,850
- Booking conversion rate improved from 1.19% to 1.75%
- More bookings came from service and provider pages, not just blog content
Tools used during the campaign
We used a practical tool stack to track performance, find keyword opportunities, improve technical health, and understand user behavior. Each tool supported a clear decision, so work stayed focused and measurable.
Analytics and tracking:
- Google Analytics 4: confirmed booking conversions, landing page performance, user paths
- Google Search Console: queries, impressions, clicks, indexing checks
- CRM or booking system reports: booking confirmation counts and source validation
SEO audits and research:
- Screaming Frog: crawl audits, internal linking checks, duplicate signals
- Ahrefs or Semrush: keyword research, content gaps, competitor review
- PageSpeed Insights: mobile performance checks and Core Web Vitals monitoring
User behavior and reporting:
- Microsoft Clarity or Hotjar: heatmaps, scroll depth, session recordings
- Looker Studio: monthly dashboards and clean reporting
- Google Business Profile manager: posts, services, actions, and listing updates
Why this worked in simple words
This worked because the website started matching how people search when they are ready to book therapy in Madison. The service pages became clearer, provider pages became easier to understand, and local signals became stronger across the site and listings. People found what they needed faster, and the booking step felt simpler and safer.
It also worked because we improved conversion along with rankings. Better visibility brought more visitors, and better page structure and trust cues helped more of those visitors book sessions. That combination is what created steady growth over the full timeline.
What we planned next after September 2025
After September 2025, the focus was to keep quality high while scaling. We planned more specialty pages only where the platform had real provider coverage, more local content based on Search Console demand, and ongoing conversion checks on the booking flow. We also planned to keep Google Business Profile active with consistent updates and new photos.
Next phase priorities:
- Expand specialty coverage based on provider availability and search demand
- Refresh top pages quarterly to keep information accurate and helpful
- Continue improving booking flow based on behavior data
- Keep building local trust signals with steady reviews, posts, and citations